HUL launches ‘Swachh Aadat, Swachh Bharat’ programme in India

To Promote Good Health and Hygiene Practices. ‘Haath, Munh aur Bum’ campaign aims to drive behavior change

Hindustan Unilever Limited (HUL)  announced the launch of ‘Swachh Aadat, Swachh Bharat’ programme in line with Government of India’s Swachh Bharat Abhiyan (Clean India Mission) to promote good health and hygiene practices. Given the scale of challenges that India faces in the areas of water, sanitation and hygiene (WASH), this programme is an effort to help India realise the goals of Clean India Mission by 2019.

This is a first-of-its-kind multi-brand behaviour change programme synergising the efforts of HUL’s leading brands Lifebuoy, Domex and Pureit. The Swachh Aadat, Swachh Bharat programme has two key thrusts: An onground behavior change model and a mass media campaign to drive engagement and awareness.

Swachh Basti – Onground behavior change model:

HUL has piloted a behaviour change model in the slums of Mumbai and Delhi. This programme encourages people to adopt three ‘Swachh Aadat’ or ‘Clean Habits’ – washing hands 5 times a day, using a toilet for defecation and adopting safe drinking water practices – three simple habits that will go a long way in reducing illnesses in our country.

The programme is being undertaken with support of municipal corporations to reach out to students in municipal schools where a four-week behaviour change programme was conducted through engaging activities like skits, demos and jingles. This programme also covers mothers and other stakeholders in the local community such as doctors and support groups to create awareness and develop champions within schools and the community. Till date, one lakh lives have been touched through multiple engagement points (school contact programme, home to home programme and neonatal programme). The programme aims to reach two lakh people by end of 2015.

‘Swachh Aadat’ mass media campaign:

A mass media campaign has been launched to promote awareness across the country, which will reach out to 75 million people across India. Through the campaign idea of ‘Haath Munh aur Bum, Bimari Hogi Kum’, HUL has sought to bring alive this message in a fun and engaging manner, celebrating children as the agents of change. The campaign is in line with our belief that adoption of hygiene habits is as necessary as development of hygiene and sanitation infrastructure to realise the Clean India Mission.

Speaking about this programme, Sanjiv Mehta, Managing Director and CEO, HUL, said: “We believe that companies like HUL have a key role in helping the country achieve ‘Swachh Bharat Abhiyan’. More than 90% of households in India use HUL products. This gives us both an opportunity and responsibility to make a meaningful difference. Our expertise in behaviour change programmes in the area of hand washing and sanitation and our experience in developing and delivering innovative partnership models positions us uniquely in doing this.”

The programme is in line with the Unilever Sustainable Living Plan global ambition of helping more than a billion people take action to improve their health and well being. From 2010 till date, we have touched lives of 120 million people through our health and well being programmes in India. Handwashing programmes by Lifebuoy have protected 63 million people, Pureit’s safe drinking water programme has touched 56 million and we have built over 3000 toilets through the Domex Toilet Academy.

About Hindustan Unilever:

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods company with its products touching the lives of nine out of ten households in India. HUL works to create a better future every day.

Prasad Pradhan

022 39832429

R Ram

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