behaviour change Current Affairs - 2020

Behaviour Change Campaign launched by NITI Aayog

A behaviour change campaign named ‘Navigating the New Normal’ was launched on 25th June 2020 by NITI Aayog. Bill and Melinda Gates Foundation is a partner for the behavior change campaign.

Aim of the Campaign

As the country is now in an Unlock phase, the aim is to develop an appropriate COVID safe behavior in the country, such as by making people adapt to wearing masks as a part of their daily routine. Until a vaccine is developed, it is essential for the citizens of the country to adopt certain behavioral changes in their day to day life by practicing hand hygiene, wearing masks, etc.

About the Campaign

The behaviour change campaign has been designed under the guidance of the Empowered Group 6 (this Group addresses issues related to COVID-19 response activities through effective solutions and formulation of plans).

The behaviour change campaign has two parts:

  1. The Web Portal (http://www.covidthenewnormal.com/): It contains behavioral norms required for being COVID-safe.
  2. Media Campaign: As the pandemic has restricted the movement of people across the country, people are spending more time watching television or on the internet. The aim of the behaviour change campaign will reach millions across the country through advertisements, animation for children, virtual awareness campaigns on social networking sites, etc.

Part Two of the Darwaza Band Campaign Launched

The part two of Darwaza Band campaign which aims to promote the use of toilets and to sustain the open defecation free status of villages across India has been launched.

The campaign has been launched under the aegis of Swachh Bharat Mission Grameen initiative of Ministry of Drinking Water and Sanitation.

Darwaja Band literally stands for shutting the door. The campaign symbolically stands for shutting the door for open defecation. The campaign aims to encourage behaviour change in men who have toilets but are not using them and to encourage women to stand up for this issue in their villages and assume a leadership role.

The Darwaza Band campaign is designed to encourage behaviour change through television ads, radio jingles, outdoor publicity and digital campaigns. The campaign is launched in association with World Bank.

Making India open Defecation Free

The data from government suggests that over 50 crore people have stopped defecating in the open since the launch of the Swachh Bharat Mission and over 5.5 lakh villages have been declared Open Defecation Free. The national sanitation coverage is now in excess of 98 per cent as compared to 39 per cent in 2014.