Behaviour Change and Communication Strategy
In Tamil Nadu, currently, a range of behaviour deficits exist along the full cycle of sanitation at the stages of capture, containment, emptying, transport, treatment and re-use/disposal. However, communication strategies in the sanitation sector have been largely limited to promoting hygiene behaviours such as handwashing or stopping open defecation by promoting the use of toilets. While these efforts are important, there are several other behaviour modifications that need similar, if not more, attention. This report summarises TNUSSPs Behaviour Change Communication (BCC) strategy, which consists of campaigns, events and materials to address multiple behaviour deficits along the sanitation value chain. The strategy has been conceptualised to include segmentation and targeting of those who tend to embrace changes and newness (innovators and early adopters), evoke the benefits of new behaviour and the cost of current unsanitary practices, as well as promote a positive, aspirational position to facilitate adoption of the ‘new way’.