Behaviour Change and Communication – A Strategy
TNUSSP has several components, of which Behaviour Change and Communication (BCC) is one. This component will address the issue of behaviour change through a range of approaches – understanding the incentives for stakeholders including awards, consumer preferences, changes in role description in the case of government officials, and communication campaigns targeted at appropriate segments.
The BCC strategy recognises the main learning from IECs around the world, that Behaviour Change also requires a supportive environment. And it is the community and society which provide the supportive environment necessary for behaviour change, in the form of social norms, both traditional and new.
1. Sanitation has to be brought out of the closet: A campaign/series of campaigns have been planned to get rid of the taboo and stigma associated with the idea of sanitation, understood as the full cycle of human excreta management.
2. Consumers must have agency: There is a need to increase a sense of ownership among individual consumers and households, and create a sense of responsibility towards the larger sanitation outcomes in their homes, neighbourhoods, city, district and State.
3. It is essential that the Urban Local Bodies (ULBs) and other urban sector agencies recognise and embrace the full cycle of sanitation and Septage management as a new mantra. They should also regulate and enforce rules to make this possible.