Detailed Analysis of the Swachh Bharat Abhiyan Advocacy Campaign

This report provides a comprehensive analysis of the Swachh Bharat Abhiyan (Clean India Mission) advocacy campaign. It begins by outlining the problem of India's lack of hygiene and sanitation, highlighting the affected parties and the motivations behind the campaign. The report then delves into the context of the campaign, including the government's role, social and cultural challenges, and economic and environmental considerations. It explores the applicable laws, policies, and development frameworks, including the use of toilets and the sustainable development framework. The objectives of the campaign are defined, along with a SMART analysis, and the opportunities, challenges, and obstacles are identified. Stakeholders, including the government, beneficiaries, and allies, are examined. The report details the call to action, resources required, and the action plan, including key stages and a timeline. Finally, it assesses the monitoring and evaluation processes, providing insights into the campaign's impacts and lessons learned. The report concludes by emphasizing the importance of the campaign and suggests areas for improvement.

ADVOCACY CAMPAIGN – SWATCH BHARAT ABHIYAN (CLEAN INDIA MISSION)
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Introduction
Swatch Bharat Mission (SBM) is a nation-wide campaign launched by PM Narendra
Modi of India (Kaushal and Sikroria, 2017, p 10). The campaign period is from 2014 till
2019 and its aims are to clean streets, roads and other infrastructure present in India.
The current scope of analysis deals with the advocacy campaign.
1. The Problem
The Issue to be tackled - India’s lack of hygiene and toilets affects millions of people.
The issue to be tackled is preventing open defecation and sewage contamination in
bathing and drinking water.
Affected Parties - It was estimated that approximately 530 million people in India
practices defecation in the open (Bhanu Paramjyothi, Pavani, Subhashini and Indira,
2017, p 204). The issue affects the entire population of the country, especially those
living in villages.
Motivation to Act - The campaign has a noble cause and could impact livelihood of
millions of people in the country.
Others care about this issue - The issue of open defecation directly contaminates the
water stream and comes in contact with food source such as fishes. Cleaning the
streets and other infrastructure would promote healthy environment. This might reduce
incidence of certain diseases and allergies, hence others will care about this campaign.
The effects, symptoms etc of this issue - The issues effect has large bearing on the
burden of various diseases in the country.
2. The Context
The issue received considerable amount of focus from the current political party in India.
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The NDA Government set up this mission and PM Narendra Modi aimed at making
India clean through this campaign. India’s varied and complex social and cultural
structure imposed varied difficulties for this campaign. While most states imposed the
campaign, some states were not successful in carrying out this campaign. There were
insignificant economic costs involved in the campaign. Most costs were oriented at
promotion of the campaign, while others were directed at making individuals at their
position to implement the campaign. As for example, cleaners at train stations were
asked to maintain log books for cleaning records, they were asked to frequently clean
station and prevent anyone, who was deterring the mission. Majority of the cost was
directed at building toilets at several villages across India. The environmental context
was tremendous as the campaign had capability to improvise the environment. Legal
consideration involved in the campaign was worker’s pay and health related acts and
labor laws and so on.
3. Applicable law, policy, conventions and development frameworks
Mechanisms used – Toilets were built during the campaign and workers as well as
laborers in cleaning roles were assigned responsibilities to take their duties in a diligent
manner (Sarmah and Maharishi, 2016, p 440). Employees in all government offices
were asked to maintain clean and neat workspace.
The legal, human rights and, or sustainable development normative frameworks
applicable to the campaign, project – The campaign focuses upon sustainable
development normative frameworks so as to provide clean and safe drinking and
bathing water for future generations.
Identified frameworks to intervene in the campaign, project – The sustainable
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development framework in the campaign was depicted by the water cycle, where in the
upper regions of a river one defecates and in the lower part someone uses the same
water for drinking.
The frameworks adequate and engage / expand with them – The framework provided
opportunity for developing procedures to integrate.
4. The Objectives
Purpose of the campaign, project – Its sole purpose is to make India clean.
Goals and desired outcomes:
 To create awareness of cleanliness and hygiene, better quality of life in rural
areas through this campaign of Swach Bharat Abhiyan
 To make India a clean and hygienic country and to tackle environment crisis due
to problems of inefficient waste management.
 Implementation of the policies, programs of the clean India initiative
 To motivate communities to adopt sustainable sanitation practices and
accelerate sanitation coverage in rural areas.
SMART analysis of objectives: S – Setting up toilets across India. Maintaining neat and
clean infrastructure
M - Measuring the number of toilets set up at specific locations
A – Yes, by keeping a record of logs
R – Yes, thousands of toilets have already been set and clean India missions has also
been set up
T – 5 years
The opportunities, challenges and obstacles – One major opportunity is availability of
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funds for the mission, which can be used for setting up toilets.
India is a vast country, implementing the idea of cleanliness can be a major issue.
Hence, individual drives in states need to be focused upon.
5. Stakeholders
The stakeholders, Beneficiaries, Allies, Opponents, Contributors, Champions, Delivery
partners – The Government of India are the sole promoter and contributor of this
campaign. While the population of India are the beneficiaries from the campaign. Allies
of the campaign are certain businesses, which has made tie-ups to set up toilets and
clean infrastructure in India. They are also the delivery partners.
The primary stakeholders with the power to make the desired change – The
Government of India are the primary stakeholder, who has the power to implement the
desired change.
The secondary stakeholders with the power to influence the primary stakeholders – The
political party and bureaucrats have the power to influence the primary stakeholders.
Soliciting the support of various stakeholders – The advocacy tools of persuasion that
will be used for this campaign are television advertisement, regular announcements,
banners and posters.
6. Call To Action. Message
The key message of your campaign – Clean India is healthy India
Opportunities and Challenges of designing – Very few in the city came to support the
campaign as it was for a social cause. Measures taken to promote the campaign were
to ask delivery partners contribute towards such promotions.
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7. Opportunities, Challenges and Obstacles of campaign, project
The opportunities, challenges and obstacles – Opportunity was the fund received from
delivery partner, one company who was setting up toilets in the nearby village ( Kaithal,
p 5). Covering the vast stretches of the city to achieving specified outcomes. Gaining
attention from general public was another major concern.
Capitalize on the opportunities and mitigate the challenges, obstacles – Using the fund
received to reach out to maximum population. Take a vehicle for covering of the vast
stretches of the city limits as well as covering nearby villages.
Utilization of leadership, teamwork, networking, advocacy, capacity building skills –
Allocating individual roles to other members of the team in taking part in the campaign. Task
distribution and resource allocation through capacity building skills.
8. Resources required
Information and Knowledge – Details regarding the location and where defecation and
sewage has become a concern.
Research – Through online websites and networking with local people.
Human Resources
a) Partners – College friends and family
b) Networking - Neighbors to get details
c) Reputation – Delivery partner company logo
d) Time – 6 months
e) Venues – City center and 2 nearby village
f) Training, Capacity Building – Through training
g) Funding. Money – Delivery partner company
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9. Action Plan and Execution
The key stages of your campaign – Designing campaign: Making sure of each and
every step of the campaign and ascertaining timeline.
Getting funding sources: Contacting various delivery companies for funding.
Setting up strategies for target locations: Designing directions for covering of
appropriate locations.
Implementing promotion: Promoting the campaign at decided locations.
Monitoring and evaluation of stages: Setting up KPA (key performance indicators) for
each and every stage of the project.
Table 1: Timeline of the Campaign
Stages Timeline
1st Month 2nd Month 3rd Month 4th Month 5th Month
Designing
campaign
Getting
funding
sources
Setting up
strategies for
target
locations
implementing
promotion
monitoring
and
evaluation of
stages
10. Monitoring and Evaluation
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Assess the impacts of the project with regard to intended objectives- The project will
have immediate short term benefits with prolonged long term benefits on health of the
country.
The outcomes are monitored and evaluated – It will be evaluated and monitored by
immediate friends.
Lessons learnt – It is difficult to implement radical changes within India. Effectiveness of
the campaign can be attained by means of planning the campaign in a more detailed
manner. The skills of promotion were gained from the project and lessons learnt were
cultural attitude prevalent within Indian villages towards the concept of cleanliness.
Conclusion
The campaign could have been more successful in case more funds would have been
available. Moreover, the campaign could have been designed in a better manner in
presence of more human resources.
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Reference
Bhanu Paramjyothi, B., Pavani, K., Subhashini, N. and Indira, S., 2017. A study to
assess the level of knowledge on Swatch Bharat among student nurses at Narayana
College of Nursing, Nellore. IJAR, 3(7), pp.203-205. Retrieved from
http://www.allresearchjournal.com/archives/2017/vol3issue7/PartC/3-6-236-442.pdf
Kaithal, A.K., Inter-linkage between Swachh Bharat Abhiyan and Sustainable
Development in India: Issues and Challenges. Retrieved from
http://ijrar.com/upload_issue/ijrar_issue_20542579.pdf
Kaushal, A. and Sikroria, R., 2017. Impact of promotion on Swatch Bharat
Campaign. Asian Journal of Multidimensional Research (AJMR), 6(4), pp.4-11.
Retrieved from http://www.indianjournals.com/ijor.aspx?
target=ijor:ajmr&volume=6&issue=4&article=001
Sarmah, R. and Maharishi, N., 2016. Popularity and Perception of Youth regarding
Social Marketing Campaigns like Digital India, Swatch Bharat Abhiyan and Make in
India. International Journal of Engineering and Management Research (IJEMR), 6(3),
pp.439-444. Retrieved from http://www.indianjournals.com/ijor.aspx?
target=ijor:ijemr&volume=6&issue=3&article=073
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