Swachh Bharat AV campaign gets launched


The Minister, Ministry of Drinking Water and Sanitation, Narendra Singh Tomar, recently launched a national audio-visual campaign for the Swachh Bharat Mission. The advertisements launched feature Swachh Bharat official brand ambassadors, Amitabh Bachchan and Sachin Tendulkar.

Speaking at the launch, the minister said that the Ministry of Drinking Water and Sanitation has fully galvanised its IEC (Information Education Communication) and BCC (Behaviour Change Communication) mechanisms to make the advertisements increasingly people centric. He stressed that this was very essential because IEC/BCC are core interventions for behaviour change and citizen engagement.

The minister expressed his special gratitude to Amitabh Bachchan and Sachin Tendulkar for playing a crucial role in the success of the Mission by publicly lending their support through the advertisements. Responding to a query, Tomar said that the commitment of Bachchan and Tendulkar to sanitation and Swachh Bharat is unquestionable and complete. Despite their busy schedules, they have taken time out to not only actively conceive and shoot the advertisements, but also made appearances at various Swachh Bharat events to encourage and motivate grassroot workers and sanitation champions, he said. He also expressed his gratitude to development partners, UNICEF, Bill and Melinda Gates Foundation, BBC Media Action and Dettol Banega Swachh Bharat campaign for their support to the ministry in putting together the advertisements.

Source : Urbannewsdigest

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