With the Cannes Lions International Festival of Creativity 2018 less than a couple of weeks away, Campaign India continues with its 'Cannes Contender' series.
The premise is:
How much time really does a Cannes juror get to understand a case or piece of work s/he hasn't come across before?
Too little. It's up to us to help them get acquainted with the good work prior. We present here entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2018 International Festival of Creativity.
Initiative has one such entry.
Banega Swachh India - Reckitt Benckiser
For hundreds of years, a large portion of the Indian population became accustomed to defecating in the open, to the point where they don’t even practice the basic ritual of washing hands before eating and after defecating. Some are averse to the idea of a bathroom in the house and consider it a religious taboo.
Old habits die hard, thus influencing mindsets of the common man towards personal hygiene was as important as getting the right infrastructure in place.
Banega Swachh India thus approached the program by building a network of community leaders, who aided in breaking deep-rooted beliefs and strove to bring about attitudinal changes.Change leaders were identified from amongst local Government bodies, religious leaders, front line health workers and mothers/care givers.