Phenk Mat Mumbai, an initiative by Club Mahindra and Confederation of Indian Industry (CII) supported by Brihanmumbai Municipal Corporation (BMC) imbedded a social and sustained behavioural change in the youth of the city by internalizing the habits of cleanliness and making them the lifelong ambassadors for anti-littering behaviour.
The campaign planned to internalise anti littering behaviour in children using Social Behaviour Change Communication techniques is a campaign run in schools with a combination of workshops, education, engagement and competitions.
The programme commenced in June 2017 is an ongoing programme, managed by Centre for Social and Behavior Change Communications (SBC3). Until end of September 2018, the programme had covered 310 schools and nearly 3 lac children. By February 2019 the programme will cover 400 schools. Children covered by the programme also had an impact on their households across the city.
Arun Nanda, Campaign Chairman, Phenk Mat Mumbai and Chairman, Mahindra Holidays and Resorts India Ltd. said, “Children are capable of influencing the mass if they are really made aware of the larger consequences taking place in the society. Phenk Mat Mumbai is one such initiative taken believing this fact and we are glad to see the encouraging results.”
The celebration event of the successful implementation of this cleanup initiative witnessed participation of 73 children from 185 schools.
The school program was designed using the techniques of Social and Behaviour Change Communication which entails the use of communication to change behaviours, by influencing knowledge, attitude and social norms.
In each school, the programme ran over two months with direct impact of improved cleanliness in the school and demonstration by children of their commitment to anti littering.