With an aim to bring about behaviour change towards ensuring cleanliness, Reckitt Benckiser has unveiled its awareness campaigns focusing on ‘Hand Hygiene’ and ‘Sanitation’ at the Kumbh Mela. With close to 12 crore people visiting the Kumbh this year, expected to be the world’s largest gathering of people and maintaining a clean and hygienic environment becomes even more important.
A report by the Harvard School of Public Health stated a 5% increase in Diarrhea-related diseases during the Kumbh Mela 2013.
The campaigns aim to ensure that cleanliness and hygiene are on the top of mind responsibility of each pilgrim visiting the mela. Haath Dhona Har Baar campaign by Dettol aims to highlight the occasion of handwashing, with catchy taglines like ‘Har Dharam Ka Bhojan Sanskar, Haath Dhona Har Baar’, ‘Bimariyon Se Bachne Ka Upchaar, Haath Dhona Har Baar’, ‘Shauch ka sahi vyahvaar, Haath Dhona Har Baar’. The campaign aims to educate people about the importance of hand washing to remain germ-free. To create awareness around toilet hygiene, Harpic launched ‘Hoga Toilet Vidhi Ka Gyaan, Toh Badhega Kumbh ka Maan’, campaign that calls visitors to throw water every time they use a toilet as a sign of respect to the next person using it.
With pilgrims coming to Kumbh from far and wide, Dettol and Harpic have come up with innovative ways to deliver their campaign messages by organizing Nukkad Nataks within the Kumbh premises as well as creating life-size wall paintings across 54 villages surrounding the Kumbh. Making perfect visual representation to showcase the importance of these campaigns, the impact will be significant. Dettol has deployed ‘Hand Mascots’ who will recite the story of the hands coming in contact with germs and educate people of hand wash need and practice. The mascot will share Dettol soaps to encourage personal hygiene.
The program aims to raise much-needed awareness among the attendees about proper hygienic practices and incentivize them to observe environmental and river-friendly practices.