Swachhameva Jayate – for a clean, healthy & water secure Karnataka

Government of Karnataka has activated a statewide; people-led movement called Swachhameva Jayate (SMJ).  The campaign is a clarion call to every individual, household, community and organization to come together towards making Karnataka clean, healthy and water secure.

Commenting on the campaign that is being implemented from 11th June to 10th July, Mission Director, Karnataka, Ms. Vimala said, “The challenges of water and sanitation require a conscious, concerted and collaborative effort.”

“Swachhameva Jayate is an umbrella campaign and a call to action, which aims to achieve total and sustainable sanitation focusing on toilet usage, waste management, and hygiene, reflected in healthy individual habits and community lifestyle across rural Karnataka,” she added.

With the start of this campaign, the bugle is sounded; the foot soldiers have gathered; and ‪Karnataka is Battle Ready, the state has declared.  Towards this, every district is taking the pledge for a clean, green and healthy Karnataka.  All people are encouraged to join the movement.

Key IEC messages being conveyed through radio jingles, in addition to awareness generation, rural activation, community engagement, interpersonal communication and digital media campaigns focusing on behavior change communication are:

  • Let’s protect the environment by not defecating outdoors
  • A statement by the Minister encouraging toilet usage
  • Waste segregation of dry and wet waste
  • A call to participate in SMJ campaign from June 11 to July 12
  • Stop plastic usage
  • Declaration of Karnataka Water year 2019
  • Importance of recycling plastic
  • Minister urges people to segregate waste at home
  • Save water during Karnataka water year 2019
  • World Environment Day – Let’s build a clean and healthy Karnataka

SMJ is being implemented alongside the nationwide IEC (Information Education Communication) campaign led by the Ministry of Drinking Water and Sanitation, Government of India, in the final leg of the Swachh Bharat Mission Grameen (SBM-G) campaign; with a view to ensuring an open defecation free (ODF) India by October 2, 2019. 

In this regard, there is a need for effective use of IEC for sustaining the ODF status by continuous usage of toilets and safe sanitation practices, while tackling the behavior change challenges of ODF Plus.  Districts have been advised to use standard messages through wall paintings across all 6 lakh villages to generate awareness on ODF Plus that includes ODF sustainability.

Through simple messages beautifully painted on the walls of the villages by using available public space, the messages on sustained usage of toilets, on the use of toilets to keep diseases away, the awareness about child faeces, and solid and liquid waste management, will be reiterated to the rural populace. 

Apart from these four messages in each village, a Board declared the village ODF will be erected to instill a feeling of pride among the village communities, and serve as inspiration to keep the village clean.  By the end of the campaign, every village in India will have the five elements spreading the message of swachhata on the field.


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