“It’s the biggest, most successful behavior-change campaign in the world,” – Val Curtis (Director, London School of Hygiene)
That’s what the specialists have to say about our Prime Minister’s campaign to build toilets across the country in a will to make them available and accessible to all areas and genders alike. Yes, you read it right, toilets not electric cars in 21st century!
As well and as necessary the campaign is, it is also a bit puzzling to think how such a basic necessity which most of us don’t even feel grateful for (unless you are driving around on rainy day with too much water in your bladder!), has been missing in our nation for years. It is also baffling to think that nobody, I mean no “political” leader thought of addressing this issue despite their humble backgrounds and livings.
(Acche Din, eh?)
But let’s talk about the social change that is taking place in this huge drive. Why has it been touted as the most-successful behavior change campaign? Well, the simplicity of the answer is in the simplicity of the act. The simplicity of the urge to relieve yourself in a safe space, which will in no way lead to 100 environmental, personal and social problems later, is truly as mundane as putting on a shoe so your feet don’t touch the ground directly. This campaign will see a change in how people undertake the most basic acts on an everyday basis, because it is an everyday-act.
Adding to this, there are huge economic costs and benefits attached to this campaign. Often, while talking about a social drive, we tend to forget the economic aspects attached to it. A lot of business-men or economy analyzers overlook the monetary components that are linked to all such ‘social’ campaigns. The largest spree to build toilets across the nation will undoubtedly profit companies, especially in the cement, sanitary ware and cleaning products range. Further, it propels a lot of entrepreneurs and innovators to build better, more convenient and environmental friendly washrooms, thus adding to the innovation in the nation. It is certainly a boost for those who had been undertaking creative routes to develop better toilets for all geographic locations of the nation.
Here is a hopeful prayer that we embark on this journey with good spirits and also see it through till the target is reached.
About the Author
Sakshi Bansal is a student of psychology and a solo traveler. She is passionate about reforming education and incorporating social media and technological advances in her endeavors.