To my mind, Swachch Bharat abhiyan has
thrown some distinct features till now. It created a mega impact as it was
launched on the birth day of the Mahatma triggering both political and
apolitical discussion. The fact that the most popular PM Modi himself launching
it, has taken it to masses. PM pitching his pitch for swachch bharat at Madison
square has taken it to international level while providing a clip for
advertisement for the campaign. But the act has to happen in India. Next
notable trend in the abhiyan is nominating celebrities by Modi after conducting
cleanliness and requesting them to nominate nine more. This chain has to
continue keeping the tempo undying. Another feature of this campaign, which is
rather disturbing, is that some instances have been reported of fake
cleanliness campaign for posing for the media. This kind of farce raises doubt
about all such efforts weakening the entire abhiyan and wrecking it from
within.
Any such movement in these days of media
focus will start with photo ops (video ops). Many end there. Many continue to be
photo ops. But swachh bharat abhiyan shall go beyond it. Swachh Bharat has
quickly crossed its first phase of photo ops. Actual and serious work is
supposed to start now. It shall be a real national movement. It has to reach
the proportions of second freedom movement. PM Modi often repeats that
development shall become a mass movement like fight for freedom. Whatever one
does shall feel that they are doing for the nation. Similarly, Swachchata
abhiyan shall become everyone’s agenda.
Schools-swachchta is not an ideal:
In schools cleanliness must become part
of curriculum. Swachchta needs to start from teachers. They have to talk about
cleanliness more often not just as an ideal but as a practical problem of day
to day life. More and more activities within schools, and outside schools as
part of SUPW classes involving students be designed on the concept of
cleanliness like anti-littering, cleaning hands before meal, no-spitting in
public spaces, create awareness in their own colonies etc. Children are the
harbingers of change. Deep rooted habit formation is very much essential as they grow with it. If children act, elders cannot neglect.
Offices- improve ethical behavior:
In offices, cleanliness shall become part
and parcel of office work. A recent study published in Organisational Behaviour and Human Decision Processes indicates that cleanliness will help people return to
ethical behavior. Ethical behavior means the concept of right and wrong. The
study indicated that if a workplace is spic and span, it is likely that the
staff would not cheat but cooperate with each other. Therefore, in the interest
of productivity, all work places especially those of government shall be
maintained spic and span.
Religion-Swachch tenet
Religious places are vital
for making swachh campaign a success. Every religion endorses cleanliness but many of the pilgrim places are filled with
litter and filth. In fact Cleanliness is
next to Godliness. One reason for this unclean pilgrim centers could be crowds. But main reason is
behavior of the crowd.Remedy is that religious leaders shall be involved in spreading message
of cleanliness linking it to religious tenets. Every religious place shall take
this campaign seriously and display boards linking their own religious
concepts, practices and beliefs to cleanliness.In every religious discourse, swachchta may be stressed upon. It shall be elevated to the level of being underlying concept of every religious practice. Without cleanliness there is no Godliness.
Cell phones-its not ops but apps
Cell phone apps too can play a major role
in making cleanliness a deep rooted habit. An app can be produced which reminds
the user at regular frequency to maintain cleanliness in his/her behavior say
not to litter, not to spit in public spaces. Cell phone ring tones can be made
requesting "please don’t spit on roads today". "Pleas don’t throw litter today".
Public transport-railways
Railway is a major culprit as far as
cleanliness in concerned. Every one knows the level of littering along the
tracks thrown by the passengers travelling. It is an eyesore. Pathetic to say the least. The rail toilets are moving open
defecation machines spreading the shit along the track covering entire country. Some
serious steps and campaign is required. In the present cash crunch scenario for
Railways it would be an uphill task. But cleanliness shall be kept beyond the
profit of the railways. If required railway may charge a litter tax from the
passengers and the money generated shall be strictly utilized for cleaning the
tracks, proliferating bio toilets. Hope the new minister will spare some time
on this serious issue.
Clean more to protest more:
Cleanliness movement can be taken to
next level by various pressure groups that are engaged in various activities.
In all their activities, cleanliness be made a part and parcel not as a
separate activity which will just end up with few photo ops. For example, women
rights activists, child rights activists, human rights activists, various labor
unions, and student unions in colleges/schools associations can make
cleanliness drive as a continuous and sustained movement. Cleanliness can be a way of protest. Clean more to protest more. What ever public
activity they undertake like some public meetings, protests, in all such
activities,swachchta shall become the basic ingredient.
Political rallies are major culprits
spreading litter. All political parties shall vow to clean the area after the
meet.Without undertaking cleanliness activity in the mohalla, no voter shall encourage a political leader to enter the mohalla. This can be immediately implemented during Delhi Elections.
Swachch Municipalities:
The most important role is of
municipalities. Any number of cleanliness campaigns will not be sufficient to
keep the country clean if the Municipalities are not working proper. The
administration shall unleash all its energies in making the sanitation wings of
municipalities work properly.
Tax incentives:
The tax department of GOI shall come up
with innovative tax relief proposals that can trigger cleanliness drive.
Private Swachchta:
Private sector plays a major role in
bringing new technologies, making existing technologies affordable that are
used in cleanliness activities, like cleaning machines, garbage handling
trucks, garbage disposal technologies, garbage conversion technologies into
power, recycling technologies etc.Huge garbage dumping yards cannot be managed
not to speak of elimination unless effiecient and affordable technologies are
developed for tackling the issue. Central government should come up with
suitable PPP projects and tax incentives in this regard.
Media Campaign:
Finally, the most important part is to be
played by the media. Media shall not be limited to broadcasting just
advertisements of cleanliness campaign and showing some political news on this
subject. The need of the hour is to bring out real stories of efforts made by
various groups discussed above and highlighting them to encouraging them. Media
has to make more programmes to spread awareness by glorifying the swachchta as
a concept. Sky is the limit for social media in spreading the awareness,
sharing true stories, campaigning with the children and other pressure groups.
Swachchta shall engulf every walk of
life. It shall go to the level of madness. Either at early morning walk or at
the time of philosophical discussion at a small temple or a lunch break
discussion in offices, SWACHCHTA shall occupy the minds of the people.
Let us ….you and I … pledge today not to
litter, not to spit on roads, not to spoil public spaces and to undertake
Swachchta Abhiyan as frequently as possible either in our colony or in our
schools or in our offices.
