The first meeting of the High Powered Committee (HPC) to strategize Communication Roadmap for Swachh Bharat and Ganga Rejuvenation was held under the Chairmanship of Minister of Information & Broadcasting, Finance & Corporate Affairs Shri. Arun Jaitley. The meeting was attended by Sushri. Uma Bharti, Minister of Water Resources & Ganga Rejuvenation, Smt. Maneka Gandhi, Minister of Women and Child Development, Shri. Birender Singh Chaudhary, Minister of Drinking Water & Sanitation, Smt. Smriti Irani, Minister of Human Resources Development and Col. Rajyavardhan Rathore Minister of State for Information & Broadcasting. The Secretaries of the concerned Ministries/Departments along with senior officials were also present during the meeting.
Speaking on the occasion, Shri. Jaitley said that an integrated communication strategy incorporating key messages, tools, outreach and innovation would be critical for enhancing the awareness, visibility, ownership and behaviour change for the Swachh Bharat Mission and Namami Gange. For the strategy to be effective further, certain key elements needed to be incorporated in the communication approach. Elaborating further, the Minister said that the content for the messages to be used needed to be linked with the target audience. The messages for both the Missions ought to reinforce each other. For an effective outreach and impact it was critical to identify the effective mass media forums for both urban and rural areas. The Minister also highlighted the need to innovatively engage different institutions both public and private to enhance citizens participation. It was also discussed to utilise resources of concerned stake holder Ministries and converge them for effective impact.
The meeting reviewed the communication strategy and activities undertaken so far by different Ministries. The discussion also emphasized on using communication innovations that can bring about social and behaviour change amongst masses.
The HPC shall map and monitor the communication strategy and its implementation for both Swachh Bharat Mission and Ganga Rejuvenation programme. The Terms of Reference of the High Powered Committee include Outlining the Communication Roadmap for Swachh Bharat Mission & Ganga Rejuvenation for various type of institutions, vocations & segments of population, Media Planning for Integrated Multi-Media Campaigns – Strategy / Design /Content creation / Implementation, Allocating Resources from Ministries for Integrated Multi-media Campaigns, Communication Innovations on Swachh Bharat Mission & Ganga Rejuvenation.