The Jal Jeevan Mission, dedicated to providing tap water connections in rural households, unveiled its communication strategy through the release of the Compendium of Behavioural Best Practices and Integrated Communications Strategy. Union Minister of Jal Shakti, Shri Gajendra Singh Shekhawat, presented these documents in collaboration with NITI Aayog, Global Health Strategies, and the Behavioural Insights Unit, reflecting the mission’s commitment to revolutionising water access nationwide.
The strategy focuses on positive community participation, incorporating subtle nudges for behavioural change. Unveiled at a two-day workshop in Lucknow, the documents align with Information, Education, and Communication (IEC) practices, emphasising key achievements, community-led initiatives, technological innovations, and the positive impact of improved water access on health and education. The Communication Strategy aims to promote sustainable practices, engage communities, raise awareness, and provide guidance for regional teams, fostering a people’s movement under the ‘Har Ghar Jal’ programme. The implementation of this strategy seeks to create a supportive environment through various channels, serving as a comprehensive guide for dynamic collaborations and empowering stakeholders to positively influence behaviours in support of the Jal Jeevan Mission.