West Bengal has been working to promote sanitation since the 1990s through various programs. It initially focused on low-cost sanitary toilets and rural sanitary marts with support from NGOs. This approach saw success in some districts. However, toilets deteriorated over time and open defecation increased again. The state then shifted to a subsidy-based model. It has now developed a social and behavior change strategy called SHACS to work towards an open defecation free state by 2017 through communication activities, community monitoring, and engaging stakeholders like PRIs. On World Toilet Day in 2013, various pledge and celebration events were held to generate commitment towards this goal.

1. NBA Implementation in West
Bengal: the strategy framework
Special focus on Social &
Behaviour Change Communication

2. Where we are
• In collaboration with UNICEF and Narendrapur
Ramkrishna Mission Lok Siksha Parishad, West
Bengal initiated total sanitation campaign in
undivided Midnapore district in the 1990s
• The thrust was on promoting use of low cost sanitary
toilets at the household level to protect families from
water borne and faeces borne diseases
• Massive IEC campaign was the main trigger
• Low cost-no subsidy/ low subsidy models were
preferred
• NGO involvement was the key
• Rural Sanitary Marts were established to serve the
twin purpose of motivating the families and providing
low-cost sanitary toilets

3. Where we are
• Major success could be achieved in Purba Medinipur
district
• North 24 Parganas and Howrah districts followed suit
• The model was accepted and Rural Sanitary Marts
were established in every block of the state
• The Marts had their cadre of Master Motivators and
Motivators who mobilized the community, spread
awareness on the necessity of having toilets at home,
collected contributions from the families and
continued motivational interventions to promote
continued use of the toilets
• Till 2012, more than 8 million toilets were constructed

4. Where we are
• While strong on community mobilization, the model
had its limitation in terms of sustainability
• Low cost latrines perished and there were instances
of families slipping back to open defecation due to
non-availability of the facilities
• After prolonged experimentation, the State accepted
the subsidy based model of household toilets
• Rural Sanitary Marts continued to play major role,
especially in relation to construction of IHHL
• In the process the mass mobilization part was
neglected
• Although 1/3rd of the Gram Panchayats achieved
Nirmal Gram status, performance dipped and the rate
of increment became slow

5. MDG Goal 7:Ensure Environmental Sustainability
Indicator : Proportion of Population with Access to Improved
Sanitation
Year
2001
2007-2008
West Bengal
38.5
57.4
61.6
54.2
Data Source
2008-2009
2011
India
29.5
51.0
47.6
44.1
MDG Target
62.2
63.0
CSO,
MOSPI, GoI
62.1
Exponential
Growth
Projection
51.8
Census, GoI
DLHS-III
NSS 65th Round
Census, GoI
Note : 1. Improved sanitation facilities include flush/pour flush into septic tank,
piped sewer system, or pit; (b) ventilated improved pit latrine; (c) pit
latrine with slab; and (d) compositing toilet.
2. Projection done based on Census data only.

6. MDG Goal 7:Ensure Environmental Sustainability
Indicator : Proportion of Population with Access to Improved
Sanitation
70
62.1
60
63.0
54.2
62.2
50
40
51.8
38.5
44.1
30
29.5
20
2001
2011
India
West Bengal
2015

7. Goal 7:Ensure Environmental Sustainability
Darjiling
60.0
Jalpaiguri
45.0
Koch Bihar
51.5
Uttar Dinajpur
25.3
• Only 58.8% households have toilet
facility within premises.
Dakshin Dinajpur
34.8
Less than 25%
25% - 50%
50% - 65%
More than 65%
Maldah
29.5
• 38.6% (77.52 lakh) households
still resort to open defecation with
almost 51% in rural areas.
Murshidabad
35.9
Birbhum
23.4
Puruliya
11.6
Bankura
20.0
Nadia
68.4
Barddhaman
53.3
Hugli
68.7
Paschim
Mednipur
39.1
Haora
71.5
Purba
Mednipur
69.6
Proportion of population with access
to improved sanitation
N-24Parganas
82.0
Kolkata
54.1
S-24 Parganas
57.1
• More than 60% households of
Uttar
Dinajpur,
Dakshin
Dinajpur, Maldah, Birbhum,
Ba
nkura and Purulia are going for
open defecation.

8. What are our strengths
• Rural Sanitary Marts are there to take care of the
delivery mechanism
• Convergence with MGNREGS could be achieved at a
large scale
• Strong commitment has been developed at the state
level
• Sanitation, Hygiene Communication Strategy
(SHACS) customized in the context of the state
• Massive communication activities have been planned
and implemented

9. What are the focuses of the
communication strategy
• Not just constructing toilets, but changing social
norms
• Not individuals, but the community
• Not just mass media interventions, but emphasis on
social and behviour change communication
• Strong advocacy with the policy makers, social
mobilization of diverse group of stakeholders
• Inter-personal communication with the community
members
• Orientation of the newly elected Panchayat
functionaries

10. What have been done so far
• State level consultation organized in January 2013 to
understand and contextualize SHACS
• Contextualized state-specific SHACS prepared and
translated in Bengali
• Document in soft copies shared with the districts for
adoption with scope for further contextualization
• A series of Workshops organized with artists of
different folk forms to develop folk performances
propagating the messages of ODF
• Swachhta Doots are in the process of identification,
training and deployment in the field

11. What are we planning?
• Focused activities in the districts to bring social and
behaviour change communication on ODF at the
centre-stage of development interventions
• Wide-scale dissemination of sanitation messages
through mass media, mid media interventions as well
as advocacy and inter-personal communication
• Developing a strong NGO network for effective SBCC
involving the community
• Community monitoring of progress towards ODF
status for the villages through a set of indicators

12. Some evidences
• Sanitation spot developed and extensively
used, especially in local cable channels (San
spot)
• Folk media development workshops
organized (folk media workshop)
• Folk songs developed for sharing in the field
(folk product)
• World Toilet Day on 19 November 2013
widely celebrated across the State

14. Pledge for eliminating open
defecation from West Bengal
Government of West Bengal appeals all key stakeholders to
join the campaign for eliminating open defecation in West
Bengal and take a pledge:
• to facilitate providing safe, affordable and adequate sanitation for all
families in my jurisdiction, and strive to fulfill their basic human rights
• to support the actions for achieving Nirmal State status and lay my
cooperation and leadership to support community mobilization and action
involving all key stakeholders, civil societies and PRIs
• to be the pillar of encouragement to all government functionaries and
PRIs to stop open defecation and acknowledge them as role models for
adopting improved sanitation and hygiene practices, in their communities
and villages
• to recognize the criticality and urgency to achieve „Open Defecation Free
West Bengal‟ by March 2017 and call for greater integration of
administration, convergence with other development programs and
leverage their commitment of resources.

15. MIC, Panchayats & Rural Development administering a pledge to all the
District Magistrates and others on 19 November 2013

17. World Toilet Day 2013

18. "Sobar Shouchagar"
18

19. I.E.C. Materials
"Sobar Shouchagar"
19

20. I.E.C. Materials
"Sobar Shouchagar"
20

21. Launching Programme of
“Sabar Shouchagar”
Beneficiaries on queue to
deposit contribution
Work Order to Sanitary Marts
G.P.Level Celebration
for taking up Construction Shouchagar"
"Sobar
21

22. Oath Affirmation to make an “Open Defecation Free
Nadia District” on 2nd October,2013
"Sobar Shouchagar"
22

23. Members of Clusters and SHGs as
Audience during the inauguration of
“Sabar Shouchagar” Campaign on 2nd
Oct,13
"Sobar Shouchagar"
23

24. "Sobar Shouchagar"
24

25. "Sobar Shouchagar" -a
convergence model: Nadia,
West Bengal
25

26. Brick
Concrete
Pillar
Ceramic Rural Pan
Leach
Pit
"Sobar Shouchagar"
26
Concrete Ring

27. Earthwork in Excavation of Foundation of
the Latrine
Installation
of Concrete
Pillar
Installati
on of
Concrete
Ring in
the
Leach Pit
Brick Work in Cement Morter in
Superstructure of Foundation uptp Plinth
"Sobar Shouchagar"
27

28. Pit
Cover
1
3
2
4
"Sobar Shouchagar"
5
28

29. "Sobar Shouchagar"
29

30. "Sobar Shouchagar"
30

31. "Sobar Shouchagar"
31

32. On blogger
http://devdreamer.blogspot.in/2013/11/world-toilet-day2013.html
http://devdreamer.blogspot.in/2013/11/pledge-onworld-toilet-day-2013.html
Our story continues…