Jal Jeevan Mission Launches Compendium and Communication Strategy for Rural Water Access Revolution

Lucknow:  The Jal Jeevan Mission, committed to providing tap water connections to rural households at an unprecedented pace and scale, has achieved significant milestones, covering over 14.31 crore (74%) rural households across India. To further enhance its impact and streamline communication strategies, Union Minister of Jal Shakti, Shri Gajendra Singh Shekhawat, unveiled the Compendium of Behavioural Best Practices and Integrated Communications Strategy for Jal Jeevan Mission in collaboration with NITI Aayog, Global Health Strategies, and the Behavioural Insights Unit.

The release of these groundbreaking documents took place during a two-day national workshop in Lucknow, attended by dignitaries including Shri Swatantra Dev Singh, Jal Shakti Minister of Uttar Pradesh; Smt. Vini Mahajan, Secretary-DDWS; Shri Chandra Bhushan Kumar, AS&MD-NJJM; Shri Jitendra Srivastava, JS&MD-SBMG; Shri Anurag Srivastava, Principal Secretary – Govt. of Uttar Pradesh; and Shri Ravi Kishan, a popular actor and Member of the Lok Sabha, Gorakhpur, Uttar Pradesh.

The Compendium and Communication Strategy are meticulously designed to align Information, Education, and Communication (IEC) practices with the mission’s key objectives. The focus is on creating a roadmap for enhanced IEC practices, emphasizing positive community participation. The documents also introduce the concept of ‘Nudges,’ subtle environmental changes aimed at encouraging positive behaviors related to water usage and conservation.

Developed in harmony with Jal Jeevan Mission’s core principles, the documents aim to champion clean drinking water as an essential need and highlight the transformative impact of providing water through taps, particularly in alleviating the century-old drudgery faced by women and young girls. The Mission places women at the forefront, empowering them as decision-makers, and involving them in monitoring and managing rural water supply assets.

Through targeted Social and Behavior Change Communications (SBCC), the ‘Har Ghar Jal’ program seeks to create a Jan Andolan (People’s Movement), encouraging communities to actively participate in water conservation, source strengthening, and judicious water use. The comprehensive strategy is set to amplify the mission’s efforts to ensure a regular supply of safe drinking water for long-term sustainability. The event marked a significant step towards realizing the mission’s vision of providing clean water to every rural household in the country.