Jaitley stresses on integrated communication strategy for success of 'Swachh Bharat Mission', 'Namami Gange'

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'.

Union Finance Minister, Minister of Information & Broadcasting, Finance & Corporate Affairs Arun Jaitley said this while chairing the first meeting of the High Powered Committee (HPC) to strategise Communication Roadmap for Swachh Bharat and Ganga Rejuvenation here on Wednesday.

For the strategy to be effective further, he said, certain key elements needed to be incorporated in the communication approach.

Elaborating further, he said 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," he added.

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 was attended by Minister of Water Resources and Ganga Rejuvenation Uma Bharti, Minister of Women and Child Development Maneka Gandhi, Minister of Drinking Water & Sanitation Birender Singh Chaudhary, Minister of Human Resources Development Smriti Irani, Minister of State for Information and Broadcasting Col. Rajyavardhan Rathore, and secretaries of the concerned ministries and departments along with senior officials.

The meeting reviewed the communication strategy and activities undertaken so far by different ministries. The discussion also emphasised on using communication innovations that can bring about social and behaviour changes amongst masses.

The HPC will 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 and Ganga Rejuvenation for various type of institutions, vocations and 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.