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Articles

Published: September 29, 2016 | DNA | Tanushree Bhatia

CAMPAIGN TO END OPEN DEFECATION

Campaign deemed a success in one district; to implement it in other rural areas

20160916 131531Ahmedabad: Students from MICA are set to start off on a mission to make the villages of Gujarat open defecation free with their award-winning campaign that has already been implemented in Pardhol village of Daskroi Taluka in Ahmedabad district.

Designed and conceptualised by two second year students of the institute, their campaign was part of a national competition organised by Reckitt Benckiser, a company that is partner to the Government of India in the Swachh Bharat Mission, to make the country open defecation free.

The competition attracted student teams from 20 top B-schools across the country including IMT Gaziabad, IIMs, Narsee Monjee Institute, SP Jain, MDI Gurgaon, among others. The students were asked to work on the theme – A new call for nature’s call – and to come up with ideas that would change consumer behaviour.

IMG 5994Talking about the same, Manaal Maniyaar, a second year student of MICA said, “We created a ‘housefly’ named Latrine Use Revolution (LUR) that spread diseases and initially targeted

children to take pledges by showcasing posters across the village called ‘LUR ko chaknachur’. We also invited some villagers to our campus for toilet training basics. We showered flower petals on those found defecating in the open.”

Manaal Maniyaar and Kushagra Gupta from MICA won prize money of Rs10 lakh for successfully implementing the campaign and being change-makers. “We have been asked by the officials and the competition host to take our campaign all across Gujarat,” added Manaal.

The biggest challenge in this district was to convince the elderly as they feel suffocated inside a toilet”, said Julie Oza, talati.

Bhargavi Dave, DDO of Ahmedabad district said, “The campaign was very effective and was an eye-opener for the village.”

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