Swachh to Swasth’, RB’s Flagship BSI will Empower People with the Choice of Better Health
Reckitt Benckiser, world’s leading consumer Health and Hygiene Company, with its flagship BSI Campaign leading a successful Swachh message for five years now transitions from ‘Swachh to Swasth’. Supported by Campaign Ambassador, Amitabh Bachchan, this year the campaign embarks on a new phase that will focus on driving attention towards the well-being of mothers and children. If hygiene and nutrition can begin there, a strong foundation can be laid for the future health of society.
This will be achieved by concerted efforts targeted under four key pillars of the campaign that include Nutrition – providing a balanced diet to both young mothers and newborn children; Breastfeeding – ensuring the importance of breastfeeding is known to all; Handwash – inculcating regular hand washing practices and Sanitation – reducing instances of diarrhoea, especially amongst children. The campaign will focus on converging these pillars in order to reduce the instances of preventable diseased leading to better health for mothers and children.
Commenting on the development, Lakshman Narsimhan, CEO, RB said, “It is heartwarming to see the impact created by BSI in the last five years, and I am extremely humbled to be a part of this campaign. Driving behaviour change and empowering people with the choice of better health and hygiene outcomes is at the core of the program. We have already reached more than 13 million children across 8 states in the country and are seeing a positive change towards building a healthier India. We now need to bring attention to young mothers and their newborns who are the future generation of this country. Ensuring proper nutrition, can lay a strong foundation for the future health of society and improve the general quality of lives.”
As part of behaviour change communication activations, Banega Swasth India plans to roll out a Hygiene Impact bond to reduce in the prevalence of Diarrhea among children and increase life years for 15 million Indians across Uttar Pradesh. We also have the Nutrition Impact Bond aimed at transforming the nutritional status of children in the state of Gujarat and Maharashtra while reduce stunting by 40 per cent and wasting by <5 per cent. The campaign will also continue to scale up its Dettol Hygiene curriculum in schools across India and create pre-primary health care champions on Hygiene in Uttar Pradesh. The focus will also be on Adolescent Sexual Reproductive Health (ASRH) in 7 northeastern states and Safe Sex Education in the five biggest red-light areas/districts.
On the Swachchataa Divas i.e. October 2, 2019, RB reiterated its commitment towards driving a healthy India at the 12-hour long Cleanathon hosted by Bollywood Actor, Amitabh Bachchan. With various prominent personalities coming to the event to lend their support the conversation and share their opinions. The conversation was also stirred towards discussing:
The impact created as part of the Dettol Banega Swasth India in the past five years:
