MUMBAI: RB (formerly known as Reckitt Benckiser) in collaboration with Jagran Pehel, in its endeavour to strengthen the prime minister’s 'Swachh Bharat Mission,' marked the success of their 1st phase of activation in Uttar Pradesh and Bihar, reaching out to 200 villages and 85,205 households. The 2nd Phase would target 26,032 villages and 14,712,453 households across seven Indian states of UP, Bihar, Rajasthan, Gujarat, Maharashtra, Telangana and Andhra Pradesh covering 25 districts and three cities.

The BSI Campaign in the second phase will focus on mentoring Swachh Bharat Fellows who will provide support to districts in smooth implementing and monitoring of the mission They would work closely with faith based leaders, mothers, care givers, municipal cleaners on behavioural Change Communication and also initiate citizen movement for human to human connect. The Campaign which was launched in 2015, has been successful in reaching out to 100% of its target and has successfully mobilised around 13000 change leaders in communities.

The announcement was made in Lucknow at the completion of 1st phase of “’Changing Behaviour, Creating Sanitation Change Leaders programme”in association with Jagran Pehel. The event brought together leaders and policy makers from Global Interfaith WASH Alliance, WHO, UNICEF, World Toilet Organisation and other organisations associated with Dettol Banega Swachh India to share best practices and grassroots solutions that can be implemented to achieve 'Open Defecation-Free' status.

Chief Guest Surya Pratap Shahi, Cabinet Minister for Agriculture, Agriculture Education and Agricultural Research launched the Impact Assessment Report that embodies behaviour change strategies adopted, activities undertaken, success stories and impact created through public-private participation during the first year of the project.