Mumbai, (May 9, 2016): Viacom18 has flagged off its CSR behaviour change communication campaign to tackle the unhygienic sanitation condition in the slums of Mumbai. The company has adopted 4 slums (Subhash Nagar, Dsouza Chawl, Upadhyay Nagar and Salve Nagar) in the densely populated Andheri suburb of Mumbai. Under the umbrella of ‘Chakachak Mumbai’, Viacom18 has been working over the last year, to renovate and reconstruct over 200 toilets for the residents of these areas. Underlining the importance of instigating a change in people’s mindset at the ground level, Viacom18 has roped in Padma Shri and Ramon Magsaysay award winner Jockin Arputham and under-privileged women’s self-help collective Mahila Milan, to undertake a concerted behaviour change communication programme.
Sudhanshu Vats, Group CEO – Viacom18, flagged off the drive along with Kesarben Patel, Corporator – Salve Nagar, K-East Ward, Andheri East and Marathi film personalities Mahesh Kothare, Urmila Kanetkar Kothare and Sonalee Kulkarni.
“It is my firm belief that just as its people define the organization, the organization has a soul that is the collective of its people. It is with this belief that Viacom18 has been at the forefront of amplifying socially relevant issues, through our movies, tv series, support for social causes and various on ground activities. When we formalized our CSR journey, we decided to contribute towards realizing the challenging dream of a Swachh Bharat, both through enhancing infrastructure and building awareness,” said Sudhanshu Vats, Group CEO, Viacom18. He further added, “We are India’s favourite storytellers and we decided to leverage that primary strength to build the story of why good sanitary practices are important. Thus our entire behaviour change communication campaign focusses on how cleanliness leads to prosperity.”
On the initiative Kesarben Patel, Corporator – Salve Nagar, K-East Ward, Andheri East, remarked, “The government is happy to encourage like-minded stakeholders for the benefit of each and every individual in the city and communities at large. These toilets are a step towards providing each and every citizen with access to clean sanitation. Now the onus is on the community to use these toilets judiciously, own them and safeguard it as an asset to the community. Just building these toilets, is not the objective of us or Viacom18, we would want the community to use them. We should eliminate Open Defecation from the community.”
With an approach combining infrastructure development and behaviour change communication programme, Chakachak Mumbai aims to bring about a noticeable improvement in the cleanliness quotient of Mumbai.