On its way to stellar target achievement Swachh Bharat Mission faced communication challenges, which were addressed between July 2016 and December 2017. Accelerated behavior change communication on grounds was the focus of information, Education and Communication during this period. System were put in place and processes and policies were framed and set up to bring about a structured approach to both center and local IEC interventions. Ministry of Drinking and Sanitation completed the national consultation for formulation of state IEC annual plans for all states in March, 2018. This formed the basis of IEC roll out in 2018-19 at state and district levels. ‘These IEC innovations are broadly based on three concepts - cleanliness must become our nature, cleanliness should not be the responsibility of one or two departments but everyone's business. Swachh Bharat Mission has to become a jan-andolan in order to succeed. Innovations like carnivals, Open Defecation Free (ODF) Olympics, Swachhathon, and Swachhata Anthems became mainstay of the IEC interventions. IEC capacities of states with bigger sanitation challenges viz., Uttar Pradesh, Bihar and Odisha were strengthened by deputing two IEC consultants in the Mission Directorates of these states... Read More