INDORE SWACHHATA SANGRAM
Strategies adopted to make Indore (Rural) ODF
P. Narahari, IAS
Collector/DM, Indore
Asheesh Singh, IAS
CEO Zila Panchayat, Indore
Government of Madhya Pradesh
DISTRICT INDORE (RURAL)
• 8.5 lakhs population (Census-2011)
• 4 Blocks
• 312 GPs, 610 villages
• 80 tribal villages
• 50000 toilets were constructed in FY 2015-16
• ODF campaign started on 1st September 2015
• All GPs became ODF on 23rd January 2016
• 24 GPs still not reflecting in MIS
STRATEGIC
BLUEPRINT
SCALE & SPEED
OF INITIATIVE
STRATEGIES FOR
SATURATION
INNOVATIONS
SUSTAINABILITY
KEY TAKEAWAYS
STRATEGIC BLUEPRINT
• Strategy
•
•
•
•
•
ODF a creative rather than technical battleground
Inventing new lexicons for outreach “sharm yatra”, “garv yatra”, Lota Jalao
Addressing demand-side constraints systematically/Focus on demand generation
Involving public representatives at each level
Creating system of incentives, and healthy competition
• Sustainability
• Creating decentralized leadership – local problem-solving, local accountability, thrust to
subsidiarity
• Focus on “organic demand”
• Engendering a culture of pride in village upkeep, public health and aesthetics
• Robust provisions for continual M&E
• Scalability:
• Mission mode, focused approach-31st December deadline
• Involvement of critical actors or catalyzers for speed and scale – children, dynamic sarpanches,
active AWCs etc.
• Creating a domino effect, prioritizing ‘low hanging fruits’ to gain initial momentum
• Saturation at village/block level through identification of GPs/blocks with leadership potential,
strong track record of implementing reforms successfully
• Thereafter, targeting difficult GPs/Blocks through ‘peer-example’ approach
• Adjoining districts are following the suit
STRATEGIC BLUEPRINT
SCALE & SPEED
OF INITIATIVE
STRATEGIES
INNOVATIONS
SUSTAINABILITY
KEY TAKEAWAYS
SCALABILITY - I
Monthly Coverage of GPs
140
120
120
100
80
80
60
40
50
38
24
20
0
Sep-15
Oct-15
Nov-15
Dec-15
Jan-16
SCALABILITY - II
Speed of ODF Saturation:
Coverage Milestones
GPwise saturation
Blockwise saturation
350
300
288
312
Dec ‘15
Sanwer (75 GPs)
250
208
200
150
100
50
88
Jan ‘16
38
0
Sep-15
Oct-15
Nov-15 Dec-15
Jan-16
Depalpur (100)
Mhow (73)
Indore (64)
STRATEGIC BLUEPRINT
SCALE & SPEED
OF INITIATIVE
STRATEGIES
INNOVATIONS
SUSTAINABILITY
KEY TAKEAWAYS
1
Planning for All,
Planning with All
People respond to incentives
COMMUNITY INVOLVEMENT &
CRITICAL PARTNERSHIPS
Stakeholder
Strategy
Sarpanch
Incentivizing through monetary prize on
initial level
Public Representatives
Motivating them to donate toilets and
displaying their name in GP
Motivators and PCOs
Making systematic schedule
Administrative Machinery
Tight weekly monitoring
Mahila Nigrani Dal
Lead by AW/ASHA workers
Children’s vigilance committee
Zid Karo Abhiyan
COMMUNITY INVOLVEMENT &
CRITICAL PARTNERSHIPS-2
• One student donated his scholarship to a poor old
widow for toilet construction. He postponed his plan
to buy a laptop
• An elderly lady mortgaged his jewelry to build a toilet
• One lady fasted for 3 days for constructing toilet at
home
• Brick Kilns started providing bricks on credit to
support the movement
• 11 year old boy constructed his own toilets with the
help of his friends
MAHILA NIGRANI DAL
• Most powerful catalyzing force in
our campaign
• AW/ASHA provided leadership
• Educated girls of villages were crucial
• Elderly ladies took the charge
• Capacity building in process
ROLE OF PUBLIC REPRESENTATIVES
• Triggering and follow up through regular meetings
• One day salary of ZP members donated for toilet construction
• Fund approval of one crore from ZP body to incentivize ODF
GPs
• ODF prizes for GPs and linking taxation with sanitation made
Sarpanchs prime leader of this campaign
• Motion in ZP body that no grant will be available for non-ODF
GPs after December 2015
• Donation by public representatives and displaying names in GPs
SELF CONSTRUCTION OF TOILETS FOR
THE SENSE OF OWNERSHIP
Percentage-wise breakup of agency involved in toilet construction
Total toilets constructed
(between April ‘15 – Jan ’16): 50,000
6125,
13%
Individual
GP
42875,
87%
2
Identifying
Catalyzers
ICE BREAKING & BUZZ CREATION
• Creating ODF ‘Poles’
• Identifying progressive
GPs and making them
role models
• 38 GPs became ODF
in one month
• Some Sarpanchs began
working in nearby GPs
after making own GP
ODF
3
Infusing Creativity in ODF
Battleground
THRUST THROUGH “SHARM YATRA”
• On the first date of
month in each village at
the same time
• Each month until village
becomes ODF
• Symbolic ‘Lota Jalao
Abhiyan’
• Planting holy trees on
places used for OD
“ZID KARO ABHIYAAN”
• Keeping children at frontline
• Triggering them first and then
making them insist for toilets
at home
• Doing it collectively in a rally
that stopped outside the
houses with no toilet
• Making Vaanar Sena in process
• GP provided whistles and
distributed candies etc in all
places, dresses in some places
• Extra class for sanitation and
pledge
“GARV YATRA” – INSTILLING A CULTURE OF PRIDE
• Apart from village level
Garv Yatra, Cluster level
Garv Yatras were also
organised
• Sarpanch and Sachiv of
entire sector attended it
• ODF GP’s Sarpanch,
Sachiv, Preraks, Nigrani
Dals were felicitated in
front of others
• Motivated both ODF
and non-ODF GPs
4
Capacity Building
CLTS TRAINING
• By Feedback Foundation
• 5 days residential training
• 60 motivators and 40
PCOs were trained
• Maximum participation
from CEO JPs and BCs
• All Sarpanch, ZP/JP
members and Sachivs
were triggered
• ICDS workers and
officers’ active
participation
5
Creating System of
Rewards & Incentives
INCENTIVES
PUNITIVE
ACTIONS
Attractive ODF
prizes for GPs
Motion in ZP : no
grant or non-ODF
GPs
Donations
encouraged
through display of
names in GPs
Sharm Yatras,
Lota Jalao
Abhiyaan
Linking taxation
and sanitation
coercion,
peer pressure,
public shaming
6
Setting up robust M&E
systems
MOTIVATORS : MAXIMIZING
EFFICIENCY
• Systematic schedule of
Motivators (attachment)
• Making PCO a team member
ensured proper response
from village secretary and
AW/ASHA workers
• Night halts of motivators
made difference
• Pay structure- 1000 for 5
days activities and 6000 on
becoming ODF
• Monthly meeting of
Motivators at block level
SUPPLY CHAIN MANAGEMENT
• Dividing GPwise target of toilet
construction in 4 months’ span
• Weekly monitoring of progress from ZP
level
• Detailed monitoring format
(attachment)
• Ensuring payment within 3 days using
HDFC Enet
• Payment was made in bank account of
beneficiaries to ensure transparency,
various measure for transparency
• Stay arrangements of masons in villages
• On-site training of masons by engineers
• 3 tier system of monitoring the progress
and quality
ODF VERIFICATION
1. Very stringent procedure:
• Proposal by Gram Sabha
• Block level verification-100%
toilet verification
• District level verification
2. Involvement of SDMs,
Tahsildars and other
department heads
3. On Random basis
• Without any info to GP
4. Random verification thirdparties: IIM Indore students
STRATEGIC BLUEPRINT
SCALE & SPEED
OF INITIATIVE
STRATEGIES
INNOVATIONS
SUSTAINABILITY
KEY TAKEAWAYS
INNOVATIONS IN OUTREACH
• Live commentary of people doing
OD
• Presenting rose to people doing
OD
• Monitoring by physically
handicapped people
• Clicking photos of people doing
OD
• Motivators kept a bag full of ash
with them
• Many songs composed for the
mission
TECHNICAL INNOVATIONS
• For poor families
• Generally have already taken the
benefit once
• From taxation or donation
• Toilets were constructed by using
coal tar coated drums as leach pit
• Total cost Rs. 3200
• Permanent foundation so that can
be easily upgraded in future
• Thousands of toilets were
constructed
• 100% usage
STRATEGIC BLUEPRINT
SCALE & SPEED
OF INITIATIVE
STRATEGIES
INNOVATIONS
SUSTAINABILITY
KEY TAKEAWAYS
ENSURING SUSTAINABILITY
1.
Measures inducing behavior and attitude change:
•
•
•
•
•
2.
Promoting a culture of pride in village health, and aesthetics
Garv Yatra on the 1st of every month
Toilet painting competition
Makeover of OD places- developing play grounds and planting holy trees
Inching towards ODF+
M&E measures:
• Maintenance of ODF register in GPs with details of fine and Nigrani Samiti’s meetings
• One whatsapp number on which anyone can send the photo of person doing OD
and get Rs. 300 reward
• Daily inspection by two district level officers’ teams
• Re-triggering schedule of motivators
• SMS based monitoring application system in which inspection and follow up is
integrated
3.
Punitive measures:
• Motion of fine in all GPs and its display
STRATEGIC BLUEPRINT
SCALE & SPEED
OF INITIATIVE
STRATEGIES
INNOVATIONS
SUSTAINABILITY
KEY TAKEAWAYS
KEY TAKEAWAYS I:
GAME CHANGING IDEAS
• Creative tools for communication: Making all GPs procure a PA
system and torches-small step made huge difference
• Healthy rivalry: Creating competition between blocks-proved to be
very effective
• Credibility: Transparency and accountability with strict M&E protocols
boosted peoples’ confidence in campaign
• Speed of grievance redressal : Instant troubleshooting through district
team
• Practical strategy of escalation: Building momentum through lowhanging fruits, then targeting weak GPs
• Social media: Efficient use of Whatsapp
• Making OD place our battleground
• Linking Taxation and sanitation is instrumental
KEY TAKEAWAYS II:
GOING BEYOND SANITATION
• Indore Swachchata Sangram went beyond ‘campaign tactics’
to focus on principles of good governance – transparency,
accountability, bottom-up demand, efficiency, responsiveness,
and openness to change
• People not mere beneficiaries but co-creators of change as
evidenced through role of Vaanar Sena, Mahila Nigrani Dals,
PRIs etc.
• Clear evidence of commitment/approachability* from
officials boosted peoples’ confidence in initiative
• Institutionalization of successful practices/lessons (such as
garv yatras, use of social media, school children) for
application in other programmes
• Empowerment of involved stakeholders as the outcomes
they campaigned for are achieved
ThankYou
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