As the curtains rise for a mega campaign for the cause of Swachh Bharat, preparations have begun for a fortnight of activities to nudge behaviour change and to promote public participation for a clean nation. Observed annually since 2017, Swachhata Hi Seva campaign has been a precursor to Swachh Bharat Diwas, which commemorates the birth anniversary of Mahatma Gandhi on 2^nd Oct.

Like previous years, the campaign is being jointly spearheaded by Ministry of Housing and Urban Affairs (MoHUA) in collaboration with the Department of Drinking Water and Sanitation (DDWS), Ministry of Jal Shakti. Set around the theme of ‘Swabhav Swachhata Sanskaar Swachhata (4S)’, the campaign is set to rollout from 17^th Sept and will culminate on 2^nd Oct., 2024.

From the ramparts of Red Fort, on 15^th August, 2014, Prime Minister, Shri Narendra Modi delivered a resounding call to action for the nation. The Mission was launched on October 2, 2014, embracing a ‘Whole of Society’ approach, making sanitation ‘everyone’s business’. This year also marks the 10th anniversary of the launch of Swachh Bharat Mission, making it even more significant.

This year on Independence Day, Prime Minister, Shri Narendra Modi emphasized how Swachhata has become a fundamental aspect of daily life, driving significant changes in behaviour across the nation. This year’s theme, Swabhav Swachhata Sanskaar Swachhata (4S) 2024, represents a shift towards fostering behavioural change. It emphasizes integrating cleanliness into daily habits and cultural practices, encouraging a modified attitude towards Swachhata as a core part of everyday life.

Swabhav Swachhata Sanskaar Swachhata (4S) campaign has been built around three key pillars (i) Swachhata Ki Bhaagidari - Public Participation, Awareness & Advocacy Activities for Swachh Bharat, (ii) Sampoorna Swachhata - Mega Cleanliness Drives & timebound transformation of Cleanliness Target Units (CTUs) viz. difficult and dirty spots and (iii) SafaiMitra Suraksha Shivir - Single-window Seva, Suraksha and Samman camps for health checkups and welfare of sanitation workers.

Embracing a ‘Whole of Society’ approach, the campaign is expected to engage citizens, industries, NGOs, development organizations, Corporators, Members of Panchayat Samiti, Gram Panchayats, urban local bodies, districts etc. Under the ‘Whole of Government’ approach, the campaign will also see participation from all States, UTs, Chief Ministers, Central Ministries, local bodies, and State Field Units/CPSUs, Members of Parliament, Members of Legislative Assemblies, and Mayors/Chairpersons.

As part of the preparatory activities, Union Minister for Housing and Urban Affairs, Shri Manohar Lal Khattar and Union Minister for Jal Shakti, Shri C R Patil, presided over a high-level meeting with senior officials from the MoHUA & DDWS to assess and review the ongoing preparations for Swabhav Swachhata Sanskaar Swachhata (4S) campaign. For streamlining on ground execution of the mass public campaign, MoHUA & DDWS co-chaired meeting with urban and rural areas of State/UTs, Central Ministries, Industry, development partners. Meetings with States are being held to assess the level of preparedness and ensure effective implementation.

To review the preparedness for Swabhav Swachhata Sanskaar Swachhata (4S) campaign and the commemoration of Swachh Bharat Diwas, Union Minister Shri M.L. Khattar convened a high-level meeting with MoS Shri Tokhan Sahu and the Secretaries of Central Ministries.

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Sushil Kumar

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