Communicating safe water and hygiene awareness in rural India : process of a media package development

Communication, always a difficult aspect in development projects, can be made easier by trained specialists with an understanding of the sociological and cultural characteristics of the target group. This media development package, developed for rural Indian populations by Lintas India Limited on commission by UNICEF, had as its target to advance the ideas associated with safe drinking water and its relation to health, and to motivate people to adopt hygienic practices. Handpumps, specifically the India Mark II, were promoted as the safest source of drinking water. Lintas had as its obstacles venerated traditional habits, overdependence on the Government and too little dependence on the community, and lack of education. Women were the primary targets of the educational messages. The concept of Ganga Ma (Mother Ganga) was discontinued since the Water Mission wanted to discourage drinking river water, and also some of the traditions associated with her purity would be challenged. The concept of Dharti Ma (Mother Earth) was chosen as a "spokesperson" to be portrayed in folk theatre. Many other communication products are outlined and presented in the report, along with colour pictures of some of the banners and posters developed.