Hindustan Unilever (HUL)
"Swachch Basti"
Brief
To organise a CSR initiative that created awareness and drove behaviour change around hygiene and sanitation, while encouraging people from catchment areas to use Suvidha centres.
Insight
Sustained change requires consistency—research shows it takes 21 days to form a new habit. A structured, repeated engagement was essential to shift behaviours at the community level.
Idea/Execution
A specially designed 21-day behaviour change program was implemented, involving three door-to-door visits that educated households on WASH (Clean Water, Sanitation and Hygiene) practices. Communities were guided on four essential habits—handwashing, clean toilets, nutritious food, and safe drinking water. The program connected awareness with action by directing families to Suvidha centres, enabling them to practice healthy and hygienic behaviour in a sustainable way.
Impact
- Reached and educated 150,000+ households across urban slums in Mumba
- Improved awareness and adoption of safe hygiene and sanitation practices
- Strengthened community connection with Suvidha centres
CSR, behaviour change, slum, low income, slum activation
