How can improved

communication build a
better UMC?
Indore - IEC Model

The approach of continuous IEC – Indore - cleanest city of India

• Citizens aware of their SWM responsibility via behaviour

change

• Made the city’s competition as every citizen’s competition

• Mobilised NGOs to help 50,000 HH with home composting

• Utilising events like Ganesh festival, Dussehra, Gandhi Jayanti

• 311 app - for complaint and service delivery

• Key success factor - continuous monitoring and verification

Page 2 19 January 2022

How EY brought behaviour change in Dhaka citizens for Plastic waste management

Target groups – campaign touchpoints

► Waste pickers – feriwalas, bhangaris ► Food delivery vendors based orgs selling plastic packaging of food
► Households – women, elderly, children ► Schools – increased collection of plastic waste generation
► Market associations selling single use plastic bags

Page 3 19 January 2022

Building a holistic IEC program for Udaipur
Why
Conscious citizens Vibrant Udaipur Financial Strengthening

What How

Inform and Target Mobility, Traffic, Parking Cleanliness, WASH, Hygiene Behaviour Towards Tourists
Communicate Domain Building byelaws Property tax & user charges Grievance Redressal system

Behaviour Change in
Citizens
Target
Audience
Improve Tourist Municipal Women Elderly Divyang Taxi driver Food Vendor
Experience staff

Update citizens on Newspaper Events/ Festivals Local influencers

Social Media
Municipality Target
Activities Medium Local influencers Street plays UMC Website & app
Vendors

Page 4 19 January 2022

Key Messages and Activities under
Campaign Domains

Page 5 19 January 2022

Campaign Domains

Primary Secondary

Mobility, Traffic, Parking Property tax & user charges

Cleanliness, WASH and Hygiene Building byelaws

Citizen Behaviour Towards Tourists Grievance Redressal system

Page 6 19 January 2022

Mobility, Traffic, Parking
Actions

• Educating citizens on the • Signages & informative

need for eco-friendly hoardings for better
mobility, scaling up traffic management and
Electric vehicle usage road safety

• Awareness on designated • Educating traffic

parking, encouraging on- etiquettes, basic courtesy,
street decongestion, dealing with speeding and
parking etiquettes noise pollution

Udaipur E-rickshaw
Udaipur dream of clean mobility
targeting Greenhouse Gas (GHG)
emissions in the city

Page 7 19 January 2022

Cleanliness, WASH and Hygiene
Actions

• Discourage littering, open • Increase awareness on

defecation, building plastic recycling, C&D
citizens as guards healthy waste, civic consciousness
Udaipur

• Public conveniences on • Educating home-composting,

mobile, locating public zero waste communities
toilets etc., Udaipur city Public toilets – Udaipur
app State of the art public toilets
under Udaipur smart city
• Awareness towards water
EY’s example –
• Celebrate cleanliness, conservation, saving water in
sense of achievement Malasur – the
daily usage fecal demon

Page 8 19 January 2022

Citizen Behavior Towards Tourists
Actions

• Inculcating polite • Liaising with taxi

behaviours in food vendors, operators and drivers
tourist facilitators towards better tourist
engagement

• Coordinating with hotel • Citizens encouraging

associations on better offbeat travel with local
waste management food and customs

• Information brochure, kits, • Ensuring Safe Travel –

and site markers Welcoming citizens
Reducing risk with unity
Street vendor describing local food
and city’s culture

Page 9 19 January 2022

Secondary Domains

Property tax & user charges Building byelaws Grievance Redressal system

• Educating citizens on • Building awareness amongst • Linking citizens with

municipality user charges
and taxes, their terms and
conditions and spreading
their needs for a regulated
city
homeowners/buyers on
building bye-laws and UMC
property regulation via
interactive information
brochures and explanations
administration, bringing
transparency with quick
complaint and UMC services
app

Page 10 19 January 2022

Target Mediums
Online Offline

Events
Short films/ Social media Information
appreciating
Documentaries engagement brochure, kits
change makers

Street plays,
TV Local media Leverage on
puppet show, folk
commercials approach Festivals
music

Interactive
UMC Website On-ground Feature articles
educating
and app competitions in newspaper
sessions

Page 11 19 January 2022

EY’s Experience

Page 12 19 January 2022

Campaign to boost tourism – Incredible India 2.0
Objective: Promote India as a holistic destination Supported by: Ministry of Tourism

Activities
• Shifts from generic promotions to
promotional plans specific to market and
content creation

• Influential digital media used over traditional

media

• Increase knowledge of what India can offer

and guidance to find out further information
by visiting the Incredible India website

• With the tagline ‘Find the Incredible you’,

leveraged upon immersive, authentic and
highly visual storytelling experiences

Garnered over 2M video views over the 75% brand recall and increased
four week campaign with 10,000+ consideration of India as a travel
social reactions, and 200,000 page destination by 25%
views to the digital feature site

Page 13 19 January 2022

Awareness for plastic waste management – Narayanganj, Dhaka south city corporation, Bangladesh
Objective: To create awareness around plastic waste management in selected cities Supported by: UNDP, UNILEVER

Activities
• Map existing efforts to strengthen awareness
• Develop communication plan and IEC
collaterals
• Develop action plan and roll out the
campaign

Individual Mass Government

Targeted Campaign Enabled
Campaign Campaign

TV Press
Photo stories
commercials releases

Creative wall Social media

Radio jingles
art reach

School Webinars &

Short films
competitions workshops
Page 14 19 January 2022
Communication campaign with Faecal Demon Malasur – Berhampur Municipal Corporation
Objective: Implementation of Urban Sanitation Strategy with a focus on Faecal Sludge and Septage Management

Activities
• Malasur, the faecal demon, a mascot and
powerful campaign co-developed by the BBC
Media Action and EY

• The mascot was developed as the micro

organism is not seen to the naked eye.

• This successful campaign included

• Mass media (press ads, hoardings, wall
paintings, cinema slide branding),

• Capacity building (school activation,

inter-personal communication toolkit
for SHGs).

Page 15 19 January 2022

Self development and growth campaign – Thane Municipal Corporation
Objective: Advisory support for strategic planning, performance improvement and implementation support

Activities
• Encourage citizens towards self-
development and growth

• Create awareness on waste management

using multiple themes, different mediums
like wall arts, city champions and IEC
material

Page 16 19 January 2022

Project Monitoring Unit for Comprehensive support – Pune Municipal Corporation
Objective: To provide support for Solid Waste Management department Plan Supported by: Adar Poonawala

Activities
• Operational Performance: 23 new villages,
IT SWM, Modern Public toilets

• Citizen Engagement: Target group survey,

BCC pilot activities, Annual BCC plan, Plastic
waste

• Competitions: SS2022, Star Rating – GFC,

ODF++

Page 17 19 January 2022