Drive the poo to loo

More than 620 million people, half of the population in India, defecate in the open. Human excreta in the environment is a major health issue, that it is responsible for tragic consequences like diarrheal deaths and stunting in children, as well as being a risk to dignity and safety of women. Yet why is open defecation not a topic of concern for the other half of the population – the ones lucky to have a toilet?

Research reveals that not only economic and systemic reasons like poverty, landlessness and civic mismanagement, but also socio-cultural factors have been responsible for establishing the practice as acceptable. What is needed is a behavioural change – one that is strongly led by active public engagement. UNICEF through Water, Sanitation and Hygiene (WASH) programme, decided to target the strongest voice in the nation – the youth. And the best way to reach them, catch them is where they spend a majority of their time – the social media space.

So UNICEF India launched a digitally led, fun, informative and interactive campaign: Take Poo to the Loo (#Poo2Loo/ www.Poo2Loo.com). The campaign intends to do more than just create awareness on the issue of open defecation. The campaign aims to create an active layer of advocates who can speak out to stop open defecation; further disseminate the message and influence their communities, families and peers to do the same.

Collectively this voice will help to stimulate the creation of a new social norm; one where everyone uses a toilet. Talking about the campaign, Sue Coates, Chief, WASH, UNICEF India said “Through different campaign elements – including videos, posters, games, mobile applications and a soon-to-be-released anthem, we are making young people confront this fact: Being the lucky few to have toilets at home, we turn a blind eye; but we are all affected. Poo is all around us and can contaminate our food and water. So UNICEF’s initiative is to show Poo bombarding everyday lives, making people face and fight open-defecation”.

UNICEF’s rich microsite (www.Poo2Loo.com) educates people about open defecation, ongoing programmes on sanitation and leads to ways to show support – by signing a pledge or donating towards the effort. They’ve also uploaded videos and photographs about the Poo Man and his antics. The site can also be accessed through smartphones using a QR Code.

In the first phase of the campaign, UNICEF reached over 5000 people across colleges, market places and popular youth hangouts in the four cities. Through their Facebook page, Twitter account and radio announcements, UNICEF declared the Poo Man’s arrival.

Poo, the protagonist of this sordid tale of open defecation, has been roaming the streets of Pune, Hyderabad, Mumbai and New Delhi with a disregard for civic sense that is not only audacious but also a great nuisance. From blocking traffic movement to pushing people in busy areas, Poo Man has been annoying the public, forcing them to acknowledge his presence.

And the concerned public are responding. 1029 people actively came forward and supported the cause – by uploading their interestingly ‘Poo-bombed’ photographs on the microsite and on Facebook. They also took the pledge against open defecation – on the site and through SMS.

It is now time to Take Poo to the Loo. Poo man will descend again on the streets of Hyderabad on December 14 at Prasads IMAX from 3-5 pm.

“Armed with the power of Twitter, UNICEF will take digitally driven public engagement to another level – more the numbers of Tweets, more will Poo, the protagonist be compelled to move towards the nearest loo in the city,” explained Caroline Den Dulk, chief advocacy and communication, UNICEF India.

The online Pledge, which will be signed by the citizens, would be the nation’s Call for Action. Delivered to the President of India, the pledge aims to capture national discontent and push for an Open Defecation-free India.