Swachh Bharat Mission-Urban 2.0, under the aegis of the Ministry of Housing and Urban Affairs, has launched the ‘National Behaviour Change Communication Framework for Garbage Free Cities’ to strengthen the ongoing jan andolan for ‘Garbage Free Cities’.
Urban India has seen a social revolution in the field of sanitation, with one hundred and thirty crore citizens rallying behind the Hon’ble Prime Minister’s clarion call for ‘Clean India’ to become a developmental priority during his Independence Day Speech on 15th August 2014. Over the last seven years, this Government policy for cleanliness has metamorphosed to become the world’s largest behaviour change programme that champions the principles of sustainable urbanization, circular economy, Reuse, Reduce, Recycle, as well as the United Nations Sustainable Development Goals.
