Public health experts and social activists on May 10, 2021 rooted for a more sustained communication for behaviour change in the realm of handwashing in India, not only to save people from the COVID-19 pandemic but for a longer-term prevention. Speaking at the Hand Hygiene Summit, organised by the Integrated Health and Wellbeing (IHW) Council, supported by Dettol, on World Hand Hygiene Day, they also emphasised the need of inter-ministerial coordination and collaboration for holistic communication. 

“There is a lot of diversity in needs and inequity in India when it comes to handwashing practices. Behaviour change in people has remained unaddressed for a long time. We need a localised, multi-channel, sustained communication to nudge behaviour change, starting with children and schools — people themselves can come up with innovative localised solutions for their needs,” says  Urvashi Prasad, Senior Public Policy Specialist in the Office of Vice Chairman, NITI Aayog.

Highlighting that the better handwashing practice in the past one year is a fear-driven adoption, Arundati Muralidharan, Manager Policy (WASH in Health & Nutrition, and Schools), WaterAid India, says, “We need to make hand hygiene a social norm because fear-driven adoption of hygiene practises can remain active for a limited time. Hygiene should be a part of a group of protective behaviours, but there are mindset barriers for which raising awareness is important. We have not made enough investment on hygiene in the community setting or public space; inter-ministerial involvement is important to achieve that goal.”