Bill & Melinda Gates Foundation: Breaking India's dirty habit of open defecation

The Bill and Melinda Gates Foundation used a multimedia campaign to tackle the problem of open defecation in India.

Campaign details

Brand: Bill & Melinda Gates FoundationBrand owner: Bill & Melinda Gates FoundationLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Charities & voluntary organisationsMedia channels: Newspapers, Other & ambient media, Outdoor, out-of-home, Radio, TelevisionBudget: 3 - 5 million

Executive summary

The fastest-growing economy in the world is still crippled by old habits. In India, open defecation remains widespread, despite glaring health hazards and in spite of improved access to toilets.

A BBC report found that around 1 billion people out of the global population practice open defecation. India...

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