The Centre will soon launch an intensive information, education and communication (IEC) campaign at an estimated cost of Rs. 1,800 crore to generate awareness about the need for cleanliness and to bring about the much-needed behavioural changes for achieving the goal of 'Swachh Bharat'.

The Swachh Bharat Mission, launched by Prime Minister Narendra Modi on October 2 this year on the occasion of Mahatma Gandhi's birth anniversary, is about much more than building toilets. It is about changing the mindsets and acknowledging the rights of others to a clean and healthy environment. Moreover, this contributes substantially to the GDP through increased productivity of human resources. According to Urban Development Minister, Venkaiah Naidu, the common man is forced to spend an additional Rs 6,500 per year to fight diseases caused by poor sanitation.