Hindustan Unilever Limited (HUL)  announced the launch of ‘Swachh Aadat, Swachh Bharat’ programme in line with Government of India’s Swachh Bharat Abhiyan (Clean India Mission) to promote good health and hygiene practices. Given the scale of challenges that India faces in the areas of water, sanitation and hygiene (WASH), this programme is an effort to help India realise the goals of Clean India Mission by 2019.

This is a first-of-its-kind multi-brand behaviour change programme synergising the efforts of HUL’s leading brands Lifebuoy, Domex and Pureit. The Swachh Aadat, Swachh Bharat programme has two key thrusts: An onground behavior change model and a mass media campaign to drive engagement and awareness.