CSR: RB’s flagship BSI to empower people with the choice of better health

03 / 10 / 2019

By India CSR - -

On the Swachchataa Divas i.e. October 2, 2019, Reckitt Benckiser (RB) reiterated its commitment towards driving a healthy India at the 12-hour long Cleanathon hosted by Bollywood Actor, Amitabh Bachchan. With various prominent personalities coming to the event to lend their support the conversation and share their opinions.

RB with its flagship BSI Campaign leading a Swachh message for five years now transitions from ‘Swachh to Swasth’, company said.

Supported by Campaign Ambassador, Amitabh Bachchan, this year the campaign embarks on a new phase that will focus on driving attention towards the well-being of mothers and children.If hygiene and nutrition can begin there, a strong foundation can be laid for the future health of the society.

This will be achieved by concerted efforts targeted under four key pillars of the campaign that includeNutrition– providing a balanced diet to both young mothers and new born children;Breastfeeding– ensuring the importance of breastfeeding is known to all;Handwash– inculcating regular hand washing practices and Sanitation– reducing instances of diarrhea, especially amongst children.

The campaign will focus on converging these pillars in order to reduce the instances of preventable diseased leading to better health for mothers and children.

Lakshman Narsimhan, CEO, RB said, “We now need to bring the attention towards young mothers and their newborns who are the future generation of this country. Ensuring proper nutrition, can lay a strong foundation for the future health of the society and improve the general quality of lives.”

As part of behavior change communication activations, Banega Swasth India plans to roll out a Hygiene Impact bond to reduce in prevalence of Diarrhea among children and increase life years for 15 million Indians across Uttar Pradesh.

The campaign will also continue to scale up its hygiene curriculum in schools across India and create pre-primary health care champions on Hygiene in Uttar Pradesh. Focus will also be on Adolescent Sexual Reproductive Health (ASRH) in 7 north eastern states and Safe Sex Education in five biggest red-light areas/districts.