Hygiene and Behaviour Change Coalition Campaign

As part of its emergency response to the COVID-19 pandemic, the Aga Khan Foundation (AKF) implemented the Hygiene and Behaviour Change Coalition initiative across 28 districts in the six Indian states of Bihar, Gujarat, Madhya Pradesh, Maharashtra, Telangana and Uttar Pradesh. The intervention, supported by FCDO-Unilever,  directly benefitted more than 2.3 million people.

By adopting a multi-pronged 360-degree communication approach comprising of interpersonal communication, digital communication and mass media messaging using TV and radio, AKF has been able to effectively promote critical hygiene measures (with a focus on minimising the spread of the virus) amongst the most vulnerable populations and has been successful in reaching out to over 40 million people under this campaign.