The Prime Minister Narendra Modi-led Central government is all set to kick start a fortnight-long sanitation campaign that will be known as the ‘Swachhta Hi Seva’ across the country on September 15. While the campaign will include ‘Sharamdaan’ or voluntary work that will include all the union ministers. While the campaign is set to be launched by President Ram Nath Kovind in Kanpur Dehat on Friday, according to Indian Express, it will end on the birth anniversary of the father of our nation Mahatma Gandhi. In between this fortnight-long sanitation campaign, falls the birthday of Prime Minister Narendra Modi, which is set to be observed as ‘Seva Divas’. As per a briefing gives by Union Council of Ministers, Parameswaran Iyer, Secretary, Ministry of Drinking Water and Sanitation on Tuesday, “Do individual shramdaan for construction of toilets or any cleaning of pubic place on Seva Divas,” Iyer told the ministers.
The ministers, MPs and MLAs have also been asked to mobilise celebrities, brand ambassadors, dignitaries and “ensure massive outreach” to spread the message. The recent Bollywood film that features actor Akshay kumar in the lead role, ‘Toilet: Ek Prem Katha’ will be telecast on Doordarshan, while the gram panchayats will “organise gram sabhas” to watch the film.
The birth anniversary of Jan Sangh icon Deen Dayal Upadhyay on september 25, will be celebrated as ‘Sarvatra Swachhta’, during which largescale cleaning of hospitals, parks, statues, bus stops, railway stations and ponds will be taken up. On the second last date of the campaign, a massive cleanliness drive will be undertaken at tourist and public places, according to Indian Express.
All the ministries have been assigned separate tasks for the campaign. While the Ministry of Corporate Affairs has been told to mobilise at least Rs 1,000 crore for the Swachh Bharat Kosh, the Tourism Ministry has been asked to mobilise inter-faith organisations and “charismatic faith leaders with mass following” to spread the message. The Information and Broadcasting Ministry has been advised to contribute programmes and “Swachhta Hi Seva” branding on private news channels, FM radio, and facilitate production of a “Swachhta Hi Seva” film through DD-UNICEF.