JICA and Hello Kitty Unite for Hygiene Advocacy with Hello Kitty: JICA’s Collaborative Drive for Hygiene Awareness in New Delhi

New Delhi, February 2, 2024: JICA India held a three-day event to promote hygiene and healthy habits, once again in collaboration with the iconic Japanese character Hello Kitty, as part of its ‘Achhi Aadat’ (Good Habit) Campaign. Conducted across schools, NGOs, and hospitals in Delhi from 22 January to 24 January, the event was implemented with Sanrio Company Ltd.

The 2024 campaign kicked off with a series of engaging activities where Hello Kitty, visited schools such as Sardar Patel Vidyalaya, Bluebells School International, and the Swatantra Shikhaantra by Khushii NGO. These visits were tailored to inspire young minds about the importance of regular handwashing resonating with the campaign's core message. The highlight of the campaign included interactive sessions where Hello Kitty demonstrated eight steps of handwashing, coupled with educational videos and lively music. The activities were designed in Hindi and English to leave a lasting impression on the young attendees, encouraging them to adopt these vital habits. Also Hello Kitty visited Japanese School New Delhi and the Rainbow Children’s Hospital to make children smile.

Hello Kitty, a globally beloved character from Sanrio Company Ltd., visited Delhi as a part of “Sanrio Nakayoku Project”. The meaning of Nakayoku is “Getting Along Together” in English and the social contribution projects are advanced with the concept of “Everyone around the world with a smile, everyone around the world getting along”. One of the projects is Sanrio Character Aid which Hello Kitty visits hospitals, orphanages, and disaster affected areas to make people smile with the spirit of kindness.

As a key partner in JICA India's Achhi Aadat Campaign, launched in January 2021, Hello Kitty has played a pivotal role in enhancing public awareness about essential hygiene practices, such as handwashing and nail care. The character’s involvement in the campaign for the last three years includes participation in online ‘Achhi Aadat sessions,' where she interacts with children, emphasising the significance of proper handwashing techniques using soap. This year, Hello Kitty is in India once again and actively engaging in various Achhi Aadat sessions and campaign activities, marking a significant milestone in the campaign's outreach efforts."

Speaking on the occasion, Mr. SAITO Mitsunori, Chief Representative, JICA India said, "We are thrilled to have Hello Kitty join us again in this significant endeavour! Her presence adds a unique charm and effectiveness to our message, helping us reach a wider audience, especially the younger generation. Our collaborative efforts aim not only to educate, but also to create a healthier, more aware society."

About Achhi Aadat Campaign

In 2021, Japan International Cooperation Agency (JICA) launched the Achhi Aadat Campaign to spread various hygienic practices among the population in India. Amid COVID 19 situation, the campaign encouraged consistent and appropriate handwashing techniques, nail cleaning, and other hygiene practices.

In continuation, in 2022, JICA in partnership with its project collaborates with the Government of NCT of Delhi, and private Japanese companies, NGOs, and has flagged off the wonderful voyage to create awareness among the people of India. This campaign successfully reached more than 12 crore people in March 2023.

About JICA

Established, by a specific law, as an incorporated administrative, as the sole Japanese governmental agency in charge of ODA implementation. JICA is the world's largest bilateral donor agency. JICA works as a bridge between Japan and emerging countries like India and provides assistance in the form of loans, grants, and technical cooperation so that emerging countries can strengthen their capabilities.

JICA India Office Web: https://www.jica.go.jp/india/english/index.html
Achhi Aadat Campaign: https://www.jica.go.jp/india/english/office/others/campaign.html
JICA India Brochure: https://www.jica.go.jp/india/english/office/others/c8h0vm00004cesxi-att/brochure_20.pdf
JICA Facebook Page: https://www.facebook.com/jicaindiapr/
Vide: Let’s Wash Our Hands with HELLO KITTY!! (English Version) - YouTube

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