Press Release

New Delhi, January 30th, 2022: On National Cleanliness Day, the Japan International Cooperative Agency (JICA) celebrated one-year anniversary of the Achhi Aadat Campaign (AAC) in India. In collaboration with NGOs, government agencies, and Japanese enterprises, JICA India started the "Achhi Aadat (Good Habit)" campaign last year to promote awareness among 10 crore people about the importance of good hygiene habits in reducing the spread of COVID-19 and other infectious diseases. Through the campaign, JICA has been consistently contributing to bringing positive change in India, especially among the children and youth.

JICA's efforts has impacted more than 30 million beneficiaries through direct, indirect and media outreach, by conducting various innovative activities, utilizing materials and video content developed in partnership with Japanese private companies, in schools, hospitals and village communities in India. These beneficiaries cover total 15 states of India and Delhi NCR, amongst whom major activities around good habits were conducted. The major activities were - conducting both online and physical sessions to share the principles of the AAC, providing Information Education and Communication (IEC) material in schools, distributing hygienic goods, performing demonstration activities and undertaking multiple awareness drives in collaboration with NGOs across schools and hospitals of various Indian states.

Speaking on the occasion, Mr. SAITO Mitsunori, Chief Representative, JICA India, said, "JICA is pleased to contribute to India's efforts to not only combat the ongoing Covid-19 outbreak, but also to enhance the country's healthcare and sanitation conditions. We believe that the future belongs to the younger generations, and through the Achhi Aadat campaign, JICA is attempting to instill good practices in India's children and youth, so that they can prevent the spread of communicable diseases. The campaign has been quite effective over the last year, and JICA will continue to adopt new initiatives for larger societal development."

Sharing her experience with AAC, Ms. Jaynika Hasmukhbhai Patel, a fifth-grade student of Government Primary School Suva, Gujarat, said: "Thanks to the Achhi Aadat Campaign Session that I learnt about good habits like proper way of handwashing, wearing mask and keeping distance in a crowded place besides nail hygiene practice. It was so interesting and fun to learn the good habits by watching animation films in the session I attended. I have become an ambassador to spread "Achhi Aadat" awareness among my family, school, friends and community."

Through the campaign, JICA undertook several creative initiatives in order to effectively catch children's attention and impact them in a better manner as follows;

• Supplying the hygiene-related goods: Supplied the hygiene-related goods including 3,000 bar soaps, 9,600 masks, 290 tote bags and IEC materials to Mumbai Metro Rail Corporation (MMRC) and Mumbai Metropolitan Region Development Authority (MMRDA) in collaboration with the Yokohama City. (Click here for details: press release)
• Demonstration activities: Executed such as the correct way of wearing a mask in MUJI stores in Mumbai and Noida. (Click here for details: press release)
• Entertaining videos: Hello Kitty singing for children to wash hands, the Japanese character Kumamon dancing to a Hindi beat while explaining healthy practices, and special episodes of a global-hit comic - ‘Cells at Work' in English and Hindi to promote the proper understanding of COVID-19 and its prevention.(Click here for details: press release (Hello Kitty) / press release (Kumamon) / press release (Cells at work))
• Events: A series of events at hospitals in Odisha and Gujarat took place to raise awareness among the visitors and staff members of the hospitals. Awareness raising events were also held in 51 schools across states.
• AAC vehicle: "School on Wheels" has launched in partnership with Shri Muni Charitable Foundation expand the reach of the campaign.

About JICA

Established, by a specific law, as an incorporated administrative institution under the Government of Japan, the Japan International Cooperation Agency (JICA) aims to contribute to the promotion of international cooperation, as a 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, and provides assistance in forms of loan, grant and technical cooperation so that the emerging countries can strengthen their capabilities.

• JICA India Office Web
• JICA India Brochure
• JICA Facebook Page (external link)

For further information, please contact:

JICA India Office
Shusaku Takada / Aishwarya Mishra
+91 11 49097000
Takada.Shusaku@jica.go.jp
Mishra-Aishwarya@jica.go.jp

Edelman India
Rakhi Aurora
(+91) 95990 67185
Rakhi.Aurora@edelman.com