In Pakistan, 80% diseases primarily stem out of water and sanitation related causes like inadequate disposal of human excreta, liquid and solid waste, and use of unsafe water. The two main reasons behind inadequate disposal of waste and use of unsafe water are: inadequate or absent water and sanitation services, and lack of awareness about health and hygiene. White Rice partnered with UNICEF to launch a campaign for the Government of Pakistan under the aegis of Clean and Green Pakistan in order to persuade rural residents to adopt better health and hygiene behaviors.


Visit the Clean & Green Punjab website:



Pakistan has one of the highest incidences of water borne diseases. Clean water and sanitation are cross cutting themes of multiple sustainable development goals of the UN. How can communication address this problem and help Pakistan achieve its SDG'S?




Most water and sanitation behaviors are conscious individual decisions. Whether i should wash my hand before meals? Whether the water I drink should be boiled? Whether a toilet facility should be built in our house? Etc. Etc.

To steer such decisions there was a need to understand the mindset that was not taking these decisions while also developing content that can influence them to take these important decisions for keeping their families healthy with key health, hygiene and sanitation behaviors. With just 5 key behaviors, a lot can be prevented, a lot can be gained. Also, a lot to learn from the clean and green Pakistan initiative.

After a comprehensive research on risks, attitudes, norms, abilities and self-regulation, it was understood how the ecosystem of our targeted communities can be meaningfully influenced. This is when an integrated SBCC campaign, focusing on 5 key behaviors was launched. The behaviors included, safe drinking water, hand washing with soap, building and using toilets, safe sorting and disposal of garbage, and planting trees.




This campaign reached out to 10 million people across 30 districts of Punjab, promoting 5 key behaviors. It will go a long way in achieving the SDGS.



  • The risks, attitudes, norms, abilities, and self-regulation (RANAS) model.

  • Front-line channel interaction design for effective community outreach

  • Community-driven branding

  • Human centered design approach