13. Inculcating the Handwashing Habit Through Social Marketing Among Poor Children in India

This case describes a campaign run by the Rotary Club in Chandigarh, India, to introduce the habit of handwashing among poor children living in slum areas in a city in India. Several studies have pointed to the fact that inculcating the simple habit of handwashing among children can reduce disease and improve mortality rates. However, due to various constraints and beliefs, it is difficult to develop long-term habits. Through this project, an effective attempt was made to apply marketing principles to this social cause and to build excitement around the activity to affect long-term behavior change. The authors were part of this project. This case is the result of direct experience in the project together with a theoretical background.