Samman Connection campaign's communication materials
By driving behavioural shifts at the grassroots level, the Tata Trusts hope to continue building resilience among communities and make them water-independent.
Explore the various elements of the Samman Connection Campaign through these videos on YouTube
Samman Connection” – Key theme song
The Govt. of India's #JalJeevanMission, an initiative to provide access to a functional tap water connection (#FHTC) in every rural India, can only demonstrate true value when there is community ownership and participation. Tata Trusts are working towards supporting this goal through research and evidence-based social behaviour change communication campaigns. Designed to create adoption, appreciation, and celebration of tap water connections, the #SammanConnection campaign aims to put an end to women's drudgery and create a sustainable and healthy future for the communities we serve.
Importance of safe water and its impact on health
Unsafe water can have devastating effects on human health, with waterborne diseases leading to increased healthcare costs. With the Government of India's Jal Jeevan Mission, rural Indian households will now have access to a safe and assured drinking water supply. Our ‘Samman Connection’ social and behaviour change communication (#SBCC) campaign’s short film aims to amplify this impact by encouraging communities to only use tap water for consumption in their homes, bringing down instances of waterborne diseases and enhancing their health and well-being.
Importance of women’s role in drinking water
Inaccessibility to water at the doorstep and the resultant drudgery has the biggest effect on women and girls. Having to walk for long distances over an hour to fetch daily supplies costs women their time, opportunities for their own development and their wellbeing. School dropout amongst girls is paramount as a result of the absence of water in the household.
Through 'Samman Connection’, its social and behaviour change communication campaign, Tata Trusts is working alongside the Government of India’s Jal Jeevan Mission to promote the adoption, appreciation and celebration of tap water connections so that our women and girls experience the 'samman' they so deserve. This film aims to highlight the benefits of a household tap water connection and the myriad possibilities that it opens up for the women and girls in the community we serve.
Community Ownership & Participation
Not even the most compelling initiative can achieve success without the ownership and active participation of the very people it is designed to help. Behavioural change and genuine community involvement can only occur through communication deeply rooted in insights that inspire action. This film, from Tata Trusts’ ‘Samman Connection’ – a social and behaviour change campaign, aims to empower communities to take ownership of the Functional Household Tap Connection (FHTC) provided by the Government of India under the Jal Jeevan Mission scheme. This film vividly illustrates communities recognising the benefits of a household tap connection themselves, taking action and pride in maintaining them and embodying the belief that the ‘samman’ that will flow will not just be for them, but for the entire village as a whole.
Need for water bill payment
Sustainability is key to ensure an assured and regular drinking water supply to all at their doorsteps. To achieve economic sustainability and to meet basic operation and maintenance costs of the rural drinking water supply systems, every household has a responsibility to pay a small amount as their contribution towards their own sustainable drinking water systems. The film focuses on the need and importance of a water bill.
