Behaviour Change Campaign launched by NITI Aayog

A behaviour change campaign named ‘Navigating the New Normal’ was launched on 25th June 2020 by NITI Aayog. Bill and Melinda Gates Foundation is a partner for the behavior change campaign.

Aim of the Campaign

As the country is now in an Unlock phase, the aim is to develop an appropriate COVID safe behavior in the country, such as by making people adapt to wearing masks as a part of their daily routine. Until a vaccine is developed, it is essential for the citizens of the country to adopt certain behavioral changes in their day to day life by practicing hand hygiene, wearing masks, etc.

About the Campaign

The behaviour change campaign has been designed under the guidance of the Empowered Group 6 (this Group addresses issues related to COVID-19 response activities through effective solutions and formulation of plans).

The behaviour change campaign has two parts:

  1. The Web Portal (http://www.covidthenewnormal.com/): It contains behavioral norms required for being COVID-safe.
  2. Media Campaign: As the pandemic has restricted the movement of people across the country, people are spending more time watching television or on the internet. The aim of the behaviour change campaign will reach millions across the country through advertisements, animation for children, virtual awareness campaigns on social networking sites, etc.

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