What Communication and Institutional Arrangements Influence Sanitation Related Social Norms in Rural India?

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Dyalchand, Ashok, Khale, Manisha and S. Vasudevan (2009)

This paper which forms part of the IDS research project Going to Scale? The Potential of Community-led Total Sanitation explores effective strategies for initiating social change in sanitation behaviours from a social norms perspective examining the question: “What components of a communication strategy influence sanitation behaviours and how are they mediated?”

The CLTS approach is now operational in several countries. Little research has been done to understand the community dynamics that facilitate or impede the process of achieving ODF (open defecation free) villages, the role of social norms in the diffusion process, and the effectiveness of institutional mechanisms in implementing the CLTS approach. A social norms and diffusion of innovations perspective is utilized to understand the community level processes that were generated in the communities after the initial “triggering” inputs.

Date: 8 June 2009