Niti Aayog launches behaviour change Campaign with covidthenewnormal.com Portal

On Thursday, NITI Aayog launched a behaviour change campaign 'Navigating the New Normal' & its website to help people follow norms to contain the spread of Coronavirus.

Focusing on COVID-safe behaviour, especially wearing masks, during the 'Unlock' phase of the Covid-19 pandemic, the campaign has been developed under the guidance of Empowered Group 6, chaired by NITI Aayog CEO Amitabh Kant.

The campaign has 2 parts. The first is a web portal containing resources informed by behavioural science & the use of nudge & social norms theory, related to COVID-safe behavioural norms during the ongoing Unlock phase & the second is a media campaign focused on the wearing of masks.

Kant said that "As India unlocks, one key worry is how do we encourage the public & institutions to practice Covid-safe behaviour. Until a vaccine is available, wearing masks along with practising hand hygiene & social distancing, will be important to slow down the spread of the novel coronavirus".

He added that "Empowered Group 6 & Ministry of Health wanted that we give a nudge towards desired social behaviour in which the enforcement burden shifts from the government to the citizens".

Amitabh Kant said an effort has been made to provide people with prompts & reminders along with simple, easy-to-practice ideas of designing their environment in such a manner that practising such behaviour becomes easy.

NITI Aayog Member Dr VK Paul said: "our future is dependent not on the virus but our behaviour".

The campaign & website were launched in partnership with Bill & Melinda Gates Foundation (BMGF), Centre for Social & Behavioural Change (CSBC), Ashoka University, & the Ministries of Health & WCD.

As many as 92,000 NGOs & civil society organisations(CSOs) working with NITI Aayog too participated in the virtual launch.

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