The Clean Cooking Alliance’s Behavior Change Communication Campaign in India aimed to influence consumer purchasing decisions and encourage targeted households to consistently use cleaner, more modern stoves and fuels in two states – Gujarat and Uttar Pradesh. Initiated in early 2019 by the Alliance, Shell, Tata Trusts, and partners, the one-year, multi-level, multi-channel campaign engaged people at district, village, and household levels through an integrated mix of communication vehicles. At the district level, the campaign conducted outreach through a mix of digital (Whatsapp, SMS) and traditional media (mobile, radio, newspaper). At the village level, street plays, wall stickers, and school-based programs were used to reach the target audience. At household level, community outreach partners, Self-Employed Women’s Association (SEWA) and DharmaLife (DL) led door to door and interpersonal activities through their teams of local, female community workers.

The campaign also tested innovative technologies like Bluetooth enabled stove sensors to gauge changes in stove usage and wearable, Carbon Monoxide Exposure Limiter (COEL) bangles, programmed with customized behavior change messages in Hindi and Gujarati. The campaign slogan “Smoke is Disappearing, Progress is Appearing” highlighted the importance of continued use of clean cooking solutions after initial purchase. Through communicating the benefits of cleaner stoves and fuels and encouraging consumer choice by promoting a range of cleaner cooking options, the campaign sought to make cleaner cooking the new norm.  

More than 1.1 million people were reached by the campaign through household, village, and district level activities.
19,000 households were visited by an outreach worker, and close to 14,000 households received a follow up visit.
Nearly 5,000 students from grades 4-12 were reached with clean cooking messages.
Manoranjan Ki Rasoi, an educational entertainment radio program, featured radio episodes with creative messages on clean cooking. Over 10,200 IVR calls were made after the radio broadcasts.
Over 7,000 people were reached through 130+ community events.
Chef Sanjeev Kapoor, Alliance Chef Corps members and clean cooking advocate, has been actively engaged in this BCC campaign.