Directions: Read the passage carefully and answer the following questions.
In his latest address to the nation during one of the most poignant periods in India’s history, Prime Minister Modi underlined some supply and demand-side priorities; but then, almost with nostalgia, he recalled how during the Swachhata drive of recent years, children had raised a large amount of awareness around the country, especially in delivering messages among elders at homes.
PM Modi asked, “child friends again to create an atmosphere in the house so that people don’t leave the house unnecessarily without work or any reason”. Simultaneously, he sought the support of the media to make people “alert and aware” so that they don’t fall for rumours and misconceptions and the atmosphere of fear is dispelled. Seeking to harness the strength of people’s participation, he called upon the youth “to create small committees in their societies, localities, and apartments and help others in following the Covid discipline”.
The Swachh Bharat reference is significant as India got swamped in a four-lakh-a-day infection and as an emergency measure, opened up vaccination for all above 18. One prime reason why we landed in the mess is because of slackness in Covid-appropriate behaviour; allowing for the growth of a sizable population of “Covidiots”.
There has to be a sufficient trigger for orchestrating any behaviour change. In terms of usage of toilets under Swachh Bharat Mission (SBM), it was dignity for a large number of women, safety and security for some, health for many, love for children for several. In the ongoing pandemic, the trigger is clear and palpable — the fear of disease and death — and a strategy and program of communication have to be astutely built around it.
Fines and other punitive actions are justified in times of the present urgency, but as experienced in all mass behaviour missions including Swachh Bharat, using the stick is not sustainable in a billion-plus society. People need to be hurled into the logic of desirable behaviour through scientific techniques of communication including shock and surprise.