Pune, January 10 – Regional Outreach Bureau, the regional headquarter for Bureau of Outreach Communication in the Maharashtra and Goa region launches Maha Swachhta Abhiyan, a unique and one of its kind campaign which aims to reach One crore citizens in spreading the message of Swachh Bharat. Maha Swachhta Abhiyan is being organised in collaboration with Department of Education, Government of Maharashtra.

In the press conference held today, Shri Santosh Ajmera, Director (Addl charge) ROB elaborated on the key features of the programme. Maha Swachhta Abhiyan involves simultaneous participation of 2900 schools spread across twenty nine select urban centres in Maharashtra. Two hundred students from each school is expected to participate in the events related. On 11th January there shall be a drawing competition on the theme of Swachh Bharat in all participating schools, the selected drawings shall be displayed at the National Level exhibition in Pune on a later date. On 12th January there shall be a group Swachhta drive by students in their respective school/ college areas, followed by a group Swachhta Pledge. The students shall then participate in Swachhta awareness rallies, taking the message of Swachhta Abhiyan to the wider public. Participation of five lakh students is anticipated in this mission. These students would then act as Swachhta Ambassadors reaching out to minimum twenty shopkeepers/ retail vendors each, encouraging them to take Swachhta pledge; in turn enabling 1 Crore citizen Participation in the Abhiyan.

An event of this scale and participation is unprecedented in the State of Maharashtra. This event enables mass mobilization helping spread the message of Swachh Bharat Mission and generating a mass movement among st citizens, said Shri Ajmera.

Shri Santhosh Ajmera later thanked Department of Education, Government of Maharashtra for the logistical amd managerial support that was extended.

Shri Suresh Mali, Deputy director Department of Education, Government of Maharashtra also elaborated on the key facets of the programme. The press conference was also attended by Nodal officer of Mahaswchhata Abhiyan Shri DV Vinod kumar and Shri PanPatil Manager Song and Drama Division, Government of India.

ROB Pune

Regional Ourteach Bureau Pune has nearly 11 field units located across the state. ROB has recently been rechristened by merging the various media units of the Ministry of Information and Broadcasting, Govt. of India viz. Directorate of Field Publicity, Directorate of Audio Visual Publicity and Song & Drama Division (S&DD). ROB is responsible for various outreach activities of Government of India and has to reach out to people with awareness campaigns for various plans, policies and flagship schemes of the Government in the entire Maharashtra and Goa region. ROB carries out outreach programmers and campaigns at the field levels and ensures the development communication reaches to the last mile.

The ROB has been tasked by the Ministry of Housing & Urban Affairs, Government of India for the Swachh Bharat Information, Education and Communication activities across Maharashtra region. Nearly 116 Special Outreach programmes associated with Cultural activities are to be organised as a part of the IEC activities.

As part of the campaign, the main focus has been on making citizen aware on the benefits of the clean living, promoting citizen participation and awareness towards having a cleaner city.