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Why in the news?
NITI Aayog, in partnership with Bill and Melinda Gates Foundation (BMGF), Centre for Social and Behavioural Change (CSBC), Ashoka University, and the Ministries of Health and WCD, on June 25, 2020 launched a behaviour change campaign called ‘Navigating the New Normal’, and its website.
What are objectives?
Developed under the guidance of Empowered Group 6, constituted by the Government of India and chaired by CEO, NITI Aayog, the campaignhas two parts.
The first is a web portal, http://www.covidthenewnormal.com/, containing resources informed by behavioural science and the use of nudge and social norms theory, related to Covid-safe behavioural norms during the ongoing Unlock phase, and the second is a media campaign focused on the wearing of masks.
Developed in consultation with MoHFW and other stakeholders, the website aims to increase public participation and engage CSOs and NGOs. It will become a repository of strategies and collaterals to practise Covid-safe behaviours in different sectors.
It aims to provide open-source access to anyone, including CSOs, NGOs, the public, institutions, anganwadi workers and district administration. With the availability of this information, institutions and civil society organisations can plan to resume their normal activities while practising Covid-safe behaviours.
