Clean & Green Punjab

Clean & Green Punjab

White Rice x UNICEF



Residents of rural villages across Punjab lacked both health-awareness and government support in the form of sanitation infrastructure. Governmental front-line workers (FLWs) were failing to address behavioral bottlenecks consistently and effectively.


White Rice partnered with UNICEF to develop a multi-channel behavior change campaign for the Punjab Government under the umbrella of Clean & Green Pakistan to persuade rural residents across Punjab to adopt better health and hygiene practices.

  • We worked with the community and FLWs to completely revamp the content, style, and delivery of communications to leverage front-line workers as effective channels for behavioral change.
  • The five behaviors we targeted were handwashing with soap, water sanitization, proper waste disposal, toilet construction, and tree planting.
  • While three of the five behaviors were more commonly practiced, we recognized a need for intentional thinking around these habits.
  • Our strategy celebrated a ‘jugaad’ mindset–an innovative mode of thinking that does not believe in the word ‘impossible’ to create a mindset shift.
  • By demonstrating jugaad in action, we inspired residents to employ ingenious solutions when carrying out these behaviors.

White Rice conducted formative research to gather behavioral insights down to the household level. A robust research design integrated the Risks, Attitudes, Norms, Ability, and Self-Regulation (RANAS) model with the Socio-Ecological Model (SEM) to identify the layers of influence to behaviors. The campaign design centered around the MAT theory (Motivations, Abilities, and Triggers) to make practices easy, keep motivations high, and create just-in-time reminders for long-lasting and sustainable change.

The final campaign, Clean & Green Punjab, was co-created with critical stakeholders and front-line government workers, known as Community Based Motivators (CBM), through several ideation sessions, prototyping, and pre-testing sprints.

The campaign was built around 4 tiers:

Mass Media

TV and radio ads were designed and disseminated on mass media along with outdoor activation using hoardings, banners, rickshaws, and bus stands. The messaging highlights Mithoo and his family implementing innovative solutions to sanitation problems, like solar disinfection, recycling plastic bottles for tree plantation, washing hands with soap, garbage sorting, and toilet construction. The campaign was covered by news media to highlight and share the successes with the broader public.

Front-line Channels

The project gave us access to hundreds of government’s front-line workers (CBMs) to create a powerful channel for behavioral change from the bottom-up. Access to CBMs across Punjab allowed for effective community outreach. Our focus was to design the right experience so that communities would value and actively participate in what the CBMs had to offer. For that, new approaches to community engagement were built on the MAT model, implementing role-play based training, and field monitoring to ensure a meaningful exchange from start to finish to follow-up. This complete redesign created more empathy with the beneficiaries and built a personalized experience to achieve change and impact.

Community-Driven Branding

Community-driven branding creates a sense of pride and a movement around the community to have a cleaner and greener village. Village Wash Committees were also activated to sustain the campaign momentum and develop champions within each village. School sessions were designed to attract kids to the cause and promote health and hygiene practices from early on.

Digital Activation

The campaign has been launched on different social media platforms to engage a wider audience. From competitions to DIY hacks to engaging digital influencers and building interactive content, the campaign has reached over 34 million users till now and is growing.


The resulting integrative campaign mobilized millions of residents to break-down behavioral barriers and sustained five critical habits to drive the collective well-being of their communities.

The systematic social and behavior design of the campaign has the promise to create lasting change in communities as it touches on the mindsets, core beliefs, social norms, and daily practices of all members of the community.

The campaign is currently being rolled out across Punjab in 36 districts and is expected to reach 10 million people. The rigorous redesign of the government worker channel has the promise of extending this impact, as thousands of workers are now equipped to interact with communities meaningfully and scale the effort to every village in Punjab.

In the newly set landscape of Covid-19, CBMs have found innovative ways of communicating with stakeholders. Working from a distance, they have leveraged different mobile technologies, and social media platforms to create a remote community activation program. The campaign strategy has proved to be resilient in the face of a global pandemic, displaying adaptability and an ability to function and succeed in the most challenging of times.

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