Young Glory Round 5: Clean India

Young Glory Round 5:
From Shame to Status

- Idea 1


Rupees for Tatti

Brief: The Indian Government is building 110 Million toilets in an effort to rid the country of open defecation. I want you to transform the mission from a shame driven campaign to an aspirational one. We need India's poorest to want to use a toilet as a positive lifestyle choice.

Rupees for Tatti. 
India’s rural population aren’t using the toilets built by the Indian government. Why? Because the toilets fill up and require emptying, an act traditionally associated with the lower ‘untouchable’ castes in Indian society. While there are emptying services available, they require payment, which is not an affordable solution for the majority of rural villagers. Not wanting to empty the toilets themselves, and not having the funds to pay for an emptying service, the toilets are remaining unused.


Sangita Vyas, managing director at Rice, a New Delhi-based research group that studies sanitation issues:

“The act of emptying the pit latrine is associated with the socially degrading caste system. People fear a situation when their pit fills up and there is nobody willing to clean it because of the social stigma. That fear discourages sustained use of toilets.”


Rupees for Tatti. 



To solve this issue the Indian Government will develop a buy-back program, Rupees for Tatti, that purchases and recycles the human waste from rural toilets.

Tatti meaning 'poo' in Hindi. 

Once purchased the waste will be will be composted and processed into a fertiliser, eventually being sold on to the agricultural industry (a tradition currently in operation in the US and other first world countries).  


Through the purchasing and selling of the fertiliser the government will have the funds to subsidise the emptying fees that the public would otherwise have to pay, providing a free emptying service for the people, or providing those willing to empty their toilet themselves with compensation.

By subsidising and providing this free service, the rural villagers can avoid performing an act they associate with lower castes and use their toilets freely, without the fear of disposal.  

In order to spread the message to rural villages special stamps will be used on the sides of the government built toilets.

In order to spread the message to rural villages special stamps will be used on the sides of the government built toilets.

By circumventing the class stigmas and costs associated with toilet ownership, we change the way toilets are seen (as problematic and expensive), and encourage their use.