Throughout India, villagers are choosing open defecation over toilets.
This is because the average villager isn’t educated on the consequences of open defecation.
They will often spend thousands of rupees a year on medicine, while continuing with open defecation, the source of their illnesses. In surveys performed throughout rural India, people have expressed a prevalence for open defecation, convinced that it is the healthier option.
To shift villager’s perceptions, we need to educate them on the real benefits toilets provide.
Film is, historically, a medium rural India and India in general, is highly obsessed with. Rural villages will often construct makeshift cinemas for films to be viewed by the public.
Interactive TV, the cinema advertising arm of Group M report says that 50 per cent of the cinema-goers are open and willing to consume advertisements before the start of the movie and during the intermission.
Using a short film ad before Bollywood films, we will broadcast a highly emotional message, throughout rural India, that highlights the devastating effects of open defecation, and provides them with the simple solution: to use toilets.
Here, not there.