NITI Aayog has launched behaviour change campaign ‘Navigating the New Normal’ and its website to help people follow norms to contain the spread of Covid-19 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.
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Key-points
The campaign focusses on COVID-safe behaviours, especially wearing masks, during the ‘Unlock’ phase of the ongoing pandemic.
Developed under the guidance of Empowered Group 6, constituted by the Government of India and chaired by CEO, NITI Aayog, the campaign has 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.
The second is a media campaign focused on the wearing of masks.
About NITI Aayog
It was established in 2015, by the NDA government, to replace the Planning Commission which followed a top-down model.
It is a policy think tank of the Government of India, established with the aim to achieve sustainable development goals with cooperative federalism by fostering the involvement of State Governments of India in the economic policy-making process using a bottom-up approach.
NITI Aayog has started a new initiative on the advice of Prime Minister Narendra Modi called NITI Lectures: Transforming India.
NITI Aayog has taken initiative on Blockchain usages in E-governance and has conceptualized the tech stack as ‘IndiaChain’. IndiaChain is the name given to Niti Aayog’s ambitious project to develop a nation-wide blockchain network.
