Abstract
Recent years have seen unparalleled efforts by the Swatchh Bharat Mission (SBM) to make India open defecation free. While latrine coverage has been boosted very successfully, latrine use has remained low in many areas of the country. Consequently, the aim of this study was to use robust psychological theory to develop and rigorously evaluate low-cost and scalable behaviour change interventions to promote latrine use in rural India. This study reports findings from a cluster-randomized controlled trial (N=1945) conducted in rural Karnataka, India, from January 2017 to February 2019. The evaluated behaviour change interventions were developed using the risks, attitudes, norms, abilities, and self-regulation (RANAS) approach. Results showed that latrine use changed by more than 15% in both treatment and control arms. The intervention triggered an additional, statistically significant increase in latrine use of approximately 5% to reach 97% use at endline. The results suggest that external factors had a strong influence on latrine use, with intensive efforts by SBM likely to be among these. The added value of the campaign was to increase latrine use to almost complete uptake and to successfully tackle the most change-resistant individuals. This intervention or selected components could complement future latrine use promotion in India.
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