On National Cleanliness Day, the Japan International Cooperative Agency (JICA) celebrated the first anniversary of the Achhi Aadat Campaign (AAC) in India. In collaboration with NGOs, government agencies, and Japanese enterprises, JICA India started the “Achhi Aadat (Good Habit)” campaign last year to promote awareness among 10 crore people about the importance of good hygiene habits in reducing the spread of COVID-19 and other infectious diseases. Through the campaign, JICA has been consistently contributing to bringing positive change in India, especially among children and youth.

JICA’s efforts have impacted more than 30 million beneficiaries through direct, indirect and media outreach, by conducting various innovative activities, utilising materials and video content developed in partnership with Japanese private companies, in schools, hospitals and village communities in India. 

These beneficiaries cover a total of 15 states of India and Delhi NCR, amongst whom major activities around good hab were conducted. Speaking on the occasion, Mr SAITO Mitsunori, Chief Representative, JICA India, said, “JICA is pleased to contribute to India’s efforts to not only combat the ongoing Covid-19 outbreak but also to enhance the country’s healthcare and sanitation conditions. 


We believe that the future belongs to the younger generations, and through the Achhi Aadat campaign, JICA is attempting to instil good practises in India’s children and youth, so that they can prevent the spread of communicable diseases.

Sharing her experience with AAC, Ms Jaynika Hasmukhbhai Patel, a fifth-grade student of Government Primary School Suva, Gujarat, said: “Thanks to the Achhi Aadat Campaign Session that I learnt about good habits like the proper way of handwashing, wearing a mask and keeping distance in a crowded place besides nail hygiene practice.