Needle 2015
Needle 2015: The Communication Conclave on Sanitation
February 4-5, 2015New Delhi, India

NEEDLE 2015 is a collaboration between the World Bank Group and BBC Media Action to support the Government of India’s sanitation campaign. NEEDLE 2015 is a communication conclave that brings together practitioners, thinkers, researchers and innovators, in an effort to move the needle on stopping open defecation.

One of the goals of Needle 2015 is to facilitate the establishment of a national multi-sectoral think tank on water, sanitation, and hygiene (WASH) communication that can provide guidance for the implementation of national, state, and district level WASH communication strategies.

NEEDLE 2015 objectives:

  • Shift the discourse from only building toilets to using toilets as well, and discuss the role of behavior change communication in bringing about the change.
  • Create a platform for sharing human-centric innovation and ideas from multiple disciplines/sectors that can shape sanitation behaviors countrywide.
  • Develop a set of success indicators and a blueprint for implementation of WASH communication strategies at national, state and district levels.

While the event will not be livestreamed, we encourage you to follow the discussion using #comdev and visit @needle_2015 + @worldbankwater. Following the event, videos and presentations will be shared on this page.

Last Updated: Feb 03, 2015

February 4-5, 2015

Download day 1 agenda

Download day 2 agenda

DAY 1 February 4, 2015  

09:30 - 09:45

BBC Media Action & World Bank Introduction

Onno Ruhl, Country Director, World Bank

Priyanka Dutt, Country Director, BBC Media       Action (PDF)

09:45 - 10:00


Vijaylaxmi Joshi, Secretary, Ministry of Drinking Water & Sanitation, Government of India

EYE OF THE NEEDLE: Insights & Strategy

10:00 - 11:15

Debate & Discussion

Objective: To underscore key communication challenges   and highlight potential solutions that can drive demand and help promote toilet use.


Moderator: Radharani Mitra, National Creative   Director & Executive Producer, BBC Media       Action

1) Dean Spears, Executive Director, RICE

2) Sam Balsara, Chairman & Managing               Director, Madison

3) Santosh Desai, MD & CEO, Future Brands

4) Stephan B Sobhani, VP for Partnerships,       Sesame International

11:15 - 12:05

The Insights Game

Objective: To identify and highlight the motivators and        barriers to sustained toilet use.


Moderator: Priyanka Dutt, Country Director,       BBC Media Action

1) Amit Gupta, Special Secretary, Chief             Minister’s Office, Uttar Pradesh

2) Nipun Vinayak, Deputy Secretary,                  Government of India

3) Frank Odhiambo, Specialist, WASH Section, UNICEF

4) Jacqueline Devine, Senior Social Marketing   Specialist, Behaviour Change Community  of      Practice Leader, World Bank

5) Joep Verhagen, Water & Sanitation               Specialist, World Bank

6) Swapnil Chaturvedi, Founder, Samagra

12:05 - 12:20

The dynamics of change

Objective: To set the context for a theory of change for       sanitation related behaviours.

Siddhartha Swarup, Director - Family Health     Projects, BBC Media Action (PDF)

NEEDLE POINT: Impact & Success

12:20 - 13:20

Panel Discussion: What would success look like?

Objective: To demonstrate that sanitation success               (in particular, uptake of toilet use) has multi-sectoral
impact. This should be taken into cognizance while     
designing projects and identifying indicators of success.

Moderator: Priya Nanda, Group Director, Social and Economic Development, International         Center for Research on Women

1) Saraswati Prasad, Joint Secretary,                Swachh Bharat Mission,

Ministry of Drinking Water & Sanitation,             Government of India

2) Kathryn Stevens, Deputy Mission Director,     USAID, India

3) Mamta Kohli, Social Development                  Advisor, DFID, India

4) Smita Misra, Lead Water & Sanitation           Specialist, World Bank

5) Sonali Khan, VP, Breakthrough

14:20 - 15:30

Presentations & Discussion: Theory of Action

Objective: Learning from large scale, national level,            behaviour change communication initiatives about potential implementation challenges for Swachh Bharat.

Moderator: Sumir Lal, Director,                            Communications, World Bank

1) Amitabh Kant, Secretary, Department of          Industrial Policy & Promotion, Ministry of           Commerce & Industry, Government of India

2) Poonam Muttreja, Executive Director,            Population Foundation of India (PDF)

3) Sanjiv Mehta, CEO, Hindustan Unilever

4) Siddhartha Swarup, Director - Family Health Projects, BBC Media Action



NEEDLE WORKS: Ideas & Innovation

16:05 - 17:25

Presentations & Discussion

Objective: Learning from successful creative examples       and innovations across sectors.

Moderator: Radharani Mitra, National Creative Director & Executive Producer, BBC Media         Action

1) Mohit Beotra, Head of Brand, Airtel (PDF)

2) Rahul Kansal, Executive President, Times      Group (PDF)

3) Safeena Husain, Executive Director,               Educate Girls (PDF)

4) Satyajit Bhatkal, Series Director, Satyameva Jayate (PDF)

5) S Subramanyeswar, National Planning         Director, Lowe Lintas (PDF)

6) Priyanka Dutt, Country Director, BBC Media Action (PDF)

17:25 - 17:45 Q&A with audience

Sumir Lal, Director, Communications, World     Bank

Radharani Mitra, National Creative Director &    Executive Producer, BBC Media Action

17:45 - 17:55 Audience survey  
17:55 - 18:05 Endnote Sumir Lal, Director, Communications,                World Bank
18:05 - 18:15 Closing

Almud Weitz, Principal Regional Team Leader, Water & Sanitation Program, East Asia & the    Pacific & South Asia, World Bank

Priyanka Dutt, Country Director, BBC Media       Action (PDF)

18:15 -18:20 Interaction Raya, The WASH Muppet, Sesame Street
18:20 - 18:55 Lecture – Performance Rahul Ram, Indian Ocean
18:55 - 19:00 Cameo Performance Raya, The WASH Muppet, Sesame Street
DAY 2 February 5, 2015  
09:00 - 09:15 Introduction Mr Sujoy Mozumdar, Director, Sanitation,           MDWS
09:15 - 09:30

Strategic planning cycle

Objective: Highlight importance of starting and ending       with research – circular process.

Siddhartha Swarup
09:40 - 10:00

Segment 1: Who & Why

Objective: Explain the Socio-Ecological Model
Who are we targeting?
Why are we targeting them?

Ragini Pasricha

Sanchita Ghosh (research results)
10:00 - 10:10 Segment 1: Who and Why Raj Jha
10:10 - 10:40 Segment 1: Group work  
11:00 - 11:30

Segment 2: Think/ Feel/ Do

Objective: What do we want the audience to
think, feel and do?
Explain the difference between communication
objective and program objective.

Siddhartha Swarup
11:30 - 11:45 Segment 2: Think/ Feel/ Do Dean Spears (PDF)
11:45 - 12:15 Segment 2: Benefits Radharani Mitra
12:15 - 13:00 Segment 2: Group work All
13:45 - 14:30 Segment 2: Groups report back and
14:30 - 15:00

Segment 3: Platforms

To understand different platforms - benefits and                  limitations. Reach and frequency.
Cost per contact.
Questions to ask yourself when designing
a communication strategy.

Priyanka Dutt & Radharani Mitra
15:00 – 15:15 Results from World Bank’s mapping study Kiran Negi/ Rita Dey (PDF)
15:45 - 16:05

Segment 3: Resources

Objective: To link with the Socio-Ecological
Model and talk about what will happen at national,
state and district level.

K Madhusudan
16:05 – 16:20 Segment 3: Resources Sanjeev Kumar
16:20 - 16:45 Q&A Ragini Pasricha
16:45 - 17:15 Feedback World Bank
17:15 - 17:30 Closing and next steps Vandana Mehra


Last Updated: Feb 20, 2015

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    BBC Media Action (India) Limited

    BBC Media Action uses the power of media to support people to shape their own lives. As the BBC’s international development charity, BBC Media Action work with broadcasters, governments, non-governmental organisations and donors to provide information and stimulate positive change. BBC Media Action projects reach over 200 million people in 28 countries across the fields of governance, health, resilience and humanitarian response.