Team Swachh partners with Happy for design

Team Swachh is a joint initiative of a Berlin-based non-profit organization, Wash United and Unicef India. The initiative will be officially launched at the ICC T20 World Cup 2016.

BestMediaInfo Bureau | Mumbai | March 14, 2016

Bangalore based integrated creative agency, Happy Creative Services, has contributed two design projects to the Team Swachh initiative - brand logo and identity. Happy has also created a play-based school kit, called the Team Swachh Action Kit.

Happy won these design mandates after a massive multi-agency pitch held in Delhi by Wash United, a Berlin based non-profit organization and UnicefIndia, who have jointly initiated Team Swachh.The Team Swachh initiative will be officially launched at the ICC T20 World Cup 2016.

To support the Union government'sSwachh Bharat Mission, Team Swachh seeks to spark a social movement for sanitation and toilet use. The movement plans to cut across both the urban and rural population, across class, gender, age, region and religion, to help make India a clean nation, where everyone uses a toilet.

To achieve its goal, Team Swachh has tapped into what Indians unanimously love – cricket - and made India's cricketing legend,Sachin Tendulkar, the captain of the team. Team Swachh aims to move people from apathy to concern, into taking action. Those who join the movement, become team members and will be given options, both online and offline, to become active agents for change.

For the logo, the insight was that toilets alone won't change India. People wanting to use toilets will. Hence, the logo merges the universal sign of good with the icon of an Indian toilet. The message being that toilets were fantastic. The composition also brings out a keen eye for cleanliness. The logo was launched on January 18, 2016, with the ICC and Sachin Tendulkar. The

The second design project – The Team Swachh Action Kit – has been designed specifically for schools. It is based on the principles of play-based learning and rule-based habit formation. It uses thoroughly thought-out, tested games and activities, interspersed with discussions. The team at Happy, Wash United and UnicefIndia, have collaborated to ensure that the activities in the kit create a joyful and exciting experience, while driving life-saving behavioural change. The kit is created in English, Hindi and Bengali. It will be adapted in other official regional languages to reach schools across India.

Praveen Das

Praveen Das, Co-Founder and Chief Creative Officer, Happy Creative Services, said, “Happy since inception has always been keen on communication for good. Team Swachh gives us an excellent opportunity not only in terms of doing good work but also working towards a bigger goal of educating the country on clean toilets and making India a young, healthy and vibrant nation.”

Kartik Iyer

Kartik Iyer, Co-Founder and Chief Executive Officer, Happy Creative Services, added, “We have always believed in work that makes a difference. It is a matter of great pride to be collaborating with Wash United and Unicef. The cause, which is very basic, is something that our country needs to wake up to, while we race into the next decade. We strongly believe in the solutions we have created for the movement. We look forward to a considerable impact by 2019.”

Sören Bruhn, Chief Creative Officer, Wash United, said, “We have thoroughly enjoyed working with Happy from day one. The Happy team very much bought into the goal of Team Swachh to create transformative social change across India and went above and beyond to deliver outstanding quality. We look very much forward to teaming up again on other projects.”

The website, where people can become part of Team Swachh is already live at http://teamswachh.in/

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