New Delhi- As the Swachh Bharat campaign gears up for its annual observance, preparations are underway for a two-week drive aimed at promoting public participation and behaviour change for a cleaner India. The Swachhata Hi Seva campaign, held annually since 2017, leads up to Swachh Bharat Diwas on October 2, marking Mahatma Gandhi’s birth anniversary.

This year’s campaign, themed "Swabhav Swachhata Sanskaar Swachhata (4S)," will run from September 17 to October 2, 2024. It focuses on integrating cleanliness into daily life, encouraging a shift in attitude toward sanitation as a cultural and personal responsibility.

Key elements of the campaign include public participation, large-scale cleanliness drives, and welfare camps for sanitation workers. Led by the Ministry of Housing and Urban Affairs (MoHUA) and the Department of Drinking Water and Sanitation (DDWS), the initiative will involve citizens, industries, NGOs, and various government bodies at both state and national levels.

Union Ministers Manohar Lal Khattar and CR Patil recently chaired high-level meetings to review preparations and ensure smooth execution of the campaign, with a strong focus on collaboration between urban and rural areas for a nationwide impact.