To reposition sanitation as an everyday conversation topic, an innovative campaign by the name ‘Kakkaman’ along with a Kakkaman mascot was created. Kakkaman is introduced as a very friendly character aiming to reposition sanitation as an aspirational topic and connect to all stakeholders across the sanitation chain. Through Kakkaman, the campaign introduces the concept of sanitation, the full cycle and fecal sludge management in a simple way to the general public. It then delves into very specific messages and call to actions for each group of stakeholders, relating to fecal sludge management. A film on the full cycle of sanitation along with the campaign was launched on TNUSSP’s social media handles on World Toilet Day 2020. Plans for a statewide rollout are underway, comprising the Kakkaman film launch and roll out of BCC campaign with Above the Line and Below the Line communication activities in all ULBs