Behaviour change communication (BCC) strategy of the TNUSSP recognises that behaviour change requires a supportive environment in the form of social norms, both traditional and new. The strategy is built on the premise that sanitation is a taboo topic, and any behaviour change must be preceded by the willingness by the society to speak about sanitation—without embarrassment or fear. Therefore, TNUSSP seeks to address the issue of behaviour change through a range of approaches to remove stigma associated with sanitation; to create a sense of responsibility towards sanitation outcomes in households, neighbourhoods, city and the state; and to assist ULBs and urban sector agencies in recognising and embracing septage management.