Sanitation is a major public health issue in India. It foresees promotion of health of the community by providing clean and healthy surroundings thus breaking the cycle of disease. India is still lagging far behind many countries in the field of environmental sanitation due to low priority accorded to sanitation, illiteracy and ignorance, lack of infrastructure, inadequate trained human resources, lack of financial resources and primarily lack of community participation and inadequate health education facilities. The ITV Foundation will be taking up the cleanliness initiative by running various awareness campaigns for a clean and healthy environment. It will focus on the idea of Swachh Bharat by conducting various cleanliness drives in different parts of the country. Apart from that, the Foundation will organise cleanliness drives for clean rivers and sanitisation of drinking water. It will be conducting camps to clean the ghats and banks of holy rivers where ritual bathing takes place.