Campaigns

Development communication uses journalism, radio, TV, print and video campaigns: against smoking, TB and HIV/AIDS, and for sanitation, immunisation, safe childbirth and consumer awareness ('Jago Grahak Jago').

A campaign combines many methods and materials (meetings, tours, articles, leaflets, exhibitions, drama) on one theme for a fixed period. It is intensive and memorable, makes people act, and helps them adopt new practices.

The Red Ribbon Express (RRE) was a train campaign on HIV/AIDS. Its coaches carried educational material, touch screens, 3-D models, HIV-TB services, a stage for folk performances, and counselling and doctors' cabins. It halted at many stations and reached thousands of villages.

At each halt, groups of performers went into villages for IEC work (Information, Education, Communication): street plays, folk songs, stories and group counselling, joined by local youth. It was run by NACO, the Nehru Yuva Kendra Sangathan, UNICEF and UNAIDS, with Indian Railways, to spread prevention information and reduce stigma.

The Swachh Bharat Mission, launched on 2 October 2014, was a nationwide Jan Andolan (people's movement) to end open defecation by 2019, through behaviour change, household and community toilets, and monitoring. One theme, many channels, a fixed time.