Mass Media activities for polio communication [presentation]

This presentation gave an overview of mass media activities for polio communication in India at a national level. The rationale and approach behind the current media strategy centres on calls to action and date notification, which are directed toward the general public. Research surrounding the effectiveness of the mass media campaign has focused on 10 districts in Uttar Pradesh and all districts in Delhi. An active campaign to engage proactively with the media has yielded higher reach, booth compliance, and message recall, despite a persistence of negative media stories. Future considerations for India's mass media campaign include development of a quarterly plan of action and linking more closely with advocacy initiatives. Summary: http://www.comminit.com/evaluations/evaltagindia2007/evaluations-439.html

Full presentation [PDF]: http://www.comminit.com/pdf/PolioTAG_Delhi_Mar2007_MassMedia.pdf

Contact Gitanjali Chaturvedi, UNICEF India, gchaturvedi@unicef.org