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... The focus should be on bringing about a behavioural change such that the implementation, sustenance, and future sustainability rely most on the people who benefit from the programme. This needs to cultivate ownership and accountability among people to make this programme successful" (Sinha, 2016). The programme should create such a public awareness that people do not merely regard this as a government policy, but they should accept it as a public campaign. ...
Media can make a social campaign successful by carrying out the dissemination of the messages to the general public. In the last few years, the Swachh Bharat Abhiyan has made extensive use of the print, broadcast and social media to attract the attention of the countrymen. The main objectives of this campaign is to bring about an improvement in the general quality of life in the rural areas, by promoting cleanliness, hygiene and eliminating open defecation.
The government launched Swachh Bharat Abhiyan, a nationwide campaign in India for the period 2014 to 2019 to achieve universal sanitation coverage and to put focus on sanitation by 2019. The government claims that it has already brought more than five lakhs of villages under the purview of ‘Open Defecation Free’, through the Swachh Bharat campaign. This paper analyses the role which media and communication play in the spread of this Swachh Bharat campaign and creating awareness in the society. In today’s world the media is an important element in propagating the message to the masses. Media and tools of communication can be used to bring about development of the masses and they can facilitate the adoption of innovation by causing a change in disposition. This paper aims to understand the role played by the media in the ground level application of The Swachh Bharat Abhiyan by studying the impact of the campaign on the public’s attitude towards cleanliness.
