Effect of Social Advertising and the Effectiveness of Media- A Study of Swacch Bharat Abhiyan with special reference to youth in Varanasi

Asma Farooque; Chandrashekhar Singh

Asma Farooque Associate Professor, Department Of Commerce and Business Management, Integral University , Lucknow
Chandrashekhar Singh Research Scholar, Department Of Commerce and Business Management, Integral University, Lucknow

Keywords: Social Advertising, Swacch Bharat Abhiyan, Communications campaign

Abstract

Clean India Mission was launched on 2nd of October 2014 (145th birth anniversary of Mahatma Gandhi),
targeting to achieve completion on the occasion of the 150th birth anniversary year (2019)of Mahatma
Gandhi. The mission was implemented to cover all the rural and urban areas of India under the Ministry of
Urban Development and the Ministry of Drinking Water and Sanitation. The primary objective of this
mission is to spread awareness on cleanliness, which is socially acceptable and has been a big area of
concern. Central government has also launched several advertising campaigns for different media vehicles
like electronic, print media for spreading the awareness about cleanliness and hygiene. The objective of this
paper is to analyze the effects of social advertising campaign on the Clean India Mission (Swachh Bharat
Abhiyan) and to determine the degree of impact on citizens' behavior.