IGNOU MNM 26 2026 - ocial sector campaigns addressing issues such as public health, sanita

Question

ocial sector campaigns addressing issues such as public health, sanitation, gender equality, or environmental sustainability increasingly combine advocacy, grassroots communication, and public service advertising. Analyse any one such campaign and examine how social marketing communication and public service campaign principles are applied to mobilise public participation.

(Relevant Units: Unit 13 - Social Marketing Communication; Unit 14 Advocacy & Social Mobilisation; Unit 15 - Grassroots Communication; Unit 16 Public Service Campaigns)

06 Jan 2026

Answer :

Word Count : 394

The Swachh Bharat Abhiyan serves as a strong example of an integrated social sector campaign that combined social marketing communication, advocacy, grassroots communication, and public service campaign principles to mobilise large-scale public participation. Launched to address sanitation and public health challenges, the campaign aimed not only to build toilets but also to change long-standing attitudes and behaviours related to cleanliness and hygiene. From a social marketing communication perspective, the campaign clearly defined its target audiences, including rural households, urban residents, schools, and local institutions. Messages were framed around benefits that resonated with people’s daily lives, such as dignity, health, safety of women, and national pride. Behavioural goals like ending open defecation, regular handwashing, and waste segregation were communicated using simple, culturally relatable symbols such as the Gandhi spectacles logo. Consistent

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