Television Advertising:Influencing Attitudes with Information and Involvement in Sanitation Campaigns

The use of media in development communication can be treated at two levels:one being mass media, often using television, radio, and print media and second being community media, mainly using radio and other folk expressions concerned with giving voice and representation to the various segments of local communities. Advertising is often an important part of the mass media strategy designed for changing perceptions in the course of merely shifting the relative salience of attitudes, especially when the receiver is not particularly involved in the message to induce the adoption of innovations or other changes in behaviors. This paper evaluates the effectiveness of anti-open defecation television advertising campaign designed for 'Swachh Bharat Campaign' in motivating people to give up and preventing relapse in those who had already given up to fight the sanitation crisis in India. The study attempts to answer some questions regarding the effects of television advertising in the short run as well as in the long run. It also tries to understand the role of media in social change and as to how television helps in bringing the critical social issues to the public sphere and moreover to the notice of the common masses of the country. Information gained from evaluation is highlighted, and recommendations for future media campaigns and initiatives are made.