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

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