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Development communication campaigns in India have played a significant role in addressing social, economic, and public welfare challenges by using communication as a tool for behavioural change, awareness generation, and community participation. Among various campaigns, the Pulse Polio Immunisation Campaign is one of the most prominent examples of a health-based development communication initiative. Launched in 1995 by the Government of India with support from international organisations such as the World Health Organization and UNICEF, the campaign aimed to eradicate poliomyelitis from the country by increasing awareness about polio vaccination and ensuring maximum participation of families in immunisation programmes. The campaign was based on the principles of development communication, where communication is not merely the transmission of information but a process of social mobilisation and empowerment. Polio eradication required changes in public behaviour, especially among rural and marginalised communities where misconceptions, lack of awareness, and limited access to healthcare facilities created barriers to vaccination. The campaign therefore adopted a multi-dimensional communication strategy involving mass media, interpersonal communication, community participation, and government outreach programmes. A major feature of the Pulse Polio Campaign was its extensive use of mass media. Television, radio, newspapers, posters, and _________ ____ ___ ___ ________ ______ _______ ________ ______ __________ ____ ________.
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