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The Swachh Bharat Abhiyan campaign provides a strong example of how integrated communication practices are used to influence public attitudes and everyday behaviour regarding cleanliness and sanitation. The core communication principle employed was consistency of message across platforms, with a simple, emotionally resonant idea linking personal hygiene to national pride. By framing cleanliness as a collective responsibility _____ ___ _____ ________ _________ ___ _________ _________.
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