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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, __________ ______ _________ _________ ______ ____.
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