A partner in the Population Council–led Consortium, RK Swamy BBDO, conducted a qualitative study of advertising agencies to document their experiences with regard to planning and implementing behavior change communication (BCC) campaigns on social and health issues for rural populations; explore media planners' perspectives regarding the challenges faced in implementing these campaigns and possible strategies to make them more effective; and understand the role of the Directorate of Advertising and Visual Publicity, the nodal multi-media unit of the Ministry of Information and Broadcasting, Government of India in reaching rural populations with information on government policies and programs. The findings outlined in this policy brief will help in planning appropriate BCC strategies and identifying potential partnerships with leading agencies to implement these strategies in the most effective manner.
Population Council. 2010. "Role of advertising agencies in behavior change communication," Shaping Demand and Practices to Improve Family Health Outcomes in Northern India Policy Brief no. 13. New Delhi: Population Council.