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The Vital Drop
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The Vital Drop
Communication for Polio Eradication in India

First Edition


September 2008 | 340 pages | SAGE Publications Pvt. Ltd
The Vital Drop: Communication for Polio Eradication in India explains why communication is critical in ensuring the success of public health initiatives. Since a significant outbreak of polio in the country in 2002, several innovative strategies were introduced to ensure better outreach and efficacy of the intensified pulse polio initiative. This book records the communication journey that began in 2002 through important innovations aimed at including segregated and marginalised populations, as well as a very successful mass media campaign featuring cine star Amitabh Bachchan. An important lesson learnt was that for any public health communication to be successful, it had to be data driven. At the same time, it was essential for the initiative to generate data to demonstrate its effectiveness. Communication which was once regarded a `soft science` has now evolved to the extent that it can generate data that is verifiable and drives the intervention further.

Key features of the book include:

- It describes the variety of communication initiatives undertaken to reach out to India`s large, diverse, segregated and mobile populations.

- It highlights the emphasis on evidence-both social and epidemiological-and the choices, approaches and course corrections in determining communication interventions.

- It outlines the importance of the sophisticated surveillance and a frontline communication network.

Foreword

Kul Gautam and Dr David Heymann
Introduction

 
India and the Global Commitment to Eradicate Polio

 
Setting the Stage for Polio Eradication in India

 
Partnership, Advocacy and Mass Media

 
The Social Mobilisation Network

 
The Underserved Strategy

 
The Bihar Story:Innovations in Social Mobilisation

 
Shutting the Door on Polio: Other Experiences

 
Evidence to Drive Communication

 
Conclusion: The End of Polio?

 
Bibliography

 
Index

 
About the Author

 

This book explains why communication is critical for ensuring the success of public health initiatives....It records the communication journey that began in 2002 through important innovations aimed at including segregated and marginalised populations, as well as a very successful mass media campaign featuring cine star Amitabh Bachchan....Key features of the book include the variety of communication initiatives undertaken to reach out to India`s large, diverse, segregated and mobile populations; the emphasis on evidence—both social and epidemiological—and the choices, approaches and course corrections in determining communication interventions; and the importance of sophisticated surveillance and a frontline communication network.

The Hindu

The book explains why communication is critical in ensuring the success of public health initiatives.

Mail Today

The book illustrates that communication is a “Vital Drop” for any public health campaign, not just a “soft science”.

Civil Society

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ISBN: 9788178298665
£43.99