includes index and biblioraphy

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 marginanlised 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 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.