A communication campaign aimed at increasing
awareness about the right age at marriage for girls and
boys, identified as a key strategy in the Population Policy
of Uttar Pradesh has also since been developed and implemented
following a similar three-pronged strategy of using mass
media, local media and print material. The campaign addressed
the legal, health and educational aspects relating to
age at marriage.
Local media included around 20,000
wall paintings in villages and approximately 350
hoardings at block level in all 70 districts of
Uttar Pradesh. 200 inter city long route buses of
UP State Transport Corporation were also used for
display of panels with messages on health, education
and legal aspects.
Four types of TV and radio spots addressing
the above mentioned aspects were developed for the campaign.
The spots were aired on popular programmes such as feature
film, film music programmes, regional news, agriculture
based shows etc of Door Darshan and film music programmes
and regional news of All India Radio. Newspaper ads of
three types were released in Hindi, English and Urdu dailies
of UP. Campaign on mass media continued for almost three
months.
