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The Vital Drop: Communication for Polio Eradication in India (Hardback)
  • The Vital Drop: Communication for Polio Eradication in India (Hardback)
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The Vital Drop: Communication for Polio Eradication in India (Hardback)

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£38.00
Hardback 336 Pages / Published: 16/09/2008
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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.

Publisher: SAGE Publications India Pvt Ltd
ISBN: 9788178298665
Number of pages: 336
Dimensions: 215 x 139 mm


MEDIA REVIEWS
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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