You are here

The Vital Drop
Share

The Vital Drop
Communication for Polio Eradication in India



August 2008 | 340 pages | SAGE India
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

Preview this book

Gitanjali Chaturvedi

Gitanjali Chaturvedi is a development professional with a PhD in Political Science from Jawaharlal Nehru University, New Delhi, India. She has gained experience in the sphere of social policy, ecotourism, environment and sustainable development. Prior to her involvement with the Global Polio Eradication Initiative in Nigeria and India, she worked with UNIDO in the field of renewable energy and cleaner production. The Vital Drop: Communication for Polio Eradication in India is her first book. More About Author

Purchasing options

Please select a format:

ISBN: 9789353281618
₹895.00