The Need for Innovative Tools in Multimedia Approach to Reach the Unreached in Social Awareness Programs

This is essentially a research paper as part of the doctoral thesis work, with a purpose of discerning a myriad social welfare programs and the mode of communicating to the intended target groups. Five case studies have been taken from different secondary source of information to understand the efficacy of communication tools in various social awareness program initiated by Government of India. Case Study 1 covers Water and Sanitation program of DANIDA of Cuddalore district of Tamil Nadu; Case Study 2, discusses the MGNREGA (Mahatma Gandhi National Rural Employment Guarantee Act, 2005) and its performance; Case Study 3 GPDP (Gram Panchayat Development Program) with three criteria in their proposal - hunger free, poverty free and good sanitation; Case Study 4 TSC (Total Sanitation Program) of Melapuram provides information about successful implementation of TSC in rural area and Case Study 5 WASH strategy (water, sanitation and hygiene) to control diarrhea by using potable water for drinking, washing hands and for sanitation. Upshot of the paper is that, no single tool would suffice to communicate all different programs, which in turn necessitate the identification of suitable communication tool and try and use different methods depending upon the program and target group.