The current Paper analyzes radio advertisements of "Beti Bachao Beti Padhao" (BBBP) (Save the girl child, Educate the girl child) campaign in the light of Campaign Communication literature. BBBP, an initiative of Government of India, has been launched to put a check on female infanticide and also to ensure that girls get equal opportunities in all the primary spheres of life. This Paper concentrates only on radio ads and analyses them in the light of Process Research, one of the recommended techniques of Campaign assessment. The preliminary analysis shows that, unlike previous initiatives that had "fear" as their major appeal, BBBP has focused on emotional and rational appeal, which is in sync with the need of contemporary masses. The radio advertisements of BBBP, just a part of the whole campaign, depict a high possibility of campaign's going successful and changing abysmally skewed sex-ratio and discrimination against female foetuses and girl child.
|Journal||International Journal of Applied Business and Economic Research|