Age At Marriage Campaign

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.