The first phase of the campaign will be vigorous for two months and will continue until March.
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The communication strategy is based on the upcoming winter season, which coincides with the spread of respiratory infections, imminent festivals such as Dasara, Diwali, Christmas, and New Year, as well as the gradual opening of economic and other activities.
More than 30 Union Ministers, including the Minister of Home Affairs and the Minister of Defense, 15 Chief Ministers and Chief Ministers, and about 500 other oppressors from various sectors, sports, industry, and film celebrities, have come forward to take part in the campaign.
Key Ministers are Health, Railways, Rural Development, Agriculture and Farmer Welfare, Housing and Urban Affairs, and the Department of Vacancy.
Public sector services, key personnel, NGOs, community radio stations, industrial organizations, the military and the police are also involved. AV mirrors at train stations, airports and government offices are used to spread messages. DD News has also launched the “Mask-up India” campaign.
Thanking state governments, Mr Khare said many Prime Ministers had already launched similar campaigns with Gandhi Jayanti.
During the ‘closure’, the government spread the message “stay home, stay safe” and during the first three stages of ‘opening up’, the main focus was on “Aatmnirbhar Bharat” (India dependent).
The latest campaign, in which the Central governments and all governments come together, will also see the role of key personnel, “non-book workers”, ASHAs and panchayat sevaks.
Based on the data available from the Central government, the campaign will target beneficiaries of various programs, including MGNREGA, PM Awas, PM-Kisan and Ujjawala Yojana. Non-governmental and trade unions will also be included.
In a campaign to prepare for the campaign, Home Affairs Minister Amit Shah held a meeting on September 29, which was followed by meetings of Cabinet Secretary and NITI Aayog, secretaries of the Ministerial Liaison and Secretary-General. The I&B Secretary also hosted discussions with regional units and departmental marketing officials.