The key objective of the study was to carry out thorough Situational Analysis of the status of awareness about the objectives of Swachh Bharat Mission, conduct a holistic Communication Need Assessment (CNA) to identify the media vehicles most suitable to reach the target audience, to find out gaps and suggest most effective media-mix for the next phase of intensive media campaign. The study involves primary research with a range of stakeholders using both quantitative and qualitative research techniques which include household level sample survey, in-depth interviews and focus group discussions. For the purpose of the study, a scientifically drawn sample of 1200 (600 each in urban and rural locations) households were covered in each State and Union Territory (36 states/UTs) of India.
