ItemBook Chapter

From Mass Campaigns to Phygital Governance: Health Literacy, Policy Advertising, and Reform Pathways in India

Title
From Mass Campaigns to Phygital Governance: Health Literacy, Policy Advertising, and Reform Pathways in India
Creator
Nadampalli, Babitha; Jain, Sunitha Abhay
Description
Over seven decades, Indias health literacy journey has progressed from traditional mass campaigns to integrated phygital governance, blending physical outreach with digital communication. This paper examines the evolution of health communication, policy advertising, and reform through the lens of Indias Five- Year Plans (19512017). It traces the shift from school- based civic education and rural health campaigns to technologically enabled, participatory Information, Education, and Communication (IEC) strategies. While health literacy has remained a core national priority, persistent gaps in equity, access, and behavioral outcomes endure. The study underscores the need for phygital inclusion, participatory communication, and data- driven governance to strengthen public health systems and ensure equitable, sustainable health literacy for all citizens in the digital age. 2026 by IGI Global Scientific Publishing. All rights reserved.
Source
Phygital Insights on National Health Reform: Economics, Marketing, and Leadership;pp.233-263
Date
01-01-2026
Publisher
IGI Global
Coverage
Nadampalli B., Christ University, India; Jain S.A., Christ University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 979-833737175-7; 979-833737173-3;
Format
online
Language
English
Type
Book chapter

Citation

Nadampalli, Babitha; Jain, Sunitha Abhay, “From Mass Campaigns to Phygital Governance: Health Literacy, Policy Advertising, and Reform Pathways in India,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/24900.

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