Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Nadampalli, Babitha; Jain, Sunitha Abhay Title A name given to the resource From Mass Campaigns to Phygital Governance: Health Literacy, Policy Advertising, and Reform Pathways in India Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Phygital Insights on National Health Reform: Economics, Marketing, and Leadership;pp.233-263 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-7173-3.ch008" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-7173-3.ch008</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105037984063?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105037984063?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Nadampalli B., Christ University, India; Jain S.A., Christ University, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833737175-7; 979-833737173-3; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online