Mass media campaign would act as the is the primary means of communication to reach the vast majority of the general public under the EMPATHY Campaign. The campaign would utilize all common platforms for mass media are newspapers, magazines, radio, television, and the Internet – Facebook, YouTube, Twitter, Instagram, google ads, etc.

Audio & Video content of varied durations and themes would be developed under the project using services of professional media agencies. Similarly, several innovative creatives on different project thematic areas would be developed using professional agencies to develop a creative bank on different themes. These mass media contents would be developed in several languages based on project needs.

The developed contents would be broadcasted on leading television, radio channels, YouTube, Social Media channels and leading newspapers for a premium.  The dose and frequency of the advertisement will follow the principle of low dose, high frequency strategy for effective recall.

FM Radio stations as radio plays significant role in spreading awareness messages. They enable to influence and change public opinion and behavior on an issue. Apart from audio clips of project content, EMPATHY Campaign would run radio advertisements and/or RJ-Mentions which is a form of advocacy tool in which RJ gives out a message in his or her own voice and style on FM Radio stations in Delhi and Chandigarh initially. Radio promotions can be specifically designed as per needs of the campaign by selected the radio station as per their target listenership and content. Radio promotions may also be done when any of the call to action event is happening in the selected city.

Posters for awareness will be displayed on the notice boards in out-patient medicine and gastroenterology departments and waiting areas of medical colleges across the country. The posters will also be displayed in leading universities, corporate houses and government offices with due permission from the competent authority.