![]() As television and mobile coverage extend across India, a growing number of development organizations are harnessing the power of mass media entertainment to convey health and social messages to some of the hardest-to-reach communities. ![]() Unicef is just one of a growing number of development organizations capitalizing on mass media as a tool to promote social messages. Paolo Mefalopulos of UNICEF talks about the concept of using entertainment for education and development. Photo: UnicefĪlkaMalhotra of UNICEF talks about the genesis of the show “Kyunki… JeenaIssiKaNaamHai" and the challenge of balancing messages and entertainment. ![]() Influential medium: Veronica Singh, a health volunteer from Chalakdih village, Jharkhand.
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