The role of communication strategies in creating environmental sustainability: Awareness with special reference to swatch Bharat Abhiyan in Assam

In the present scenario of growing environmental degradation where we witness climate change, deforestation, and pollution, it is crucial to disseminate information and knowledge that gives awareness and motivates behavioural change and fosters a sustainable mind-set for the people. Effective Communication strategies here play a pivotal role in disseminating information and spreading awareness related to environmental sustainability to foster a sustainable mind-set. There are a number of media channels, newspapers, and radio stations who directly or indirectly affect human life. It has been observed that the media devotes their space for environmental issues, campaigns and various other activities for the welfare of mankind. This paper is an attempt to understand the role of communication strategies, different Traditional and social media platforms for the successful implementation of environment conservation campaigns to spread Environment sustainability awareness with special reference to Swatch Bharat Abhiyan (2014-2019) in Assam. This paper analyses the role of the Media and Communication strategies and various media platforms, as a key player in the campaign, in taking the message to the people, and impact of the campaign on the public attitude towards cleanliness. The researcher will take Telephonic interview as a tool of data collection from Assam to analyse the impact of different media platforms for spreading awareness of the campaign of Swatch Bharat Abhiyan in Assam.