Question

Which among the following is an example of a multimedia campaign?

• A. Project Village Chhatera
• B. Red Ribbon Express
• C. SARI
• D. SEWA

Hint:

When identifying a multimedia campaign, look for a specific, named initiative that uses a combination of different types of media (e.g., TV, radio, print, events, digital) to deliver a unified message.

Answer 1

The Correct Option is B

Step 1: Understanding the Concept:
A multimedia campaign is a public awareness or information campaign that uses a variety of media channels to reach its audience. This includes print, broadcast, outdoor, and interactive media. The question asks for an example of such a campaign.
Step 2: Detailed Explanation:


(1) Project Village Chhatera: This was an early experiment in rural television, but it was primarily a single-medium project (television).
(2) Red Ribbon Express: This was a massive HIV/AIDS awareness campaign in India that used a specially designed train. The train itself was a mobile exhibition (outdoor/exhibition media). It was accompanied by on-platform and outreach activities involving folk performances, street plays (interpersonal media), distribution of print materials (print media), and was widely covered by television and radio (broadcast media). This extensive use of multiple media formats makes it a prime example of a multimedia campaign.
(3) SARI (Socially Acceptable, Relevant, and Inexpensive): This is a methodology for developing health interventions, not a multimedia campaign itself.
(4) SEWA (Self-Employed Women's Association): This is a trade union and organization for empowering women workers. While they may use various media for their work, SEWA itself is an organization, not a specific multimedia campaign.
Step 3: Final Answer:
The Red Ribbon Express, with its integrated use of a train, exhibitions, live performances, and mass media coverage, is a classic example of a multimedia campaign.