Media Engagement: A Pillar of Success in India’s Covid-19 Vaccination Drive

The global Covid-19 pandemic has been a watershed moment where countries have learned and implemented several innovative interventions not only in public health but also in crisis communication. In India, the Union Ministry of Health & Family Welfare center-staged risk communication with a sharp focus on social and behavioral change communication. Strategic communication plans were drawn as an integral part of health crisis management, involving multiple stakeholders and media platforms to optimize their potential. This chapter will examine these strategies at a close quarter and analyze how they proved to be effective tools of health emergency management. Learnings that emerge can prove to be valuable underpinnings for an efficacious risk communication plan for such health emergencies.