This was presented at the June 2004 UNICEF meeting dedicated to examining communication in the context of the final push to eradicate polio. The presentation provides an outline of Rotary's global financial contributions to polio, and the communication strategies implemented within India. Rotarians raised USD $246 million for polio in 1987, and USD $11 million in 2003, exceeding targets in both years. By 2005, the total contribution will be USD $610 million, including USD $52.6 million in India. Rotary's strategy in India is threefold: political/bureaucratic advocacy, social mobilisation and aiding in logistics on national immunisation days (NIDs). Specific communication strategies presented included: meetings with political leaders and health officials; banners, baseball caps, posters and other promotional publications and incentives; live performances, video vans and road shows; and involving communities, religious leaders and celebrities through one-on-one and large group meetings as well as print appeals.

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