LAUSR

PurposeWith the increasing realization of the importance of communication for sustainable development, strategic issues such as institutional alliances, public participation and media integration have emerged as indispensable tools in any environmental campaign. This study is an inquiry into India's Swachh Bharat Abhiyan (2014–2019) which is one of the major strategic sustainable development campaigns of the 21st century. The twin research questions raised are (1) What were the major action-plans and the key outreach strategies adopted in SBA? and (2) How the discourse of swachhata (cleanliness) was propagated in SBA?Design/methodology/approachWith response to research question 1, a seven-fold analysis of the strategic aspects of the SBA is undertaken utilizing Willner's (2006) strategic approach to the promotion of sustainable development campaigns. Research question 2 is addressed through a multimodal analysis of the discourse of swachhata (cleanliness) following the Grammar of Visual Design framework of Kress and van Lieuwen (2006).FindingsThe campaign employed a 360-degree promotional strategy. It involved print, electronic and social media; promoted inter- and intra-institutional alliances; roped in opinion leaders and opinion formers; and encouraged massive public participation. Strategically, SBA's discourse of cleanliness adhered to the “3R” principles of the United Nation's Sustainability Goals: Reduce, Reuse and Recycle. Tactically, the discourse of cleanliness was framed in the ideas of shame versus dignity and was entrenched in the ideals of commitment to nation and neighborhood, and good citizenship.Research limitations/implicationsOne major limitation of this study is the exclusion of certain intervening variables such as (1) access to the state of the art of green technology, (2) green financing, (3) green incubation, (4) sustainable PPP models for SBA and (5) for-profit approach to environmental cleanliness. Future studies can expand the scope of research by incorporating these variables in their analytical frameworks.Originality/valueThis is the first study to undertake a comprehensive analysis of the communication aspect of SBA. This case study, in particular, can be useful for the young research scholars and postgraduate students of Communication, Management and Public Policy.