Published Paper Details:

Government social advertising has emerged as an important communication tool for promoting public welfare schemes, social awareness, and behavioral change among citizens. The Government of Karnataka extensively utilizes traditional and digital media platforms to disseminate information related to health, education, sanitation, women empowerment, environmental protection, and social welfare programmes. Understanding the effectiveness of these advertisements is essential for evaluating their contribution to public awareness and citizen engagement. Purpose: The purpose of this study is to review existing literature on the impact of government social advertising on citizens in Karnataka and to identify the major factors influencing the effectiveness of such advertisements in creating awareness, shaping attitudes, and encouraging behavioral change. Approach/Methodology: This study adopts a qualitative review-based approach. Secondary data were collected from research articles, journals, government reports, conference papers, and scholarly publications related to government social advertising, public communication, and welfare programme promotion. Relevant literature was systematically analyzed to identify common themes, findings, and research gaps concerning the impact of government social advertising in Karnataka. Results/Findings: The review reveals that government social advertising plays a significant role in increasing citizens' awareness of welfare schemes and social issues. Television, newspapers, radio, and social media platforms were found to be the most effective communication channels. The findings indicate that advertisements featuring emotional appeal, culturally relevant content, and regional language communication generate greater public engagement. The study also highlights that digital media has enhanced the reach and effectiveness of government campaigns, particularly among younger audiences. However, challenges such as the digital divide, low media literacy, and uneven access to information in rural areas continue to affect campaign effectiveness. Conclusion: The study concludes that government social advertising significantly contributes to public awareness, citizen participation, and social development in Karnataka. Effective communication strategies and the integration of traditional and digital media can further improve the impact of government campaigns. The review also identifies the need for more empirical research focusing on citizen perceptions, behavioral outcomes, and the effectiveness of Karnataka-specific social advertising initiatives.