Developmental activities are getting momentum all over the world. The stress on developmental activities and sweeping changes call for initiations of programs to understand the process, help vulnerable groups and individuals such as children, women, handicapped, aged, deprived and the poor through social action and active intervention done after exhaustive research.

The effectiveness of such activities can be enhanced if they are directed, channalised and undertaken with the service, research and developmental motto in mind. Science and Technology have much to contribute in this universal task. All attempts are made to pool and coordinate efforts and resources to make life reach the desired and optimum level of possibilities for all segments of society.

These expectations are generally crystallized at the level of planners and policy makers and it is the experience of many that such expectations do not find affirmation through the responses of people on whom such a benefit is meant to be bestowed. Thus, the chasm between the expectations of the policy makers and the perceptions of the people at large seems to be widening.

Such shortcoming focuses on understanding the nature of campaigns and what makes them effective. It asserts that campaigns are not linear or mechanistic, but need to be understood as passing through various stages and requiring different kinds of action at different levels and at different times.

We foresee the variety of work and skills thus required makes it vital that the various philanthropic organizations involved needs to collaborate with each other in bringing about sustained policy change at grassroots level particular for the vulnerable and deprived strata of society.
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