Public awareness is a critical pillar of successful governance. From health and education to women empowerment and sanitation, several Government of Uttar Pradesh departments invest significantly in Information, Education & Communication (IEC), Behaviour Change Communication (BCC), digital media, community mobilisation, and mass awareness campaigns to maximize the reach of welfare schemes.
1. Basic Education Department (School Education)
Budget Allocation (FY 2025–26): ₹1,03,553 crore
With the largest departmental allocation in the state budget, the department regularly undertakes statewide campaigns for school enrolment, Foundational Literacy & Numeracy (NIPUN Bharat), scholarships, career guidance, and digital education. Large-scale campaigns such as School Chalo Abhiyan require extensive print, outdoor, digital and community outreach.
2. Medical Health & Family Welfare Department
Budget Allocation (FY 2025–26): ₹49,036 crore
Health remains one of Uttar Pradesh’s most communication-intensive sectors. The department allocates dedicated IEC/BCC budgets for immunization, Ayushman Bharat, TB elimination, maternal and child health, vector-borne diseases, nutrition and public health emergencies. Every National Health Mission Programme Implementation Plan includes a separate IEC component.
3. Rural Development Department
Budget Allocation (FY 2025–26): ₹36,063 crore
Through flagship programmes such as Swachh Bharat Mission (Gramin), MGNREGS, and the National Rural Livelihood Mission (NRLM), the department conducts extensive village-level awareness campaigns, community meetings, behaviour change communication, and digital outreach to strengthen rural participation and improve programme outcomes.
4. Social Welfare Department
Budget Allocation (FY 2025–26): ₹36,897 crore
The Social Welfare Department promotes awareness of old-age pensions, scholarships, disability welfare, Scheduled Caste welfare, and other social security schemes. Public information campaigns, district-level beneficiary drives, and digital communication initiatives play a crucial role in increasing enrolment and ensuring eligible citizens receive government benefits.
5. Department of Women & Child Development
Budget Position: The department’s programmes are funded within the broader Social Welfare & Nutrition sector, which has an allocation of ₹36,897 crore in FY 2025–26.
The department spearheads some of Uttar Pradesh’s most visible public awareness initiatives through Mission Shakti, Poshan Abhiyaan, Integrated Child Development Services (ICDS), and Beti Bachao Beti Padhao. These campaigns leverage Anganwadi centres, schools, district administrations, digital media, community events, and mass communication platforms to promote women’s safety, child nutrition, gender equality, and early childhood development.
Why This Matters for Communication & Media Partners
The increasing emphasis on citizen-centric governance has made professional communication an integral part of programme implementation. Departments today require support across multiple domains, including:
- IEC Strategy & Behaviour Change Communication (BCC)
- Social Media Management
- Creative Design & Content Development
- Audio-Visual Production
- Digital Advertising & Media Planning
- Public Relations & Press Communications
- Event Management & Public Engagement
- Monitoring & Evaluation of Communication Campaigns
For communication consultancies, creative agencies, and development sector professionals, these departments represent significant opportunities to partner with the Government in designing impactful campaigns that improve awareness, citizen participation, and scheme adoption.
Key Sources
Government of Uttar Pradesh – Budget 2025–26 (Budget Documents) – https://budget.up.nic.in/
PRS Legislative Research – Uttar Pradesh Budget Analysis 2025–26 – https://prsindia.org/budgets/states
National Health Mission – Uttar Pradesh (Programme Implementation Plans with IEC/BCC Components)
Department of Rural Development – Swachh Bharat Mission (Gramin) IEC Guidelines
Ministry of Women & Child Development – Mission Shakti, Poshan Abhiyaan & ICDS Communication Frameworks