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@article{170482,
        author = {Rama Choudhary and Dr. Shipra Mathur},
        title = {Toilet: Ek Prem Katha - A Cinematic Catalyst for Sanitation Awareness and Social Change in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {7},
        pages = {1375-1382},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=170482},
        abstract = {This research explores the role of Toilet: Ek Prem Katha in promoting sanitation awareness in India, particularly its contribution to the Swachh Bharat Abhiyan. The objective is to analyze how the film raised public awareness and inspired behavioural change through its narrative. By using secondary sources like government documents, media articles, and academic research, the study analyses the film's narrative, its connection to public health campaigns, and its effect on social attitudes. It employs content analysis to identify themes such as sanitation awareness, media impact, and public reaction. The findings reveal that the film skilfully blended humour, emotion, and a strong message to confront traditional beliefs and promote conversations about open defecation and hygiene. Social media played a big role in boosting its reach, with viewers appreciating its relatable plot and ties to real-life challenges. Reports showed a rise in the demand for toilets in rural areas following the film's release. The research underscores the potential of cinema as a powerful agent for social change. Although some critics pointed out the film's close ties to government efforts, its overall impact on sanitation awareness and societal attitudes highlights the significant role storytelling can play in fostering progressive change.},
        keywords = {Cinema and Public Health, Storytelling for Social Impact, Swachh Bharat Abhiyan, Sanitation Awareness, Toilet: Ek Prem Katha,},
        month = {December},
        }