In 1969, CARE India executives were interested in selling the idea of proper nutrition for a healthier life to the rural population. They believed that the same marketing principles, style of advertising and media strategy used in urban commercial sales campaigns could be applied to a rural noncommercial campaign. A campaign strategy was chalked out after a preliminary desk research. Two alternative campaigns were developed--one based on fear appeal, and the other on a positive promise. Both treatments found expression in press, billboards, wall paintings, films, radio, calendars, booklets, comic books, etc.