This study was conducted in Meerut district of Western Uttar Pradesh which was selected purposively. The data was collected from 80 respondent’s . In inter-personal communication section, learning material in the form of books (87.50%), competitions and challenges (80.00%) and door to door outreach (67.50%). In ambient media section, both graffiti (58.75%) and hoardings (31.25%) were using frequently by the respondents. In mass media section, television ads and programmes (52.50%), newspapers (36.25%), radio ads and programmes (8.75%) and magazines (1.25%), the respondents were using them frequently. Moreover, magazines (95.00%), radio ads and programmes (80.00%), newspapers (26.25%) and television ads and programmes (13.75%), the respondents never used them. In digital media section, online coverage on blogs (96.25%), mobile applications (88.75%), social media (70.00%) and IVR/SMS/Call campaigns (51.25%), the respondents never used them. In hard assets section, maximum respondents were aware of paintings drawn on individual household latrines (IHHL) as they were noticing it occasionally (56.25%) followed by frequently (40.00%). In soft assets section, SBM logo on Currency notes (31.25%) and SBM logo on trains (30.00%), the respondents were noticing it frequently. So, majority of the respondents had medium level of awareness (91.25%) followed by low level of awareness (6.25%) and remaining only few had high level of awareness (2.50%) regarding Swachh Bharat Mission.

Keyword: Swachh Bharat Mission; Information; Education and Communication; Awareness; Utilization pattern;