Abstract

During the International Year of Chemistry 2011, Vigyan Prasar and All India Radio entered into an agreement to produce radio serials jointly on 117 radio stations in 19 major Indian languages. The programme presented chemistry as a ubiquitous aspect of our surroundings with the goal of evoking public appreciation and building greater understanding of chemistry among the general public. The programme highlighted activities by Indian scientists, with a special focus on young researchers and new technologies developed in Indian research laboratories. This case study describes the narrative structure, targeted audience, and strategies adopted in the project. Our results should be useful for similar educational initiatives targeting comparable radio audiences.