Building Blocks Satyamev Jayate Episode: Alcoholism The episode aims at making the people of India conscious about

the influence of excess alcohol in life and to bring a change in the minds of the people to fight it as a disease. The seven levers identified from the episode that impact the process of mind change are: 1. Reason (making logical arguments) The host Mr. Aamir Khan keeps it simple to the people and makes help of Researchers, Doctors and Celebrities to deliver the fact to people that Alcoholism due to over indulgence takes shape of a disease which affects not only the physical condition of a human body but also results in the mental adversity of self and others. 2. Research (presenting factual data) Using statistics and data from reputed institutions like AIIMS, NIMHANS, WHO and other medical centres, the following facts are presented to the viewers. Five percent of the total turn alcoholic, 50% are indulged in hazardous drinking and Indians in terms of social drinking consume more than the upper limit of consumption. The very fact that many accidents are caused by drunken driving definitely adds to the seriousness of the viewers. 3. Resonance (connecting with an individuals or groups emotional or spiritual core) The trauma faced by the family of Curran who died in an accident of Drunk driving creates an emotional connect with the audience. This becomes very effective in creating awareness amongst the people that the pain caused by the death of a close person is too big to bear. For the youth who have increasingly adapted to drinking during parties and other social occasions, the episode compels them to be responsible and states that drunk driving is not style but idiotic. 4. Representational redescriptions (presenting the same idea in multiple formats, reflecting our various intelligences) Self experiences, research data, images, videos and through inspirational songs; the show aims to connect to the diverse thinking mindsets of the audience watching. 5. Resources and rewards (offering positive or negative reinforcement) Mentioning the name of self help groups/NGOs and enhancing viewers participation by voting, the episode wants the more curious people to explore/help the cause by the best they can. 6. Real world events (leveraging happenings that are out of your control) As more and more youth no longer see alcohol as a taboo, the show explains them to be conscious and advises them to refrain from hurting self and others while retorting to violent and aggressive behavior. Also people are advised to be extra cautious as the law in India is not very strong in terms of convicting the accused of accidents.

7. Resistances (identifying and countering longstanding, contrary beliefs) The belief amongst people that drinking helps increase glamour quotient and acceptance in social groups is explained as a myth by the show.