Mission Indradhanush raised awareness of the value of immunisation against diphtheria, pertussis, tetanus, tuberculosis, hepatitis B, poliomyelitis and measles. Diseases which take the lives of 500,000 children in India every year. A state initiative tackled fears and misinformation through education and reaching out to those who needed protection. Key to delivering the message was making an Accredited Social Health Activist, ASHA, the central figure of the campaign, Thank You ASHA. Nearly four million children and more than two million women were fully immunised over two phases of the campaign which exceeded all targets set for its success. The life-saving message was delivered on digital platforms and through coverage in national and regional newspapers, with articles reaching a readership of more than 70 million.