India has the highest number of child brides in the world. Responding to this alarming situation, the Government of Rajasthan launched the Saanjha Abhiyan (Joint Action Campaign) in 2016 with a commitment to make the state child-marriage free within the next 10 years. To advance this effort, Radio Rajasthan will be a dedicated mobile phone based radio channel based on the principle - Give a missed call, and get a call back with free infotainment , building a mass movement against child marriage and other social issues. Callers can call multiple times, with the server checking the number and providing new messaging every time. Callers are provided a range of other privileges to keep them linked to the cause.