The Directorate of Medical Health launched the “Rakshak” D2C campaign, with UPTSU’s support, in 18 high-risk LF districts to combat Lymphatic Filariasis. The primary goal was to boost awareness, dispel myths, and improve medicine adherence in rural and urban areas. The note highlights how digital segmentation was used for personalized messaging. The campaign also focused on enhancing ASHA workers’ skills for better community mobilization and counselling efforts.