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Abstract

This research represents a critical endeavor to deepen our understanding of the effectiveness of public service advertisements in influencing youth behavior.By integrating theoretical insights with empirical evidence and practical implications, this study aims to inform the development of more impactful and culturally sensitive PSA campaigns aimed at youth.Employed survey methodology of 227 youth of Uttarakhand and Uttar Pradesh, the findings of this research have the potential to contribute to positive social change by empowering young people to make informed decisions, advocate for social causes, and participate actively in shaping their communities at large.