Poverty alleviation is the most urgent need of India. Despite growing GDP, 42% of the population continues to live below $1.25. Government of India has initiated many poverty alleviation programs since independence, but the desired impact has not been achieved due to lack of awareness, implementation flaws and corruption. Pehel, being a vertical of a conscientious media house, strives to bring about greater awareness on poverty alleviation schemes as well as advocate for changes at the policy level. Pehel partnered with the World Bank of India Development Market Place 2007. With PRIA, Jagran Pehel disseminated persuasive messages related to Right to Information, National Rural Employment Guarantee Scheme and other poverty alleviation initiatives of Government and CSO’s.