Kerala launched a "campaign for total literacy" in Ernakulam district in the late 1980s, with a "fusion between the district administration headed by its collector on one side and, on the other side, voluntary groups, social activists and others". On 4 February 1990, the Government of Kerala endeavoured to replicate the initiative on a statewide level, launching the Kerala State Literacy Campaign. First, households were surveyed with door-to-door, multistage survey visits to form an accurate picture of the literacy landscape and areas that needed special focus. Then, "Kala Jāthas" (cultural troupes) and "Sāksharata Pada Yātras" (Literacy Foot Marches) were organized to generate awareness of the campaign and create a receptive social atmosphere for the program. An integrated management system was created involving state officials, prominent social figures, local officials and senior voluntary workers to oversee the execution of the campaign.