Engagement objective

Population Foundation of India (PFI) has been using a range of behaviour change communication initiatives to engage with youth, adolescent and communities on sexual and reproductive health and family planning issues.

StratComm worked with the Foundation to bring together the learning from these communication initiatives to build a 360-degree communication package that can be used by government departments and other non-governmental organizations.

Our process

Content analysis of the available multi-media communication material was conducted to ascertain relevance, relatability, and believability. Existing materials were also analyzed on a matrix to determine their suitability for various delivery formats and audiences. These included materials from the Foundation’s existing interpersonal communication and transmedia initiatives like ‘Main Kuch Bhi Kar Sakti Hoon’.

Based on multiple rounds of discussion with the Foundation’s team, a set of existing audio-visual and print materials were selected to be the base for the new package.

Key outcome

The result is a 360-degree communication package with 4 ‘how to’ booklets on how to use existing materials and a training module for outreach/frontline workers. The ‘how to’ booklets provide an overview of and simple tips on how to use films for discussion, create a buzz using TV spots, use materials to build knowledge, and use display materials to reinforce messages. The package developed in Hindi, taps into the existing frameworks for capacity building by enabling programme managers and frontline workers to deliver strategic communication using a range of existing multi-media resources.