Engagement objective

Population Foundation of India (PFI) has been working with adolescents through transmedia initiatives such as ‘Main Kuch Bhi Kar Sakti Hoon’ and other communication packages.

With adolescent health becoming a major priority in governments and NGO programming, the Foundation sought to consolidate its SBCC work with adolescents in the form of a package which can be used by all. In addition, PFI was implementing a project in Sitapur, Uttar Pradesh, with an aim to strengthen Rashtriya Kishor Swasthya Karyakram (RKSK) and create demand for the Adolescent Friendly Health Clinics (AFHCs) called Saathiya Kendras.

StratComm was selected by PFI to conceptualize and develop a comprehensive adolescent health SBCC package in Hindi, with a distinctive set of resources designed to work in tandem with RKSK.

Our process

The brief for the team was that the package was to strengthen the 6 RKSK priority themes – SRH, Nutrition, GBV, Mental health, Substance misuse, Condition for NCDs.

A 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’, ‘Bas Ab Bahut Ho Gaya’, ‘Saathiya’, ‘Sex Ki Adalat’ and ‘Kishor ka Shor’.

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. As a lot of materials are available around adolescent health, the package included those that addressed the 6 RKSK priority themes and in case of overlaps were the best fit.

The materials were pretested in Sitapur with adolescents before finalisation.

Key outcomes

The final SBCC package, developed in Hindi, includes a range of materials that can be used by government bodies and NGOs working on adolescent health.

For the facilitator it includes 6 ‘how to’ booklets on how to use existing materials, a training module for peer educators, job aids for counsellors and peer educators, and a set of 17 games that can be used by the peer educators in group sessions. The ‘how to’ booklets provided an overview of and simple tips on how to use films for discussion, engage through gameplay, create a buzz using TV spots, use materials to build knowledge, and use display materials to reinforce messages.