1. We made people LAUGH We made people CRY We CHANGED LIVES and We Continue to do so …

3. Our Vision: An India where We empower women by enabling them to take control of their own lives and fertility….. Women are empowered to decide when and who to marry Couples make informed choices about whether, when and how many children to have, and which contraceptive measures to use Families (are able to) access and seek quality health care with dignity

4. The Objective Main Kuch Bhi Kar Sakti Hoon (MKBKSH) Facilitate discussion and communication within communities and society at large Improve Social Behaviour; better health and equity Advocate for Policy Action Increase awareness and shape public opinion on women’s rights, health and issues of family planning 4

5. MKBKSH: The Preparation Radio programs 2010: Haule Haule- a 24 minutes film on Family planning for Govt of India- huge success; dubbed in 4 languages Formative Research : Desk Review; two rounds of Positive Deviance enquiries; 90 stories from 5 states Pre-test of Title – September 2013Pre-test of one TV and radio episode eachConcurrent monitoring and evaluation systemsTechnical Advisory Group: Dr Arvind Singhal

6. 360 degree approach to SBCC Reach: Entertain & Educate through TV and Radio Series Recall: Engage through multiple media channels to increase recall reiterate message. Result: Ensure Impact through Outreach

7. Mass Media TelevisionRadio Digital Media Social MediaIVRS Outreach Viewer clubs (Via NGOs) Community Radios Awards A Trans-media Initiative

8. A Cultural Drama Series Positive Deviance Approach Power of Soap Opera: connect, context, reach, discussion Everyday Realities & Endearing Characters: Pratappur and Mumbai Role Model: Dr Sneha 131 episodes across two seasons Telecast on DD National, DD India and DD Bihar Broadcast on 155 Radio Stations Support From: DFID, BMGF, UNFPA Sanitation & Hygiene Substance Abuse Mental Health

9. Research Design Intervention Levels of Knowledge, Attitude and Practice Levels of KAP Background Characteristics Exposed Not Exposed Baseline Study Rapid AssessmentEnd-line Study

10. Season One: The Reach 58 million viewers 570,000 listeners’ on six community radio stations Dubbing in 11 languages for 16 Regional Kendras 625,000 calls over Integrated Voice Response System 429 viewers clubs formed Graphics based on endline evaluation in 30,000 households in Bihar & MP

11. Season One Impact: The Result Change in Knowledge Attitude and Practices

12. The Result Contd..

13. VOICES FROM THE FIELD I never discussed family planning with my husband till I heard Dr. Sneha in this serial I watch this serial every weekend, and also get my husband to watch it I first thought this was a run-of-the-mill tele serial, but after a few episodes I felt my husband and mother- in-law should also watch it

14. Season 2: Saathiya Focus on Adolescents Collaborated with the government to create awareness about the National Adolescent Health Programme (RKSK) Coined a name (SAATHIYA) for 800,000 adolescent peer educators Used the tele-serial to create demand for the RKSK programme Developed Training materials eg Saathiya Diaries Developed issue based films for: a.Training of peer educators b.Peer Educator led sessions in the community

15. What it Costs?* Less than Rs 30 per capita to bring a positive change in the attitude of 9 million women (reproductive age group), 8 million married men and 8 million mothers-in-law Less than Rs 11 per household to reach 8 million households across nine Hindi speaking states with messages on gender equality, family planning and health 15 * Based on Season 1 Statistics & Evaluation