Women Lead the Way in TCI-Supported Mass Media Campaign in India

A scene from the Bihar video.

The Challenge Initiative (TCI) is driving change in family planning through its advocacy efforts in India. In collaboration with state governments in Odisha, Madhya Pradesh, Bihar, Jharkhand, and Uttar Pradesh, TCI supported the successful launch of a mass media campaign promoting modern contraceptive methods. These videos, now widely shared across state social media platforms, emphasize the empowerment of women through informed decision-making.

At the heart of the campaign is the theme “Women in Power,” featuring six engaging videos, five of which highlight specific contraceptive methods. Each video centers on a confident woman initiating a conversation about contraceptive choices with her husband, framing contraceptives as symbols of freedom and autonomy. Set to the catchy song Kare-Kare Badra, the videos aim to:

• Foster open communication between couples.
• Raise awareness of modern contraceptive options.
• Position contraceptives as a ‘cool choice’ for modern couples.

In a world where many women still lack control over their sexual and reproductive health, these videos champion informed decision-making to reduce unintended pregnancies and overcome societal barriers.

Impact Across States

The campaign’s success reflects a powerful partnership between TCI and state governments, showcasing the collective benefits of empowering women to lead family planning discussions.

• Odisha: Odisha’s Health Directorate pioneered the campaign’s rollout, promoting the videos across all 30 districts. The initiative reached rural communities through WhatsApp groups and outdoor media, ensuring widespread access to the message.
• Bihar: The State Health Society of Bihar launched the entire video series on Facebook, YouTube, and Instagram in July 2024. Amplified by the District Health Society’s Facebook shares, the campaign gained significant traction statewide.
• Madhya Pradesh and Uttar Pradesh: In these states, the National Health Mission (NHM) spearheaded the distribution across YouTube, X, Facebook, and Instagram. Notably, the Chief Medical Officer of Aligarh and National Urban Health Mission in Unnao boosted visibility by sharing the Mala-N video on X. Four cities in Madhya Pradesh – Morena, Satna, Ratlam, and Jabalpur – actively promoted the campaign during World Population Day Fortnight.
• Jharkhand: The Health Minister of Jharkhand unveiled the videos at the “State Mission Parivar Enclave 2024’” event in Ranchi, marking a significant milestone in the state’s family planning efforts.

A Coordinated Effort for Change

PSI India, TCI’s implementing partner, further expanded the campaign’s reach by cross-posting the content on its social media platforms. This unified approach generated substantial buzz, capturing the attention of government officials, partner organizations, and the general public. In just a short time, the campaign garnered over 20,000 views across all platforms, with numbers steadily climbing.

By encouraging women to take the lead in couple communication about family planning, the campaign not only fosters joint decision-making but also supports ongoing collaboration between TCI and state governments. Empowering women with knowledge and access to contraception is more than a health initiative – it is a fundamental right, paving the way for healthier families and stronger communities.

View two sample videos below: