 |
MKBKSH Season_2_IVRS Infograph |
|
|
1 Page 1 |
▲back to top |
LARGE-SCALE, REAL-TIME AUDIENCE ENGAGEMENT THROUGH
INTERACTIVE VOICE RESPONSE SYSTEM*
Main Kuch Bhi Kar Sakti Hoon (MKBKSH - I, A Woman Can Achieve Anything), is a trans-media initiative through which the Population Foundation of India (PFI)
seeks to carry conversations on women’s rights, gender roles and social determinants of health to people’s homes. Using entertainment – education through a
360-degree approach, the programme delivered messages and engaged the audience through dramatic television and radio serials, community mobilisation and
interactive voice response systems (IVRS).
IVRS is a computerised telephone system that can deliver recorded instructions and messages while allowing people to respond and participate through voice
recording and touch-tone data entry. The MKBKSH initiative used this interactive feature to engage its audience. A toll free number was advertised during the
MKBKSH broadcasts where audiences could give a “missed” call to receive a call back, listen to curated content, answer questions, and express their opinions on
social issues, such as gender-based violence, child marriage, sex selection, family planning and women and adolescent’s health.
Highlights
• First time ever IVRS used in entertainment-education for audience engagement at scale
• Highest level real time audience participation in entertainment-education
Call Logs
During 29 months of
Season 1 and Season 2
MKBKSH broadcasts
Total 1.7 million calls came from
0.4 million unique phone numbers
Calls spiked around October and November 2015 when
MKBKSH’s promotional activities peaked with
Bollywood celebrity Farhan Akhtar appearing as the
‘sutradhar’ or narrator in episode 99 of Season 2.
Monthly Total Calls & Unique Phone Numbers
200000
160000
120000
80000
40000
0
Total Calls Unique Phone Numbers
Sustained Growth of
a Fan Community
IVRS participants called
26%
Twice or Thrice
53%
Once
21%
Four or more times
MKBKSH maintained a healthy balance between cultivating a fan base with
repeated callers and attracting new callers to participate via IVRS
New Repeat
2014
72%
2015
60%
2016
52%
28%
40%
48%
* this infographic is based on the study "Unfurling the voicebook of Main Kuch Bhi Kar Sakti Hoon: Real-time audience engagement, rising fandom, and
spurring of prosocial actions" authored by Dr. Hua Wang & Dr. Arvind Singhal. View the full study on https://tinyurl.com/yb3cncc6
|
|
2 Page 2 |
▲back to top |
Demographic Profile of Callers
Participants of demographic surveys through the IVRS
Geographic location (n = 88,453), gender (n = 75,711), age (n = 52,160), and occupation (n = 48,778).
The IVRS callers hailed from 29 out of 36 states
(including Union Territories), especially the priority
states of Madhya Pradesh and Bihar, showing that
MKBKSH initiatives were on target.
52% 48%
High involvement of
67% youth with
(20 years old or younger).
Women
Men
Audience Age 10 to the 90s
65%
Students
10%
Homemakers
Better Recall of Pro-social Themes
Gender
Equality
Sex
Selection
Good Moral Values
Violence Against
Women and Girls
Prenatal- perinatal Care
Family Planning, Women’s Health,
and Adolescent’s Health
85% quiz participants recalled pro-social themes
correctly vs. 69% on simple recalls of a person or place
User-Generated Pro-social
Content in MKBKSH Campaigns
The IVRS provided the MKBKSH audience a platform to raise
their voice through “discussions”. The user-generated
discussion items were listened by other callers.
over 1.2 million times
35 categories of user-generated
content, including popular pro-social
themes such as child marriage, sex
selection, and MARD (men against
rape and discrimination).
Voicebook of MKBKSH Fans: In their own words
“This serial is giving birth to a revolution in the society!”
“Watching and listening to MKBKSH feels like my family members guiding me. We will never
find a show like this again.”
“Greetings to everyone and so grateful to the creators of this serial. I am blind and have enjoyed
listening to MKBKSH on the radio. I urge everyone in this country to take the time and listen.
This show honours women. Inspiring girls to progress is important for the nation to progress. No
girls should be killed in the womb. Parents should ensure their daughter good education. Child
marriage must stop.”
Know more: http://mkbksh.com/