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MKBKSH PFI PITCH |
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A break-through initiative by PFI
The Population Foundation of India
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AT A GLANCE Main Kuch Bhi Kar Sakti Hoon
360°
APPROACH
TV, RADIO, IVRS, DIGITAL MEDIA
COMMUNITY OUTREACH
What
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Why
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How
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The Vision
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The Intervention
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The Scale
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The Goal
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The Approach
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The IVRS Findings
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BROADCAST IN
14LANGUAGES
& 216 RADIO STATIONS
400 MILLION
APPROX. CUMULATIVE REACH
The Impact
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Season 1
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Season 2
33
The Way Forward 35
About PFI
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WHAT
Quite simply, a new global
bench-mark in “edutainment”
A high-impact TV and radio serial transforming rural
and urban India
A riveting instrument of social change.
Enabling women and young girls with
choice, voice & the power to act
An inspirational show designed to trigger positive change in
attitudes, behavior and social norms around early marriage,
family planning, gender equality, violence against women
and sex selection
An exhilarating success story that can be replicated
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WHY
Health is not just a physical problem.
It’s an outcome of social attitude
Just a few statistics say it all:
According to the UN, every day 7,000 girls in India are
killed in the womb or immediately after birth.
33% of the total number of child brides in the world
are found in India.
40% of Indian women are underweight at pregnancy:
the impact of absent family planning, birth spacing,
and poor pre-natal care.
This has further ripple effects: 1 out of every 2 children
below the age of 5 in India suffers from malnutrition
Women’s health affects the entire family and society:
economically, sociologically, psychologically.
It cannot be addressed in isolation.
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Overall, one of India’s most
crucial problems is a patriarchal mindset.
This results in:
Critically low awareness on family planning
High incidence of child or adolescent marriage
High rate of early pregnancies
Low awareness of birth spacing
Discriminatory preference for a male child
High incidence of sex selection
High incidence of female sterilization. Low agency
among women to decide on use of contraception
Inadequate knowledge or access to
reproductive health care
Cumulatively, this makes India
rank 135 out of 147 countries
on women’s empowerment in
the United Nation’s Human
Development Index.
We believe that when women and girls are
empowered to live to their full potential,
everyone benefits exponentially.
That potential needs to be unleashed.
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HOW
Trigger positive
change in knowledge,
attitude and practice.
Use edutainment
as a catalyst.
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THE VISION
Create a “new normal” in society where
women have equal rights, equal access,
equal agency as men
Provide women with the tools
to act on their own intention
Transform power relations within the family
Shift women from being seen as burdens or
beneficiaries to becoming agents of change
Engage with men as responsible partners
in the journey
Unleash a tool of social transformation
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THE
INTERVENTION
Main Kuch Bhi Kar Sakti Hoon:
A soap-opera for social change.
Team:
Feroz Abbas Khan, eminent film
and theatre director and producer,
directed this serial, in collaboration
with PFI
Protagonist:
Dr Sneha Mathur
A confident, dedicated,
independent, professional woman.
Combative, yet compassionate
and caring.
Easy for both old and young women
to identify with.
Set in a fictional village Pratappur,
where Sneha returns from Mumbai
to serve her people
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THE SCALE
Approximately
400 million
cuamulative reach
1.7 million
feedback calls on IVRS
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Telecast in Hindi on national
public service broadcaster
Doordarshan
Broadcast by DD India to more than
50 countries
in West Asia, Far East,
Canada and Europe
Broadcast in
14 additional regional
languages
Broadcast as radio serial on
216All India Radio
stations
Broadcast on
6 community
radio stations in some
“media-dark” districts of UP,
Bihar & Madhya Pradesh
570,000 listeners
&31,244 calls
generated by community radio
426 “Sneha Clubs” set up on ground
Viewer clubs created with partner NGOs in Bihar and Madhya Pradesh,
where women and men gather to talk about their real-life challenges and
the serial’s messages
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THE GOAL
SEASON 1: THEMES
Prevent sex selection
Build awareness against child marriage
Create sensitisation about age at first pregnancy
Promote spacing between pregnancies
Improve quality of healthcare
Eliminate domestic and gender-based violence
Promote non-coercive family planning
SEASON 2: THEMES
Build awareness about correct nutrition
Create sensitisation around mental health
Deter substance abuse
Eliminate gender-based violence
Emphasise need for peer educators
Build knowledge about physical changes during
adolescence
Evoke positive models for male behaviour
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THE APPROACH
Community Media
Broadcast on 6 community radio
stations in “media-dark” districts
of UP, Bihar & Madhya Pradesh
Bi-weekly telecasts on national
public service broadcaster Doordarshan
TV & Radio Serial
Translated into 14 languages
Also broadcast on 216 stations
of All India Radio
Digital & Social Media
Serial available online on Hotstar
Facebook and twitter used to amplify message
Comprehensive website created: www.mkbksh.com
Community Outreach
Partnerships set up with 10 not-for-profit
organisations to facilitate face-to-face interactions
-“Sneha Clubs” set up in many villages.
Real life heroes awarded
Master trainers appointed to lead clubs
Hum Kuch Bhi Kar Sakte Hain (We Can Achieve
Anything) events organised
IVRS Interactive Voice Response System
A unique and innovative tool to engage with viewers
Toll-free number provided for callers: a channel
for sustained engagement.
Celebrity messages; quizzes; weekly contests
and viewer feedback
Impact Assessment
Baseline and endline surveys in 10 districts of Bihar & Madhya Pradesh to assess
changes in knowledge, attitude and practice before and after the show
IVRS data analysed to gauge viewer impact, suggestions, feedback
5 films shot to document impact: reel–to–real-life stories inspired by the serial
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THE IVRS
Interactive Voice Response System
Till June 2016: a staggering
1.44 million
calls were received from across the country
27 100 On an average
out of every
viewers
called the free IVRS number to share their story
Average duration of a call ranged between
1.5 to 2 minutes
Overall, the IVRS data showed MKBKSH had
triggered a process of social transformation.
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what our viewers told us
Here’s what a random sampling of 5,000 calls revealed:
45% callers were women
63% students
99% of Sneha Club members
had discussed issues raised by the
serial with people outside their group
Topics of greatest concern among viewers:
Women’s empowerment: 47%
Gender-based violence: 34%
Within gender-based violence, the subjects most
discussed by viewers:
Pre-natal sex determination: 86%
Consequences of early marriage: 33%
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THE IMPACT
94% viewers surveyed said
they’d like to watch the programme again
Detailed baseline and endline surveys revealed
major behavioral change
amongst viewers
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The villagers didn’t approve
of my education.
They mockingly asked
if I was going to become a
bureaucrat… Now other girls
are following in my footsteps…
I was so inspired by MKBKSH.
I refused to get married early.
I told my parents to spend my dowry
money on my education instead”
LADKUWAR
NAYA GAON, MADHYA PRADESH
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We’ve learnt so much from MKBKSH.
We used to be violent at home,
now we’ve stopped.
We now understand male
contraception is more enjoyable
than female sterilisation.
I’ve told my wife there’s no difference
between girls and boys. We will not
keep trying for a boy child anymore.
We’ve understood being a man is not
just about being macho, it’s about
respecting women… We help our
wives with the kids and even cut
vegetables now!”
MEN OF CHATTARPUR
MADHYA PRADESH
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We’ve found great solidarity in our
‘Sneha Club’. If we hear of domestic
violence in any of our members’
homes, we first discuss it then try to
address the family of that woman. If
they don’t listen, we escalate the
matter together as a group.
The greatest strength of MKBKSH is
that the incidents feel very close to
our skin, so we feel we can try out
the solutions it suggests.
We will not let our daughters
grow up with the same
disadvantages we had…
WOMEN OF A ‘SNEHA CLUB’
BAIRIYA PANCHAYAT, BIHAR
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This serial showed me women
who receive education can do better
than men, just like Dr. Sneha Mathur,
who supports her family financially,
while her alcoholic brother does
nothing and is disrespectful
to his parents.
My biggest learning is that there
should be no discrimination between
girls and boys. Girls are as capable as
boys, if not more. Girls can do anything!
KISHORI GODBOLE
A VIEWER FROM MADHYA PRADESH
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QUANTITATIVE IMPACT
SEASON 1
BEFORE THE SHOW
2% men understood adverse consequence of early marriage
66% men & women found domestic violence acceptable
63% women felt they control overtheir pregnancy
45% mothers-in-law knew about the law against sex determination
47% men and women knew about family planning
77% men knew about male sterilization
57% mothers-in-law accepted the importance of birth spacing
43% women understood preference for a male child was not necessary
AFTER THE SHOW
31% The figure rose to
44% The figure came down to
76% The number had gone up to
73% The number went up to
59% The number went up to
92% The number went up to
86% The number went up to
57% The number went up to
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SEASON 2
Two major
positive trends
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High interest among the unmarried youth population in the serial.
Unprecedented engagement from male viewers, fulfilling a core goal of the serial:
to make men partners in the journey of empowering women and expanding their arena
of choice and control
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SEASON 3
THE WAY FORWARD
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PFI is now planning Season 3 of MKBKSH to carry forward
the momentum and engender sustainable change.
The new season will continue its focus on women,
youth and adolescents
The aim is to reinforce and enhance awareness about sexual
and reproductive health. Empower women and girls to
take control over their bodies. And increase demand for
and access to quality health services.
Following the huge success of Seasons 1 & 2, an even more
ambitious, evidence-based scale-up plan is in place for
Season 3.
Partnerships with private TV channels, radio stations and
internet sites are in the pipeline to capitalise on the
popularity of the internet and digital media with the youth.
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Reach
Entertain & Educate
Recall
Engage
Result
Ensure Results
More collaborations with celebrities – like actor Farhan
Akhtar in season 1 and 2 – are planned so that MKBKSH can
harness their large fan-following to maximise outreach.
Since youth and adolescents are a target focus group for
Season 3, funds will be utilized to plan an intensive and
cohesive social media strategy
Viewer participation will again be encouraged through
IVRS. Callers will be asked to leave feedback and share
their personal stories.
IVRS call data will continue being analysed. Along with
feedback on social media. This will capture the serial’s
impact on viewers.
PFI will also develop issue-based films on gender equality
and adolescent sexual and reproductive healthcare and
rights. These will be disseminated through social media and
partner NGOs to facilitate conversation with young
people.
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ABOUT PFI
The Population Foundation of India (PFI) is a national
Non-governmental Organisation (NGO), led by development
specialist Poonam Muttreja, which promotes and advocates
for the effective formulation and implementation of gender
sensitive population, health and development strategies
and policies.
It addresses population issues within the larger discourse
of empowering women and men, so that they are able to take
informed decisions related to their fertility,
health and well-being.
It works closely with the national and state governments and
diverse civil society organizations to advance people’s
reproductive rights within the women’s empowerment
and human rights framework.
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