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MKBKSH Brochure |
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An Initiative by
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EPISODES OF CHANGE
The story revolves around the inspiring journey
of Sneha Mathur, a doctor working in Mumbai.
She represents the young Indian woman of
today who thrives on challenges. As the story
progresses, Sneha returns to her village and
finds herself embroiled in a series of family
dramas. Sneha’s sense of family responsibility,
along with her ability to respond to challenges
around her, makes her a role model for many
young Indian women who face similar realities.
Emotionally torn between family and society,
between professional aspirations and personal
commitment, her struggles and triumphs form
the core of this memorable serial.
The serial will make you laugh, it will make you
cry, and it will make you think. It is television like
you’ve never seen before.
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A Difficult Problem (Bahut, Bahut Mushkil)
Being female or male has a significant impact on the health status, as well as access to health
information and services. Guaranteeing universal access to equitable and good quality reproductive
health information and services free from coercion and discrimination is critical to achieving gender
equality and ensuring that women and young people can participate as full members of society.
Gender roles and social norms influence decisions on marriage, child-bearing, and household
responsibilities. Family planning behaviors dealing with sex, contraception, and fertility are often
moralized, stigmatized, and spoken about in hushed tones. Such norms are difficult to influence,
question, and change. It is bahut, bahut mushkil.
Over the last 8 years, 4.5 million
girls have gone missing at birth
as a consequence of gender
based sex-selection.
Source: UNFPA Study, 2013
More than 50% of girls in
UP, MP, Bihar and other
states are married before
their 18th birthday.
Source: NFHS 3
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Main Kuch Bhi Kar Sakti Hoon, A Unique Solution
To address practices such as sex selection, early marriage, early and repeated pregnancies,
under-nutrition of girls, domestic violence and sensitization of boys, the Population Foundation of
India has embarked on the development of a trans-media (TV, radio, Internet and mobile phones)
popular culture serial called Main Kuch Bhi Kar Sakti Hoon that will expand women’s rights by
changing attitudes on women’s reproductive health.
The research and approach have been developed in collaboration with Professor Arvind Singhal
of the Social Justice Initiative at the University of Texas, using a positive deviance approach.
The Positive Deviance approach enables communities to discover the best practice and local
wisdom they already have, and then to act on it. The serial is based on similar entertainment
education models such as Simplemente Maria and Soul City.
Main Kuch Bhi Kar Sakti Hoon
launches on 8th March 2014 at 7pm on Doordarshan National
and is broadcast every Saturday and Sunday thereafter.
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A Trans-media Initiative
The myths and misconceptions around family planning
and socio-cultural barriers will be addressed through a
communication strategy that uses multiple media for
optimum reach and impact. It was HCL Co-Founder and
PFI Advisory Board member Dr. Ajai Chowdhry who
guided the Main Kuch Bhi Kar Sakti Hoon team towards a
trans-media serial that would be on TV, radio, internet,
mobile, and print.
• T V serial aired free of cost on Doordarshan, India’s
national television carrier.
• Radio adaptation to be aired on All India Radio.
• Integrated Voice Response (IVR) systems to reach
the target audience in their local languages.
• Call back number 09268992689.
• L ocalised content for community radio stations.
• Promotional SMSes.
• H ealth games, comic books, print materials, posters,
events, awards.
• Youtube, Facebook, Twitter and a dedicated website.
“Main Kuch Bhi Kar Sakti Hoon has the
potential to inspire and change millions
of young girls and women. The research
that has gone into the preparation of
this initiative is extraordinary! Real life
stories have informed and guided Feroz
and PFI in developing the scripts. They
are a testimony to the fact that change is
happening. It just needs to be amplified”.
– Poonam Muttreja, Executive Director, PFI
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Feroz Abbas Khan
The Director & Producer
Bombay Local Pictures, led by Feroz Abbas Khan,
a noted theatre and film director, playwright and
screenwriter is scripting, directing, and producing
the serial. Mr. Khan’s 2007 film Gandhi My Father
won the Special Jury and Best Screenplay Awards
at the National Film Award, the Best Screenplay
Award at the Asia Pacific Screen Awards, and was
nominated for Grand Prix atTokyo Film Festival. He
directed Haule Haule a film for the Ministry of Health
and Family Welfare produced for World Population
Day to disseminate messages on family planning.
Mr Khan is committed to social change through
films and entertainment.
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About PFI
Population Foundation of India is a national-level NGO which promotes and advocates for effective
formulation and implementation of gender-sensitive population and development policies, strategies and
programmes. PFI was founded in 1970 by a group of socially committed industrialists under the leadership
of JRDTata and Bharat Ram. PFI is guided by an eminent governing board and advisory council made up of
renowned personalities from the civil society, government and private sector.
The thrust of PFI’s work on population issues today revolves around shifting the current thinking and
programs on family planning to empowering people, especially women, to take planned decisions regarding
their health and well-being. Women’s empowerment, gender equity and equality, quality of care, informed
and expanded contraceptive choices, and the sexual and reproductive health needs of young people both
in rural and urban settings are PFI’s focus areas.Though women, adolescents and children are PFI’s primary
target groups, it sees male involvement and engagement with community leaders and institutions as an
integral component of its work.
PFI works closely with the Ministry of Health and FamilyWelfare to promote family planning and reproductive
rights. Since 2005, PFI has been the Secretariat of the Advisory Group on Community Action (AGCA)
constituted by the Ministry to provide technical support and guidance on the community action component
of the National Health Mission. PFI is also providing technical support to the ministry on the roll out of the
National Urban Health Mission through its program on promoting Health for the Urban Poor.
Guided by its thought leaders and under the leadership of its Executive Director, the trans media serial is a
result of the dedication of the PFI team. A flagship initiative, Main Kuch Bhi Kar Sakti Hoon is a reflection of
the organization’s commitment to the cause.
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Aap Kuch Bhi Kar Saktey Hain
(You can do anything)
We invite you to partner with PFI in delivering the message of
empowerment to every woman in the country. Your contribution
can be through financial support, technical support, helping in
expanding the reach of MKBKSH across media (physical and
digital) and networks across the country.
For more information, please contact:
Ms. Francesca Barolo Shergill
Sr. Manager – Partnerships,
Population Foundation of India
B-28 Qutab Institutional Area,
New Delhi 110016
fbarolo@populationfoundation.in
Tel: +91 11 43894100
www.populationfoundation.in
www.mkbksh.com
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