Khoon Ka Rishta
The challenge for the Shaping Demand and Practices (SDP) project in Bihar was how to reach millions of families and persuade them to change their traditional health-related practices, when they had little or no access to formal education, mainstream media, or health infrastructure.
We overcame this problem by adopting a 360-degree approach, whereby we designed and developed a wide range of engaging communication outputs, including mass media interventions, mobile health programmes, community outreach, rural activation and interpersonal communication tools.