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IEC for Project Jagriti

Raising Young People's Awareness About Health and Hygiene

MAMTA Health Institute for Mother and Child is a non-profit organisation that works in the domains of maternal & child health, sexual & reproductive health, and communicable and non-communicable diseases. Their initiatives have reached over 5 million people from underprivileged and marginalised communities in India. Our brief was to create social media posts on a range of topics for Project Jagriti, their flagship program which focuses on empowering the country’s youth.


We developed information, education & communication (IEC) material on a 100 topics in Hindi. These social media posts were designed to provide reliable and relevant information in a digestible format.


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Project Jagriti is implemented in 15 districts across Delhi, Himachal Pradesh, Rajasthan, Maharashtra, Odisha, and Uttar Pradesh. Through a digital campaign, MAMTA-HIMC sought to educate young people aged 15-29 years in these areas.


The campaign aimed to benefit 4 groups of young people by addressing health and social concerns particular to their lives.


Information on post-partum mental health, breastfeeding, quality postnatal care and more


Posts on high-risk pregnancies, antenatal checkups, preventing HIV transmission from parent to child, etc.


Content on family planning, contraception, healthy marital relationships and more


Topics such as puberty, bullying, teenage pregnancy, and substance misuse

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How do the posts educate and engage young people on crucial health and social concerns?

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1. By demystifying stigmatized topics

Series of posts focus on subjects that carry social stigma and so are rarely discussed in an open and factual manner. Examples include ‘good’ touch and ‘bad’ touch, mental illness, and sexually transmitted infections including HIV.

Depending on the subject, these posts provide information on precautionary behaviour, how to identify symptoms and effective management.


Information organized into actionable steps or relevant timelines

2. By clarifying common myths and misconceptions

Some posts address cultural practices that can endanger one’s health, such as child marriage and those followed during breastfeeding or menstruation. These posts explain the harm such traditions can cause and present the medically-advised course of action.

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Queries or important information is highlighted in coloured boxes

Leveraging illustrations to play out real life scenarios for higher relatability

3. By explaining applicable policies and rights

Some posts simplify important acts, as relating to female foeticide, for example. Others, such as those on adolescent-friendly health services or the financial empowerment of women, inform beneficiaries of their rights and measures in place for them.

Posts on Janani Suraksha Yojana or Janani Shishu Suraksha Karyakram, for instance, detail government schemes for the safety of mother and child, and direct beneficiaries on how they can avail these.

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National helplines

for children and women

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