Digital Campaign to address Malnutrition amongst Pregnant and Lactating Women in Rajasthan, India

by Kaboom Social Impact

Bahubali* Zimmedar toh Champion Superstar
Responsible (Strong) Men, (raise) Champion Kids

*(Bahubali is a popular film character. Translated literally it means a man with strong arms and figuratively it is a complete man.)

The campaign is a first of its kind addressing men to take part in the nutrition of pregnant and lactating women and children. It addresses the need for men to be responsible and equal participants in ensuring women and children are not malnourished.

In the districts of Udaipur, Dungarpur, Banswara, Pratapgarh and Baran, in Rajasthan Social and health indicators are low and children are born with a low birth weight. In the wake of Covid-19, work on the ground came to a standstill. Kaboom was approached to execute a digital campaign to shift attitudes and behaviours amongst the Pregnant and Lactating women(PLW).

Our target audience of lower income group women living in the media dark areas were not on any digital medium. Kaboom applied Human Centred Design (HCD) Research methodology to understand and define the key challenges on the ground, and culled insights to further understand the narratives around nutrition as woven in the key districts. Along with this was a study to understand media consumption patterns of the target audience.

The Insights were clear:
Men were the decision makers of nutritional needs.
They were on the digital devices and we needed to talk to men directly
BUT
Men took no responsibility towards their pregnant wives or children
Men didn’t know what they were expected to do
They had no role model to look up to
AND
They all love and revere the character of Bahubali

The new knowledge meant we had to devise innovative solutions to indirectly reach the pregnant and lactating women. It also meant the campaign had to address the greater evil that is...

Prize

Silver in Digital Design for Social Change 2022

Created by:

Lead Designer

Kaboom

Design Company

Kaboom Social Impact

Profile Website

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Project Website

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Client

IPE Global

Design Team

Nirmala Nair, Omkar Sane, Kinjal Sharma, Sidharth Shankar, Payal Khurana, Nandita D'Costa, Ambesh Tripathi, Anish Biswas, Vismaya Naganna, Raman V,...

Video (direct link)

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Credits

Entrant Companies

Kaboom Social Impact, IN

Advertisers

IPE Global, IN
Child Investment Fund Foundation (CIFF) - Funder, IN

Individual Credits

Team Lead and Strategy Lead: Nirmala Nair
Head of Client Servicing: Nandita D'Costa
Research and Content: Kinjal Sharma