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The Poshan video series addresses these problems by reinforcing the following key
messages
• Correct diet for expecting mothers and quarter portions more than usual.
• Mother's first milk is the best, make sure the child gets it.
• First 6 months the child should only be fed mother's milk and nothing else.
• When the child enters the 7th month, balance mother's milk with a nutritious
diversified diet.
IMPACT MEASUREMENT
• Vodafone delivered monthly reports of
number of video downloads,
unique users,
geography and
handsets.
• Additional studies are planned by UNICEF to
understand demographics and message
retention.
OFFLINE ACTIVITIES DONE
IMPACT
The Campaign is transformative for India's fight against
malnutrition and over three years it achieved more than
any other programme attempted in the country.
• Impact of the Online Campaign
6 million mothers educated by 2018, 20 million children
to benefit by 2025.
• Impact of the Offline Campaign
The online programme acts as the catalyst for
government commitment to train its Aaganwadi, ANM
and ASHA networks. This will educate 17 million women
to benefit 40 million children by 2025.
CAMPAIGN PERFORMANCE
EXTENDED IMPACT
• The programme demonstrated success and
significant numbers within the first year.
• Using this, the organisation requested the
government to mandate all Telcos in India to
promote the videos.
• This resulted in the education of an additional
28 million women.
THANK YOU!!