Project Samvad, is a five-year, USAID-funded project that promotes a participatory approach, using locally relevant content created by, of and for the communities in which we work. Digital Green applies its video-enabled approach to peer-to-peer learning, addressing Family Planning, Maternal Child Health and Nutritional goals. We use 360 degree communication approach to reach the target populations with focused nutrition messaging. Through this project, we aim to reach 300,000 women across five Indian states, and indirectly engage over 1,000,000 individuals by 2020. Since its inception and until September 2017, the project has reached 177,372 beneficiaries across 3 states - Bihar, Jharkhand and Odisha.
We are working in collaboration with existing health system structures - including NRLM’s State Rural Livelihood Missions, state-level agencies of the National Health Mission (NHM) under Ministry of Health and Family Welfare (MoHFW) and Department of Women and Child Development (WCD), as well as other local organizations trusted and active in the target districts, reaching the target audiences through self-help group structures. We have identified partnerships in various states that can be leveraged under this project to reach women in the critical first 1000 days window between pregnancy and a child’s second birthday through ASHA workers and Anganwadi workers. In each state, the convergence between various frontline workers is sought to maximize impact by linking demand generation with supply-side interventions of the Government and other development sector counterparts.
In this project, we are experimenting with different ICTs solutions and mass media and mid-media platforms to complement or supplement the video-enabled approach. We are looking at existing studies to determine what works in the various local social context we're working in followed by quick quantitative or qualitative assessments to measure the effectiveness of each solution. Various ICT solutions and their applicability and complementarity would be explored such as complementing video messages through reinforcement calls; focused mobile-based messaging on key thematic topics; targeted life-stage specific messaging through calls in 1000 days period; and using technology for improved interpersonal counselling by FLWs.
Digital Green’s video-based approach and focus on gathering feedback to better target behavior change communications and produce more effective messaging can improve the reach of public health programs. Building the capacity of government partners, local organizations, and systems to implement each aspect of the approach contributes to sustainability and scale. Our partners in India such as National Rural Livelihoods Mission and its state counterparts have begun to invest in and institutionalize our approach to content development, information dissemination, data capture and feedback analysis.