Project Ujjwal supports the Ministry of Health and Family Welfare’s commitment to improve maternal health and child survival. The primary goal of the project is to reduce maternal deaths from unwanted pregnancies in the Indian states of Bihar and Odisha.
The DFID-funded Project Ujjwal is implemented by a consortium led by Palladium. Other consortium partners include Hindustan Latex Family Planning Promotion Trust (HLFPPT), dedicated to service delivery, and the Public Health Foundation of India (PHFI), managing the quality assurance and capacity building aspects of the project. The Johns Hopkins Center for Communication Programs leads the demand generation strategy.
The key focus points of the project are:
- Improve access and utilization of family planning services
- Provide rural communities access to spacing/limiting family planning methods
- Address the cost barriers through affordable service delivery
- Leverage private sector
- Complement existing government programs
- Build sustainable capacities at the state level
CCP has employed an innovation approach to reach to the poor, young, low parity and socially excluded couples, women and men in hard to reach regions, help them overcome barriers to uptake of modern contraceptives and connect them to quality service delivery centers.
Through a 360 degree “surround and engage” approach, a comprehensive social marketing campaign is implemented using a mix of mass media, mid-media, interpersonal communication and mHealth. The campaign generates demand for family planning by developing awareness and motivating behavior change and linking young men, women and married couples to a network of Ujjwal Clinics.Relevant information is shared with young couples using a life-stage approach, in which reproductive health and family planning information is tailored to help them overcome social, cultural and economic barriers. Couples are encouraged to seek information, gain knowledge and choose a suitable, modern contraceptive method like intrauterine device (IUCD), injectable contraceptives to avoid unintended pregnancy, space pregnancies and to achieve desired family size.
- Aired 262 TV spots, 1,430 radio spots, 18 print insertions over a period of three months.
- Implemented 6,800 live and video-based Entertainment Education shows. The shows reached 1.33 million unique audiences across Bihar and Odisha. The service delivery data from both private and public facilities witnessed a spark in uptake of family planning methods during implementation of shows.
- Distributed a behavior change communication kit called Parivar Niyojan (family planning) TV Kit to private clinics and public facilities in 15 districts in Bihar and 10 districts in Odisha.
- Created an android-based mobile application called Gyan Jyoti (“light of knowledge”) which provided community health workers access to persuasive and motivational films for counseling support and self-learning while collecting usage data in real time to provide valuable information to program teams.
- Developed a branding scheme and established a network of Ujjwal clinics. Branded materials were placed at all clinics, social marketing outlets and in public spaces in both rural and urban areas.