SBC on Breastfeeding Awareness (Gujarati)

Project Vruddhi, an initiative by Action Against Hunger, produced jingles and videos of 1-minute each, using an infotainment approach. These media pieces aim to educate about various aspects of the first 1,000 days model, specifically focusing on breastfeeding awareness, as part of the Social and Behavior Change (SBC) package.

The package is titled "Jaagta Rehjo," with a tagline, “ane bija ne pan jagadjo” translating which means: "stay aware and spread awareness among others." The lead characters, dressed as 'Ranglo' and 'Rangli' are conceptualized from the popular Gujarati folk art form 'Bhavai'. By blending traditional folk messaging with modern filmmaking techniques, including regional dance forms like 'sanedo' and 'timli', the approach ensures greater relatability and acceptance by Government staff and local communities in Gujarat. These media pieces are catchy, concise, and entertaining.