The campaign focused on key challenges faced by PLWs that led to malnutrition, low birth weights and wasting in newborns. Leveraging a human-centred design research to identify ‘why’ behind the challenges led to deep-rooted patriarchal norms and rigid gender roles leaving women solely responsible for the health and nutritional needs of themselves and their newborns, while being excluded from the decision-making processes. The research also revealed young men to be curious fence sitters, willing to support, just unaware of their part, especially in the absence of a role model. 

     

Launched in 5 districts of Rajasthan, the campaign leveraged the power and influence of social media to redefine masculinity by portraying men as direct followers of their pop-culture icon and active participants in maternal and child health. It fostered community discussions, digital engagement, and user generated content, ensuring that the message reached and influenced families at a grassroots level, because men saw men just like them, playing an active role.  

This led to a year-long behaviour change initiative endorsed by the Government of Rajasthan, that successfully made nutrition a collective priority rather than solely a woman’s duty.