Case Studies

01

Bihar SBCC Digital Transformation

Gates Foundation / Govt . Of Bihar

Client :

Challenge

Low adoption of health & nutrition behaviour

Approach

⦁ 4E Strategy (Edutainment, Engage, Equip, Empower)

⦁ Digital tools: chatbot, games, video series

Impact

⦁ Reached 10M+ Household

⦁ Award Winning Program

JEEViKA Technical Support Program (JTSP)-

implemented by PCI India is an example of a multifaceted, multi-stakeholder complex project. For this project, Andy led the use of Behavioral Science informed HCD process to create a 15 episode edutainment drama series (Chatkare Zindagi Ke) which had health, nutrition, gender and adolescent focused messages woven into the storyline. A video-bot was developed to answer Frequently Asked Questions (FAQs) and digital games for use by the community facilitators to engage the audience and nudge them into behavior change. The series was awarded the IAMAI Award in 2023 for best use of mobile for social & economic development and was being scaled up in Bihar by Integrated Child Development Services (ICDS) and State Health Society (SHS) in addition to JEEViKA’s SHG network. The digital job-aid “Khushaal Parivar” won the Bronze Award for best use of digital tech for social development at the IAMAI Awards in 2024.

02

Engaging Men to Improve Nutrition and Family Health Outcomes

An innovative Proof of Concept study used an integrated behavioral science and human-centered design approach to develop and test interventions to promote male engagement in child nutrition and family planning decisions. Using primary human-centered design research, the project identified a set of promising solutions, from among various ideas, that were prioritized for early prototyping and iterative refinement based on user feedback. The refined interventions were implemented by PCI India over 12 weeks through project-trained community facilitators among 2000 newly-married and young couples with a child under 2 years of age, in Samastipur district of Bihar.

03

Improving adherence to IFA supplements among pregnant and lactating women in Bihar

Supported by BMGF and CROWN (Collaborative for Research On Women’s Nutrition, Johns Hopkins University), this project used Human Centred Design (HCD) and Behavioral Science approaches to develop, test, implement and evaluate the impact of innovative solutions to improve adherence of IFA Supplements among pregnant and lactating women in select districts of Bihar. Project implemented by PCI India.

04

Innovations, Learnings, and Communications to Address SRHR Needs of Migrants

Supported by the David and Lucille Packard Foundation this project used Human Centred Design (HCD) and Behavioral Science approaches to develop, test, implement and evaluate the impact of innovative solutions to address sexual and reproductive health needs of women in migrant families in two districts of Bihar. Project implemented by PCI India.

05

Risk Communication and Community Engagement (RCCE) to reduce COVID-19 spread and infections

This project supported Bihar Government to create and disseminate SBCC content aimed at promoting Covid Appropriate Behaviors (CAB) and uptake of public health services to reduce morbidity and spread of COVID infections across urban and rural areas. The content created by PCI and development partners reached nearly 3 crore people in Bihar through mass, mid-media and social media channels.

06

SHOPS Plus Project – Abt Associates India

The Sustaining Health Outcomes through the Private Sector (SHOPS) Plus project in India was a US$ 15 million initiative funded by USAID to increase the use of family planning, maternal, newborn, and child health, and tuberculosis products and services among the urban poor by harnessing the potential of the private sector and catalyzing public-private engagement. As the Director RME for the project, Andy led the development of project’s theory of change, project implementation strategy based on formative research, and monitoring and evaluation of the project interventions among the target group in the six focus states of Delhi, Uttarakhand, Jharkhand, Chhattisgarh, Odisha and Assam

07

UJJIBAN Project – JHU CCP Bangladesh

USAID funded Ujjiban project used SBCC to generate demand for and increase the use of quality health services relating to maternal, neonatal, child and adolescent health; family planning; nutrition and tuberculosis services in Bangladesh. As the Strategy and MEL Adviser to the project, Andy led the development of project’s theory of change and communication strategy based on formative research and needs assessment. The project used innovative and participative methods like Outcome Harvesting and Most Significant Change (MSC), in addition to quasi-experimental research to assess the project impact.

08

Jasoos Vijay – A Detective Thriller Promoting HIV/AIDS Awareness

Between 2002 and 2007, the BBC WST produced and broadcast the entertainment education program, Jasoos Vijay, as the centerpiece of a larger, multi-format, multi-platform campaign to raise awareness about HIV/AIDS and promote behavioral change in India. Andy was responsible for leading the development of project’s theory of change, formative evaluation, progress and performance monitoring and impact evaluation. Research used a range of methods including concept and storyboard pretesting, use of Television Audience Monitoring (TAM) data and regular audience surveys, and a quasi-experimental study to evaluate the impact of the project.

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