POSHAN Abhiyaan POSHAN Abhiyaan

A cumbersome definition of POSHAN (Nutrition) is a matrix of good health and immunity. As complex as it seems, it is equally or more difficult to adapt good nutrition practices. Many ignore its importance while others are ignorant. Therefore, the Ministry of Women and Child Development (WCD) dealt with nutrition as an issue of national importance and launched the National Nutrition Mission (NNM), better known as POSHAN Abhiyaan. In coordination with The Ministry of Women and Child Development (WCD), Rouge had conceptualized and designed the communication collaterals (print) to accelerate the reduction of childhood stunting and wasting among children. The three-year-long mission has fixed a target of 2 percent reduction per year. This proposed a target plan will be achieved through a holistic, multi-media and mix approach communication plan. Rouge’s major intervention in the pre-launch and launch phase of POSHAN Abhiyaan scaled from secondary research to the launch of the final communication collaterals. Our learning from the assignment was to develop a well contained brochure which was crisp at the same time. As far as the posters were concerned, the posters specified the highlights of the programme that went hand-in-hand for the POSHAN Abhiyaan. There were detailed posters wherein we explained the importance of nutrition for all age groups at all time. Our take away from POSHAN Abhiyaan has been that we can contain information-heavy texts and still balance our collaterals. We are now working on coming up with something innovative for POSHAN Abhiyaan -- Jan Andolan, the second phase of the campaign.

WASH Loan ‘Towards a better life’ WASH Loan ‘Towards a better life’

Imagine an organization entering the market to sell a loan. Not tough? Is it? We have come across people seeking different kinds of loan: educational, housing and personal. But we have never heard people availing a Water, Sanitation and Hygiene (WASH) loan. WASH loan is an initiative by water.org, an international NGO of repute. The organization works to protect and save lives through access to safe water. Water.org sternly believes that access to safe water and hygiene can turn problems into potential: unlocking education, economic prosperity and improved health. Hence, in collaboration with Water.org and UNICEF, Rouge developed Information, Education and Communication (IEC) toolkit to create awareness and activate the mass about one-of-its-kind WASH loan in Maharashtra, India. Rouge’s major intervention in the pre-launch and the launch phase of the WASH loan campaign scaled from desk reviews, secondary research to the development of an interesting set of collaterals such as brochure, flip book and posters. Our learning from this project has been that in-depth research and coming out with basic yet interesting solutions for WASH loan. This project also gave us an opportunity to exploit our creative juices to innovate the best toolkit we could. Our major take away from this on-going project has been that mundane information on ways to maintain a clean functional toilet can be given an appealing shape.

Anemia Mukt Bharat Anemia Mukt Bharat

Anemia is a dark reality of India. Even worse as most of us do not even recognize our anemic condition, the reason for our poor lifestyle or for us not performing to the best of our abilities. As easy as it sounds, it is difficult to come up with a solution or a 100% intervention in anemia cases. Therefore, Rouge in coordination with the Ministry of Health and Family Welfare launched Anemia Mukt Bharat, a nation-wide programme to intensify the efforts to reduce anemia among all age-groups. The most affected sections are the primary Target Groups for this programme: Children and adolescents between 6 months and 19 years, women in the reproductive age group as well as pregnant and lactating women. Our major take away from the programme is the dialogue and the POSHAN cards. An interesting blend of right and wrong is strongly underlined in these factual cards. The campaign was a huge success and Rouge had conceptualized a range of tools for the programme managers, IPC tools for frontline workers, IPC tools for adolescents & children, IPC tools for caregivers, mass media and social media tools.

Measles and Rubella (MR) Vaccination Campaign Measles and Rubella (MR) Vaccination Campaign

To quell the rumours around the measles-rubella vaccine, Rouge in coordination with UNICEF reached out to Islamic civil society organizations, religious leaders and academia to create trust and bust the myths around immunization. India has one of the largest immunization programmes in the world with nearly 25 million children target annually for immunization. However, despite extensive coverage, only 65% of children in India received all vaccines during the first year of their life. The MR vaccine also protects children from measles, a major cause of fatalities in small children, with 134,200 measles deaths globally in 2015, of which around 49,200 occurred in India — nearly 36%. This is the first time the rubella vaccine has been introduced in India’s childhood immunization programme and misinformation about the vaccine in minority communities has caused concern in the government. Rouge has developed collaterals for the Phase 2 Measles & Rubella Vaccination Campaign. We had conceptualised and designed print as well as digital collaterals for the campaign. In the print section of collaterals, we had developed an inclusive handbook for influencers — teachers and religious leaders and the digital section of collaterals, Rouge had prepared 10 audio-visual factoids better known as Myths and Facts. This factoid was one-of-its-kind innovation implemented for the very first time in any digital campaign. The campaign which was a failure in Phase 1 was very well received in Phase

Switch campaign (from tOPV to bOPV) What is THE SWITCH?

The trivalent oral polio vaccine (tOPV) currently being used contains all three types of polioviruses (type 1, 2 & 3). The last case of wild poliovirus (WPV) type 2 was reported in 1999 and the Global eradication of type 2 WPV has been declared by the Global Certification Commission of World Health Organisation on September 20, 2015. Therefore, now there is no need to include type 2 in the OPV. Accordingly, as part of the ‘Global Polio Eradication and Endgame Strategy 2013- 18’, all OPV using countries across the world will switch from trivalent to bivalent vaccine (which contains only type 1 & 3) in a globally coordinated manner in April 2016. All tOPV stocks will be withdrawn, replaced and destroyed in a globally coordinated switch within a two week window in April 2016.