Mumbai: Mixed Route Juice, one of the fastest-growing social and content agencies has bagged the complete 360 advertising (ATL & BTL), marketing and digital mandate in a multi-agency pitch for Project Vikalp, working in the space of Women’s Sexual rights by Ipas Development Foundation for rural regions in Rajasthan, Madhya Pradesh, and Assam.
In 2016, India expanded its contraceptive basket with the inclusion of injectable DMPA and Centchroman in the national program.
From NFHS-4 to NFHS-5, India witnessed an impressive improvement in contraceptive use and unmet need, but the decline in teenage childbearing was minimal (7.9 per cent in NFHS-4, 2015-16 to 6.8 per cent in NFHS-5, 2019-21). Also, modern contraceptive use among married adolescents and young women, although increasing over time, has been rather low. In NFHS-4, only seven per cent of married adolescents and 26 per cent of young women were using modern methods of contraception, which increased to 19 per cent and 32 per cent, respectively in NFHS-5. Both married adolescent girls and young women reported high unmet need for contraception. In NFHS-4, 27 per cent of adolescents and 21 per cent young women reported unmet need for contraception, which declined to 18 per cent and 17 per cent respectively in NFHS-5. The improvement in usage of injectable contraceptives also has shown very minimal increase from 0.2 in NFHS-4 to 0.6 per cent in NFHS-5.
The Vikalp project aims to focus on improving use of reversible contraceptives among women/couples of zero and one parity by supporting the health system to train more providers from lower-level public sector facilities – PHCs and SCs. The project aims to build awareness about reversible contraceptives through multimedia including cable TV, radio, wall painting, social media, community mobilization & engagement, to strengthen and support government platforms/programs.
Speaking on the win Mixed Route Juice founder & creative head Amrita Sharma said, “This project opens up a whole new territory for us. With this we will be able to give a fresh new perspective to communication in the Development sector. It is the need of the hour, considering how the market has been cluttered with organizations trying to raise the bar in creative communication campaigns. We will look at it from the lens of a mobile first approach to tap into rural audiences. Our goal is to bring about change that really matters and Ipas Development Foundation is just the right partner for it.”
Ipas Development Foundation communications head Vipul Malviya said, “We are very excited to collaborate with Mixed Route Juice for ‘Vikalp’ and believe they will be able to make it the talk of the society at large. MRJ’s dynamic and young team is the best fit for this and we look forward to a great association.”
