Baatein Unlocked

When it comes to sexual and reproductive health, rights and justice, young people in India are among the most vulnerable. Stripped of their own agency by social taboos, they fall prey to existing prejudices and misconceptions. Tribes in states like Madhya Pradesh who are marginalized due to their stigmatized professions (such as sex work and liquor supply) are even more likely to be left out of conversations about sexual and reproductive health. 

By intentionally creating safe spaces where overburdened youth felt heard and seen, we helped inform, equip and encourage them to break stigmas around sexual and reproductive health. We focused on meeting youth audiences where they are, in their communities and schools, and encouraging engagement through peer training that allowed them to organize, share and lead their own conversations. This strategy centered on diverse voices and widened the net of entry points for discussion to include topics that resonated with them.

We built an inclusive brand that made space for all kinds of voices within the movement with messaging that was broad, yet engaging. By focusing on creating confidential and non-judgmental creativity, we highlighted under-represented voices in the sexual and reproductive health rights (SRHR) movement, amplifying these young people and what matters to them.

We ran a series of mixed-media campaigns that combined high-impact digital and hyperlocal activations to foster meaningful youth engagement. Mixing digital and real-world activities, we used moments such as Adivasi Diwas to engage with our community, and our “roadshow” reached 5000+ young people at colleges and popular hangouts to create spaces where everyone’s voice mattered. We also offered workshops and trained peer educators — empowering youth to lead their own discussions.