Sometimes a picture is worth a thousand words, and sometimes a video, projected in the local language with local actors, can be worth even more.
Under the DARSHAN (Digital Approach to Rural Sanitation, Health, and Nutrition) Project, PCI is using videos to magnify the impact of the behavior change messages being disseminated under the Parivartan Project (described earlier in this report). Through a grant from Digital Green, PCI is piloting the approach of using community produced videos to augment the other communication channels being used by the Partivartan Project, which primarily rely on group talks led by a facilitator using flipcharts and other print materials. Using a quasi- experimental research methodology with comparison groups, PCI is testing the extent to which healthy behaviors are adopted as a result of exposure to the videos.
DARSHAN is capitalizing on the messages currently being delivered through the Parivartan Project, and is using these key messages to develop video content that will personalize behavior messages for community groups of women. The videos show local women engaging in healthy behaviors, addressing myths that often obstruct behavior change, and will demonstrate to local women that making change is possible within their context. PCI’s video production team goes into rural villages, finds women who are practicing healthy behaviors, and asks them, on video, to talk about these practices and any challenges they had to overcome along the way – for example, family or cultural restrictions on adopting new behaviors. The project is producing ten videos, each focusing on a different behavior, including exclusive breastfeeding, immunization for children, and hand washing at critical times.
The DARSHAN Project is being implemented in two blocks of Saharsa District in the state of Bihar, in approximately 40 villages with a total of 300 community groups, reaching approximately 4,500 women of reproductive age (15-49 years). In order to evaluate the impact of the videos on behavior change, community groups that will not view the videos will be selected as a comparison group. Comparing outcomes between the women who view the videos with those who do not view the videos will allow PCI to answer the question of whether the video approach adds incremental benefit (more healthy behaviors) compared to the standard Parivartan approach.
Production and Dissemination
To date, the first video on complementary feeding has been produced and dissemination has begun. At the village level, the videos are being disseminated among members of community groups during community group meetings. The video viewings are being coordinated by approximately 60 grassroots workers (Sahelis/facilitators) who also facilitate discussion of the videos.