Reflecting the seismic shift in India’s digital media landscape, Chhaa Jaa comes to life online and on social platforms to meet girls where they are already looking for information or increasingly will be. Chhaa Jaa launches with three digital media properties designed to reflect the choices girls face as adolescents using entertaining, informative and authentic storylines. All of the content is underpinned by innovative behaviour change science designed to empower girls to make informed decisions about their future - from accessing information about sexual and reproductive health, to negotiating with parents about choices for their education, or preparing to find a first job.
It is our core belief that to deliver long-term change it is crucial to build up a girl’s sense of self, her identity and her ability to ask questions. Chhaa Jaa's storylines and characters are rooted in local culture and were co-created with girls, media, gender and culture experts after months of field research with girls, boys, parents and communities across India. A members-only online community called Bak Bak Gang will provide a moderated online space to take forward discussions raised by Chhaa Jaa’s content on topics like social pressures, relationships and career readiness.
Over the next two years, Chhaa Jaa aims to deliver tangible, measurable change in the lives of teenage girls in Rajasthan, while also driving towards scale across urban centers in the Hindi belt. Our TEGAs (Technology Enabled Girl Ambassadors), have uncovered authentic insights into the lives of adolescent girls and will enable Girl Effect to test and improve Chhaa Jaa’s content through feedback from girls and their communities.
Girl Effect CEO, Jessica Posner Odede, says: “Technology puts power in the hands of girls. Through Chhaa Jaa we see an incredible opportunity to use the power of mobile to engage girls with content they trust and empower them to make informed, positive decisions about their lives. Our ambition is to connect girls to services around them and create lasting change.”
Girl Effect’s lead in India, Kanishk Kabiraj, adds: “Despite better access to education, employment and health opportunities than ever before, girls still experience massive societal barriers and expectations that limit their potential. Chhaa Jaa is accessible on platforms that girls are using everyday and speaks to them in a language they understand about the reality of their choices and constraints. Girls have few role models in mainstream media to look to for support and guidance, and we want Chhaa Jaa to be the go-to for girls as they make decisions that will define their own futures.”