Chhaa Jaa is a digital-first youth brand that helps girls in India make choices about their health and relationships - from accessing information about their body and the health services available to them, to negotiating about education choices or whether to use contraception.
Chhaa Jaa
Watch videoGo Forth and Shine
Girl on Facebook, IndiaYou explain so well. No one ever told us in school...our teacher skipped the lesson in embarrassment. And we cannot speak openly with our mothers.
Girl chatbot user, IndiaYou told me what I didn't know and now I will tell other girls also - thank you so much.
Meaning ‘Go Forth and Shine’ in Hindi, Chhaa Jaa reaches over 10 million girls online through social media content and a sex and relationships chatbot.
Creating a generation of girls able to write their own story
While the media landscape in India is rich, many adolescent girls don’t see themselves represented in mainstream media. Chhaa Jaa’s content is vocal about sex and relationships to normalise ‘taboo’ topics and creates relatable role models to build up a girls' sense of self, her identity and her ability to ask questions.
Chhaa Jaa’s sexual and reproductive health videos have been viewed more than 16 million times. As a result, girls who engage with Chhaa Jaa know about contraception and intend to use it. They also know more about STIs and are primed to act.
What we make
Our impact
Making connections
109,000 connections
between girls and information about vetted sexual and reproductive health services
109,000 connections
between girls and information about vetted sexual and reproductive health services
Sex education
75% of girls
who consume Chhaa Jaa have higher sexual and reproductive health knowledge on key topics (+19.3% more than non-consumers)
75% of girls
who consume Chhaa Jaa have higher sexual and reproductive health knowledge on key topics (+19.3% more than non-consumers)
Chatbot engagement
1.6 million+ messages sent
by girls to our sex and relationships chatbot, initiating over 98,000 conversations
1.6 million+ messages sent
by girls to our sex and relationships chatbot, initiating over 98,000 conversations
Chhaa Jaa Partnerships
Vodafone Foundation
Empowering girls through mobile with the information they need to transform their lives
Learn more about Vodafone Foundation
CIFF: Children's Investment Fund Foundation
Inspiring girls in India to take control of their health and futures through digital content
Learn more about CIFF: Children's Investment Fund Foundation
Restless Development
Implementing, supporting and strengthening TEGA networks in India
Learn more about Restless Development