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 JaaWatch video
Go Forth and Shine
Girl on Facebook, India
You 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, India
You 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 7 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
Chhaa Jaa Partnerships
Empowering girls through mobile with the information they need to transform their livesLearn more about Vodafone Foundation
CIFF: Children's Investment Fund Foundation
Inspiring girls in India to take control of their health and futures through digital contentLearn more about CIFF: Children's Investment Fund Foundation
Implementing, supporting and strengthening TEGA networks in IndiaLearn more about Restless Development
Coming together to empower young girls in IndiaLearn more about Times Bridge