Key Social Norms Take-aways The MKBKSH (“Main Kuch Bhi Kar Sakti Hoon”) intervention illustrates the power of transmedia edutainment in challenging and reshaping social norms around family planning, gender equality, sanitation, and reproductive health in India. By using relatable storylines, interactive platforms, and community-based “markers” like “Lambi Sagai” and “Aurat ki Marzi ka Din,” the series encouraged critical reflection and interpersonal dialogue around traditionally taboo subjects. The project demonstrates that immersive storytelling combined with strategic, multi-channel engagement can create shifts in both individual attitudes and collective perceptions about gender roles and reproductive autonomy.
Objectives The primary objective of MKBKSH Season 3 was to promote gender-equitable attitudes and behaviors related to family planning and sanitation through a culturally resonant, narrative-based multimedia campaign. It aimed to enhance knowledge, challenge harmful gender norms, and promote health-seeking behavior, particularly among youth and newly married couples.
Methods A mixed-methods evaluation was conducted across multiple geographies (Uttar Pradesh, Bihar, Rajasthan), combining field experiments, endline surveys, cognitive mapping (Galileo method), digital tracking, and social media engagement analysis. Evaluation strategies included difference-in-difference analysis with propensity score matching and pre/post comparisons of viewers and non-viewers.
Intervention Details MKBKSH is a 52-episode entertainment-education TV and radio series supported by digital tools, community radio, IVRS, on-ground concerts, and the AI-powered chatbot “SnehAI.” The third season focused on sanitation in the first half and family planning in the second, embedding behavior change messages into the story of Dr. Sneha, a village doctor addressing entrenched social issues. Creative “markers” and real-life testimonials reinforced key messages across platforms.
Results The intervention led to statistically significant improvements in knowledge about injectable contraceptives, likelihood of adopting condoms and vasectomy, and increased conversations on family planning—especially among women. Viewer engagement with frontline health workers rose, and social media diffusion of campaign markers expanded 11-fold. Viewers reported stronger beliefs in delaying marriage and pregnancy, and recognized gender-equitable behaviors such as men sharing household duties. Importantly, viewers expressed greater readiness to discuss reproductive health and gender roles within their families and communities.
Conclusions MKBKSH Season 3 effectively mobilized a narrative-driven, cross-platform strategy to influence social norms related to gender and reproductive health. The campaign’s reach, engagement, and measurable impact on attitudes, knowledge, and discourse demonstrate that media storytelling—when grounded in community realities and paired with digital innovation—can catalyze meaningful social change. Sustained exposure, integration with community mobilization, and supply-side support are essential for deepening these gains.