Janani Suraksha Yojna. Four visually delightful video 60-second spots have been developed by New Concept for NRHM for their Janani Suraksha Yojana programme. These have been released on television, aimed at the rural audience and will be used extensively in training sessions, advocacy and workshops at AWWs, ANMs, Asha Workers and SHG groups.
Jagmag Jagmag used animation to drive home the importance of institutional delivery to ensure the health and well being of the mother and baby.
Radheshyam ki Motorcycle in a tongue-a-cheek way had the husband reverentially looking at his brand new motorcycle, a fancy addition to his rural household and by the end of the vedio making a strong point saying that a new motorbike could drive into your life many times but a new born baby is a once in a lifetime event - reason enough to gain precedence over all else caring for the baby and mother, following the advice of the Asha and going to the nearest primary health center were going to be his immediate priorities.
Ek Savera was the NRHM theme film that looked at the broader picture of how a healthy family led to a healthy community that eventully added up to a helthy nation.
The Crystal Ball created a magic effect and within that it weaved in the relevance of the village, health worker - Asha, which literally means hope and in this case, the hope of the village.
Links to NRHM TV spots: