Summary

Population growth continues to plague in India.

Married couples in small towns and rural India have been repeatedly chased to control family size.

But 65% of pregnancy in India happened in the 1st year of marriage itself.

When we delved deeper, we were surprised to know that they themselves did not want kids in their first year. Thrown into arranged marriage they barely knew each other and were not comfortable discussing contraception. This lack of spousal communication made them vulnerable to social pressure.

Hence more than the message, it was the medium that had to be cracked.

For the first time ever, we introduced a unique interactive radio platform–A national interactive radio program where the two RJs posed as newly married couples and spoke in first person about the issues they faced in their lives and couldn't solve alone. They invited other couples to share their experiences and queries ultimately becoming their closed confidant and guide.