Evaluation of MTV- Nishedh

Children’s Investment Fund Foundation


Service: Monitoring & Evaluation

Following up on similar experiences in Africa and other countries, MTV Nishedh proposes to generate demand for sexual and reproductive health and rights among adolescents and young people (16 to 24 years) through youth-centred edutainment focused around campaigns to create a positive attitude towards contraceptive use, STI, and unintended pregnancies. The edutainment program would be telecast in 3 languages and would reach out to 60 million adolescents. There is also a focus on interactive processes through social media – website and blogs – and peer educators who would be trained and who in turn would reach out to other young people. For this intervention, across Rajasthan, a baseline and end-line will measure an increase in knowledge on contraception, intent, and practice of safe-sex behaviours.