The campaign was designed as a Behaviour Change Communication (BCC) tool to educate pregnant and lactating women in rural Odisha about essential health practices before and after childbirth. It also aimed to raise awareness about the government’s compensation wage scheme - MAMTA and inform women about its eligibility criteria and requirements.
To bring this to life, A diverse set of communication tools ranging from an animated film and comics to wall hangings, posters, games, and brochures were designed to translate complex information into engaging, easy-to-understand formats rooted in the local context.
Mamta
TMST Odisha
2014
Development of the film
Characters
Visual Development
The comic
Wall hangings
Posters
Games
The games were designed to be played collectively within Anganwadi centres, encouraging participation and shared learning.
The board was created as an A0-sized print to ensure visibility for a group setting, while the Anganwadi worker facilitated the experience by reading the cards aloud, making the activity inclusive and easy to follow for all participants.
Brochures
The Film
Credits
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