Produced by: UNICEF, India



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The Facts for Life (FFL) publication provides parents and caregivers with essential information that can help improve and save childrens' and mothers' lives. The drama serial Kyunki Jeena Issi Ka Naam Hai imparts messages from the Facts for Life book in an entertaining fashion to rural audiences. It is a behaviour change communication initiative designed as a one way communication tool to mass audiences.

To support the Kyunki serial, a set of video series titled Kyunki Ammaji Kehti Hain has been produced. These videos focus on social and behaviour change communication and are made for small group and individual viewing, learning and discussion. They are designed to be used as interpersonal communication tools by individuals and frontline workers in giving out important information to women and caregivers. The videos use the popular appeal of Kyunki Jeena Issi Ka Naam Hai, and expand upon the social and behaviour change messages that are in the drama serial.

The videos are designed to promote participation and discussion by women who attend weekly or fortnightly meetings at the Anganwadi Center. The video series will augment your communication efforts in a small group setting. They aim to promote changes in knowledge, attitudes, practices and beliefs that relate to the Facts for Life topics. It is the expectation from these videos that they will help rural women:

• understand the benefits of recommended behaviours
• address some of the constraints in their social environments
• adopt simple household behaviours and
• access frontline workers (like Anganwadi Workers, ANMs, ASHAs, Panchayats, etc) in their communities
  

In this video series:

1. There are a total of 42 videos
2. They cover 13 Facts for Life topics
3. Each topic has a set number of videos
4. One video is to be viewed and discussed in one group discussion