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Hello Team Ideo,

1) The people you saw on the website is the team that has designed and developed the concept. A much larger part of our core workforce is the cohort of community reporters and community managers, who execute the most critical task of on-boarding relevant users and driving the discussions within the communities. These community reporters and managers are mostly adolescents and young adults. The entire feedback process requires them to provide insightful inputs around the information needs of our target demography, so that the project design becomes more relevant for the end users. We conduct on-ground FGDs and IVR surveys to receive feedback from the listeners and keep improving our services. A major part of the current IVR design is a result of the constant engagement with users.

2) The scope for the next 3 years is to go deeper into the current geographies - Bihar and Madhya Pradesh. In addition to a more robust community mobilization strategy, the aim is to create more engaging content for the platform, so that users feel a direct connect with the platform and feel the urge to share their experiences and queries too. The community consists of all kinds of role models, thought leaders and gatekeepers. It is imperative that these stakeholders be involved in the entire process, to make the ecosystem more conducive for the adolescents and young adults to seek SRHR guidance and services. The project aims to actively involve them in this campaign and get their support for this initiative.

3) The model of addressing the queries of the listeners in discussed in detail in our earlier comments. Hope they will provide the required clarity. In case there are any follow up questions, we'll be happy to answer them.

4) The current scope of the project doesn't include linking callers to services, although we do provide information about the government-run services at the district level. Going forward, if we have a stronger community mobilisation structure, we will be in a better position to include information about private as well as not-for-profit SRHR service providers.

5) Adolescents don't usually own their own phones. They have shared access to the family phone, which is generally kept at home at all times. Young adults ususally own a phone. In our current scope of work, Hindi has been seen as sufficient. In the next 5-6 years, if we plan to scale across the country, we will have to evaluate the possibility of including multiple languages on the IVR platform.

We hope this has helped resolve most of your queries. In case you have any more, we'll be happy to answer them as well.



Dear Eliziane,

Thanks a lot for your message!!

1. Yes, the users give a call on our number, our server disconnects the call and immediately calls them back. Hence, for them, it's a free-of-cost service. We do have the technology for patching a caller to a live expert/ attendant. However, during our FGDs, we've realized that adolescent users are more comfortable recording their queries and getting them answered by an expert in a few days, rather than talking to a live person.

2. Please refer to my response to Bettina. If you have any further questions, I'll be happy to discuss the same with you.

3. The privacy of our listeners is of utmost priority to us. The ad/ campaign model is for our "Public MV platform", which runs local news, entertainment items, agro-met services, info on schemes and entitlements, etc. CREA's "Kahi Ankahi Baatien" is a "Private MV platform" dedicated to SRHR related information and discussions. Since this platform is funded by a donor, we didn't have to run ads/ campaigns on this platform.

Even when we ask for profile information in our demographic survey or share the same with clients, it is never personally identifiable information. Below are some of the examples of what information we share even with our donors-

Gender: Male - x% ; Female - y% ; Other - z%
Age: Under 15 yrs - x% ; 15 - 18 yrs - y% ; 18 - 21 yrs - z% and so on...
Location: State 1 - x% ; State 2 - y% ; State 3 - z% and so on...

Also, only if the users wish to share their demographic information, do they proactively press 9 and reach the demographic survey. So, it's purely optional for them.

Yes, we have, during our FGDs, asked the users to test the IVR platform, listen to the CTA for demographic survey and tell us if they would feel comfortable taking that survey. Those who were interested in taking the survey also answered all the questions and told us which ones they found a bit intrusive. We've accordingly evolved our survey over a period of time. The fact that a very high number of people opt to take the survey and respond to all the questions is a testimony to the fact that the survey is not a major cause of concern for our users.

Please let me know if you have any more queries. Will be happy to clarify the same.

Hi Bettina.
Thanks a lot for your comments. Yes, we do know about the Care2Share because we were a partner of C3 (formerly CEDPA) in the Merck for Mothers program. Please refer the following links-

On our IVR platform, there is a separate Question-Answer channel (which is currently the most visited one on this platform) which focusses on addressing the queries of our listeners through a gynecologist. The listeners record their queries, the gynecologist listens to these queries and picks the most important 20-25 queries per week. She then provides guidance in a non-judgemental, unprejudiced manner. Her answers can then be heard by all the callers on the Question-Answer channel. The content team ensures there is a regular churn of new content on all the channels. The listeners can navigate through various channels by pressing 0.

An episode is a 3-5 minute audio clip. It could be in the form of a monologue, a dialogue, an expert interview or an audio drama/ series. At the end of each episode, there is a Call-to-Action (CTA) for listeners to share their feedback, concerns, experiences, queries or topics that they want us to cover in future episodes. One new episode gets published on the platform every week.

Adolescents usually do not own a personal phone but have shared access to a common phone in the household. They can give a missed call on our number and the server calls them back immediately. They can then start listening to content for as long as they like.

We currently don't have the provision of connecting with local private services, but we do tell listeners about the youth-friendly services provided by the government at the district level.

Please let me know if you have any other queries.