Behaviour change communication campaign on water & sanitation

The campaign developed for rural villages in Gujarat, Jharkhand and Uttarakhand, had to be adapted for North East India, where local realities are vastly different from rest of the country. Based on findings from an evaluation of the campaign, conducted through field visits, focus group discussions and interviews, I penned the final report with recommendations and developed the new character sketch - the 'local face' of the new campaign.

Happibo website content

My work involved rewriting and editing of the content for the website to maximise its appeal among the target audience (young working mothers and parents). The language was simple, clear and in an active voice which addressed the target audience directly. The overall tone was conversational and a little playful, keeping in mind the appeal of the product (ready-to-eat baby food). The information presented was crisp yet without compromising on vital pieces of info that customers needed to know. I also contributed with inputs on the site's information architecture towards effectiveness, dynamism and ease of navigation.