New Delhi: Today, the global leader in consumer-healthcare – Reckitt announced the expansion of the Durex Birds and Bees Talk programme (TBBT) that was implemented initially in 6 North East States (NES). The programme that is directed towards the adolescents between the age group – 10 to 19 years is a 2-level interactive, animated curriculum that covers growing up and life skills, to promote the core principles of inclusion, awareness, consent, awareness and protection. It has been launched with the support of respective state government. Moving ahead, now the programme has been expanded to states of Gujarat and New Delhi. The programme in partnership with ASSOCHAM Foundation For Corporate Social Responsibility (AFCSR) aims to reach 15 million adolescents this year across the two new states.
Along with the expansion, the Durex Birds and Bees Talk programme released its first Social Return on Investment (SROI) Evaluation Study Report, highlighting that every ₹1 invested into the programme, delivers ₹24.40 in social value.
Led by Plan India and Reckitt, the programme so far has been implemented in 6 North East States (NES) of Arunachal Pradesh, Meghalaya, Manipur, Mizoram, Nagaland and Sikkim. Through offline and digital platforms, TBBT has reached 4 million youth till date across these states.
Talking about the success of the programme, Gaurav Jain, Executive Vice President, Reckitt, South Asia, said,
At Reckitt, we are committed to helping adolescents as they encounter a range of life-changing experiences that necessitate coping and adaptation. Over the last three years, the Durex Birds and Bees Talk programme, implemented in partnership with Plan India across North-Eastern states, has been focussed on imparting growing up life skills to adolescents and youth. The programme yields a social value of ₹24.40 for every rupee invested, which is an indicator of the trust that the programme has generated among its stakeholders and promises the possibilities of greater heights to be achieved with a solid foundation. We are positive that our partnership with AFCSR will help us replicate the success of the programme in the states of Gujarat and New Delhi and educate students, as we target to achieve UN Sustainable Development Goals 3 (Good Health & Well-being), 4 (Quality Education), and 5 (Gender Equality).
Explaining the need of programmes like these, Ravi Bhatnagar, Director of External Affairs and Partnerships, South Asia, Reckitt said,
The engaging and interactive curriculum empowers schools, teachers, parents, students and adolescents of India to take necessary steps and ensure that young adults are educated on their basic rights. In its first phase, The Birds and the Bees Talk has reached out to 4 million school children and youth across north east India helping them with the right information and empowering them to make healthy and informed choices. The peer pressures and societal burdens that one is exposed to in the social media era we live in are tough and stressful for young grown-ups to deal with. This programme has been carefully curated with the help of education professionals and policy makers ensuring that it is easy, creative, culturally adaptive and focused on parents and kids alike.
Speaking about the new partnership and the road ahead, Deepak Sood, Secretary General, ASSOCHAM & Trustee, ASSOCHAM Foundation For Corporate Social Responsibility (AFCSR), said,
We are delighted to partner with Reckitt for one of their most successful programmes – The Durex Birds and Bees Talk and take it forward in various districts across Gujarat and New Delhi. As part of the programme, we aim to empower over 15 million adolescents with the right knowledge of power, protection, and pleasure to ensure their health, well-being, and development. The programme will generate awareness amongst students about healthy behaviour, make informed decisions, knowledge about consent, and develop equity and inclusivity with the help of pop-cultural references, engaging with youth influencers and using technology for communication.
Other key highlights from the report:
- Through digital activation, the programme has been able to reach out to 320 million people across the nation
- 83.85 per cent increased ability among students to recognise and address gender roles and stereotypes
- 44.41 per cent increased awareness about harmful effects and consequences of substance abuse among students
- 84.38 per cent increased technical knowledge regarding growing up life skills curriculum in teachers
- 57.03 per cent acceptance of students of other sexual orientations and gender identities
- TBBT programme has established a strong online and offline presence. Its efforts have resulted in the programme making an 87 per cent increase in its reach over the year and positive sentiments ahead by 50 per cent
More About The Programme
The Durex Birds and The Bees Talk Programme under Reckitt and Plan India is an innovative and pioneering initiative that has focused on inculcating growing up life skills for adolescents in the north-eastern region of India. Through its systematic intervention, the programme is encouraging conversations around sexual and reproductive health among adolescents, teachers, and their community members. Adolescent girls and boys in the country lack access to information on issues affecting their lives and have limited spaces to develop competencies crucial for their active participation. TBBT programme is addressing these challenges by imparting critical and age-appropriate information, promoting healthy and safe behaviour and practices, as well as equipping adolescents with life skills, values and attitudes to become responsible adults.
A Look At The Full Report
To download the report, click here