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with all key stakeholders to ensure MHM- menstrual issues and doubts. The Trusts also
friendly behaviour is adapted and becomes a organise meetings wherein doctors talk about the
sustainable habit. issue and its repercussions on health, hygiene,
Stakeholder buy-in becomes more important sanitation, etc. with the community.
when WaSH facilities are needed. For instance, The Trusts also raise awareness of the
schools need girls-only toilets with taps for water issue through district and block level workshops
and facilities for disposal of menstrual products. held for stakeholders such as government
The programme also provides technical support to departments, other NGOs, and academic
enhance existing facilities. institutions. The intent is to drive greater
Awareness sessions are conducted in public discourse on the subject and to promote
continuation of other village-level meetings, such a solution-oriented approach among people
as meetings of Pani Samitis. These education and institutions that are concerned with social
sessions help convince men to attend couple development.
counselling sessions for MHM later. Participation
from Panchayat members and local leaders soCial BeHaviour CHange
strengthens the mobilisation purpose. The efforts of the Trusts are geared to create
The Tata Trusts engages with officials both social behavioural change at the macro level as
at the district and block level to set up health well as the micro level. The macro level consists
camps. These health camps provide screening and of engaging with the larger community as a
consultation process to women and young girls to whole, such as by addressing menstruation at
allay their menstruation concerns. community health camps, having doctors address
As part of its interaction with government the community, encouraging local opinion leaders
bodies, the Tata Trusts also provides training and to speak up.
reference materials to ASHAs and anganwadi This open communication helps dispel myths
workers. These government front line workers are and taboos and encourages women to speak up.
thus equipped to discuss menstrual health with It adds momentum to societal change. The micro
the women in the community. This increases the level consists of outreach to individuals through
outreach to women and creates a cascading effect sakhis (or CRPs / community resource persons),
as more women are empowered to discuss their and through the frontline workers.

digital Behavioural Change Communication Material

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