Mixed Route Juice bags 360 advertising, marketing, and digital mandate for Ipas Development Foundation’s Project Vikalp

financialexpress.com:

Mixed Route Juice has secured the complete 360 advertising (ATL & BTL), marketing, and digital mandate for Project Vikalp, which operates in the realm of Women’s Sexual rights by Ipas Development Foundation. The project targets rural regions in Rajasthan, Madhya Pradesh, and Assam.

India expanded its contraceptive basket in 2016 with the inclusion of injectable DMPA and Centchroman in the national programme. From NFHS-4 to NFHS-5, India observed an improvement in contraceptive use and unmet need, with a minimal decline in teenage childbearing. However, modern contraceptive use among married adolescents and young women remained low. In NFHS-4, only 7% of married adolescents and 26% of young women were using modern methods of contraception, increasing to 19% and 32%, respectively, in NFHS-5. Both groups reported high unmet need for contraception, which decreased slightly in NFHS-5. The use of injectable contraceptives also saw a minimal increase from 0.2% in NFHS-4 to 0.6% in NFHS-5.

The Vikalp project aims to enhance the use of reversible contraceptives among women/couples of zero and one parity by supporting the health system to train more providers from lower-level public sector facilities – PHCs and SCs. The project seeks to raise awareness about reversible contraceptives through multimedia channels such as cable TV, radio, wall painting, social media, and community mobilization & engagement, to bolster government platforms/programmes.

“This project opens up a whole new territory for us. With this we will be able to give a fresh new perspective to communication in the Development sector. It is the need of the hour, considering how the market has been cluttered with organizations trying to raise the bar in creative