Main Kuch Bhi Kar Sakti Hoon · Impact

What Anya Segen built

Anya Segen produced campaign communication for the series, including the film tracing it from evolution through to evaluation.

The programme, in numbers

What the work was part of.

0.87 million average unique viewers per episode on television in season three, the figure Population Foundation of India publishes itself Published figure, see sources

183 episodes across three seasons, ending September 2019 Published figure, see sources

13 Indian languages the series was dubbed and telecast in Published figure, see sources

216 All India Radio stations carrying it beyond television Published figure, see sources

Figures describe the programme Anya Segen worked on, as published by the client, the government or independent evaluators. Anya Segen's own contribution is stated above, separately.

What the evidence shows

Reach is the start. This is the rest.

01The end-line evaluation found women more confident about raising contraception with their husbands, and more confident about actually going out to access family planning services.
02The series argued men into vasectomy by reworking the language around it, turning nasbandi, a word carrying decades of coercion, into mastbandi.
03During the sanitation arc the interactive voice line took more than 200,000 calls, and the campaign hashtag reached over five million people on social platforms.
04The Hindi-speaking belt was chosen deliberately: five states there hold over 42% of India's population and some of its highest unmet need for contraception, 21.2% in Uttar Pradesh.

From the work

On the ground.

Title frame introducing a doctor working in Mumbai, from the campaign film — The opening of the campaign film: one doctor, one decision, a national audience

Press coverage has put the series' cumulative audience as high as 150 million, and an award citation used that figure. We lead with the per-episode number instead, because it is the one the client publishes and the one that survives scrutiny. That is the discipline of this practice: the defensible number persuades longer than the flattering one.

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Three lines about the behaviour you are trying to move, and within 48 hours you get a one-page read of where the communication is leaking and the first move we would make.

Start the shift Back to the practice

Family planning, written as prime-time drama.

What the work was part of.

Reach is the start. This is the rest.

On the ground.

Where these numbers come from.

Have a programme that needs to change behaviour?