Main Kuch Bhi Kar Sakti Hoon, a trans-media initiative uses a 360-degree approach with TV, radio, mobile, the internet, the mass media and community outreach to drive home messages of women’s empowerment, dignity and health.
The real heroes who were honoured at the event were Munni Chaudhary from Jabalpur, Raju Rainkwar from Chattarpur, Kalabai from Ratlam and Madhu Bodh from Bhopal.
They were felicitated for their immense contribution in furthering the education and empowerment of women in Madhya Pradesh.
These women work tirelessly and selflessly in making things better for women.
The event saw NGOs which had worked on outreach in the field, share their experiences of taking forward the serial’s message among the people.
The evaluation study that was released assessed the changes in people’s attitudes towards early marriage and pregnancy, wife beating, adequate spacing between children, the use of contraceptives and other social parameters after the telecast and broadcast of Season One.
PFI’s Executive Director, Poonam Muttreja told media persons, “Reforming social norms and beliefs is not easy. But, there is a need to challenge preconceived notions, and the mass media plays a very important role in reaching out to the audience. This has been proven by the messages our viewers have shared with us over the Interactive Voice Response System (IVRS). The report emphasizes the role that the visual and the audio media play in shaping beliefs and attitudes. We have struck a chord with the people across the country, and with the Season Two currently being telecast, we endeavor to further this knowledge and improve the lives of our women and our people.”