Girl Rising India recognizes the influence of mass media and public awareness campaigns in driving behavioral change, transforming attitudes and reconsidering norms, and sharing ideas as well as stories. GR India from its launch has leveraged the power of these tools to pave the way for a more gender equal world.
After a successful launch of ‘Woh Padhegi Woh Udegi’ in 2015 through a national broadcast on Star Plus, Girl Rising India developed two public service announcements (PSAs) for the Ministry of Women and Child Development in the following year. The short PSAs’ – We Dream We Rise and Her Dream, Her Right, Our Responsibility brought attention on barriers to girls’ education; its many benefits and the need to support it. The PSAs’ were broadcasted nationwide in cinema halls, across television channels. Additionally, We Dream We Rise was dubbed in five languages and was also aired on radio stations.
In addition to these campaigns, GR India has conducted over 653 screenings of its original film along with the re-purposed shorter versions through its Screening Program reaching over 55,000 individuals across the country. While, the GR India’s facilitator’s guide was disseminated widely among 161 districts in India under the Prime Minister’s Beti Bachao, Beti Padhao scheme (Save the Girl Child, Educate the Girl Child) to drive solution-centric discussion around girl’s education.
In 2018, GR India in partnership with the Vodafone Foundation and NASSCOM developed a unique Android mobile application, Girl Rising Game, to inspire a different future for girls. Leveraging the popular Match 3 format, the mobile application gamifies four real-life stories from the film Girl Rising. The aim of the game is to create awareness about gender-bias and inspire its players to bring change. The game which can be played offline was launched digitally by its supporter Arjun Kapoor on his social media channels and is available both in Hindi and English.