In June 2014, Unicef started a campaign for the reduction of Maternal and Infant mortality rate in the state of Madhya Pradesh. According to the Annual Health Survey (evalutaion done by NHSRC), Madhya Pradesh has the highest IMR (56 per 1000 live births) compared to all the other states. Unicef condensed the causes to 12 behaviors, which if changed, can prevent maternal and child deaths. These behaviors are only aimed at three lifestages of women- adolescent, reproductive, and maternal. 

My role was to come up with a communication strategy that ensures contact with remote villages, that are still deprived of electricity or cable. Hence, I designed a vehicle that would be entrusted by a block level facilitator who conducted inter-personal seminars with the villagers. This vehicle included a Television featuring inter-personal communication videos, and an edutainment series called 'Kyuki Jeena isi ka naam hai...' Each block had one vehicle, that covered one village per day. A lot of print material had been designed that could be given away to the villagers. Due to Madhya Pradesh's low literacy, this material was mainly info-graphic or pictorial. The vehicles were field tested before their official launch, as was the material, the aesthetics had to be compromised to a painful extent, but it worked well for the villagers.