Awareness and Behaviour Change

AWARENESS AND BEHAVIOUR CHANGE CAMPAIGNS

Copyright : Terre des Hommes Netherlands

Messaging that makes a difference

THE MICA
FALL
CAMPAIGN

ONLINE SAFETY
CAMPAIGNS

Copyright : Terre des Hommes Netherlands

ONLINE SAFETY CAMPAIGNS

ABOUT

Under Terre des Hommes Netherlands' Safety for Children and their Rights OnLine (SCROL) programme, I build capacities of children across South and Southeast Asia to design and lead campaigns, amplifying child-centred messaging on practicing online safety effectively.

With over 300 million children reported to have been victims of online child sexual exploitation, these campaigns played a critical role in driving the conversation on online safety across multiple contexts, while achieving the SCROL programme goals.

These campaigns featured content in co-creation with children including enabling outreach interventions designed by children themselves. I also spearheaded a global campaign launch, engaging parents to practice open communication with their children.

Safe Online World for Girls

In Cambodia, the campaign focused on raising awareness and fostering dialogue on online safety among adolescent girls.

Child-led activities included a public dance drama, school debates, stop-motion animation films, and messaging on social media. In its second year, the campaign partnered with the Ministry of Post and Telecommunications and Forbes-listed social media influencer Catherine Harry to amplify its reach.

OUTCOMES

A flash mob awareness dance by youth changemakers in Phnom Penh, Cambodia

The design of a poster in partnership with the Ministry of Posts and Telecommunications with a character co-created by young changemakers.

ONLINE SAFETY BY FRIENDVERSITY

Through my support, youth changemakers in Nepal developed a campaign concept, 'Friendversity', meaning a university of friends. Through this campaign, children taught their peers and parents about online safety practices. We co-created messaging for both online and offline activities, which comprised a Facebook awareness page by the youth, a school awareness session with evaluation mechanisms, in-person debates with parents, as well as street theatre.

In its first year, (2023) the campaign reached nearly 250,000 children and youth, of whom an estimated 20% actively engaged with the campaign. Cases reported to a partner organisation hotline increased by 600% in a month.
In its second year (2024), the campaign reached at least 693,000 children and youth. Through a feedback survey, it was reported that young girls started locking their profiles and stopped sharing their live locations.

OUTCOMES

Copyright : Terre des Hommes Netherlands

A school awareness raising session as part of the campaign

A content series conceptualised by me, and designed by youth

Read Children's Position Paper on Online Safety

Read Child-led Research Publications

ALSO Online

The 'Also Online' was a global awareness campaign rolled out in the Netherlands, Asia, and Africa in 2025, encouraging parents to include conversations on online safety in regular discussions with children, like :

How was your day? Also Online.
Do not talk to strangers. Also Online.

I led the global launch of the campaign, including the regional-level rollout in 9 local languages.

The global launch event comprised a global quiz contest receiving TV coverage along with presenting staff who were parents as campaign ambassdors promoting conversation starters to integrate online safety in daily conversations. Communication materials included IEC material guides, promotion of related research findings and opinion articles in the media.

Learn more through the campaign webazine

Reached an estimated 5 million parents across Bangladesh, Nepal, Cambodia, Thailand, India and the Philippines with at least 3 million content interactions.
Media partnerships with The Diplomat, PhilStar, TVK News Cambodia, The Asian Development Bank, ReliefWeb and Asian Ventures Philantrophy Network

One set of a series of digital IEC materials for parents in 9 local languages

Global launch of the campaign with messages from

staff who are parents

The youth Facebook page gained 6,800 followers.
Pre and post questionnaires with parents and children reported an average increase of 80% in knowledge of online safety practices.
Children began orienting the Nepal police on online safety terminologies to enable stronger child protection systems.

OUTCOMES

Print IEC materials handed out to parents in 9 local languages

One social media post promoting open communication

between children and parents

Copyright : Terre des Hommes Netherlands

OUTCOMES

The campaign reached an estimated 5 million parents in Asia and the follows on the regional Facebook channel increased by 111% during the campaign period.
Extensive media coverage on The Diplomat, Phil Star, TVK News Cambodia, the Asian Development Bank learning platform, Impact Pool, Asia Ventures Philanthrophy Network.
A feedback survey reported that a few parents have begun asking their children about their day online during dinner table conversations.

COVID-19 HUMANITARIAN ACTION

Copyright : Terre des Hommes Netherlands

aBOUT

In 2021, at Terre des Hommes in India, I developed print IEC materials to promote COVID-appropriate behaviour and vaccination uptake among children and communities in rural and semi-urban India. The process began with research to identify key behaviour change areas and barriers, including fear, lack of awareness, and disinterest. We also studied media preferences and consumption patterns through structured phone interviews, compiling and analysing responses to inform content.

Recognising that existing materials were overloaded with information, I focused on creating simple, illustrative designs with concise 2–3 line messages addressing specific concerns and barriers. The outputs included A4 pamphlets, A3 posters, and large banners displayed in prominent public spaces, all translated into local languages to ensure accessibility. In addition, I supported the development of an interactive ‘Snakes and Ladders’ game to help children learn COVID-19 best practices in an engaging way, fostering awareness through both visual and participatory tools.

A few IEC materials from the set which was translated into 5 different languages : Hindi, Kannada, Telugu, Tamil and Oriya.

Copyright : Terre des Hommes Netherlands

A 6ftX3ft banner in Telugu language explaining the need for maintaining a 6ft distance between two people

REACH

Click the image for a fuller version

A snakes and ladders game where positive behaviours are given ladders and negative behaviours are given snakes.

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Copyright : Terre des Hommes Netherlands

The IEC materials at use in villages and towns

The campaign reached an estimated 300,000 adults across 7 states and 32 districts in India.
98% of the people reached successfully took their vaccinations
A feedback survey reported that the public found the material simple to understand, and some reported that the Dos and Don'ts messaging helped take away their scepticism.

OUTCOMES

MOM's TOUCH CAMPAIGN

Copyright : Nivea India Pvt. Ltd

ABOUT

In 2015, I managed the Mom’s Touch Campaign on behalf of Aseema Charitable Trust, in partnership with the Corporate Social Responsibility team of Nivea India Pvt. Ltd, a consumer goods company. The campaign aimed to promote Nivea’s “mother’s care” product line while supporting mothers from socio-economically vulnerable communities through free ration distribution. Eligibility was linked to children’s attendance and academic performance in Aseema’s adopted government schools: students with over 95% attendance and good grades qualified their mothers for ration support. This incentive reduced dropout rates and improved regularity in schooling.

To promote the campaign, I supported the conceptualisation and coordination of a television commercial that garnered nearly 1 million YouTube views, boosting both visibility and product sales. My role involved managing relations with Nivea India, coordinating the TVC shoot, monitoring attendance and grades, and overseeing ration distribution. The initiative successfully combined social impact with brand engagement while strengthening children’s motivation to learn.

The TVC of the campaign

The television commerical garnered close to 1 million views on YouTube.
A report from Nivea India Pvt Ltd shared with the charitable trust mentioned that the 'mother's touch' product line witnessed a boost in sales during the campaign.
Increased attendance and reduced dropout rates among children attending the public schools managed by Aseema Charitable Trust.

OUTCOMES

YOUTH FOR AGRICULTURE

ABOUT

The Youth for Agriculture campaign began in 2014 as a student initiative by my team of classmates studying Development Communication. It aimed to encourage youth to pursue agriculture and reduce urban migration.

Following research on innovations, agro-tourism, and agri-marketing, the campaign drew the attention of NABARD, India’s apex rural development bank, which sponsored it. The focus then shifted to promoting NABARD’s projects in South and Northeast India. Our team produced nine films highlighting tribal development, horticulture, dairy farming, spice cultivation, and farmer clubs. My role involved product management, scripting, videography and post production.

These films were shared on NABARD's Youtube channel for marketing communications among the young demographic.

A film on the innovations in the Wayanad Spice industry which was screened

at the Mumbai International FIlm Festival

A film on the sustainable use of areca sheath as cattle fodder which improved the quality of milk in Mangalore, India

A film on innovative ways of beekeeping in Nagaland, India.

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Copyright : National Bank for Agriculture and Rural Development

Image gallery of the campaign

OUTCOMES

The campaign gained a lot of traction on NABARD's social media channels with the highest views being 124K for a video.
One film on the spice industry in Kerala, India was screened at the Mumbai International Film Festival, broadening the reach of the campaign.

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MAHIMA SASHANK