The program aims to educate 15 million adolescents this year and focuses on five key pillars built within the curriculum – Consent, Equity, Inclusion, Awareness, and Protection.
Reckitt is a leading global consumer healthcare company. The company has collaborated with AFCSR to expand The Durex Birds and Bees Talk programme (TBBT) in the states of Gujarat and New Delhi. ASSOCHAM Foundation For Corporate Social Responsibility (AFCSR) is a social development organization established by ASSOCHAM. The aim of the partnership is to educate adolescents between the ages of 10 and 19. It has a target of reaching 15 million adolescents this year. The TBBT program curriculum focuses on five essential principles – Consent, Equity, Inclusion, Awareness, and Protection. The program’s expansion comes with the launch of its theme song, ‘Protected.’
First Social Return on Investment Evaluation Study Report
The first Social Return on Investment Evaluation Study Report for the Durex Birds and Bees Talk programme has been release by the company. It has highlighted that every Rs. 1 invested into the program delivers Rs. 24.40 in social value. The program has reached 4 million youths through offline and digital platforms. The programme has been implemented in six North East States (NES) of Arunachal Pradesh, Meghalaya, Manipur, Mizoram, Nagaland, and Sikkim.
Programme aims to achieve UN Sustainable Development Goals (SDGs)
The programme’s expansion aims to achieve UN Sustainable Development Goals 3 (Good Health & Well-being), 4 (Quality Education), and 5 (Gender Equality). Gaurav Jain, Executive Vice President, Reckitt, South Asia, expressed his commitment to helping adolescents as they encounter a range of life-changing experiences that necessitate coping and adaptation.
Partnership with AFCSR
Deepak Sood, Secretary General, ASSOCHAM & Trustee, ASSOCHAM Foundation For Corporate Social Responsibility (AFCSR), stated that AFCSR is delighted to partner with Reckitt for one of their most successful programs. He emphasized the importance of empowering adolescents with the right knowledge of power, protection, and pleasure to ensure their health, well-being, and development. The program will generate awareness among students about healthy behavior, informed decision-making, knowledge about consent, and develop equity and inclusivity.
Successful partnership with Plan India
Mohammed Asif, Executive Director, Plan India, praised the successful partnership between Plan India and Reckitt, which has helped create significant impact through the TBBT programme in the states of North-East. The program has been successful in enhancing practices relating to safe hygiene and health and gaining a deeper understanding about body anatomy and physical changes experienced during puberty.
Key highlights from the report
The report highlighted key achievements of the program, including a social value of Rs. 24.40 for every rupee invested, an increased ability among students to recognize and address gender roles and stereotypes, an increased awareness about harmful effects and consequences of substance abuse among students, and an increased technical knowledge regarding growing up life skills curriculum in teachers. The program has also been able to reach out to 320 million people across the nation through digital activation.
Key points
- Rs. 24.40 social value for every Rs. 1 invested in TBBT.
- Reached 4 million youth, 4000 teachers, and over 2000 schools.
- Digital activation reached 320 million people nationwide.
- 83.85% increased ability to recognize and address gender roles and stereotypes.
- 44.41% increased awareness about harmful effects of substance abuse
- 84.38% increased technical knowledge in teachers.
- 57.03% acceptance of diverse sexual orientations and gender identities
- New Delhi & Guwahati as top sources of conversations about the programme
- 87% increase in reach and 50% increase in positive sentiments.
Theme song for TBBT programme
Rahul Rajkhowa, a musician from Northeast India, has created the theme song for TBBT programme. The song helps to set a strong foundation for this initiative in the states of Gujarat and New Delhi. The newly launched song shares the crucial message of acquiring the right knowledge of power, protection, and pleasure to ensure healthy development and well-being. The song has been launched on social media and will be shared with key influencers to help reach the masses, the company said.
Addressing challenges faced by adolescents
The Durex Birds and The Bees Talk Programme under Reckitt and Plan India is an innovative and pioneering initiative that focuses on inculcating growing up life skills for adolescents in the North-Eastern region of India. The program is addressing challenges faced by adolescent girls and boys who lack access to information on issues affecting their lives and have limited spaces to develop competencies crucial for their active participation. The TBBT programme aims to equip adolescents with life skills, values, and attitudes to become responsible adults. The program encourages conversations around sexual and reproductive health among adolescents, teachers, and their community members, promoting healthy and safe behavior and practices.
Social Return on Investment (SROI) and CSR
Social Return on Investment (SROI) has been recognized as an essential tool for companies involved in Corporate Social Responsibility (CSR) activities. Companies that engage in CSR activities can use SROI to measure the social value generated by their initiatives and demonstrate the impact of their investments to stakeholders. By using SROI, companies can identify and prioritize social issues that align with their core values and business objectives. They can also measure the effectiveness of their CSR initiatives, identify areas for improvement, and adjust their strategies accordingly. SROI can help companies communicate their CSR activities to stakeholders and build trust and credibility with customers, employees, and the wider community.
Earlier also a similar report was released by the company for some other CSR program. Kindly read it: Dettol BSI launched the Social Return on Investment report
