![]() ![]() It portrayed 'the trials and tribulations of six unique heroes through multiple engaging plot lines.' According to sources cited in, nearly 153 million households in India own TV sets (2013), and it is estimated that TV programming reaches over 45% of the rural population in India, making it by far the most widespread form of communication. In an entertaining yet also educational format, it addressed socially sensitive issues such as the ill effects of child marriage and early pregnancy, gender equality, proper use of contraceptives, and prevention of HIV/AIDS it also simply provided information about the importance of education, motivating children to stay in school, immunising children, and regularly washing hands with soap. ![]() ![]() Conceptualised in December 2004 during a polio intervention in Uttar Pradesh by a communication for development (C4D) specialist at the United Nations Children's Fund (UNICEF) and aired on the national service broadcaster, Doordarshan, Kyunki.Jeena Issi Ka Naam Hai featured a rural setting with characters reflecting the large majority of Indians who reside in rural areas. The goal of the EE endeavour was to reach women and frontline workers in underserved communities in order to attain social and behavioural change objectives related to the welfare and survival of children and mothers. 'Promoting messages that encourage positive behavior change, be it awareness about HIV/AIDS, educating the girl child, gender equity, safe motherhood, hygiene and sanitation or other key social and health behaviors, Kyunki.is proving to be a beacon of change that is paving a brighter path for the women and children of India.' Launched on World Health Day, Apand broadcast until the end of 2011, the soap opera Kyunki.Jeena Issi Ka Naam Hai (Because.That's What Life Is) was a Hindi entertainment-education (EE) serial that aired on television in India in connection to the handbook, Facts for Life (FFL) (see Related Summaries, below), which 'provides messages and information for mothers and caregivers to use in changing behaviours and practices that can save the lives of children and help them develop and grow to their full potential.' ![]()
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