Chhaa Jaa
- A Advocacy Campaign/Project
? Activity Status: Unknown
Key Information
Chhaa Jaa is a digital-first youth brand that inspires, informs and equips girls in India with the right skills and confidence to navigate adolescence - from accessing information about sexual and reproductive health, to negotiating with parents about choices for their education, to preparing to find a first job. Meaning ‘go forth and shine’ in Hindi, Chhaa Jaa comes to life through digital media content, with relatable storylines developed alongside girls that link them to the services and resources they need. Harnessing the power of Girl Effect's TEGA networks in India, real-time feedback from girls and their communities will shape the content. Reflecting the seismic shift in India’s digital media landscape, Chhaa Jaa comes to life online and on social platforms to meet girls where they are already looking for information or increasingly will be. With authentic storylines and characters that reflect girls’ daily choices and constraints, Chhaa Jaa is designed to build up a girls' sense of self, her identity and her ability to ask questions. Chhaa Jaa’s vision is to create a generation of girls in India that are able to write their own story, to find meaningful work and fulfil their potential beyond expectations around marriage and motherhood. Innovative behaviour change science underpins the content, designed to connect girls to the information and services they need to take action to improve their reproductive health and employment readiness.
Lead Implementing Organization(s)
Location(s)
South Asia
India
Government Affiliation
Non-governmental programYears
Not applicable or unknown
Partner(s)
Times Bridge
Ministry Affiliation
UnknownFunder(s)
Not applicable or unknown
COVID-19 Response
UnknownGeographic Scope
NationalAreas of Work Back to Top
Education areas
Other
- Other
- Transition from school to work
Other skills
- Life skills/sexuality education
- Rights/empowerment education
- Social and emotional learning
Cross-cutting areas
- Early/child marriage
- Empowerment
- Other cultural practices
- Social and gender norms and beliefs
Program participants
Target Audience(s)
Girls (both in school and out of school), Youth
Age
Not applicable or unknown
School Enrolment Status
Some in school
School Level
Not applicable or unknown
Other populations reached
Not applicable or unknown
Participants include
Not applicable or unknown
Program Approaches Back to Top
Life skills education
- Comprehensive sexuality education (CSE)
- Gender, rights and power
- Negotiation skills
Social/gender norms change
- Media campaigns
Women's empowerment programs
- Empowerment training
Program Goals Back to Top
Education goals
- Improved social and emotional learning/skills and mindsets
- Increased school completion (general)
- Increased school enrolment (general)
Cross-cutting goals
- Changed social norms
- Improved critical consciousness
- Improved sexual and reproductive health
- Increased agency and empowerment
- Increased employment/job-related skills
- Increased knowledge of HIV, puberty, and sexual and reproductive health
- Increased knowledge of rights