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)


South Asia


Government Affiliation

Non-governmental program


Not applicable or unknown

Ministry Affiliation



Not applicable or unknown

COVID-19 Response


Geographic Scope


Areas of Work Back to Top

Education areas


  • 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


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