Comprehensive Social and Behaviour Change Communication Strategy to reduce child marriage and adolescent pregnancy in Rajasthan

Child marriage and adolescent pregnancy are both a cause and consequence of social and behavioral practices. Despite adversely impacting the lives of adolescent boys and girls, the consequences of child marriage are more severe for girls altering their course of life completely. Girls are often forced to terminate their education. Once out of school, early marriage followed by pregnancy and childbirth are often the only pathways considered suitable for girls. This, along with a strong patriarchal mind set and negative social norms jeopardize all chances of opportunities and growth for young girls.  Similarly, young men and boys are expected to support their family financially, irrespective of their educational status. Poor income and the cost of running a family at a young age push them to a perpetual state of poverty, affecting their mental and physical health and self-esteem.

CCC-I followed the Johns Hopkins University’s 5-step P-Process to develop a comprehensive Social and Behavior Change Communication (SBCC) strategy for the Department of Women and Child Development (WCD), Government of Rajasthan. The strategy will provide a road map to improve the delivery of information related to programmes and would influence the overall wellbeing of adolescents in the state.