Evaluating the Incremental Impact of Multiple Seasons of Chhaa Jaa in India Using Digital Impact Surveys on Facebook

Abstract for Preformed Panel Presentation from the 2022 International SBCC Summit in Morocco:

"Launched in 2019, Chhaa Jaa ("Go forth and shine") is Girl Effect's digital-only programme that invests in behaviour change communications to improve sexual and reproductive health outcomes for Indian adolescent girls. To date the programme has delivered three seasons of content on social media, using high production formats and containing content designed to reflect girls' lives and needs. Digital Impact Surveys (DIS) were conducted using Facebook to assess the impact of each Chhaa Jaa season and identify psychological drivers that required greater focus in subsequent seasons of Chhaa Jaa, and to modify messages and formats to build towards the final outcomes.Overall the study was able to track shifts in intention (12%) and behaviour uptake (6%) for menstruation-related issues in the first 2 seasons, as well as identify dosage levels required to achieve sexual and reproductive health-related outcomes among girls. Multiple waves of this study also indicated that compared to other outcomes, achieving contraception uptake requires longer, more targeted interventions.This methodology's primary challenge will be the ability to replicate it on non-Facebook products, because every digital platform has its own unique targeting functionalities. Girl Effect's Insights team will in future strategize in sync with the programme's expansion plans and explore ways of rolling out surveys on the potential platforms."