Government & public programme

UNFPA Samriddhi Project Launch

How the UNFPA – SBI Foundation Samriddhi project launch for adolescent girls in Madhya Pradesh was covered — complete press kits, layered invitations by hand, email and kiosk, and national coverage.

Explore related services →All projects ↗
Documented project
01The brief
02The work
03Coverage and outcomes

Factual accounts with documented outcomes.

Organisation
United Nations Population Fund (UNFPA), with SBI Foundation
Location
Chhatarpur district, Madhya Pradesh
Development programme / 6 May 2017

The United Nations Population Fund, in collaboration with SBI Foundation, launched the Samriddhi project in Madhya Pradesh on 6 May 2017 — one country programme within UNFPA's Action for Adolescent Girls campaign running in twelve nations. The launch was supported with a complete press and invitation programme built to earn national coverage.

The brief

Two messages had to land at once. The project's mechanics: Samriddhi supports approximately 3,500 adolescent girls across about 150 villages in the Bijawar and Bada Malhara blocks of Chhatarpur district, with NGOs and government bodies asked to help carry it. And its meaning: that giving girls aged 10–19 — a particularly vulnerable section of society — information and skills about health, social and economic well-being lets them make informed decisions and become self-reliant. The project had already been rolled out in Rajasthan and Odisha before Madhya Pradesh became home to this launch.

Media work

Our team worked with close attention to detail, having identified the launch's coverage potential at the planning stage:

  1. Complete backgrounder. Press kits carried the full UNFPA Samriddhi backgrounder — the programme's aims, its beneficiary count and its earlier state rollouts — so every journalist could verify the story before writing it.
  2. Layered invitations. Invitations went to media across national, international and local desks, and beyond the press to NGOs, women's and girls' groups and students — the constituency the project serves.
  3. No one missed. Invitations were distributed by hand, by email and from a kiosk on site, so no section of the audience slipped through. The kit circulated the same three ways to secure full coverage of the event.

Coverage and outcomes

A well-covered event

The launch was covered well and generated healthy discussion around adolescent-girls' welfare.

NGO response

The response from NGOs to the launch and the programme behind it was appreciable — the delivery-partner engagement the project needs.

Nationwide read

National coverage was the launch's main aim, because a programme serving girls' welfare argues for the widest audience it can get — and the coverage served that purpose.

Planning your next announcement?

Tell us your audience, location and communication objective.

Start a briefing →View all case studies