Aired in 2008, this 60-second family planning spot targets couples in rural areas of north India, and  promotes the use of all temporary modern spacing methods like pills, intrauterine devices (IUDs), and condoms. The spot provides information on the range of products available as temporary modern contraceptive methods to enable the target group to select from options suited to their specific needs, thus enabling and promoting reproductive choice.

“Swasthya Bharat ki shuruat hoti hai swasthya parivar se….aap se!”  (“Healthy India starts with healthy family … that’s you!”) is the unique selling point of the NRHM spots; it squarely places the onus of action on every individual for a healthy family, leading to a healthy nation. ITAP has produced TV spots for the NRHM covering such topics as family planning, age at marriage, HIV/ AIDS, antenatal care, family planning, and immunization.

About ITAP

The Innovations in Family Planning Services IFPS II Technical Assistance Project (ITAP) is funded by USAID/India to improve reproductive and child health (RCH) across the country. Activities are national in scope, including support to the national government’s RCH-II Program, but attention focuses on the three northern states of Uttar Pradesh, Uttaranchal, and Jharkhand.

The primary approach of ITAP is to foster public-private partnerships to expand access to affordable, quality RCH services in rural areas and urban slums. In doing so, the project will design, test, document, and leverage expansion of effective partnership models. In particular, ITAP seeks to:

• Build the capacity of local organizations to meet the needs of their communities;
• Ensure high standards of care;
• Facilitate collaboration between the public and private sectors in efforts to address family planning and reproductive health needs; and
• Use research to refine and improve program approaches.

The project builds on the efforts of the first phase of the IFPS Project (1992–2004), which developed a range of innovative approaches for expanding access to RCH services primarily in Uttar Pradesh. The performance period for ITAP is 2005–2010.

This project is a task order under the Private Sector Program Indefinite Quantity Contract (PSP IQC) funded by USAID. Futures Group is the prime contractor for ITAP.