‘The Birds and Bees Talk’ programme launched

Reckitt, the global leader in consumer-healthcare launched Year 2 of the ‘The Birds and Bees Talk’ programme, which is directed towards the adolescents between the age group - 10 to 19 Years in the six states of North-Eastern India- Sikkim, Arunachal Pradesh, Nagaland, Meghalaya, Manipur and Mizoram with the aim to reach 2 million children in three years.
The programme has launched its theme song- ‘Let’s Talk About It’, to mark its second year, and to celebrate Pride Month.
Launched last year with the support of the State Governments of Manipur, Sikkim and Arunachal Pradesh, the Birds and Bees programme has a 2-level interactive, animated curriculum that covers growing up and life skills, to promote the core principles of inclusion, awareness, consent, awareness and protection.
In year 2, the programme is building and launching its digital ecosystem to ensure that the Covid pandemic does not hinder learning and development. The digital ecosystem of the programme includes an e-learning platform to deliver sessions to students across the states, with rewards and recognition programmes linked to encourage schools, teachers and students to intensively engage with the content.
Supporting the e-learning platform is an AI-enabled chatbot, and a podcast channel, along with a website that gives a complete overview of the programme. The holistic approach of the program envisages celebrating special days and important health days across the states leveraging its rich music, art and culture ensuring that knowledge is not limited till the restraints of physical classes.
The campaign will also be rolled out on Facebook, Twitter, and Instagram, shared with key influencers to help reach the masses and will include a series of digital content that will focus on reiterating the issue and will be used to help reach a larger audience.