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National Gender Campaign 2.0 Assessment Report – English

November, 2024

Launched by the Ministry of Rural Development (MoRD) in 2022, ‘Nayi Chetna – Pahal Badlaav Ki’ is a national gender campaign under the Deendayal Antyodaya Yojana-National Rural Livelihoods Mission (DAY-NRLM). The campaign aims to raise awareness about Gender-Based Violence (GBV) across various life stages of women and girls, promote reporting, and enhance collaboration among stakeholders for safe redress mechanisms. The first edition of the campaign was introduced on November 25, 2022, with the theme of equity and ending GBV.

Building on its inaugural success, the second edition was launched on November 25, 2023. This phase focused on deepening awareness of the different forms of violence and strengthening access to safe redress mechanisms through convergence with stakeholders, including State Rural Livelihood Missions (SRLMs), DAY-NRLM community institutions, Panchayati Raj Institutions (PRIs), and 14 Line Ministries.

IWWAGE, in collaboration with LEAD at Krea University, conducted a comprehensive qualitative and quantitative assessment of the Nayi Chetna 2.0 campaign. The study aimed to evaluate the campaign’s reach, relevance, and effectiveness, particularly in raising awareness of GBV, enhancing reporting mechanisms, and improving institutional support.

The assessment employed a mixed-methods approach, incorporating qualitative interviews and focus group discussions across ten states, alongside quantitative data collection through an online platform. Key findings revealed the strength of women’s Self-Help Groups (SHGs) as central to the campaign’s impact. However, engaging men and adolescents in future iterations is crucial for broader societal change. Additionally, active involvement of PRI functionaries in grassroots dialogues on gender discrimination emerged as a successful strategy.

The assessment also highlighted the importance of fostering cross-departmental convergence to improve GBV reporting, and recommended further budget allocations, access to localised training materials, and greater use of media platforms to amplify the campaign’s reach and engagement.

Resource Type Report

Authors Aayesha Saxena | Gaurav Kumar Sinha | Arpita Paul