Reckitt signs agreement with Meghalaya government, launches ‘The Birds and the Bees’ programme for adolescents

Syllad | The Rising MeghalayaOctober 19, 2021

Reckitt, the global leader in consumer healthcare on Tuesday launched ‘The Birds and Bees Talk’ programme in Meghalaya for children & adolescents.

The Memorandum of Understanding was signed by A. Ch. Marak (IAS) Secretary of Meghalaya Education Department & State Project Director, SEMAM, Jenny Synrem State Planning/Community Mobilization/ Gender Coordinator SEMAM-SSA and Ravi Bhatnagar, Director, External Affairs and Partnerships SOA, Reckitt.

Led by Durex, supported by Reckitt in partnership with state governments and implemented by Plan India, ‘The Birds and Bees Talk’ programme is one of its kind, and has been working tirelessly to educate the youth through its comprehensive growing up, life skills education curriculum. Through this programme, Plan India and Reckitt aim to lay emphasis on the core principles of inclusion, equity, awareness, consent, and protection, to enable children to grow into responsible, healthy adults.

By fostering this new partnership in Meghalaya, TBBT continues to strengthen its roots in Northeast India by equipping thousands of adolescents and young people with essential life skills, knowledge, attitude, and values. The programme has developed ane-learning platform ‘Birdsandbeesbuzz’ to deliver sessions to students across the states ensuring that knowledge is not limited by the restraints of physical classes, and an AI-powered Chatbot ‘HeloJubi’ , along with a rewards and recognition programme linked to encourage schools, teachers and students to intensively engage with the content. The holistic approach of the program envisages celebrating special days and important health days across the states leveraging its rich music, art and culture. The focus is on deepening the impact in Meghalaya by equipping thousands of adolescents with a curriculum that will help them make informed choices. It will be executed and implemented across Meghalaya in government and recognised private schools to ensure the maximum reach and beneficiaries.

Commenting on the launch, Ravi Bhatnagar, Director, External Affairs and Partnerships SOA, Reckitt said, “Education is the catalyst to social change and one of the most critical areas of empowerment for children. India needs to focus on comprehensive education which includes life skills as an important part of the holistic curriculum. At Reckitt, our objective has always been to protect, nurture and heal people to create a healthier world. We have been working hand in hand with state governments in North East India to ensure that we empower each youth to live a better, safe life. Today, it gives us immense pleasure to finally launch the chapter in the state of Meghalaya. As we embark on this new journey, Reckitt along with Plan India will only work towards betterment of each youth of Meghalaya and entrust our five pillars: awareness, consent, inclusion, equity and protection. We are humbled to get the support of Meghalaya government and authorities to join us in this initiative.”

The curriculum is divided in 14 key themes or chapters that divided in two levels: ages 10-14 and 15-19. The programme is building and launching its digital ecosystem to ensure that the COVID-19 pandemic does not hinder learning and development.

Mohammed Asif, Executive Director, Plan India stated, “Plan India has been working for more than two decades to improve sexual and reproductive health services and rights for all children, adolescent girls and young women and men in different parts of India. The partnership with Reckitt has paved the way for a new and better tomorrow. We strongly believe that adolescents and young people must be enabled, equipped and empowered for their holistic development.I am happy to share that the “The Birds and The Bees Talk” Project in Meghalaya seeks to enable and equip adolescents and young people with awareness and access to the sexual and reproductive health services and rights, which is important for strengthening gender equality in our country.”