Chhaa Jaa is a digital-first youth brand that inspires, informs and equips girls in India with the right skills and confidence to navigate adolescence - from accessing information about sexual and reproductive health, to negotiating with parents about choices for their education, to preparing to find a first job. Meaning ‘go forth and shine’ in Hindi, Chhaa Jaa comes to life through digital media content, with relatable storylines developed alongside girls that link them to the services and resources they need. Harnessing the power of Girl Effect's TEGA networks in India, real-time feedback from girls and their communities will shape the content. Reflecting the seismic shift in India’s digital media landscape, Chhaa Jaa comes to life online and on social platforms to meet girls where they are already looking for information or increasingly will be. With authentic storylines and characters that reflect girls’ daily choices and constraints, Chhaa Jaa is designed to build up a girls' sense of self, her identity and her ability to ask questions. Chhaa Jaa’s vision is to create a generation of girls in India that are able to write their own story, to find meaningful work and fulfil their potential beyond expectations around marriage and motherhood. Innovative behaviour change science underpins the content, designed to connect girls to the information and services they need to take action to improve their reproductive health and employment readiness.

In addition, Girl Effect built India’s first girl-centered brand with content and services that educate, inspire, and mobilize adolescent girls aged 17-19 years to take greater control of their futures. The brand tests effective messaging that is relevant for girls and motivates them to access SRH services. It is on a mobile-based platform, which gives the reach required to scale up within the target audience. It helped build the two-sided market model (i.e. generate demand and provide supply) in India. Our long-term outcome is to increase uptake of SRH services, including contraceptive use, contributing to an overall decrease in unwanted pregnancy and STI transmission. The key expected outcomes are: Increase in girls knowing about SRH essential topics; Increase in percentage of girls who intend to use SRH services if they need to; Increase in percentage of girls who have accessed SRH services if they need to. The outcomes will also be determined by the reach and engagement of girls on the various digital platforms where the brand and content will live.