top of page
VIVA Social Communication

Can you deliver large-scale SBCC mandates inside government systems and reach the last mile?

Client

MCGM · Government of Maharashtra · Government of India · and partners

Context

A decade-plus track record of delivering large-scale SBCC mandates directly with state governments, municipal bodies, and national programmes, from Mumbai to Maharashtra to the Government of India.

​

Government health communication is not like any other brief. It demands deep familiarity with CBC protocols, NHM coordination structures, and the approval cycles that determine whether a campaign reaches communities or stalls in inboxes. VIVA's government engagement did not begin with a project. It began with Vinitha, who served as Joint Director of Communications at the Mumbai AIDS Control Society in partnership with MCGM, where the work received national recognition.

F2_edited.jpg

The Challenge

To translate complex public health mandates into communication that works at the last mile, navigating government systems, protocols, and approval cycles with credibility and at scale.

A track record built over time

  1. Mumbai AIDS Control Society, MCGM.
    Vinitha served as Joint Director of Communications, spearheading work that garnered national recognition. This is the foundation of VIVA's deep understanding of how government communication systems operate.
     

  2. Mumbai Mission for TB Control, MCGM and Gates Foundation.
    Developed and delivered a three-year SBCC strategy for TB control, implemented under the Mumbai Municipal Corporation within the National Tuberculosis Elimination Programme, funded by the Bill and Melinda Gates Foundation.
     

  3. Swachh Bharat Mission, Government of Maharashtra and BBC Media Action.
    Developed the SBCC strategy and communication outputs for Maharashtra's Swachh Bharat Mission. Outputs were rolled out across every district in the state by SBM officers.
     

  4. TB Harega Desh Jitega, Government of India.
    Led public sector and media advocacy for the flagship TB elimination campaign to maximise outreach across Mumbai, addressing a core challenge of maximum population reach at minimum spend.
     

  5. RMNCH SBCC Project, IPE Global.
    Currently delivering an SBCC project on Reproductive, Maternal, Newborn and Child Health in partnership with IPE Global, working within government health systems.

What this means in practice

  • CBC protocol fluency.  We understand Community-Based Communication protocols and how to design within them.

  • NHM coordination. We know how National Health Mission structures work and how to navigate them effectively.

  • Approval cycle awareness. We plan for the cycles that determine whether campaigns reach communities or stall in inboxes.

  • District-level rollout. We have designed materials and strategies that can be executed by field officers across every district.

  • Reach at scale, minimum spend. We understand how to maximise population reach within the constraints of government budgets.

Impact

From Mumbai to Maharashtra to the national stage, VIVA Social Communications has consistently translated complex public health mandates into communication strategies that work at the last mile, navigating government systems with credibility and delivering impact at scale.

bottom of page