Partners:
Gujarat Livelihood Promotion Company (GLPC) – A government department promoting rural micro-enterprises through Self Help Groups (SHGs).
Challenge:
GLPC aimed to empower women in rural Gujarat by providing them with income-generating opportunities through SHGs. However, limited awareness about GLPC’s programs and the hesitation of large companies to outsource tasks to home-based unit hindered progress.
Solution:
TCTP-The Creative Tribe Production PVT LTD collaborated with GLPC to design and execute a unique initiative:
TV Show Production: We co-produced a series of informative TV shows highlighting success stories of SHGs partnered with GLPC. These shows showcased:
The benefits of joining SHGs and availing of GLPC’s financial services.
Inspiring stories of rural women entrepreneurs who achieved financial independence through GLPC programs.
Live talk with audience on phone call for their questions and guidance.
Targeted Broadcast: The TV shows aired on regional channels with high viewership in rural areas, ensuring maximum reach to the target audience.
Decentralized Production: We redesigned our production process to break down intensive tasks into smaller, manageable units suitable for home-based work. This allowed SHG members to undertake these tasks in their villages, fostering self-employment and flexible work hours.
Live streaming: We established a robust channel to live the program on the YouTube and Facebook.
Results:
Significant increase in awareness about GLPC programs and SHGs in rural Gujarat, measured by phone inquiries and website traffic.
Growth in the number of women joining SHGs and availing of GLPC’s financial services.
Improved livelihoods and income generation for SHG members through home-based work opportunities provided by The Creative Tribe.
Establishment of a successful model for collaboration between large companies and GLPC, promoting inclusive value chains and sustainable rural development.
Key Learnings:
Creative media outreach, like TV shows, can effectively raise awareness about social programs in rural areas.
Decentralized production models can be successful with proper quality control mechanisms.
Public-private partnerships between companies and government departments can create significant social impact. This case study demonstrates the positive outcomes achieved through a collaborative effort to empower rural women and promote sustainable livelihoods. By combining TCTP’s production expertise with GLPC’s reach and social mission, the initiative has transformed the lives of countless women in Gujarat.