Josh, India’s fastest-growing and most engaged short-video app, and Dailyhunt, India’s #1 local language content discovery platform, have partnered with the United Nations Population Fund (UNFPA), the sexual and reproductive agency of the United Nations to mobilise the youth across India as social change drivers.
UNFPA, Josh and Dailyhunt will run curated digital campaigns in more than 10 Indian languages. By leveraging Josh and Dailyhunt’s digital reach in India, the year-long partnership is targeting a combined reach of 100 million young people living in Tier 1, 2 and 3 cities.
Multi-format campaigns will be designed with the aim to educate young people on bodily autonomy and enable them to make informed choices about their sexual, reproductive and overall health and well-being. The campaign will also focus on addressing regressive social norms, and promoting positive masculinity, youth empowerment, and gender equality.
By generating impactful conversations going beyond regional, language, geographic and cultural limits, the partnership seeks to engage and mobilise young people across India to drive social change. The collaborative content will include call-to-action campaigns on Josh and a content series on Dailyhunt including sharecards, short-form articles, listicles, and factoids.
UNFPA India Representative and Bhutan Country Director, Andrea Wojnar said, “Encouraging youth participation and community engagement is the key to driving positive social change. Our partnership with Dailyhunt and Josh presents an excellent opportunity to build the capacity of young people to make informed decisions regarding their health and well-being, challenge gender stereotypes and social norms, and raise their voices against gender discrimination and gender-based violence. Josh and Dailyhunt, with their strong digital presence in non-metro cities, will be a powerful ally in mobilising youth leadership in communities in which they live to bring about transformative social development and progress.
“As a socially driven organisation, we are constantly striving to leverage our platforms and their expansive reach to drive positive change in society. We are extremely honoured to partner with the United Nations Population Fund to raise awareness and bring about social transformation. Through our platforms Josh and Dailyhunt, we are committed to creating content that addresses critical issues affecting individuals throughout India. We aim to harness the combined power of short-video and hyperlocal content to engage with India’s audience in a meaningful manner to empower citizens with credible information.” said Umang Bedi, Co-Founder, VerSe Innovation.