'Khoon ka Rishta' aka Bloodline is an emotive route for an expectant mother to visually see how she is slowly making her own baby as she consumes each tablet, no mother would like to see an incomplete baby and this would act a self-driven push to complete the dose. Using blood drop-like stickers to complete the graphic of the baby is a vivid demonstration and as simple as having a pill.”

'Khoon ka Rishta' communication is based on the insight of a strong physical and emotional bond or link between a mother and her unborn child. It builds on this insight and emphasizes the link between a mother and her unborn baby as the ‘link through blood’ – it vividly demonstrates her role in the formation of her own baby through a ‘simple doable action’ of taking a pill a day for 100 days.

This was rolled out on March 20, 2016 across eight districts - 15 blocks of Bihar.* This continues to exist in the field. its an on going activity with further scale up in other districts of Bihar, India in pipeline.

This was rolled out to the beneficiary by the community health workers since they are the last mile contact with the target audience in the rural scenario.

This tool has aided the health worker to track the uptake of IFA and a safe pregnancy.

*Bihar Total Population - 11,49,37,709

Total Population in these 15 blocks - 3436861

Expected Number of pregnant women in 15 blocks – 62668

The 'Khoon ka Rishta' has brought about a significant change in the way expectant mothers look after their own health and that of the unborn child during pregnancy. It has greatly assisted the expectant mother to see the link between her own health and that of her unborn child. For example, one of the expectant mother’s -Kusum Devi of Khagharia district in Bihar-not only finished the first batch of free tablets she was given, she even went out of her way to buy a second batch from a pharmacy when the government health centre was out of stock.

Impact data shows:

a) 19% of pregnant women exposed to the communication have the correct knowledge of consuming 180 tablets.

b) 24% of pregnant women exposed to the communication link the benefit to the unborn child.

c) 70% of pregnant women exposed to communication are demanding IFA tablets.