As windows were our channels of choice and window gossips the best ways to induce conversations & spread the news - we created a character called “Khidki Amma (window aunt)” - the village gossip.She was unleashed in each village, she went from window to window, commenting on the state of the kitchen, the watery eyes of the housewives, telling them what she thinks about her neighbours and inviting them to attend her gossip show in the street theatre format.Khidki Amma street theatres, games, mobile movie shows, TV and radio spots and wall paintings worked together to explain and remind the housewife constantly about the threats of IAP and solutions to avoid it. This also served as making Khidki Amma a celebrity in the village. Khdiki Amma also visited schools and talked especially to the girls to educate future mothers to avoid the hazards of IAP.

An independent research was conducted by Barometer Research. Awareness of the health hazards of IAP went up drastically, in most cases, almost three times. More than 86% of housewives remembered the solutions to reduce the IAP in their kitchens.