Positive Deviance Inquiry for Main Kuch Bhi Kar Sakti Hun Season-3

The Change Designers in partnership with Population Foundation of India conducted a unique Positive Deviance Inquiry to provide creative nuggets for message design and story construction for enhancing the entertainment-education value of Main Kuch Bhi Kar Sakti Hun Season -3, a sequel to the popular and long running TV show on Doordarshan.

The purpose of the inquiry was to discover the undiscovered innovations centring around key complex social problems of family planning, sanitation & hygiene, education, health worker & client interactions and women empowerment.  

A Positive Deviant Mother Daughter Duo changing the way their community is changed in Mewat

Two best friends find best ways to communicate about keeping healthy pregnancies and raise healthy babies through a “Jahronka”[a small window]

Under the leadership of Dr. Arvind Singhal and the support from all other partners including, Sehgal Foundation (Alfaz-e-Mewat) and Agragami Foundation, the inquiry was conducted in three sites, namely, Mewat, Madanpur Khadar and Lucknow.

The process followed at each of the sites brought together the synergies of three different approaches, namely, positive deviance, entertainment-education and interactional structures. Our interactions with hundreds of people yielded us over one hundred fifty innovative practices that will be used to derive unique markers, interesting characters and authentic story lines for the creative consideration for Main Kuch Bhi Kar Sakti Hun Season -3.


Population foundation of India