Population Foundation of India (PFI) recognizes that gender norms, roles and relations affect health outcomes. Being female or male has a significant impact on the health status, as well as access to, and use of, health information and services.

To address regressive practices such as sex selection, early marriage, early and repeated pregnancies, under-nutrition of girls, domestic violence and gender inequality prevalent in the country (and other parts of the world), we conceptualized and initiated a communication intervention called Main Kuch Bhi Kar Sakti Hoon (MKBKSH). Using a 360◦ communication approach, it has reached out to intended audiences through television, radio, mobile, social media and an intensive outreach through NGO partners in five districts each of Bihar and Madhya Pradesh, to enhance knowledge, change perceptions and shift attitudes on these social issues.