Content Development

Our goal at ARMMAN is to create content that supports pregnant women, mothers,
and their families at every stage of their health journey.

Content is designed and delivered directly to the pregnant women and their husbands (couples), on their mobile phones.

Content is designed to upskill frontline health workers, Auxilliary Nurse Midwives, Medical Officers, and Specialists in providing better health and nutritional care to families and in identifying, managing, and treating high-risk pregnancy conditions.

Our Approach to content development

Designing content that is gender transformative and takes into account the environmental and social context of families and the healthcare community.

ARMMAN’s content development approach positions Reproductive, Maternal, Newborn, and Child Health (RMNCH) as a shared responsibility for the entire family, emphasising the couple as central decision-makers and equal partners in the process. The content attempts to change the power dynamics so that women have a voice, agency, and social support.

Our outputs take into account the roles played by the couple, the extended family, the health system, and health practitioners. Content is designed to help families navigate the power structures and complex relationships that exist amongst all these actors so that they can achieve better health outcomes for their families.

Content is designed to foster discussion, demonstrate what good health practices look like, and model informed and joint decision-making while acknowledging environmental and social constraints and offering practical solutions to overcome them.

Content that takes into account the training and support needs required by the health community better serves the families that come to them. 

Designing content that is data-driven & research-led

We use data from the Government of India’s National Family Health Survey, secondary research from India and around the globe, and our own content pilots and pretests to derive insights about content design and development. Content development at ARMMAN is iterative and we work to continually improve and upgrade our content based on data and insights from the communities that we serve.

Working in close partnership with government & doctors to ensure that the public health information we provide is accurate & up-to-date

The health information we provide through all our projects is vetted by ARMMAN’s in-house doctors and specialist consultants and by the Ministry of Health and Family Welfare at the centre and by state National Health Missions to ensure that it is accurate and in keeping with the Governments public health systems and services.

The Content Development Process

STAGE 1

Develop technical heath briefs in partnership with MoHFW and health experts

STAGE 2

Review and sign off from MoHFW and technical partners

STAGE 3

Develop content design and creative ideas based on data and insights from the field and secondary research

STAGE 4

Creation of scripts and outputs
from pretesting

STAGE 5

Pretest pilot content with audiences

STAGE 6

Make changes based on results of the pretest and produce final content