Webinar: On-Ground Activations in India: Creating real-time client engagement (recording)

SHOPS Plus has piloted innovative interpersonal communication activities, also called on-ground activations (OGAs), to improve the demand for reproductive and child health products and services among the urban poor in India. This program has highlighted the importance of OGAs as an essential component of social and behavior change.

When mass media messages are complemented by OGAs, people are more likely to adopt a new behavior. This is especially true when the OGAs engage people, provide tailored messages, address doubts, and give people an opportunity to engage with health products and information.


On July 2, the SHOPS Plus team in India hosted a webinar on how to leverage community and facility-based approaches, and featured corporate and non-governmental partners who shared why they believe so strongly in these OGAs.


  • Ashok Raisinghani, Technical Specialist – Abt Associates
  • Sushil Patil, Group Product Manager – FDC
  • Mayank Dabral, Director – Impact Code




July 2020
Resource Types
Webinar Recording
Technical Area
Social and Behavior Change
Health Area
Child Health
Family Planning



Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.

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