Wednesday, December 8, 2021

Her&Now GIZ’s Radio Campaign

Deutsche GesellschaftfürInternationaleZusammenarbeit (GIZ) GmbH is implementing the Indo-German project – ‘Economic Empowerment of Women Entrepreneurs and Start-ups by Women (Project Her&Now)’, on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ), and in partnership with the Indian Ministry of Skill Development and Entrepreneurship (MoSDE). The ongoing project has already extended support to over 600 women entrepreneurs from various parts of India, helping them to transform their business ideas into enterprises and setting up their existing businesses onto sustainable growth tracks.Beyond empowering the potential and existing women entrepreneurs in tier II, tier III India, the Her&Now Project also seeks to raise awareness on the positive contribution of women’s
entrepreneurship for the society and economy, and intends to create a positive narrative and impact amongst the masses so that they understand and value the significance of women’s entrepreneurship.

In lines with their objective and mission to drive behavioral change to enable women entrepreneurs of the nation to thrive, Project Her&Now, GIZ has announced the launch of its radio campaign titled ‘#HERtimeisNOW’ in Rajasthan on Women’s Entrepreneurship Day this year. Women’s Entrepreneurship Day (WED) is an annual
global observance held on the 19 th of November of every year to encourage and support women-led businesses and the spirit of women entrepreneurship in general.

The radio campaign by GIZ will run from the 19 th of November and will be implemented in partnership with regional radio channel My FM, across different districts of Rajasthan like Jaipur, Jodhpur, Udaipur and Ajmer. As a part of this campaign, GIZ will be running an array of strategically curated and placed radio ads with a mix of messages that appeal to different listeners.

Speaking on the launch of the radio campaign, Julia Karst, Head of Project Her&Now, GIZ says, “We are elated to roll-out the radio campaign – ‘#HERtimeisNOW’ on Women’s Entrepreneurship Day. The primary target group of this campaign are women, i.e. bothaspiring or existing entrepreneurs,while the secondary ortertiary target groups are men, family members, and the masses –attempting to challenge their attitudes and the way they perceive women entrepreneurs in our society. The endeavorof the campaign will be to drivebehaviour change to pave the way towards a more equitable ecosystem and ensuring a level playing field for women
entrepreneurs in Rajasthan. To achieve this, we will be using creative storytelling based messages on various localradio channels, which in turn will help people to rise above dominant societal discourses and perceptions on gender stereotypes, and at the same time, ensure that women gain access to relevant information on available business support in and around their geographies.”

The development of the ads and other content of the campaign have been inspired by the real-life stories of some of the women entrepreneurs associated with Her&Now. Through this campaign, the Project hopes to share the details of its local partner in Rajasthan, viz. Startup Oasis – whothe women could reach out to, in case they
need support in their business journeys.

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