ABSTRACT
The Taj Must Smile is a public–private partnership in health communication outreach with key messages promoting healthy behaviours for reproductive, maternal, and child health in the country. A market landscape analysis was aimed at gaining market insights related to private sector organisations in partnerships with central or state government and the key areas in which community interventions were operating. This outside-in analysis helped in mapping the market and identifying potential partnership opportunities. In order to understand their needs and gaps, an extensive stakeholder mapping exercise was undertaken. A analysis of the top 100 corporate social responsibility (CSR) spenders from industry data was undertaken. The 15 CSR managers were interviewed with the objective of identifying how and why the communication campaign materials offered by Improving Healthy Behaviors Programme (IHBP) could be of value to them. The campaign partnerships helped partners realise the need and scope of SBCC in their community interventions.
