In Afghanistan, there are about 7.7 million adolescents in the age group of 10-19 years, of whom nearly half are girls. It is estimated that nearly 1 million adolescent girls (about 30%) are anemic, while 2.399 million are iron deficient. Lapis was tasked by UNICEF to develop the communication campaign to support the implementation of the weekly supplementation of Iron & Folic acid tablets among school going adolescent girls. The primary target audience for the awareness campaign included parents and caregivers, community elders, and the adolescent girls themselves. The secondary target audience comprised teachers, religious scholars and doctors.

As part of the campaign a title song was developed that celebrated good health and nutrition. The video featured everyday school scenes with the girl students alert and full of energy.

The TV PSAs and radio focused on a girl’s life in school and at home and how the regular iron and folic tablets kept her alert and energetic is all aspects of her life.