In Afghanistan, nearly 1 million girls (about 30% of adolescent girls nationwode) are anemic, while 2.4 million are iron deficient. To address this, Lapis was tasked by UNICEF to develop the communication campaign to support the implementation of the weekly supplementation of Iron and 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.

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.