Guwahati: The Birds and Bees Talk (TBBT) programme led by Reckitt, marks its entry into year three by unveiling India’s first music album on growing up ‘Let’s Talk About it’. The music album is launched by Reckitt and Plan India in collaboration with the Department of Education, Government of Manipur, says a press release.
The album aims to expand the programme’s reach to a large audience to create the necessary awareness about sexual and reproductive health amongst the youth and adolescents.
The programme aspires to reach 4 million children in year three across the six states of North-Eastern India and arm the youth between the age group of 10-19 years with necessary life skills and address their concerns with regards to growing up.
The aim of the album is to channelize the energy of youth in direction that builds empathy, helps in taking positive and informed decisions and to reach out confidently. The programme brings soulful pop music written and composed by talented singers to create a space full of affirmations to build a ‘Healthier Nation’.
The album promotes the core principles of Inclusion, Awareness, Consent, Awareness and Protection. The songs through catchy tunes focus on these 5 pillars to empower the adolescents and the youth with critical information that promotes healthy behaviours to grow into responsible, healthy adults.
Gaurav Jain, Senior Vice President, Reckitt-South Asia said, “The Birds and the Bees Talk’ is an initiative that has been put in place to adapt to the changing world and help shape the newer generations. In the campaign’s 3rd phase, we are extremely delighted to partner with Population Foundation of India. Through this association we are looking to enable teachers to have a better understanding on adolescent health and wellbeing in Uttar Pradesh, Bihar, Jharkhand and Delhi. We are confident that addressing children, teachers and parents through this program will help children lead happier and healthier lives.”
Ravi Bhatnagar, Director- External Affairs & Partnerships, Reckitt- South Asia said, “‘The Birds and the Bees Talk’ is a transformational program as it gives young children and youth a platform to openly discuss their growing up years. This is a specially curated initiative aligned to 5 key pillars-Consent, Protection, Awareness, Equity and Inclusion. Each of these words has tremendous power to make the young more aware about their rights and what it takes for them to lead a happier life.”
Mohammed Asif, Executive Director, Plan India said, “Music, art and culture are important and most effective medium to connect to children, young adults and youth. With The Birds and Bees Talk song album, we intend to utilize rich cultural heritage of North East India and promote local music artists and composers to spread correct messages on growing up and provide a platform to ‘Let’s Talk About It’.”
The voices behind the song bring the flavour of North East and represent the rich music, art, talent and heritage of North East.