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The Birds and Bees Talk (TBBT) programme led by Reckitt has marked its entry into year three by unveiling a music album on growing up ‘Let’s Talk About it’.

The music album is launched under the thought leadership of Reckitt and Plan India in collaboration with Department of Education, Government of Manipur.

The album is conceptualised with an aim 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 channelise the energy of youth in the 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 five pillars to empower the adolescents and the youth with critical information that promotes healthy behaviours to grow into responsible, healthy adults. The lyrics of the songs have been carefully articulated from ‘The Birds and Bees Talk’ curriculum.

The Birds and Bees Talk music album will help to set a strong foundation for the initiative, sharing the crucial message of acquiring the right knowledge about protection, pleasure, and consent to ensure healthy development and wellbeing. The songs strongly promote inclusivity, and equity and encourage adolescents to make the right choice.

As per Reckitt, over the past year, the programme's reach has increased digitally by 87%, accompanied by an over 50% rise in positive sentiments. The program made sure that Covid-19 did not stop the learnings and launched a robust digital ecosystem so that growth and development years of the young adults are not hindered. 

Basanta Singh, Department of Education, Government of Manipur, said, “I appreciate The Birds and Bees Talk Project which aims at youths of north-east India through an animated and interactive curriculum building on core principles of inclusion, awareness, consent, protection and equity along with supporting rich art, music and cultural heritage. TBBT has very innovatively incorporated music in their project to influence youth and young children. Music often is successful in helping adolescents engage in a process with minimum resistance as they relate to it. I wish all the best to TBBT on its third-year launch with a first of a kind song album on growing up for youth.”

Gaurav Jain, Senior Vice-President, Reckitt- South Asia, said, “Extraordinary circumstances pushes one to try extraordinary things. ‘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. We want the children/youth of today, to be better and stronger versions of their own selves. Our five pillars- Consent, Protection, Awareness, Equity and Inclusion will enable and empower Gen Zs and be helpful to the curious Gen Alpha generation.

In the campaign’s third 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 and 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. It is not just aimed at providing sex education or addressing HIV and other sex related issues, it goes beyond that. This program is one that empowers the children and youth to believe in themselves and teaches them the power of a word like ‘No’. This is a specially-curated initiative aligned to five 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, stated, "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 utilise 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 Birds And Bees Talk entering in its third phase aims to create a healthier tomorrow by educating youth on the benefits of making healthier choices to ensure physical, mental and sexual well-being.”

The voices behind the song are successfully bringing the flavour of North East and represent the rich music, art, talent and heritage of North East. The interesting line up of singers Rahul Rajkhowa, Chungneihao Doungel, Andrea Tariang and The Whoop Band have made this a soulful album that connects to youth, make learning fun and give messages on correct practices of growing up.

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