Partnership is the key strategy inspiring this initiative; Saathiya leverages the expertise of the private sector to achieve broad public health goals. Specifically, 150 pharmacists and 150 Indian System of Medicine providers (ISMP's) took part in a training programme to strengthen their family planning (FP) knowledge and counselling skills, with more of these programmes still to be conducted. As of this writing, approximately 50 gynaecologists and family doctors have voluntarily participated in orientation sessions, and many doctors have lent their expertise to the provider training workshops. Organisations partnering for this program include the Retail Chemists' Association, Lucknow (LCRA); the National Integrated Medical Association (NIMA); the Lucknow Obstetrics and Gynecology Society (LOGS); and the Lucknow Branch of the Indian Medical Association (IMA). In addition, organisers have partnered with a variety of contraceptive manufacturers to offer condoms (JK Ansell Limited), emergency contraception (Win-Medicare Private Limited), low-dose oral contraceptive pills (GlaxoSmithKline Pharmaceuticals Limited), and CycleBeads (Ross Life Cycle Products) to young married couples through the trained chemists and ISMP providers. Each manufacturer is contributing inputs such as product samples, promotional material for doctors, and consumer advertising support.

Mass media and information and communication technologies (ICTs) are central tools in an accompanying promotional campaign, which uses local media (such as radio, print materials, billboards, and provider signage) and in-store/in-clinic materials, to create awareness of the programme. A toll-free telephone helpline - which organisers describe as a private, friendly, and confidential service provided by trained counsellors who refer callers to Saathiya pharmacists or doctors for products and services. Separate toll-free helpline numbers for men and women are accessible from land lines and mobile phones in Lucknow, making information available from 12 noon to 12 midnight, 7 days a week.

Youth, Reproductive Health.

A household survey conducted by organisers revealed that a majority of women in the area the project is meant to reach get married by age 18, and that most men are married by 21 years of age. By 19 years of age, 66% of the women have had at least one pregnancy. Spouses and friends are the primary sources of FP information for young married couples, and only 58% of respondents reported they had ever used contraceptives, most of which are purchased by men from pharmacies. (For additional baseline data, please click here to access the full report.)