We designed literature with all the information about child care in the first 1,000 days. To distribute them, we used eunuchs, essentially creating a new medium.In India, when a baby is born, eunuchs are amongst the first people to visit and bless the baby. With their strong network, they hardly ever fail to know about a birth in their colony. Plus, their blessings are taken very seriously by the elders as rejecting them is believed to bring bad luck.Whenever the eunuchs visited a newborn, they distributed it as part of their blessings. They explained the importance of the first 1,000 days and asked them to follow the booklet for complete information on how to take better care of the newborn.

This was started as a pilot project in 1 town, the response of the campaign convinced Nestle to take it national.