Nagaland's Kasima Heritage Village is adorning a special riot of colours these days. With the 10-day Hornbill Festival on its way to winding down, it's time to evaluate this year's innovative theme. This year, festival partner Reckitt Benckiser has collaborated with Plan India to unveil the third edition of 'The Birds and Bees Talk' (TBBT).

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Inception

This initiative debuted in 2020, and this year marks its third in six northeastern states - Manipur, Nagaland, Mizoram, Meghalaya, Arunachal, and Sikkim. Since the Hornbill Festival is one of Nagaland's most important cultural events, it naturally attracts many youngsters. This initiative will give special attention to the state's younger population, with a primary focus on adolescent health.

Goal of the Initiative

The target age group for this program is between 10 and 19 years, and it aims to equip them with critical information regarding sexual health, gender equality and diversity. This programme's well-structured curriculum will be executed across government and private schools in Nagaland. Led by Reckitt's home brand Durex India, this programme has scaled nearly 87% in terms of its reach, with the positive response percentage for the initiative ahead by 50% of baseline emotions, according to TBBT Endline Study.

"Northeast India is a strategically important region for us to make a significant difference to the country's health. Our collaboration with the prestigious Hornbill Festival is our way of ensuring that the young adults and youth take forward our vision of One Health, One Planet, One Future in the Northeast," said Gaurav Jain, senior VP of South Asia, Reckitt.

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When and Where

The Hornbill Festival commenced on 1st December, coinciding with World Aids Day, and will conclude on the 10th of December. If you are visiting you can check out the number of TBBT booths at the festival ground where visitors can come and pick up merchandise with their tagline 'Let's Talk About It' on different items. They also have VR and AR gaming features that you could participate in.

This Reckitt-led initiative also debuted a music album, the first of its kind, about growing up with the same title in Imphal this summer.