The Problem

NCDs account for 66% of all deaths in India Wiley Online Library, yet health communication still relied on generic clip art and text-heavy leaflets that looked nothing like the people they were meant to reach.

These weren't gaps in information. They were gaps in recognition.

My Role

I led the visual communication strategy and character design process, co-facilitating field sessions with community members and ASHA workers across East Godavari, Andhra Pradesh — in partnership with Ekjut and the Andhra Pradesh Health Department.

What We Designed

"They look like the same people from our place, she wore a saree, and he wore a pant shirt, our people wear like this." Community member, East Godavari

That reaction shaped everything. We built a set of illustrated characters and narrative scenes rooted in a visual library of over 100 field photographs — clothing, posture, jewellery, and everyday gestures specific to East Godavari. Embedded into behaviour change communication tools for community NCD health meetings across Andhra Pradesh.

Process

Visual research across age groups and daily life settings. Six character prototypes tested with 43 community members and 15 ASHAs using the Pebble Game — a democratic voting activity where participants placed pebbles on cards that best resembled people from their village.

Feedback was precise:

"There is no chain in her neck. Punya sthree will not be there without chain in the neck."

"Man is looking like a drunk, his standing position is like that — men who drink here have similar looks."

"Our children in our village also go to government school like this with bags and same uniform."

Every note was documented and translated into detailed revisions — sarees re-draped, jewellery corrected, postures refined.

Outcome

When the revised characters came back, the shift was immediate.

"They look like same persons from our place, she wore saree and he wore pant shirt, our people wear like this."

"I am that girl on her phone! We also look at reels and videos and our friends also call us to play."

"The thatha in that stall over there looks like the blue lungi thatha in the pictures! He also smokes."

The Andhra Pradesh Health Department formally approved the characters for use across the state. In live PLA-NCD sessions, participants were seen correcting and coaching ASHAs mid-play — a sign the characters had crossed from illustration to ownership.

Submitted to the Indigo Design Awards, Design for Social Good category.