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Last Mile Digital Transformation: Empowering Asha Workers as Channel Partners for Interactive Education and Rewards in India


Reckitt aimed to revolutionize health and hygiene education in India's last-mile communities by transforming Asha workers into proactive channel partners.


Traditional awareness programs struggled to deliver impactful messages on health and hygiene due to lack of personalized communication. The goal was to engage Asha workers effectively in reaching the last mile.


Reckitt's Last Mile Digital initiative, powered by Almonds Ai's Channelverse platform, involved equipping Asha workers with interactive educational content and rewarding their active participation. The solution, delivered through SMS, a dedicated website, and WhatsApp, enabled seamless access to information and engagement.


The Last Mile Digital initiative, as part of Reckitt's CSR program, yielded significant results:

  •   Empowered 20,000 Asha workers as proactive channel partners in educating last-mile communities.
  •   Reached 1.6 million families through interactive touch points via SMS, website, and WhatsApp.
  •   Incentivized active participation with rewards, fostering engagement and knowledge retention.
  •   250k+ Annual Redemptions
  •   3 Mediums App, web, whatsapp.


Reckitt's Last Mile Digital initiative showcased the power of transforming Asha workers into channel partners, driving interactive education and rewards in India's last-mile communities. By leveraging SMS, a dedicated website, and WhatsApp, Reckitt successfully addressed the challenge of personalized communication, empowering Asha workers to make a lasting impact on health and hygiene awareness. The initiative's significant results highlight the importance of last-mile interventions and partnerships in creating positive change and improving the well-being of communities.

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