Description
Abstract
Women’s empowerment is essential for advancing gender equality and socio-economic development. This study investigates the role of strategic communication in empowering adolescent girls and young women (AGYW) in India through an analysis of Project Tejaswini – a large-scale initiative targeting 680,000 AGYW (aged 14 – 24) across 17 districts of Jharkhand.
In this study, we adopt a qualitative case study design, employing document analysis of official project reports, academic literature, NGO publications, and media content. The analysis was guided by the Human Capital Theory and Capabilities Approach, enabling a critical examination of how communication strategies intersect with economic and social barriers to shape empowerment outcomes. Thematic analysis was applied to identify key patterns and themes.
The analysis reveals that Project Tejaswini effectively addressed socio-economic barriers, particularly those related to education, skills training, and employability. Strategic communication initiatives – including community mobilization, social media campaigns, and institutional engagement – played an important role in enhancing awareness, participation, and policy implementation. The project also confronted structural inequalities, recognizing the intersectional challenges faced by AGYW from marginalized caste groups and rural areas. This study underscores the significance of targeted communication strategies in driving sustainable gender empowerment. Findings suggest that while economic empowerment is essential, addressing social capital and intersectional barriers is equally critical to achieving holistic empowerment outcomes. The research offers valuable insights for policymakers and practitioners designing youth-centered gender empowerment programs in marginalized regions.
Keywords: Tejaswini Project, Communication strategy, Gender Empowerment, Human Capital Theory, Human Capabilities Approach
