As part of the Behaviour Change Communication (BCC) campaign of NRHM at the national level to address BCC needs of all the components of Janani Suraksha Yojana, USAID provided assistance for developing TV/radio spots and print advertisements. New Concept was contracted to develop TV/radio spots and print advertisements on  improving institutional deliveries, birth registration and ANC, newborn care, Village Health and Nutrition Days, role of Rogi Kalyan Samitis and Village Health Sanitation Committee