Alive & Thrive and TikTok Launch In-app Quiz to Increase Awareness on Malnutrition

Alive & Thrive, a global nutrition initiative for mothers and children has launched an in-app quiz in collaboration with TikTok, the world’s leading short-video platform, to support and raise awareness for Indian government’s initiative of Rashtriya Poshan Maah (National Nutrition Month). 

The  #GharGharPoshan campaign aims to sensitise people about the importance of nutrition in our everyday lives, especially for women and children in India. It encourages TikTok users to assess their nutrition knowledge by simply answering a set of questions while at the same time teaching them about basic nutrition facts. 

The #GharGharPoshan campaign, which launched earlier this month, has garnered over 566.9 million views on the app. The campaign has led to the creation and sharing of videos that inculcate the importance of balanced nutrition and share simple nutrition tips that one can learn to include in their daily lifestyles.

Keeping in mind the theme of the campaign, earlier this month, TikTok  launched interactive stickers to actively engage their users to post videos that motivate other users to actively participate in this campaign and learn from each other.

Commenting on coming together with Dr. Sebanti Ghosh, Program Director, Alive & Thrive said, “We are delighted to collaborate as knowledge partners with TikTok to launch an in-app nutrition quiz, leveraging its digital community to spread awareness and highlight the role of nutrition and public health. The fun and intuitive experience of using TikTok holds the potential to bring people together to fight the menace of malnutrition in the country."

Nitin Saluja, Director of Public Policy (India), TikTok added, “We believe good nutrition is every individuals’ right, and having the right information on what is a balanced diet is a necessity. Hence, as part of National Nutrition Month, at TikTok we are committed to spreading the message of good nutrition to every corner of India through an in-app quiz. We want to use our resources to empower our users to create videos that help inspire and positively contribute to the greater good of the society."