UNFPA India’s Analytical Paper Series #11 highlights the impact of digital innovation on family planning outcomes through the My Rights, My Choices programme implemented in Rajasthan and Madhya Pradesh. The initiative combined the JustAsk! AI-powered chatbot with targeted health system strengthening interventions to address barriers to accessing accurate sexual and reproductive health information and family planning services.

Using a rigorous quasi-experimental evaluation design, the study found a significant increase in the uptake of modern contraceptive methods in intervention districts compared to control areas. The programme recorded a net increase of 7.2 percentage points in modern contraceptive prevalence and a 4.0 percentage point rise in the use of spacing methods among eligible couples.

The evaluation also demonstrated the effectiveness of combining digital tools with proactive community outreach. The JustAsk! chatbot provided adolescents and young people with a safe, private, and non-judgmental platform to seek information on contraception, spacing methods, menstrual health, and reproductive health concerns. Community-based activation strategies, including van campaigns and engagement through ASHA workers, played a critical role in expanding programme reach and visibility.

Overall, the programme exceeded its target, reaching an estimated 217,093 additional users of modern family planning methods and showcasing the scalability of blended digital and on-ground interventions for advancing reproductive health outcomes in India.