Go Nisha Go™ marks our first mobile game co-created with girls, ages 15-19, in Hindi-speaking regions in India and launched on the Google Play Store in Summer 2022. The game is designed to increase girls’ fertility awareness knowledge and decision-making confidence, thus empowering them to make informed decisions, develop strong voices, and to become better equipped to realize their full potential.
Co-created with girls for girls
Co-design approaches and formative research were used to not only develop the game, but at the same time, identify and broker partnerships with local organizations and private sector partners to connect access to products and services to position the game for scale up and sustainability.
While the game focuses on menstruation, fertility awareness, delayed sexual debut, prioritising education/careers and delaying marriage, themes identified through co-design research with girls highlighted key behavioural insights and thematic areas. These are identity, ambition, safety, self-image, relationships, and technology access. Based on these insights/episode themes, the game has forged 20 partnerships with organisations to reach girls where they are and deliver products and services that they value through direct-to-consumer in-game partnerships.
600k+
Downloads
745k+
In-Game clicks to products and resources
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200k+
Interactions with AskParo the AI Chatbot
An avatar who is adventurous, fun and breaks the silence on culturally sensitive subjects
In the game, players role-play relatable scenarios inspired by girls’ lived experiences and learn about culturally sensitive topics. Girls travel through an exciting game world with Nisha gaining access to reliable information about health, self-care, relationships, and careers. Together with Nisha, players navigate challenging situations where they make decisions and experience their outcomes.
We Changed the Conversation
In a country where menstruation, consent, and reproductive health are taboo, how can a mobile-game avatar help girls navigate these topics?
Players play as Nisha
Nisha struggles between her parents’ expectations to be a ‘good girl’ and her own dreams. Players navigate choices for her in 5 game levels and experience the outcomes of their choices (Proteus Effect) from deciding what to wear, to taking an internship, to pursuing a love interest, to choosing whether to be open with her family about her relationship and career interests or let them decide a marriage partner and career for her.
