Vithika Yadav was born in Alwar, Rajasthan; according to her, women did not like to speak openly or come out of the veil. But, born into an educated and progressive family, Vithika began to test young people on issues that no one wanted to discuss. She began her career solving human trafficking cases and worked with organizations across South Asia.

Interest in this subject has steadily increased for Vithika, and she has never looked back. Since childhood, she considered Kiran Bedi her idol, inspiring him to work on such issues. She began to collect information on crimes related to women and children, understand the problems and work to solve them.

Multimedia platform – ‘Love Matters’

She launched the media platform Love Matters, keeping all aspects of pregnancy, marriage, relationships and rights for all genders. It is a digital information platform on sexual and reproductive health and rights (SRHR) responding to the needs of young people. They provide open, science-based information using innovative media formats.

The vision is to provide comprehensive and unbiased information on SRHR to young people of all genders using websites, social media platforms, discussion forums, campaigns, podcasts, radio programs and videos, including animation, virtual reality and augmented reality. It started in India in 2011, has since expanded to five other regions and is now part of the global Love Matters network.

While talking to The Logical IndianVithika said, “Love Matters started with strong research and insights from the target audience of young people. It filled an unmet need, and so right after launch it was a huge success. I was passionate about it. I was doing, and I did my best to understand the challenges young people face in terms of their health and well-being. I spent time talking to young people about their issues. What issues are they facing, the limitations, the issues they can’t talk about openly, do they want such information?”

According to the company, the goal is to work as an intersection between media and public health, specializing in media for social change. Harnessing the power of technology, popular culture, design thinking and storytelling, they seek to bridge the gap between young people, SRHR organisations, experts and service providers.

The Love Matters focuses on the needs of young people aged 18-30 and produces rights-based, gender-sensitive and pan-sex information on SRHR issues to meet the needs of all young people.

Understand the heart of societal issues

Vithika has worked with the United Nations Office on Drugs and Crime, BBC World Service Trust, Free the Slaves and MTV EXIT. Her experiences have helped her understand the core of societal issues, but people don’t speak freely about the same thing.

She is currently Chair of the Global Advisory Council on Sexual Health and Wellbeing. In 2016, she was named one of the 120 Global Next Generation Family Planning Leaders Under 40 by the Bill and Melinda Gates Institute for Population and Reproductive Health.

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