Rajiv Gandhi Mahila Vikas Pariyojana (RGMVP) started as a pilot project in 2007 intended to take forward and realize the former Prime Minister Rajiv Gandhi’s vision for the development of rural India. Crossing new thresholds to diversify programs for the poor and expand its outreach, RGMVP emerged as a powerful self-sustaining model to achieve the Millennium Development Goals. After 2015, with many of those goals complete and the new Sustainable Development Goals (SDGs) launched, RGMVP wanted a fresh identity to campaign towards this new set of goals.
Having been involved with the mission since 2012, Michaela Partridge and by extension, Genderless Agenda, was ready and eager when top management asked her to hit the “refresh” button to reintroduce RGMVP to the world. We worked alongside staff and stakeholders to better understand the foundations of the mission, and the significance of its “self-help” approach to rural development and women’s empowerment. We explored RGMVP’s function as well, through their core values, target audiences and their facilitative role helping women and girls hone their leadership skills.
In exploring these elements, it was soon apparent that there already existed a strong connection to the RGMVP name – there is a strong connection between the message of transformation and the mission’s work, and a strong sense of awareness and trust amongst their target populations. As such, we recommended that a fresh identity did not necessitate a complete rebrand, but rather an updated look and feel to simply re-engage its global support network and extend a hearty invitation for others to learn more.
The new website signals the evolution of the movement, which, having met the challenge of the MDGs and contributing to a world that has halved poverty in the last 20 years, is now establishing itself to finish the job.