The Urban Reproductive Health Initiative (URHI) is designed to contribute to India’s efforts to achieve the Millennium Development Target to achieve universal access to reproductive health (RH) by 2015. Under the Gates-funded URHI, CCP will develop, implement and evaluate a branded demand generation campaign using and linking mass media, ground level activities, and community mobilization to cut across all project objectives. The program will generate demand by addressing social norms and barriers to limit FP uptake; linking the communication program to service provision for quality of care; linking with other advocacy efforts through media advocacy training and leadership training of policy makers; linking campaign messages and interventions to public private partnerships (PPPs); testing the use of innovative technology like PDAs for ensuring quality of care and monitoring of service delivery. Advocacy will include working with policy makers, businesses, community members and media to maximize the participatory process and create a regional harmonization of initiatives. CCP will test and validate media advocacy to build a supportive policy environment and include messages on the need for FP in delivery at the integrated service delivery points in targeted health communications.