About Us
Empowering Rural India through Communication, Awareness, and Action. Empanelled with the Central Bureau of Communication (CBC), Government of India.
Who We Are
Action for Rural Development (ARD) is a CBC-empanelled organization dedicated to advancing sustainable rural transformation through impactful Media, IEC, and BCC initiatives.
Founded in 2009, ARD has become a trusted implementation partner to several Central and State Government departments, leading awareness and capacity-building campaigns across rural India.
We proudly stand as the largest Field Test Kit (FTK) supplier in Uttar Pradesh under the Jal Jeevan Mission (JJM) and have played a pivotal role in implementing programs under the State Water and Sanitation Mission (SWSM). Our interventions are designed to create lasting social impact in areas such as healthcare, water & sanitation, education, skilling, awareness, and capacity building, ensuring inclusive and equitable rural development.
Chairman’s Message
At Action for Rural Development (ARD), we see every village as the foundation of India’s progress. Our vision is not just to deliver development, but to ensure it reaches, resonates, and sustains at the grassroots level.
Over the years, ARD has evolved as a trusted implementation partner for flagship government programs, including the JalJeevan Mission (JJM) under the State Water and Sanitation Mission (SWSM) and the Swachh Bharat Mission (SBM) of the Panchayati Raj Department. Through these initiatives, we have built effective models of community-driven awareness, participatory governance, and behavioral change.
Our strength lies in our people-first approach — combining innovation, communication, and on-ground experience. From large-scale Media, IEC, and BCC campaigns to village-level training and capacity building, we ensure that every initiative creates measurable impact. This approach has helped us connect government vision with community action, spreading awareness on water, health, hygiene, and sanitation across the remotest corners of Uttar Pradesh and beyond.
As we continue to expand our reach from State to District, Block, Gram Panchayat, and Revenue Villages, our focus remains clear — to scale up social development initiatives that integrate orientation, awareness, and behavioral change across health, hygiene, education, skilling, and empowerment, bringing all under one holistic framework.
Our work is not just about running campaigns; it’s about creating informed and responsible communities that participate, lead, and sustain change. Through communication, behavioral transformation, and capacity-building efforts, we have demonstrated how awareness can truly transform lives at the village level.
Withstrong ground team and network partners, we are committed to building stronger, healthier, and self-reliant communities — ensuring that the story of rural India continues to be one of confidence, capacity, and change.
Our Vision
“To build healthier and progressive rural communities through access to healthcare, hygiene, sanitation, and awareness.”
We envision an inclusive and empowered rural society where every individual can live with dignity, supported by improved living conditions and opportunities for sustainable growth.
Our Mission
“To promote sustainable rural development by strengthening community health systems through awareness generation, healthcare training, and active participation.”
ARD’s mission focuses on empowering women, youth, and marginalized groups, improving nutrition and hygiene practices, and creating long-term resilience in rural communities through knowledge, participation, and inclusion.
Our Strategy
“ARD follows a people-centered, participatory approach that integrates communication, training, and community mobilization.”
By leveraging multi-format media, innovative IEC tools, and behavior change communication techniques, ARD ensures that awareness transforms into measurable action. Our fieldwork emphasizes impact documentation, grassroots engagement, and replicable development models aligned with national missions like JJM, NRLM, and MoRD.
Major Activities and Areas of Expertise
Media, IEC & BCC Campaigns
- Designing and executing large-scale public awareness campaigns.
- Development & Installation of hoardings, wall paintings, banners, LED displays, and digital media content.
- Production of short films, jingles, and reels for social media engagement on platforms like YouTube, WhatsApp, and Facebook.
Jal Jeevan Mission (JJM) & SWSM Initiatives
- Supply of Multi-Parameter Field Test Kits (FTKs), Bacteriological Kit and H₂S Vials across 75 districts in Uttar Pradesh.
- Execution of IEC/BCC and capacity-building programs for water qualityand hygiene.
- Organization of NukkadNataks, melas, wall writings, and school-based awareness sessions under “HarGharJal.”
Health, Hygiene & Sanitation
- Promoting safe water and hygiene practices.
- Conducting orientation programs for ASHAs, ANMs, VWSCs, VHSCs and other women’s groups.
- Supply and Distribution oftraining kits (Plumber, Fitter, Mason, Electrical, Carpenter), IEC materials, and communication aids to encourage behavioral change.
Education, Skilling & Capacity Building
- Organizing skill-building workshops for youth, women, and rural PRIs.
- Supporting Self-Help Groups (SHGs) for entrepreneurship and livelihood development.
- Building local capacities through technical and leadership training.
Media Outreach & Field Documentation(from Media Activities File)
- Executing district, block& GP-level media events including LED vans, cultural fairs, and exhibitions.
- Producing photo documentation, case stories, and field videos for transparency and impact reporting.
- Conducting press interactions and managing digital dissemination of success stories.
Together, Let’s Empower Rural India!
ARD invites collaborations with Government bodies, development partners, and CSR institutions to scale up initiatives that create measurable social change.