SOCIAL MEDIA AS A CATALYST FOR SOCIAL WELFARE: ENHANCING SNEHITHA INITIATIVE VISIBILITY IN WAYANAD, KERALA

Abstract

The SNEHITHA initiative, a core part of Kerala’s Kudumbashree Mission, serves as a vital gender help desk for women and children facing distress. In districts like Wayanad, SNEHITHA provides a lifeline, offering everything from crisis counselling and legal aid to emergency short-stay shelters. While these services are essential for tackling domestic violence and human trafficking, their impact depends entirely on whether the community knows they exist. Our study examines how social media has changed this dynamic in Wayanad. For women in rural and semi-urban areas, digital platforms are more than just communication tools; they are breaking down long-standing social stigmas and geographical hurdles. The researchers found that social media significantly boosted SNEHITHA’s visibility. More importantly, it led to higher engagement and gave more women the confidence to step forward and seek help. These findings show that digital outreach is no longer optional for gender justice. By fostering direct community participation, these tools align local welfare efforts with India’s broader Vision 2047 for inclusive development. Ultimately, this research demonstrates how a smart digital strategy can turn a silent policy into a lived reality for the women who need it most.