Meena is widely recognised and appreciated in most South Asian countries, and is a successful advocacy and teaching tool for girls’ and children’s rights. The Meena figure has achieved remarkable popularity as she tackles the key issues affecting children, and the threats to the rights of millions of girls in South Asia. 

What should Meena do?

On her way to school, Meena sees a group of boys ganging up against her classmate Rita. The boys have stolen Rita’s bag and are teasing her. What should Meena do?

Keep quiet. Meena doesn’t want the boys to start teasing her as well.

Rita is crying when she finally arrives at school. Meena feels bad that she didn’t help Rita. The next day Rita is not at school at all. After school, the bullies steal Meena’s bag and call her names.

Yell at the bullies to stop and give Rita a chance to escape. 

When Meena yells at the bullies, they come towards her and call her names. Meena feels scared. Luckily, Rita and Raju are there to help. Together, the three children face off the bullies. The bullies are embarrassed and leave Rita alone after that.

Speak to her friends about the problem. 

Meena, Rita and their friends make a plan to walk to school in groups so that no one is vulnerable to bullies. The next time the bullies try to steal Rita’s bag, Meena and her friends are there to stop them.

Tell her parents or teacher about the problem. When the bullies find out that Teacher knows about their behavior, they are worried. Teacher might tell their parents. They will be punished.

Meena and UNICEF

Bangladesh was the first country to meet Meena when a film about her struggle to go to school, called Count Your Chickens, aired on national television in 1993. Since then, Meena has stared in 19 films for television, as well as radio programmes, comics and books. Every year, UNICEF releases new Meena storylines that are read and watched by children in India, Bangladesh, Pakistan, Sri Lanka, Nepal and Bhutan.

A lot of research went into finding the perfect look and name for Meena. Artists from four different countries drew dozens of different South Asian girls, before settling on the Meena we know today. In developing the initial films, UNICEF spoke to over 10,000 children about the clothes Meena should wear and the type of life she might have. The name “Meena” is common across South Asia.

The Meena Communication Initiative

UNICEF developed the Meena Communication Initiative (MCI) as a mass communication project aimed at changing perceptions and behaviour that hamper the survival, protection and development of girls in South Asia.

Following eight years of extensive research in the region since the initial conceptualization, UNICEF launched the Meena Communication Initiative in September 1998. The name Meena is one that spans the different cultures in the region, and a cast of carefully researched characters has been created for Meena's family and community. The Meena stories are entertaining and fun, but also reflect the realities of girls' lives in South Asia. The stories revolve around the adventures of Meena, her brother Raju, her pet parrot Mithu, and members of her family and village community.