This document examines an initiative in Uttar Pradesh that uses an integrated counselling approach to embed gender responsiveness in reproductive health services. The programme trains Reproductive, Maternal, Newborn, Child, Adolescent Health and Nutrition (RMNCAH+N) counsellors to identify how gender norms, roles, and power inequalities influence health behaviours and service utilisation. It equips them with tools to address barriers hindering informed decision-making by women and their families.

Further, it highlights how integrating a gender lens into counselling practices has enabled counsellors to support clients in making informed decisions about their reproductive health. Early findings demonstrate the initiative’s positive influence on both counsellors and the women they serve, showcasing its potential for wider adoption and adaptation to meet the state’s family planning goals.