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India has the potential to become the largest Aquaculture economy in the world. States like Assam & Orissa have natural conditions for Aquaculture. To Promote Sustainable Aquaculture G.I.Z. in association with Pradhan Mantri Matsya Sampada Yojana, wanted to design a Communication Strategy, A strategy that is Socially, Economically and environmentally Sustainable. For this, we leveraged the Human Centered Approach of Design Thinking. A four month long Field research was conducted across the states, to empathize with the user & to decode the behavior of various stakeholders within the community. Team of designers, researchers & strategists visited remote villages to interview farmers, Field workers, and Government officials. Data revealed some very unique and pathbreaking INSIGHTs. We saw that large-scale development posed risks of increased Social & Cultural deterioration, migration of youth & loss of biodiversity. There are a lot of myths concerning sustainable aquaculture. This is leading to exploitation of natural resources,overuse of chemicals, and negative impact on the health of the fish and human life. Also women, despite their huge involvement in taking care of the ponds & feeding of fish, were not able to reap benefits of the income. Their contribution was overlooked as ‘household chores’ which accounts for large scale unpaid labor. To combat this Our Team of Designer & Researchers, came up with a three fold strategy - Empower, through information & resources Educate, through Training & Capacity Building Change Behavior, through engagement & play The second stage was all about ideation. Our Designers created various tools to drive co-creation sessions with farmers, Government officials & Policy makers. Together they created solutions to bring a long-term sustainable impact. ‘Matasya Seva Kendra’ - a community-run help center to be established at every village level. These centers are designed to become a one-stop solution for Sustainable Aquaculture. Community run Aqua Schools. Women and youth are organizing themselves to create community-run ‘Aqua schools’. to empower women who find it extremely difficult to step out and get trained. Information & Educational Content is being designed in comic-styled simplified narratives keeping in mind the literacy level and language of the local population. Community generated videos - Instead of creating lengthy and complicated videos by scientists & experts, Educated youth and social media influencers from the community, are being identified and trained to create entertaining yet educational content on sustainable aquaculture. Last but not the least, a board game has been designed, based on Ludo, to increase awareness about the Benefits of Sustainable Aquaculture. The game can be played on the existing board with a few additional stones and a set of rules. By the year two thousand twenty three, we aim to have - Twenty six Matasya Seva Kendra, Sixty seven Aquaschools, Six hundred trained Community resource persons, 3 lakh informed and empowered farmers.