Reethira leads the communication for the Cleaner Air Better Health programme as part of the USAID project at The Council.She is a strategic communications specialist with experience in developing, managing, and executing communication interventions over the last 10 years. 

Reethira has faith in the power of storytelling for social impact. She has experience in developing evidence-based, impact-oriented social and behaviour change communication (SBCC) campaigns, building strategic partnerships, and has supported several development sector organisations in implementation of communication interventions - from pilot to scale. 

Prior to joining The Council, Reethira worked with BBC Media Action as an Associate Director supporting the Water, Sanitation and Health (WASH) portfolio, funded by the Bill & Melinda Gates Foundation, to inform communication strategies on sanitation at the national level.She has also worked in advertising at DDB Mudra and M&C Saatchi February where she managed a varied portfolio of clients ranging from luxury, lifestyle, hospitality, security & infrastructure. 

Reethira holds an undergraduate degree in Journalism from Lady Shri Ram College and graduated with a Master’s degree in Media and Cultural Studies from the University of Sussex.