IEC Campaign against Malnutrition

INFORMATION, EDUCATION & COMMUNICATION (IEC) CAMPAIGN AGAINST MALNUTRITION

Malnutrition in children and women remains as one of the greatest challenges in India. Malnutrition remains a major threat to the survival, growth and development of children.

In response to this major challenge, and one of the key decisions of Prime Minister’s Council on India’s Nutrition Challenges, Ministry of Women and Child Development has prepared an IEC campaign against malnutrition. This campaign has the pro bono services of Shri Aamir Khan and has the active support from UNICEF and other development partners.

The overall objective of the nationwide information, education and communication campaign against malnutrition is to address issues of status of women, the care of pregnant mothers and children under two, breastfeeding and the importance of balanced nutrition, health.

The nationwide campaign has been designed in four stages covering 34 weeks in 18 different languages. The media mix includes television, radio, electronic print, outdoor and digital media besides the traditional methods of folk and field publicity.

The Media campaign will have four stages:

Stage 1- Create Awareness: This is a massive drive to generate awareness about the alarming consequences of malnutrition over a period of 8 weeks commencing from 19th November, 2012

Stage 2-Clarion Call: The second phase of the campaign will be spread over 6 weeks, calling for mobilization of masses to take pledge against malnutrition.

Stage 3- Action to prevent malnutrition: This stage will explain what can be done to fight malnutrition through 16 weeks.

Stage 4- Mother & Child Protection Card: The final stage of the campaign will provide information about the Mother & Child Protection Card which is an extremely important tool for identification as well as to take follow up action for malnutrition and key health interventions. 

Launch of IEC Campaign by President of India 

Webcast of IEC Campaign (Click here to view)

Snippets of IEC Campaign (Click here to view Part1, Part2) 

Media Kit for IEC Campaign >> (Click to open.. English : part1, part2 Hindi : part1, part2)

JS Letter to States (Click to open)

JS Letter (Click to open)

 

Hon'ble President's Shri Pranab Mukherjee's address to nation on Malnutrition http://www.youtube.com/watch?v=y5ldNygXRm0	Hon’ble Minister for Women and Child Development, Smt.Krishna Tirath http://www.youtube.com/watch?v=EPSfSzmgjZQ
Address by McCann worldwide Chief Operating officer & famous writer Shri Prasoon Joshi gumsum ho agar phool toh agar chnita ki baat hai thank jaaye agar geet toh agar chnita ki baat hai kilkariyoon mein dard ho toh chinta ki baat hai bachpan agar khamosh ho toh chinta ki baat hai mausam ko milkar manaha hi hoga, naye kal chehre dhulana hi hoga rounak agar chup chap ho,toh chinta ki baat hai lau mein agar na taap,toh chinta ki baat hai chidiya agar chehek paye na,toh chinta ki baat hai agar dhoop gungunaye naa,toh chinta ki baat hai mausam ko milkar manaha hi hoga, naye kal chehre dhulana hi hoga ankur agar udas hai,chinta ki baat hai paudoon mein agar pyas hai,toh chinta ki baat hai kyari mein lachari hai,chinta ki baat hai yeh silsila jaari hai,chinta ki baat hai mausam ko milkar manaha hi hoga,naye kal chehre dhulana hi hoga baati mein darr hai,chinta ki baat hai nahi rohni nidar,chinta ki baat hai lambi hai agar raat,chinta ki baat hai hai maun agar prabhat,chinta ki baat hai mausam ko milkar manaha hi hoga,naye kal chehre dhulana hi hoga kuch nanhi si ankhein hum se pooch rahi hai tumko toh sab pata hai,phir kya sooch rahe ho badal bano na aur baras jao zameen par mausam ko milkar manaha hi hoga,naye kal chehre dhulana hi hoga -Shri Prasoon Joshi http://www.youtube.com/watch?v=rFHldbZ6X0w	Address by Noted Actor and Social Activist Shri Aamir Khan http://www.youtube.com/watch?v=fYPigeCwTKU

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Conceived and Developed by Food & Nutrition Board, Ministry of Women & Child Development