Vous êtes sur la page 1sur 15

INTRODUCTION

Need for Programme


• Nearly half of all children in India are malnourished
• Almost a million children die before they are a month old
each year.
• Many new mothers are adolescents, most of them anaemic
and put on only half the weight during pregnancy as
compared to the global average.
Good nutrition is the cornerstone for survival, health and
development.
Well-nourished children perform better in school, grow into
healthy adults and in turn give their children a better start in
life.
Malnutrition in India
OBJECTIVE
• The objective of this nationwide 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 and health.
Target Audience
• Women & Men
• Mothers of children under two years of age
• Pregnant Women
• Adolescent Girls

The IAP HealthPhone™ project targets to educate


23 million women by 2018; 6 million via mobile
Internet and 17 million via offline methods. This will
directly impact the health of 60 million children
born before 2025.
CHANNELS
The targets will be met by employing the following means of
promotion and distribution:

• WAP-Push promotion by Vodafone, one million messages a


day, 300 million a year for 3 years.
• Data charges waived and a cash incentive for downloading
and streaming the four essential videos from Vodafone's
portal
• A social media campaign promoting videos on a website
and on social media
• Promotion in the Vodafone retail store network
• Through the network of last mile caregivers (ASHAs, ANMs,
Aanganwadis, Community Health Workers)
MESSAGE

The Poshan video series addresses these problems by reinforcing the following key
messages
• Correct diet for expecting mothers and quarter portions more than usual.
• Mother's first milk is the best, make sure the child gets it.
• First 6 months the child should only be fed mother's milk and nothing else.
• When the child enters the 7th month, balance mother's milk with a nutritious
diversified diet.
IMPACT MEASUREMENT
• Vodafone delivered monthly reports of
number of video downloads,
unique users,
 geography and
handsets.
• Additional studies are planned by UNICEF to
understand demographics and message
retention.
OFFLINE ACTIVITIES DONE
IMPACT
The Campaign is transformative for India's fight against
malnutrition and over three years it achieved more than
any other programme attempted in the country.
• Impact of the Online Campaign
6 million mothers educated by 2018, 20 million children
to benefit by 2025.
• Impact of the Offline Campaign
The online programme acts as the catalyst for
government commitment to train its Aaganwadi, ANM
and ASHA networks. This will educate 17 million women
to benefit 40 million children by 2025.
CAMPAIGN PERFORMANCE
EXTENDED IMPACT
• The programme demonstrated success and
significant numbers within the first year.
• Using this, the organisation requested the
government to mandate all Telcos in India to
promote the videos.
• This resulted in the education of an additional
28 million women.
THANK YOU!!

Submitted By: LAKSHMI BANSAL (0171MBA086)


RAHUL GUPTA (0171MBA159)
REEMA (0171MBA162)

Vous aimerez peut-être aussi