Media Activities

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Stage 1 - Create Awareness:
Over a period of 8 weeks, the country will see a massive drive to generate awareness about the alarming consequences of malnutrition. Various media - Print ads, TV commercials, Outdoor signages, etc. - will be used, to make sure the dangers of malnutrition are brought home to all concerned. People will be sensitised and educated, about the various signs and symptoms of malnutrition.

Stage 2 - Clarion Call:
The second phase of the campaign will be spread over 6 weeks, to mobilise the masses to take a pledge against malnutrition. Again, a multi-pronged media strategy will see the usage of Print, TV commercials, Outdoor signages, etc. The ultimate aim of this stage is to attract the maximum participation of people in the fight against malnutrition.

Stage 3 - Simple things one can do to prevent malnutrition
This stage of the campaign will explain the Chaar Baatein, or the four critical practices that safeguard a child from malnutrition. lt is critical to remember and practice these.

  • 1. Pregnant women must eat healthy, nutritious food: green leafy vegetables, milk, eggs, dais, fresh fruits, etc., should be consumed, and the intake should be 1/4th more than her regular intake. Folic acid and iron tablets should be taken everyday, and can also be sourced from the Aanganwadi center. Pregnant women should get at least 8 hours of sleep at night and 2 hours of rest during the day. She should be stress-free, in a relaxed and happy environment.
  • 2. Mother's first milk is best for the child: Mother's first milk, called colostrum, should be given to the baby within an hour of delivery. lt is an invaluable gift for the baby, full of vitamins and protein, which help the child in fighting illnesses like pneumonia and diarrhoea. Colostrum intake by the baby is critical to avoid malnourishment.
  • 3. For the first six months, exclusive breastfeeding for the child: The child should not be given anything else, not even water. Water could contain impurities, increasing the likelihood of water borne diseases, leading to malnutrition.
  • 4. Seventh month onward, complementary foods to be introduced: Apart from mother's milk, soft foods like mashed fruits and vegetables, dais, porridge and other milk products, should be introduced in small quantities at least 3 to 4 times a day. Breastfeeding should continue till the child is 2 years old.

Stage 4 - Mother & Child Protection Card:
The final stage of the campaign will inform the public about the Mother & Child Protection Card. Its highlights and features will be abundantly communicated across media platforms. Ease of access and the multitude of benefits, will be prominently displayed in this stage. The correlation between the Mother & Child Protection Card and the fight against malnutrition will also be highlighted.

The Foundation of a Happy Life is a Healthy Life.


  • Indian Academny of Pediatrics
  • HealthPhone
  • Vodafone India
  • Ministry of Women and Child Development
  • UNICEF India

About IAP HealthPhone

An initiative of HealthPhone™, conducted under the aegis of Indian Academy of Pediatrics, in partnership with the Ministry of Women and Child Development, UNICEF, Aamir Khan and with support from Vodafone.

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. The focus is on women between 13 and 35 years of age and their family members.

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