The Ministry of Health and Family Welfare with strong support from UNICEF, launched a comprehensive and holistic 360 degree communication campaign on 14 July 2016, to enhance full immunization rates and support the successful Mission Indradhanush across the country. The launch of the campaign happened during an event organized by the MoHFW to celebrate the country’s elimination of MNT and Yaws as well. Another great achievement for India, following the eradication of Polio. But also even more reason to vigorously continue our support to GoI to ensure full coverage of routine immunization for all children will be achieved!
UNICEF is very pleased to also announce that Mr. Amitabh Bachchan, UNICEF goodwill ambassador who has been supporting the polio eradication campaign for years has agreed to wholeheartedly support this campaign!
This RI communication campaign was conceptualized basis the findings from a formative research carried out by UNICEF last year. The survey highlighted that 1) fear of adverse effects following immunization, and 2) low awareness around benefits of full immunization and where to go for vaccination, are important reasons for children being missed out. The campaign was conceptualized and developed in a strong team effort between Health, C4D, Polio and A&C teams, in close coordination with MoHFW.
The multi-media campaign is designed to reinforce the message of complete immunization through the tag line (Paanch Saal, Saat Baar). This indicates the importance of seven visits for immunisation , during the first five years of life.
The open files of the communication kit which consists of a wide range of mass media and IPC material will be uploaded on the website. The ministry will also initiate the airing of the PSAs in the coming weeks.
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