The Beti Bachao Beti Padhao (BBBP) scheme of the Government of India was launched on 22^nd January, 2015 in Panipat, Haryana. This landmark initiative sought to address the declining Child Sex Ratio (CSR) in India and ensure that girls and women across the nation have the opportunities, care, and dignity they deserve. 

The  objective of BBBP is to create behavioural and social change to increase sex ratio at birth, improvement in institutional deliveries, enhance enrolment of girls at secondary education level, check dropout rate among girls at secondary and higher secondary education, increase in Anti-Natal Care registration, create awareness about safe Menstrual Hygiene and Management (MHM).

 

      

 

The DWCD, Haryana launched a flagship initiative "Mahri Laado Radio Programme, which has emerged as an exemplary success story under the BBBP scheme.  The "Mahri Laado" Radio Programme was launched on 16^th  August 2024. The programme aims to inspire societal change by addressing gender inequality, empowering girls, and promoting the value of daughters through a community-based approach in Haryana.

Broadcast every Wednesday and Thursday via All India Radio (AIR) stations- Chandigarh, Hisar, Rohtak, and Kurukshetra, the 15-minute segments of "Mahri Laado" provide an engaging platform for disseminating messages of survival of girl child, empowerment, and gender equality. The programme features stories, interviews, and discussions that resonate with communities across Haryana.

A comprehensive measure were adopted by Government of Haryana to maximize the programme's reach by mobilizing grassroots networks.  District Programme Officers (DPOs), Child Development Project Officers (CDPOS), Anganwadi Workers, and staff from schemes such as One Stop Centers (OSCs), DHEW, Pradhan Mantri Matru Vandana Yojana (PMMVY) and POSHAN Abhiyaan actively mobilized communities. Listening sessions were organized at AWCs, engaging both men and women.

Participants were encouraged to download the "News on AIR" app to access the broadcasts. Detailed guidelines on app usage were disseminated via WhatsApp, telephone, and email.

The programme's preliminary impact as of 11^th November 2024 showcases the remarkable engagement, around 25,572 persons downloaded the News on AIR app and approximately 1,12,933 participants engaged across 7 districts of Haryana.

The "Mahri Laado" Radio Programme is an example of innovation and effective community engagement under the BBBP Initiative. It highlights how a well-coordinated, technology-enabled approach can amplify the message of gender equality and inspire change. The Mahri Lado initiative undoubtedly serves as a model for replication across the nation.

 

***** 

SS/MS

(Release ID: 2099556) Visitor Counter : 325