A communications initiative for a balanced, planned and stable population

Objectives

To create awareness about population issues To help the government achieve the goals stated in the National Population Policy by promoting public-private partnerships in programme implementation and monitoring

Strategy

National Advocacy

Issue Based Campaigns Laadli Youth for Population

Field Based Initiatives AMCHI (Thane)

Action for Mobilization of Community Health Initiatives

National Advocacy

Queue - Aap qatar mein hain

ran on Star network for 2 months and was screened 370 times. It was also shown on NDTV

Population: Questions that need to be more frequently asked

an advocacy document to raise awareness about population issues Around 5,000 copies distributed. Up on the web-site of Population Stabilization Fund (JSSK)

E-newsletter:
Issue and event-based newsletter sent to around 3,000 people every month

National Advocacy

Advocacy with political parties

Manifesto on health and population issues mailed to all the major political party representatives in the country during 2004 elections

A draft frame work on CSR initiatives

under NRHM developed and submitted to the task force on public-private partnerships

National Advocacy

Gender Budgeting:
Gender analysis of budget and promotion of gender budgeting at all levels of government

Media Resource Centre:

Propose to establish a media advocacy and resource centre on health and population. Proposal is ready and is being marketed.

Launch of Thane Project

Grassroot Level Intervention AMCHI - Project Thane

(Initially Supported by IPD Project Currently supported by HDFC and Mahindra and Mahindra)

Action For Mobilization of community health initiatives (AMCHI)

Objectives:
To promote quality health care through enhanced interpersonal communication skills of the service providers To create demand for quality health services through community mobilization initiatives To create network of NGOs, CBOs and the media to address the social development issues that have a direct bearing on the health status of people

Women playing snakes and ladders with health messages at the Melava

Strategy

Strengthening IEC Inputs Community mobilisation through Micro-planning Nutrition Stall by AWW at the processes Health Melava, Shahapur NGO, Government and Media networking and partnership building Service support

Strengthening the IEC Inputs

Strengthening the IEC Inputs involves:

material development, issue based campaigns Inter-personal Communication (IPC) Skill Training for service providers RCH and communication training programmes for various grass root level workers, panchayat members and community leaders

Strengthening IEC Support

Motivational Workshops titled Parivartan ki Aur using Experiential theatre techniques conducted The objective was to focus on redefining ones role and improving interpersonal communication skills
Health personnel enacting role plays at the motivational workshops

100 health worker from 4 PHCs trained in a five-day residential workshop The workshops were conducted with active support from the District authorities

Health Melavas

Organized with the objective of demonstrating how effective communication can be achieved by creatively using the folk media, games and other local formats like fairs and festivals. Around 3000 people attended the melas organized in the two PHCs. Pictures show women waiting at the mela, performance by folk artists and a queue at the condom demonstration stall

Community mobilisation through Microplanning

Create mass awareness Promote local initiatives to address health issues, particularly preventive and promotive health care practices related to women, children and adolescents. Foster Community ownership and participation in health programmes Involve grass root development workers in the planning process

Process

Organize Gram Sabhas Village and resource mapping exercises Micro-planning exercises to develop village action plans Identification of core group to monitor the programmes Local leadership development Support to development initiatives

What we have done so far

No. of villages covered: 35 Baseline study: 2,134 households covered KAP Survey: 342 adolescents No. of ARSH sessions: 80 with 15 participants in each group Training programmes conducted for the youth: TOT in village micro planning Communication skills Malnutrition cases detected: 27 children in 2 sub-centre areas. Only 4 children are malnourished currently VKC Established in Dolkhamb PHC

Other activities
Community Assessment survey was conducted to assess the knowledge, attitude and practices of the people regarding RCH Services A Training Needs Assessment was carried out to develop a training plan at the district level. Submitted to CEO and under consideration for support A research study on Vasectomies was commissioned and report is completed A report on Gender Stereotypes Among Youth is under preparation

Activities
Launched the project in August 2003 The launch was attended by the CEO of Zilla Parishad, DHO, BDO, Panchayat members, UNFPA representatives, local NGO reprezentatives and local media CEO announced at the meeting that the Zilla Parishad is sanctioning permission to PF to take up activities in 2 PHC areas DOlkhamb and Kinhavali

Support to Service Delivery

Created demand for quality and timely health services to populations in remote areas and to the disadvantaged segments by creating awareness about the government schemes and programmes Initiated collaborative action with MAVIM in strengthening SHGs of women Established a Knowledge Centre in the PHC in association with NASSCOM to provide counselling and health education services to the villagers

Issue-Based Campaigns

Why Laadli?
Sex ratio in the 0-6 age group has been falling all over the country particularly in the big cities Mumbai has a sex ratio of 898 girls per 1000 boys in the 0-6 age group Male preference is at the root of sex selection and also the desire for large families

Why Laadli?

Need to address gender issues to promote noncoercive, gender sensitive population programmes Mumbai being the commercial capital and hub of entertainment industry success in Mumbai would have greater visibility and demonstration effect on other regions

Laadli has a vision

Of Mumbai as a modern city where no girl is eliminated in the womb just because she is a girl Of Mumbai as a city of opportunity where girls and boys have equal opportunities for survival, growth and development Of Mumbai as a Laadli city that cares for its girls

What is different about Laadli?

Laadli is a model communication campaign It addresses the core social values that promote male preference and justify sex selection It builds public opinion and promotes community participation to stop the practice of sex selection in Mumbai

The Shocking facts

Ideal sex ratio 1050 girls per 1000 boys Sex ratio of the world 990 girls per 1000 boys Sex ratio of India 927 girls per 1000 boys Sex ratio of Maharashtra 917 girls per 1000 boys Sex ratio of Mumbai 898 girls per 1000 boys

Why not a girl?

Marriage and dowry practices: Paraya Dhan Social insecurity: Premium on virginity

Why a boy?
Religious practices: Performance of final rites Lineage: Perpetuating the family name Old age support : Providing for parents in their old age Inheritance: Management of property and business interests

All the above factors diminish the value of the girl child in the family and society This is reflected in the increasing misuse of pre-natal diagnostic techniques for eliminating girls in the womb itself. The falling sex ratio is a grave consequence of this reality

Our objective is to change the social perceptions and values to create a positive image of the girl child

How do we change such deep-rooted values?

Break the silence around the issue and impress upon people that times have changed Stop sympathizing with the perpetrators and justifying the crime Provide community support to vulnerable couples Be vigilant towards misuse of technology Value and celebrate her life in the family and community

Laadli Launch - June 9, 2005

Mandira Bedi leading the pledge at the Tata Theatre on the occasion of Laadli Launch

Our Target Audience

Youth
Future parents and change agents

Community Members, CBOs and NGOs

Vigilantes, opinion makers and exert social pressure on the wrong doers

Medical Fraternity
Perpetrators And Monitors of the malpractices

Media
Opinion makers/ Creators of gender images

Youth Interventions

Youth Initiatives
Work through existing youth networks National Service Scheme Network for college students in 80 colleges Nursing and medical colleges in the city Journalism and design departments

Laadli Flash September 24, 2005

Done for the first time in Mumbai on such a large scale 1,700 students participating from 24 colleges all over Mumbai Students came together at busy locations and performed small acts to grab attention and distributed material to their audience

Students of Ruparel College perform Laadli Flash at Phoenix Mills

Interaction with Youth

Around 100 meetings in colleges covering 20,000 students to draw their attention to the issue of sex selection Film screenings followed by panel discussions in colleges Skill development and social communication training programmes on gender and sex selection for youth Developed a module titled Self - empowerment to social transformation to help students address the gender issues in their personal life Leadership development programmes/ discussion forums in colleges under Maadhyam Project supported by HSBC Motivate students to take up research studies, assignments etc. under the existing curricular activities in the journalism, mass media, statistics, sociology and other departments

Clay painting on the theme of sex selection by a student at Ananya festival of Sophia College PF Team also conducted a two-day session on RCH at Pingori village as part of extension activities of the National College

Laadli Marathon

Community members viewing a photo exhibition on Gender based violence 5 December 2005
Student volunteer supports Laadli at the Mumbai Marathon

UNFPA supported Youth Initiatives

Curricular/co-curricular activities: Creating awareness through workshops/ seminars: Create a better understanding of gender issues among the teachers and students by organizing seminars/theatre workshops/film shows etc. Youth fests: Organize special youth fests as well as incorporate the theme in regular college fests
Developed a resource CD on gender issues: UNFPA Supported Based on the Foundation course syllabus the CD is designed to help the teachers tackle gender and social development issues in an interactive and interesting manner

Laadli Youth Fest Awards 2005

Posters developed by the students on sex selection

Our special Guests Ms. Tanuja and Ms. Shobha De lighting the lamp with the student organisers at the Laadli Awards Function - 12 Dec 2005.

Youth activities involve

Organize innovative contests and competitions Encourage colleges to take up Laadli as the theme in college fests IIT Mumbai had adopted Laadli as one of its social themes for IIT International conclave as well as for mood indigo Show case the activities through college based fairs and festivals to draw the attention of the media and the community to the issue Link the college campaign to ward level activities and the mass media campaign through community-based extension activities

Laadli Community Initiatives

Community Initiatives: Objectives

To mainstream the issue of pre-natal sex selection in the ongoing social development initiatives through networking To mobilize participation of all the opinion leaders, stake holders, authorities and the community at large to act as vigilantes on the erring clinics and families To provide community support mechanisms to encourage people to take a stand against the practice To promote the issue of girl child through the existing social and cultural communication opportunities like Ganeshotsavs, fairs and festivals

Community level strategies involve

Events for creating awareness about PCPNDT act Building capacities to promote greater vigilance against erring clinics Developing community based counseling services for young couples Evolving community support mechanisms for promoting families with girl children

Community Initiatives: Laadli Ganeshotsav

Laadli Ganeshotsav Model/Actress Aditi Gowitrikar during the Laadli Ganeshotav

Community Initiatives: Laadli Ganeshotsav

Mr. and Mrs Mahindra with Ms.Suneeta Rao, Mr.Sista and DrSharada at the function to felicitate women achievers during the ganeshotsav at Ranibagh Pandal

Community Initiatives: Laadli Ganeshotsav

Theatre and puppet making workshops were held for the youth from the colleges and the community Street plays and puppet shows were performed at 30 pandals in the last three years reaching out to close to a large number of people Around a lac pocket calendars, 50 thousand information cum aarti booklets and 50 thousand pamphlets on the issue were distributed during the festivals in the last 4 years.

K.J. Somaiya College students perform a street play at the Laadli Ganeshotav

Elphinestone College students perform a puppet show during the Laadli Ganeshotsav

Activities at the community level

Shivratri:
An open discussion on sex selection with more than 600 women in Bhoiwada community (G- ward). Street plays by partner NGO Felicitated best female kabaddi player

Ambedkar Jayanti:
Laadli street plays at Chaityabhumi, Dadar by partner NGO

Yuva Ratri:
Art of Living Foundation had taken up Female Foeticide as an issue for its community initiatives. The issue was addressed by Guruji, Sree Sree Ravishankar and many celebrities at the Yuva Ratri which was attended by close to 80,000 people.

Street Play on girl child with the backdrop of Laadli posters at the Chaitya Bhoomi rally at Shivaji Park

NGO/CBO Networking
Networking with around 60 leading NGOs in the social development sector Sensitisation workshops held for NGO Partners - 30 workshops were organised for NGO Partners Organised activities in collaboration with the VAG Network on Gender Violence and Sex Selection

Laadli Mela 7 March 2006

Objective was to build a common vision and perspective of the stakeholders on Laadli The mela had a panel discussion, cultural programme including street plays, dance performances and puppet shows, a photo exhibition, film screenings, activity stalls and issue based displays by the NGOs

Chief Guest Ms. Anna Dani, Principal Secretary, Public Health, (Second from left) with Panelists Ms. Anuja Gulati of UNFPA, Ms. Jyothi Mhapsekar of SMS and Dr Mandakini Parihar of FOGSI at the panel discussion

Community members viewing the photo exhibition on Women at the VAG Network Meet

Ward level committees for Monitoring

On a Pilot basis formed Laadli NGO alliance (constituting of 12 NGOs) to work as vigilantes against erring clinics in M Ward of Mumbai City Conducted a survey of all clinics in M ward and found that all except one were flouting the rules Media and Alliance worked together to put pressure on the government to seal 69 clinics and issue show-cause notices to around 90 clinics. Constituted a high profile coordination committee for the ward level initiatives which has as its members leaders of some of the biggest civil society and NGO networks Mr.Nana Chudasama, Mr.Gerson De Cunha, Ms. Sudha Bhave, Mr.Vinay SOmani, Mr.Sabu George, Ms.Varsha Deshpande, and others

Media Interventions

UNFPA Laadli Media Interventions

Gender sensitization workshops for Media students

Gender Workshops for working journalists

Media Awards

Why Media?
Sex selection is as much an issue of Mind sets as it is of poor implementation of the law and the lack of medical ethics Sex selection is a reflection of the deep rooted gender stereo types and biases The stereo-types and biases are reinforced by various institutions - the most important being the media Media has the potential to be the means of maintaining the status quo as well as of bringing in change

Laadli Media Intervention

Open-up channels of communication with the media to explore the inherent biases in the media Identify ways and means of involving the media in the girl child campaign Acknowledge and felicitate the positive efforts in the media

Power Media Workshops

Organized a 3-day Power Media workshop on gender for working journalists in June 2007 supported by Maharashtra Govt. UNFPA and HDFC

Power Media Workshop

Dr. Vibhuti Patel speaking on Gender and Budgeting

Ms.Farida Lambay making a point on Gender and schooling

Power Media Workshop

Mr. Sanjeev Latkar and Mr S.V.Sista at the inaugural session

Mr. Milind Kokje at the Pre-dinner Session

Power Media Workshop

Panel Discussion on the Implementation of PCPNDT Act at the workshop

Panelists: Dr, Duru Shah, Mr. Vijay Hiremath (HRLN) Dr Sharada (Population First) and Ms.Varsha Deshpande (DMVM)

Power Media Workshop

Participants at the workshop

Media Awards

Population First launched Media Awards in March 2007

Laadli Media Awards March 2007

Mr.Shyamlal Yadav of India Today receiving the award for Gender Sensitivity in Reporting (Hindi) from Ms.Satya Saran

Mr.Mahindra, Ms Dolly Thakore, Ms.Suneeta Rao, Ms.Lara Dutta and Ms Kirron Kher at the launch of the Laadli Media Awards

Laadli Media Awards

Ms Elahe Hiptoola, Producer of the Hindi film DOR receiving the award from Mr. Ahmed Khan

Ms.Kalpana Sharma of Hindu receiving the Award for Gender Sensitive Reporting (English) from Mr.Keshub Mahindra

UNFPA- Laadli Media Awards

Up scaled to National Level as UNFPA Laadli Media Awards Four regional Awards (Chennai, Kolkata, Chandigarh and Mumbai) and one National Awards (Delhi) were instituted The Awards heightened media visibility on gender and sex selection issues Through the media partnerships forged advertisements promoting the awards have appeared in 15 publications. Through Regional Jury Panels, we have been able to reach out to the crme-de-la-crme of the media industry. Worked with 87 jury members - all leading lights from the media, theatre, films, arts, journalism and advertising fields representing all four regions

UNFPA- Laadli Media Awards

Received 300 entries Gave 81 regional and 13 national awards were announced Awards Promoted through Radio and internet through Big FM and Exchange4Media Several leading artistes and cultural figures from the four regions have pledged to address the issue through their work in support of Laadli NDTV carried a promo on the girl child following the presentation of Laadli awards to their reporters, Braj Mohan and Avinash; The award winning entries were also re-telecast while announcing the award an eight-minute capsule on sex selection was carried by Lok Sabha TV through the efforts of one of the awardees, Natasha Jha.

Glimpses of Media Awards

Gen.Rodrigues, Governor Of Chaandigarh with Mr.SV Sista at the Northern Region Awards function

Mrs.Sheila Dikshit with the National Award Winners

Minister, Social Welfare,TN Mrs.Pungodai at the Southern Region Awards Justice Manjula Bose, Mrs Alok Mitra at the Eastern Region Awards Function

Mrs Ena Singh at the Southern Region Awards

Glimpses of Media Awards

Kalakshetra Performance in Chennai

Khushboo in Chennai Taare Zameen Par Curtain Raiser at National Awards Delhi

Mohiniattam Exponent Vijayalaxmi in Chandigarh

Dolly Thakur and Raji Srivastava at Chandigarh

Usha Utthup in Kolkata

Media Responds
Increased coverage of the issue in the media Improvement in the quality of reporting Celebrity Endorsement Vanita - New Gender sensitive Women Only Channel Launched Serials Balika Badhu, Radha Ki Betiya on womens issues on TV

National Creative Excellence Awards

The UNFPA-Laadli National Creative Excellence Awards for Social Change was a nationwide joint initiative by Population First, launched in December 2007 The aim was to create a pool of promotional material that could be used widely by a large number of organizations campaigning against sex selection The objective was to draw the creative professionals into the campaign and to develop communication material that is sensitive to the nuances of the issue The strategy involved a contest for the creative professionals to win an award The topic was sex selection and the falling sex ratio in the country.

NCEA Awards Function

National Creative Excellence Awards

The awards were open to creative professionals, freelancers, students from art schools and colleges. Entries included non-commercial material as well as official campaigns More than 400 entries from across India were received. The categories for the awards included Storyboards of TV Commercials, Films and Animation Films; Slogans, Lyrics and Songs; Campaign Ideas; Print Ads and Cartoons; Posters and Outdoor Media; Photography; and Innovative Merchandise Materials.

Workshops for Media Students

Organized a series of workshops for Media Students between July and October 2007 Supported by UNFPA

Workshops for Media Students

BMM and BMS Students of Khalsa College at group work during the Media workshop

Workshops for Media Students

BMM and BMS Students of Wilson College at group work during the Media workshop

AD Analysis
Ad analysis by Mr.Santosh Desai and Dr Sharada on Gender Nuances in Advertising organized in collaboration with Ad Club Mumbai

Ad Agencies Respond
More openness to the idea of introspecting into their own inherent gender biases Increased support to the campaign More girl centric Ads Attempts to show girls in atypical ways Lifebouy, Vodafone, Clinic Plus, Surf Excel, Dettol

Ad Agencies respond
PF invited by the heads of five Ad agencies to make presentations to their creative professionals

Laadli at national level

Laadli is adopted as campaign name by the Delhi Government

UNFPA undertook the following Activities by adopting the name Laadli :

Hindustan Times/UNFPA jointly organised college level competitions Conference of over 35 religious leaders organised by UNFPA and Art of Living Foundation on issue of sex selection

Laadli in Delhi

Invited by Delhi Government to set up a stall on Laadli at the Bhagidari Mela in New Delhi attracted around a thousand visitors

Laadli launch in Delhi

Presentation to Delhi CM on Mumbais Laadli campaign CM appointed Delhi Commission for Women as nodal agency for Laadli in Delhi Launch on March 5, 2006 to mark International Womens Day at India Gate

Communication Material & Resources

Hoardings Car stickers Book labels Book marks Laadli Flyers Suneeta Raos music video, Laadli Posters in Marathi and Hindi Curtain raiser films for Laadli and the Media Awards Material developed by college students during Youth Fest 2005, like short films, radio jingle, posters and slogans

Communication Material & Resources (contd.)

Pamphlets, pocket calendars, and Aarti and Mahiti book Spring Banners on Sex selection and on Media and Gender Newsletters in English and Marathi Film on population: Queue Aap Katar Mein Hain Advocacy document: Population Questions That Need to Be More Frequently Asked Website: www.populationfirst.org