Greetings
Please find enclosed video of UNICEF celebrity advocate, Madhuri
Dixit launching Govt. of Madhya Padesh programme to curb maternal
mortality .
Also please find the speech and press release enclosed.
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Madhya Pradesh Chief Minister and UNICEF celebrity advocate, Madhuri Dixit launch communication campaign
Bhopal, India, 26 June 2014 – Shivraj Singh Chauhan, Chief Minister
of Madhya Pradesh and Popular Bollywood actress Madhuri Dixit, today
launched a communication campaign ‘Mamta Abhiyan’ which is aimed at
saving the lives of newborns and their mothers, in the state of Madhya
Pradesh.
The campaign will not only focus on promoting behaviors that can
save the lives of mothers and children, but will also mobilize the
frontline workers and advocate with elected representatives to create an
enabling environment which prioritizes maternal and child health issues
in Madhya Pradesh. The essence of this campaign is to highlight 12 cost
effective and simple behaviors which can have a positive impact on
maternal and child deaths.
At the launch, Shivraj Singh Chauhan, Chief Minister of Madhya
Pradesh shared “The government is committed to reducing maternal deaths
and infant deaths in Madhya Pradesh and State will do whatever is needed
for the same. Shri Chauhan along with Madhuri Dixit launched the new
campaign logo, campaign theme song, campaign videos to facilitate
discussions around health issues in villages and the communication
strategic guidance note for the elected representatives.
Madhuri Dixit in her new role, praised the efforts of the Government
of Madhya Pradesh and shared that it was inspiring for her to learn
about MP State Government’s partnership with UNICEF and the many
initiatives which have been collectively undertaken for saving the lives
of newborns and their mothers.
“I wholeheartedly support ‘Mamta Abhiyan’ which will help save lives
of children and women. I understand that this campaign is about
communicating simple lifesaving messages to all caregivers, and parents
with love respect and protection (Sneh, Samman and Suraksha). “
Everyone needs to understand that most maternal and neonatal deaths
can be prevented through proven and simple interventions which are part
of this campaign, Madhuri added.
Madhuri Dixit was also awarded ‘Mamta Ratan’ award by Chief Minister of Madhya Pradesh Shivraj Singh Chauhan.
Trevor Clark, Chief of UNICEF, Madhya Pradesh shared ” The State has
seen progress in the decline of MMR and IMR, but there is a need to
increase the pace of the change and we are glad and thankful to Madhuri
Dixit, for joining hands with us and supporting this process which I am
sure which will yield positive results.”
Narottam Mishra, Minister of Health & Family Welfare, Sharad
Jain, State Minister of Health & Family Welfare, Anthony JC DeSa,
Chief Secretary of Madhya Pradesh, Pravir Krishn, Principal Secretary
Health & Family Welfare also spoke at the event.
Madhya Pradesh has infant mortality rate of 56 per thousand which
means 296 infants die every day in the State. Madhya Pradesh has
maternal mortality ratio of 296 per one lakh live birth of children
which means that 12 women die each day in the State of Madhya Pradesh
due to pregnancy related complications.
For more information, please contact
UNICEF India:
Ms Geetanjali Master #9818105861,
gmaster@uncief.org Ms Sonia Sarkar #9810170289,
ssarkar@uncief.org
UNICEF Madhya Pradesh
Mr. Anil Gulati, #91650010849,
agulati@uncief.org
Kind regards,
Sonia Sarkar
Communication Officer (Media) , UNICEF India
Tel (+91) 9810170289,9891861445;
Email:
ssarkar@unicef.org