In pursuance of one of the key decisions of the Prime Minister’s National Council on India’s Nutrition Challenges held on 24/11/2010, a Nationwide Information Education and Communication Campaign (IEC) against malnutrition have been launched on 19th Nov 2012. The IEC Campaign was accordingly designed by Government to make malnutrition more visible & understandable in simple languages. The campaign was rolled out with more focus on 13 States where prevalence of under-nutrition among children is high including the six States Bihar, Jharkhand, Madhya Pradesh, Odisha, Rajasthan and Uttar Pradesh, as covered under HUNGaMA Survey conducted by a Non-Government Organization, Naandi Foundation which came out in 2012.
The campaign has been rolled out from 28th December 2012 and is implemented in four stages in 18 different languages nationwide through television, radio, newspaper, print, outdoor publicity, digital cine and internet and also local media. The first stage was to Create Awareness about the symptoms and alarming consequences of malnutrition. The second stage was the Clarion Call to mobilize the masses to take a pledge “Malnutrition Quit India”. The stage three is Action Points which explains the four critical practices that safeguard a child from malnutrition as ‘Chaar Baatein’. The stage four is regarding Community using Tools/Services and is the final stage of the campaign which will inform about the Mother & Child Protection (MCP) Card and important services through programmes.
Due to rapid expansion and universalisation of ICDS which was not matched with financial and manpower resources in recent years, a number of gaps and shortcoming in the scheme have been noticed, for which corrective measures were needed and which lead to the Government approving strengthening and restructuring of ICDS scheme with a financial outlay of Rs.1,23,580crore during the XIIth Five Year Plan.
The details of the funds sanctioned and released by Government of India under ICDS scheme during 2009-10, 2010-11 and 2011-12 are Rs. 8157.76 cr., Rs.9763.11 cr. and Rs.14272.21 cr. respectively.
The campaign has been rolled out from 28th December 2012 and is implemented in four stages in 18 different languages nationwide through television, radio, newspaper, print, outdoor publicity, digital cine and internet and also local media. The first stage was to Create Awareness about the symptoms and alarming consequences of malnutrition. The second stage was the Clarion Call to mobilize the masses to take a pledge “Malnutrition Quit India”. The stage three is Action Points which explains the four critical practices that safeguard a child from malnutrition as ‘Chaar Baatein’. The stage four is regarding Community using Tools/Services and is the final stage of the campaign which will inform about the Mother & Child Protection (MCP) Card and important services through programmes.
Due to rapid expansion and universalisation of ICDS which was not matched with financial and manpower resources in recent years, a number of gaps and shortcoming in the scheme have been noticed, for which corrective measures were needed and which lead to the Government approving strengthening and restructuring of ICDS scheme with a financial outlay of Rs.1,23,580crore during the XIIth Five Year Plan.
The details of the funds sanctioned and released by Government of India under ICDS scheme during 2009-10, 2010-11 and 2011-12 are Rs. 8157.76 cr., Rs.9763.11 cr. and Rs.14272.21 cr. respectively.
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