The Union Minister of Women and Child Development Maneka Gandhi on 2 June 2015 launched the IAP HealthPhone programme in New Delhi. The IAP HealthPhone programme is the world’s largest digital mass education programme for addressing the malnutrition in women and children.
This programme was developed by the Indian Academy of Pediatrics (IAP) in partnership with the Union Ministry of Women and Child Development, UNICEF and is supported by Vodafone India.
Highlights of the IAP HealthPhone programme
• IAP HealthPhone programme aims to tackle the challenge of malnutrition in mothers and children across India.
• It is a public-partnership initiative that leverages the increasing penetration of mobile phones in the country to educate over 6 million girls and women between 13 and 35 years of age and their families on better health and nutrition practices by 2018.
• The programme will achieve its objectives by widely promoting and distributing four re-edited videos from the Poshan videos in 18 Indian languages. The Poshan videos address issues of the care of pregnant women and children, breastfeeding and the importance of balanced diet.
• Vodafone will enable its customers to view/download the videos free of data charges and on viewing the 4 videos, the user will receive a talk time incentive of 10 rupees.
• Vodafone will send out approximately 300 million text messages to its subscribers every year to promote the viewing of the four videos.
• IAP HealthPhone partners will also equip AWW, ASHAs and ANMs with a HealthPhone microSD card, containing a library of videos, to enable them to share health and nutrition knowledge with women, families and the communities they serve.
• They will partner with social media giants such as Facebook, Twitter and Google to use their exponentially growing channels to reach more-rural and urban-caregivers.
• This three-year campaign (2015-18) is expected to benefit the health of 60 million children in India born by 2025 and will be transformative for India’s fight against malnutrition.
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When: 2 June 2015