Message for nutrition in Rajasthani language

Rajasthan government will roll out its new publicity campaign for National Nutrition Mission (NNM) in Rajasthani language. The message for proper nutrition during pregnancy and lactation would be through short films in Rajasthani language. This is the first time that a government campaign has replaced Hindi by local Rajasthani, a language that is more prevalent in rural areas of the state.The films address core issues like prompting the woman to take adequate nutrition, ending inhibitions, taking proactive approach to care for the woman and coping with peer pressure. They are focused on psychological aspects of first time parentsThey focus on characters like family members and society leaders like teachers and doctors to promote message for ensuring nutrition to expectant mothers.The NNM, launched by Prime Minister Narendra Modi in Jhunjhunu district of Rajasthan on March eight, focuses on a healthy population of children by 2030.The films ranging from one minute to two and a half minutes have been developed for the department of women and child development (WCD) by IPE Global Ltd in association with Children's Investment Fund Foundation (CIFF) under RajPust project. RajPust is an initiative to reduce low birth weight and wasting through superior maternal and child nutrition outcomes.Our target audience is largely rural population and the only way to gain their acceptance is by communicating in their own language, thus we chose Rajasthani," said Anita Bhadel, Minister WCD to DNA"A message in Rajasthani has been chosen to create an emotional connect and bond around the child. This will enhance acceptance for the message," said Priyamvada Singh, Policy and Outreach Adviser, IPE Global Ltd speaking to DNA."Using Rajasthani for the films is a conscious shift in communication strategy, because messages are best understood when they are in native tongue. The decision was taken after feedback from ground level," said Roli Singh, secretary WCD department to DNA.The films along with other campaign material are scheduled to be released for public in the month of April

Rural Touch

WCD Minister Anita Bhadel says that their target audience is largely rural population and the only way to gain their acceptance is by communicating in their own language