Madhuri Dixit as UNICEF celebrity advocate launches communication campaign Mamta Abhiyaan

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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 an 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.

Here are some pictures of the event.

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