Pledging support to ‘The Taj Must Smile’ movement

Pledging support to ‘The Taj Must Smile’ movement
Highlights

With less than 500 hundred days to go for the final Millennium Development Goal (MDG) deadline, Improving Healthy Behaviours Programme (IHBP), a project funded by the United States

With less than 500 hundred days to go for the final Millennium Development Goal (MDG) deadline, Improving Healthy Behaviours Programme (IHBP), a project funded by the United States Agency for International Development, launched ‘The Taj Must Smile’ movement during the Responsible Impact Summit and Expo (RISE) 2014 on Tuesday.

IHBP is a project incepted to encourage healthy behaviours through strategic and evidence-based Social And Behaviour Change Communication (SBCC). The ‘Taj Must Smile’ is a national movement aimed at bringing together multiple stakeholders on a single platform to contribute towards improving the health of women and children in India through behavioural change.

The campaign involves corporates, civil society, influencers, academia, key opinion leaders, celebrities and media, all coming together to make Indians aware of preventive health behaviours, which can lead to healthier mothers, healthier children, and a healthier nation. The campaign aims to touch the lives of every Indian through the Taj Mahal, the pride of India and the most recognised symbol of India’s grandeur.

71,000 mothers and the 1.2 million children under the age of five die every year due to preventable birth related complications. Although healthcare facilities in our country have improved by leaps and bounds, the Taj is also a symbol of grief as Mumtaz Mahal had died during the birth of her fourteenth child.

The campaign aims at reaching out to people and inculcating in them behavioural changes and preventing maternal and infant deaths.

Speaking at the event, Sanjeev Vyas, senior advisor, IHBP/FHI 360, said, “The support the campaign has received from various organisations and celebrities who are working towards making the Taj smile in their own different ways is overwhelming. We have devised an online mechanism where each contributor can register and submit the smiles they have collected, where each smile would represent one person that has been given healthy behaviour messages.”

“We are elated to be associated with ‘The Taj Must Smile’ movement and are optimistic that the campaign would receive the support it deserves. It would be a matter of pride for every Indian to be able to contribute to the campaign in some way or the other,” said Karon Shaiva, managing director and chief impact officer at Idobro, organiser of RISE 2014.

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