A comprehensive state level communication strategy and unveiling of mascot of , Govt of Odisha

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Bhubaneswar: Department of Women & Child Development and Mission Shakti, Government of Odisha launched a comprehensive state level Communication Strategy and unveiled Mascot of the department. Smt. Tukuni Sahu, Hon’ble Minister, Department of Women & Child Development and Mission Shakti, Government of Odisha inaugurated the launching ceremony at Hotel Mayfair Convention, Bhubaneswar. Among others Smt. Anu Garg, IAS, Principal Secretary, Department of Women & Child Development and Mission Shakti, Government of Odisha, Dr. R. R. Nayak, Joint Secretary, Department of Women & Child Development and Mission Shakti, Government of Odisha, Shri Krupasindhu Mishra, Director, Department of Information and Public Relations, Government of Odisha, Shri Kuna Tripathy, Chairman, Odisha Film Development Corporation, Government of Odisha, Shri Akash Das Nayak, Chief, Mo College Programme, Government of Odisha and Smt. Monika O. Nielsen, Chief, UNICEF, Odisha were also present during the launching ceremony.

Address the gatherings Hon’ble Minister, Smt. Sahu said, “Our government is committed to bring welfare of children and women. Reductions in maternal and child deaths, childhood anemia are testimony to it. The DSWO should ensure that the government services and schemes must reach to the people. Tiki Mausi Mascot is sure to change the way we communicate with people in Women & Child Development and Mission Shakti Department.”

In her deliberation to the congregated throng, Smt Garg said, “Home visit should be the most important weapon in our hand. We want to involve men against malnourishment. We need to move beyond the common way of transmitting the message through regular use of social media. She further informed that a knowledge resource centre is coming out in HETC, Bhubaneswar. Apart from it she said that Tiki Mausi is trending at No-9 at National level today, which is really satisfying”

In his address Shri Mishra said, “Transformation and transmission are key to communication. Every person should think about society welfare. Women and children are central to any welfare programme.”

During this launching ceremony Shri Tripathy said, “A man’s role is not limited to earn or arrange bread for family but must also participate in other decisions. He must see what his family is eating and how nutritious it is. I promise to contribute for the programme anytime if required.”

Giving insights about the event, Shri Akash Das Nayak said, “We need to change the mindset which has trusted the responsibility of children on mothers only. It is high time that we need to talk about issues that plug the growth of women and children.”

Bestowing information about the launching ceremony, Smt. Nielsen said, “Communication is central to all development interventions. It is non-negotiable in future. I feel privileged to be a part of this launching. Communication needs community involvement and good governance.”

At the outset of the programme, Dr. R. R. Nayak, Joint Secretary, Department of Women & Child Development and Mission Shakti, Government of Odisha gave the welcome address and welcomed the dignitaries to the dais. Eventually Smt. Lopamudra Tripathy from UNICEF gave the vote of thanks.

In the midst of the event, a Mascot clinched as Tiki Mausi of Department of Women & Child Development and Mission Shakti was launched by the dignitaries. According to the information, Tiki Mausi is an empathetic protagonist with extensive knowledge on all issues related to women and children. A catalyst for change Tiki Mausi is gregarious character who loves to talk to people and raise their awareness on key positive social behaviors and practices. This mascot will take care of providing right information on government projects for women and children to the public.

Before proceeding into the launching ceremony, a technical session was launched with the panelists Shri Sourav Bhattacharya, Smt Lopamudra Tripathy and Shri Rudra Prasanna Rath. The technical session was organized for district level participants where they were briefed on key nutrition issues, communication strategy and social media engagements. During this event a set of BCC materials such as posters, communication strategy, leaflets and key rings etc were launched. In this series to promote integrated messaging on maternal and child health, nutrition, sanitation and welfare, a sand animation show was organized at the venue. Apart from it a Puppet show was organized to pass on critical messages related to woman and child welfare.

Such programme was organized in an aim to provide right information to the public about various government programmes on child and woman nutrition, child and woman safety as well as the development and to buck up people for changing their behaviors. To provide the benefits of such government schemes in each and every household, a comprehensive state level Communication Strategy has been developed which is going to be telecasted through television, radio and newspapers. The department is trying to create comprehensive awareness programme on government schemes like Biju Sishu Surakhya Yojana etc. By the active help of panchayat representatives, women self help groups, the department eyes upon to promote such valuable event further.

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