Goals

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Every child has dreams about the future, but Malnutrition can turn them into nightmares.

The objective of this nationwide campaign against malnutrition is to address issues of status of women, the care of pregnant mothers and children under two, breastfeeding and the importance of balanced nutrition and health.

The Poshan project targets to educate 23 million women by 2018; 6 million via mobile Internet and 17 million via offline methods. This will directly impact the health of 60 million children born before 2025.

The targets will be met by employing the following means of promotion and distribution:

  • WAP-Push promotion by Vodafone, one million messages a day, 300 million a year for 3 years
  • Data charges waived and a cash incentive for downloading and streaming the four essential videos from Vodafone's portal
  • A social media campaign promoting videos on a website and on social media
  • Promotion in the Vodafone retail store network
  • Through the network of last mile caregivers (ASHAs, ANMs, Aanganwadis, Community Health Workers)
  • Mobile device manufacturers, by preloading or embedding the content in phones and making it accessible through an icon on the screen
 

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About Poshan

The Poshan program is conducted under the aegis of Indian Academy of Pediatrics, in partnership with the Ministry of Women and Child Development, HealthPhone™, UNICEF and with support from Vodafone.

The objective of this nationwide campaign against malnutrition is to address issues of status of women, the care of pregnant mothers and children under two, breastfeeding and the importance of balanced nutrition and health. The focus is on women between 13 and 35 years of age and their family members.


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