Government of Sindh Launches Behaviour Change Mass Media Campaign

A press conference to mark the launch of “Behaviour Change Mass Media Campaign” for reduction of malnutrition by Nutrition Support Programme, Health Department Government of Sindh with the collaboration of ZEEKAY FILMS, was held at a local hotel. Hosted by Nutrition Support Programme, DoH, GoS and ZEEKAY FILMS, the event start with the recitation of the Holy Quran, Naat-e-Rasool-Maqbool and national anthem. Honorable speakers highlighted astounding facts and figures such as every two in five children are underweight in Sindh, one in seven children suffer from acute malnutrition and only 29 per cent children are breastfed. For every 1000 children born, 82 children die before their first birthday and 104 children die before their fifth birthday.

The occasion highlighted that NSP is working in nine different districts such as Badin, Tharparkar, Umerkot, Tando Muhammad Khan, Sangarh, Larkana Kashmore, Kambar Shahdad Kot and Jacobabad. Moreover, it has also been informed that, aiming to reduce the prevelance of anaemia in women of reproductive age from 60 per cent to 50 per cent in three years, as well as lower the percentage of wasting to 30 per cent in three years, and stunting 1 point per cent per year in children under the age of five. These figures would be achieved by community and facility-based interventions coupled with mass media behaviour change communication in local and national languages through short documentaries, dramas, TVCs, anthems, feature films and many other creative angels.

The project is being implemented through Provincial Nutrition Cell, Department of Health, Government of Sindh with the following partners: Peoples Primary Healthcare Initiative (PPHI), National Programme involving LHWs, MNCH through CMWs, NGOs in LHW un-covered areas in the community, and at health facilities
After government officials’ addresses, Ms Sana Bucha, brand ambassador NSP spoke about various objectives of the campaign and the ways to achieve them as well.

Dr Zeeshan Shaikh emphasized the importance of media in effectively tackling the challenge of malnutrition and urged the media to play their role in the fight against malnutrition. He stressed that media can be a vital tool in influencing the behaviour of communities. The dinner was served after a heart touching anthem of the campaign by Sanam Marvi.

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