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In partnership with the Ministry of Women and Child Development (MWCD), Government of India, UNICEF and Supported by Vodafone India

iapNew Delhi, June 2, 2015:

The Indian Academy of Pediatrics (IAP) in partnership with HealthPhone, today announced the formal launch of the IAP HealthPhone programme, the world’s largest digital mass education programme to tackle the challenge of malnutrition in mothers and children, at the national-level in India.

IAP HealthPhone is a public private partnership initiative that is supported by Vodafone India. It is a unique programme that leverages the increasing penetration of mobile phones in the country to educate over 6 million girls and women between 13 and 35 years of age and their families on better health and nutrition practices by 2018.

The programme will achieve its objectives by widely promoting and distributing four re-edited videos from the Poshan series, jointly produced by MWCD and UNICEF in 18 Indian languages. The Poshan videos address issues of status of women, the care of pregnant women and children under two, breastfeeding and the importance of balanced diet, health and simple changes in nutritional care practices that can notably enhance nutrition levels.

To kick start the programme, IAP has forged a unique partnership with Vodafone India to encourage the viewing of the four videos. Vodafone will enable its customers to view/download the videos free of data charges and on viewing the 4 videos, the user will receive a talk time incentive of Rs. 10/-

Vodafone will send out approximately 300 million text messages to its subscribers every year to promote the viewing of the four videos. It will also support IAP to undertake a comprehensive communication campaign to promote the IAP HealthPhone programme across the country via print and social media.

IAP HealthPhone partners are committed to strengthen the programme through their networks and sync their efforts to address malnutrition systemically. As next steps they will:

  • equip AWW, ASHAs and ANMs with a HealthPhone microSD card, containing a library of videos, to enable them to share health & nutrition knowledge with women, families and the communities they serve
  • partner with social media giants (such as Facebook, Twitter and Google) to use their exponentially growing channels to reach more – rural and urban – caregivers

 

The three-year campaign by IAP HealthPhone is expected to benefit the health of 60 million children in India born by 2025 and will be transformative for India’s fight against malnutrition.

 

To access the videos, please visit https://www.youtube.com/watch?v=uZM6gUvcbl4&list=PLnPdGL18Gc5wWrgO0eZrH316uaKHZIgZg

 

Follow IAPHealthPhone on; twitter: @IAPHealthPhone; facebook: Facebook.com/IAPHealthPhone; website: www.iap.healthphone.org

 

 

IAP HealthPhone Partners

 

 

Indian Academy of Pediatrics is the largest and most representative association of paediatricians in India. Established in 1963, IAP is committed to the improvement of the health and wellbeing of all children. For this purpose the Academy dedicates its efforts and resources to strive for the achievement of optimum growth, development and health in the physical, emotional, mental, social and spiritual realms of all children irrespective of diversities of their backgrounds. For more details, please log on to iapindia.org

 

Dr. S. S. Kamath, President IAP

 

“Almost 33% of the world’s malnourished children live in India. Mass education about the seriousness of this problem, its pitfalls and easy solutions, is critical among women of child bearing age, mothers and their immediate families. Working integrally with HealthPhone, we aim to jointly educate the caregivers so and in time change their behaviour to address this issue comprehensively.”

 

HealthPhone is a project of The Mother and Child Health and Education Trust who are a strong advocate for the power of knowledge to educate, motivate, empower and inspire communities and particularly women to improve health practices for the benefit of children. HealthPhone offers access to over 2,500 short educational health and nutrition videos, audio and text messages, in more than 75 languages and suitable for people who can’t read. The videos can be pre-loaded on a microSD memory card and inserted into mobile phones. Visit us on-line at healthphone.org

 

Mr. Nand Wadhwani, Founder, HealthPhone

 

“The three-year campaign by IAP HealthPhone will be transformative for India’s fight against malnutrition and is expected to directly benefit the health of 100 million children born in India by 2025. We are thrilled to be a part of this ‘dream team’ working together to put health and nutrition knowledge directly in the hands of those who need it most. We look forward to India’s children thriving from the power of their knowledgeable mothers.”

 

 

Vodafone India is a 100% fully owned subsidiary of the Vodafone Group Plc. with operations across the country serving around 184 million customers. Commencing operations in 2007, Vodafone in its long-term commitment to India, has built a robust business in a highly competitive and price sensitive market. Vodafone India has been providing innovative, customer friendly and reliable products and services by continuously differentiating itself with a strong brand, best quality network, unique distribution and great customer service. This has been acknowledged at several prestigious forums where Vodafone India has won awards and recognition across different segments consistently. Vodafone has mobile operations in 26 countries, partners with mobile networks in 55 more, and fixed broadband operations in 17 markets. As of 31st March 2015, Vodafone has around 446 million mobile customers and over 12 million fixed broadband customers. vodafone.in

 

Mr. P. Balaji, Director – Regulatory & External Affairs, Vodafone India

 

“At Vodafone, we understand the significant role mobile technology can play in addressing social issues and are committed to using its potential to address some of India’s most pressing challenges relating to education, health, development and access. We are delighted to partner with the Government of India through MWCD, IAP, HealthPhone and UNICEF to build a healthier future for the country.”

 

 

UNICEF, an integral part of the United Nations, works with governments, communities, civil society organisations, the private sector, and other partners worldwide to advance children’s rights, and is guided by the Convention on the Rights of the Child. UNICEF in partnership with Ministry of Women and Child Development has produced the Poshan videos to create awareness on good practices to improve nutrition during the first 1000 days (from conception until the child is two years of age). UNICEF is committed to promote good nutrition to accelerate progress towards enhanced survival, growth and development through various innovative mediums. For more information on UNICEF’s work in India please visit unicef.in

 

Mr. Louis-Georges Arsenault, UNICEF Representative to India

 

“The consequences of chronic under-nutrition are irreversible and life-long, ultimately leading to a loss estimated to be over 3% of the GDP. UNICEF is pleased to be part of this important partnership with MWCD, IAP, HeathPhone and Vodafone, to invest in addressing malnutrition; the expected returns are high with every rupee invested more than 16 will be returned, largely from better health and prouctivity.”