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Frequent illnesses take away her childhood joys; and Malnutrition, her childhood.

The Campaign will be transformative for India's fight against malnutrition and over three years it will achieve more than any other programme attempted in the country.

Impact of the Online Campaign
6 million mothers educated by 2018, 20 million children to benefit by 2025

Impact of the Offline Campaign
The online programme acts as the catalyst for government commitment to train its Aaganwadi, ANM and ASHA networks. This will educate 17 million women to benefit 40 million children by 2025.

Impact Measurement
Vodafone will deliver monthly reports of number of video downloads, unique users, geography and handsets. Additional studies are planned by UNICEF to understand demographics and message retention.

Extended Impact
We expect that the programme will demonstrate success and significant numbers within the first year. Using this, we shall request the government to mandate all Telcos in India to promote the videos. This will result in the education of an additional 28 million women.


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, Aamir Khan 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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