Who: Union Ministry of Women and Child Development
What: Launched initiative to spread awareness about Beti Bachao Beti Padhao Scheme
When: 29 October 2015
The Union Ministry of Women and Child Development on 29 October 2015 launched a new initiative to spread awareness about the Beti Bachao Beti Padhao (BBBP) Scheme.
The initiative was launched in partnership with Celltick Mobile Media India Pvt. Ltd. to generate awareness about BBBP Scheme to an estimated 100 million mobile users in India.
Keeping in mind the steady decline in the Child Sex Ratio (CSR) across India, with 918 females born per 1000 males, as per the Census of 2011, Celltick will work towards improving the Child Sex Ratio in India and will promote the issue of gender equality and significance of educating daughters to mobile users in India.
Through the Celltick managed mobile services based on its patented Live Screen platform, available to over 100 million users in India, the users will get interactive messages on their device’s homescreen, which will enable ease of use in accessing information about BBBP. The platform will make sure to reach users based on their location as well as their language of preference.
The BBBP campaign will be the first time that Celltick teamed up with the Government of India for a social initiative.
The BBBP launched on 22 January 2015 aims at improving the Child Sex Ratio CSR through multi-sectoral interventions including prevention of gender biased sex selection and promoting girls’ education and her holistic empowerment.