March 24, 2023

58% of 683 crore spent from Beti Bachao was on media advocacy | India News – Times of India

NEW DELHI: Of the total expenditure of Rs 683 crore under the flagship Beti Bachao Beti Padhao scheme since its inception in 2014-15, 58% (Rs 401.04 crore) has been spent till 2020-21 on the media advocacy campaign.
These details were shared in response to a written question in Rajya Sabha by women and child development minister Smriti Irani. The minister stated that the scheme aims to address declining Child Sex Ratio (CSR) and issues of empowerment of girls and women over a life cycle continuum.
“The primary objectives of the scheme are, to prevent gender biased sex selective elimination, to ensure survival and protection of the girl child and to ensure education and participation of the girl child,” she added.
Elaborating on the nature of expenditure, the WCD minister said, “in the initial phase, the emphasis has been on media and advocacy for sustained focus on awareness generation and to bring an attitudinal shift in society towards valuing the girl child.” She added that the all India advertisements of BBBP have been successful in establishing a recall value. However, in the last two years, expenditure on media advocacy campaign at central level has sharply declined, Irani said.
“The focus in on behavioral change communication which requires community-based events, use of social media platforms, advocacy through webinars, use of my-gov platform and convergence with other ministries for branding and advocacy,” the minister said.

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