In partnership with Celltick Mobile Media the Union Ministry of Women and Child Development (WCD) launched a new initiative to spread awareness about the Beti Bachao Beti Padhao (BBBP-Save the girl child, Educate the girl child) Scheme.
“The initiative has been launched in partnership with Celltick Mobile Media to generate awareness about BBBP Scheme to an estimated 100 million mobile users in India. This campaign is aimed at promoting gender equality and the significance of educating girls,” the Ministry spokesperson said.
According to the Ministry, there has been a steady decline in the Child Sex Ratio (CSR) across India, with 918 females born per 1000 males as per the Census of 2011. Through the Celltick managed mobile services based on its patented Live Screen platform, available to over 100 million users in India, the user is able to get messages that they can interact with on the homescreen of their device, enabling ease of use in accessing information about BBBP.
“The platform provides a means to reach users based on their location as well as their language of preference. Working with all the major mobile operators across India, the Beti Bachao, Beti Padhao campaign will be executed to reach over a 100 million users in India. The service will direct users to access more information about it,” the Ministry said.
The Beti Bachao, Beti Padhao campaign will be the first time that Celltick has teamed up with the Government of India for a social initiative.
“We are happy that Celltick is committed to the cause of improving the Child Sex Ratio in India and therefore, contributing to promote the issue of gender equality and significance of educating our daughters to mobile users in India,” said V Somasundaran, Secretary, Ministry of Women and Child Development
“The Beti Bachao, Beti Padhao campaign is very important to us and we are happy to work with the Government to create wide awareness of such an important initiative in promoting gender equality in India,” said Abraham Punnoose, Managing Director, Celltick India. “We are always keen to use the power of our next generation mobile platforms for the greater good of people around the world and shall endeavor to make this a great success in India,” he added.
The Ministry of Women and Child Development is the nodal ministry for the Beti Bachao Beti Padhao Scheme being implemented jointly with the Ministry of Health and Family Welfare and Ministry of Human Resource Development. The Scheme is targeted at improving the Child Sex Ratio through multi sectoral interventions including prevention of gender biased sex selection and promoting girls’ education and her holistic empowerment.