A press conference to mark the Launch of “Behavior Change Mass Media Campaign” for reduction of malnutrition by Nutrition Support Program, Health Department Government of Sindh with the collaboration of ZEEKAY FILMS, was held at a local hotel in Karachi.
Hosted by Nutrition Support Program, DoH, GoSand ZEEKAY FILMS, event started with the recitation of Holy Quran, Naat-e-Rasool-e-Maqbool and National Anthem.
Honorable speakers highlighted facts and figures such as every two in five children are underweight in Sindh, one in seven children suffer from acute malnutrition and only 29 per cent children are breastfed. For every 1000 children born, 82 children die before their first birthday and 104 children die before their fifth birthday.
The occasionhighlighted how NSP is working in nine different districts such as Badin, Tharparkar, Umerkot, Tando Muhammad Khan, Sangarh, Larkana Kashmore, Kambar Shahdad Kot and Jacobabad. Moreover, it has also been informed that, aiming to reduce the prevalence of anemia in women of reproductive age from 60 per cent to 50 per cent in three years, as well as lower the percentage of wasting (30 % in three years) and stunting (1 point % per year in children under the age of five.These can be achieved by community and facility based interventions coupled with the mass media behavior change communication in local and national languages based on short documentaries, dramas, TVCs, anthems, Feature Films and many more creative angles
The project is being implemented through the Provincial Nutrition Cell, Department of Health, Government of Sindh with the following partners: Peoples Primary Healthcare Initiative (PPHI), National Program involving LHWs, MNCH through CMWs, NGOs in LHW un-covered areas in the community and at the health facilities.
After Government Officials addresses Ms. Sana Bucha, the brand ambassador NSP spoke about various objectives of the campaign and the ways to achieve them as well.
Dr. Zeeshan Shaikh emphasized on the role of media in tackling the challenge of malnutrition and urged the media to play their role in fight against malnutrition. He stressed that media can be a very effective tool to influence the behavior of the communities.The dinner was served after a heart touching Anthem of the Campaign by Sanam Marvi.