Mahri Laado Radio Programme

• 06 Feb 2025

Why in News? 

The Haryana government launched the flagship initiative "Mahri Laado" Radio Programme, which has become an exemplary success story under the Beti Bachao Beti Padhao (BBBP) scheme. 

 Key Points 

• Beti Bachao Beti Padhao (BBBP) Scheme:  
  • The Government of India launched the Beti Bachao Beti Padhao (BBBP) scheme on 22^nd January 2015 in Panipat, Haryana. 
  • This initiative aims to address the declining Child Sex Ratio (CSR) and ensure that girls and women receive equal opportunities, care, and dignity. 
  • Objectives of the BBBP Scheme: 
    • Increase sex ratio at birth through awareness and interventions. 
    • Improve institutional deliveries for maternal and child health. 
    • Enhance girls' enrolment in secondary education and curb dropout rates. 
    • Encourage early Antenatal Care (ANC) registration for maternal well-being. 
    • Promote awareness on safe Menstrual Hygiene and Management (MHM). 
• Mahri Laado Radio Programme: 
  • It was launched on 16^th August 2024 as a key initiative under BBBP. 
  • This community-driven programme aims to address gender inequality, empower girls, and promote the value of daughters in Haryana. 
  • Broadcast Schedule: Every Wednesday and Thursday on All India Radio (AIR) stations- Chandigarh, Hisar, Rohtak, and Kurukshetra. 
  • Content Format: The 15-minute segments include stories, interviews, and discussions to engage communities on gender equality and empowerment. 
• Mobilization Strategies for Maximum Outreach: 
  • The Government of Haryana adopted a comprehensive approach to extend the programme’s reach. 
  • Key stakeholders mobilized communities: 
    • District Programme Officers (DPOs) and Child Development Project Officers (CDPOs). 
    • Anganwadi Workers and staff from One Stop Centers (OSCs), Pradhan Mantri Matru Vandana Yojana (PMMVY), and POSHAN Abhiyaan. 
    • Listening sessions were organized at Anganwadi Centers (AWCs), involving both men and women in discussions. 
• Digital Accessibility: 
  • Participants were encouraged to download the "News on AIR" app for easy access. 
  • Guidelines on app usage were shared via WhatsApp, telephone, and email. 

 Pradhan Mantri Matru Vandana Yojana (PMMVY) 

• It is a maternity benefit programme being implemented in all districts of the country with effect from 1^st January, 2017. 
• It is a centrally sponsored scheme being executed by the Ministry of Women and Child Development. 
• Cash benefits are provided to pregnant women in their bank account directly to meet enhanced nutritional needs and partially compensate for wage loss. 

 Poshan Abhiyan 

• POSHAN Abhiyaan (National Nutrition Mission) was launched by the government on March 8, 2018. 
• The Abhiyaan targets to reduce stunting, undernutrition, anemia (among young children, women and adolescent girls) and reduce low birth weight by 2%, 2%, 3% and 2% per annum respectively. 
• The target of the mission is to bring down stunting among children in the age group 0-6 years from 38.4% to 25% by 2022. 
• POSHAN 2.0: 
  • The government has amalgamated various programmes with similar objectives such as Supplementary Nutrition Programme and POSHAN Abhiyaan under one umbrella–Mission POSHAN 2.0—for creating synergies in operations and adopting an integrated approach in the nutrition services mechanism.