The program serves as an example of innovation and successful community involvement under the BBBP initiative.
Launched on January 22, 2015, in Panipat, Haryana, the Beti Bachao Beti Padhao (BBBP) scheme by the Government of India aims to tackle the declining Child Sex Ratio (CSR) in the country and ensure that girls and women receive the care, opportunities, and dignity they deserve.
The primary goals of BBBP are to foster social and behavioral change to improve the sex ratio at birth, increase institutional deliveries, boost enrollment of girls in secondary education, reduce dropout rates among girls at secondary and higher secondary levels, raise Anti-Natal Care registrations, and promote awareness about safe Menstrual Hygiene and Management (MHM).
The Department of Women and Child Development (DWCD), Haryana, launched the “Mahri Laado Radio Programme,” a flagship initiative that has become a notable success under the BBBP scheme. Launched on August 16, 2024, the program seeks to drive societal change by addressing gender inequality, empowering girls, and emphasizing the value of daughters through a community-focused approach in Haryana.
Airing every Wednesday and Thursday on All India Radio (AIR) stations in Chandigarh, Hisar, Rohtak, and Kurukshetra, the 15-minute segments of “Mahri Laado” provide an engaging platform to spread messages about the survival of the girl child, empowerment, and gender equality. The program includes stories, interviews, and discussions that resonate with communities throughout Haryana.
To maximize the program’s reach, the Government of Haryana adopted comprehensive strategies by mobilizing grassroots networks. District Programme Officers (DPOs), Child Development Project Officers (CDPOs), Anganwadi workers, and staff from various schemes, such as One Stop Centers (OSCs), DHEW, Pradhan Mantri Matru Vandana Yojana (PMMVY), and POSHAN Abhiyaan, actively engaged communities. Listening sessions were conducted at Anganwadi Centers (AWCs), involving both men and women.
Listeners were encouraged to download the “News on AIR” app to access the broadcasts, and detailed instructions on app usage were shared via WhatsApp, phone, and email.
As of November 11, 2024, the program has had a significant impact, with around 25,572 people downloading the app and approximately 1,12,933 participants engaging across seven districts of Haryana.
The “Mahri Laado” Radio Programme stands as a model of innovation and effective community engagement under the BBBP Initiative. It demonstrates how a well-coordinated, technology-driven approach can amplify messages of gender equality and inspire societal change, making it a potential model for nationwide replication.