The Indian government will launch a 15-day media campaign from March 23, to create awareness on immunization, ahead of implementing 'Mission Indradhanush' in April.
Heath Minister J P Nadda to hold discussions with the lawmakers of the four states (Uttar Pradesh, Bihar, Madhya Pradesh and Rajasthan) which has nearly 25% of the unvaccinated or partially vaccinated children in the country.
'Misson Indradanush', depicting seven colors of the rainbow, aims full immunization coverage for all children in the country by 2020, who are either unvaccinated or partially vaccinated against seven vaccine-preventable diseases including diphtheria, whooping cough, tetanus, polio, tuberculosis, measles and hepatitis B.
Rakesh Kumar, Joint secretary, Health Department, said, " We will launch a major media campaign on March 23 which will continue for 15 days. We have found that in 63 percent of the cases, people do not know the benefits of immunization. The multimedia campaign is aimed at bridging this communication gap."
According to the sources, B P Sharma, Health Secretary, has written to the I&B Ministry to involve media like PIB, Doordarshan, AIR, DAVP, Song and Drama division in the campaign.
The multifaceted approach will be used for awareness campaign, which will include television advertisements, jingles, posters and banners and the states will do their own Information, Education and Communication (IEC) activities like workshops and dramas.
According to Health Ministry official, immunization coverage between 2009-2013 has increased from 61 percent to 65 percent, with only one percent increase in coverage every year.
Kumar said, " The 'Mission Mode' has been adopted to increase the process of immunization to 5 percent and immunizing more children every year and to achieve target of full coverage by the year 2020."