Inter-Ministerial meeting on Swachh Bharat Mission convened

Inter-Ministerial meeting on Swachh Bharat Mission convened

An Inter-Ministerial meeting was jointly convened by Secretary, Ministry of Information & Broadcasting, Shri Sunil Arora and Secretary, Ministry of Drinking Water & Sanitation, Shri. ParameswaranIyerhere today to outline the communication strategy and advocacy roadmap for the Swachh Bharat Mission.  Secretary, School Education & Literacy, Dr.Subash Chandra Khuntiawas also present besidessenior officials from Ministries of Women & Child Development, Urban Development and Heads of Media Units of I&B.



The objective of the meeting was to draw up an action plan that would enhance the communication outreach of Swachh Bharat Mission from a prescriptive to a pro-active narrative in the context of content and dissemination.  Secretary(I&B) assured full cooperation of the Ministry of I&B to the Ministry of DWS in disseminating the message and outreach of the Swachh Bharat Mission in the next phase of the campaign.  It was decided that a review of communication strategy for dissemination, advocacy and outreach would be done in the next fifteen days, in addition to the ongoing efforts. 

Secretary(DWS) stated that the Swachh Bharat Mission would utilize the vast infrastructural outreach of I&B to position effective behaviour change communication at the grass-root level. The content could take into account the best   practices emerging from states in the last 18 months.  He mentioned that the efforts of his Ministry was to enhance the social media reach by adopting Hackathons in the near future. He also agreed to utilize the Talkathon platform for effective outreach of the Swachh Bharat Mission. Secretary, School Education &Literacy highlighted that the media strategy should incorporate the outreach focussing on school children as they were the gen-next for the country.

During the meeting, it was emphasized that innovative approaches were required to enhance the outreach by utilizing the social media space more effectively, collating stories from the community and utilizing technologies to connect with critical stakeholders.   The representative of the Ministry of Urban Development apprised the participants of having a National Level Digital depository on Swachh Bharat as a resource base of all prototypes of advocacy material.


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Youth to be the focus for 2nd International Yoga Day

Ministry of I&B and AYUSH jointly discuss Communication Strategy to disseminate Yoga and its benefits
As part of the preparations for the 2nd International Yoga Day Celebrations to be held on 21st June, 2016, a meeting was jointly convened today by Secretary (I&B), Shri Sunil Arora and Secretary (AYUSH), Shri Ajit M. Sharan to discuss the Media & Communication strategy.  Member (Personnel), Prasar Bharati, Shri Suresh Chandra Panda, Senior officers from Ministry of AYUSH and Heads of Media Units of Ministry of I&B were also present during the meeting.
            During the meeting, it was emphasized that the 2nd International Yoga Day would focus on youth and connecting Yoga & its benefits with them as a part of their lifestyle and habits.  It was strategized to leverage the potential of Social Media space and Talkathon to create a buzz and reach out to younger generation about benefits of Yoga.   
It was also discussed at length to project photographs of Yoga Asanas and its benefits through a Photo Exhibition. It was suggested to organize such photo exhibitions in different states across the country. It was proposed to bring out a special animated series – ‘Asana of the day’ through Doordarshan for enhanced reach and impact.  It was decided to bring out a special edition of Yojana by Publications Division highlighting specific Yoga Asanas and their benefits for different health ailments like diabetes, cardiovascular diseases, stress management, etc.

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