Strategic Partnerships with the Media
UNICEF focuses on mobilizing strategic media space for children’s issues while also contributing significantly to the media’s editorial content in a manner that it emerges with a unique content proposition. These media partnerships are usually over a period of one to six months where there is a collective conceptualization of an idea related to child rights and then implementation of the same through generation of extensive media space and robust content for the partner in the form stories/ data from the field.
UNICEF partnered with Amar Ujala to create awareness about adolescent issues. As an effort of this partnership, 20 editors and sub-editors of Amar Ujala travelled across the country to capture stories of adolescent issues.
This leading Hindi newspaper created a special space of 3 columns to feature stories of adolescents who are working along with UNICEF to spread literacy, awareness against HIV, and other such causes. Amar Ujala also brought out a compendium of all of these stories at an adolescent girls meet organized by UNICEF in 2013. At this meet, some of the featured girls were provided with an opportunity to interact with senior editors (including the Group Editor) of Amar Ujala.
UNICEF has partnered with the Association of Radio Operators for India (AROI) to engage the media on critical child survival issues by using radio as a tool for creating awareness on Routine Immunization and its benefits on child health. This partnership has helped to influence public discourse by bringing unheard voices of marginalized populations to the fore. The project has key focus on nine states – Assam, Uttar Pradesh, Madhya Pradesh, Bihar, Rajasthan,
Gujarat, Chhattisgarh, Jharkhand and Odisha. Considering the massive outreach and dedicated listenership of radio across the country, UNICEF believes that this partnership with radio can significantly raise awareness among the larger public and create a positive environment for the immunization programme.
UNICEF partnered with URDU media in 9 states to curb the apprehensions against immunization in certain minority communities in India. The report of the Sachar Committee that was set up by the Government in 2005 states that the deplorable situation of the marginalized communities across most parts of India, is further compounded by their limited access to government health systems and schemes, which was largely driven by their ignorance. We partnered with the Urdu Media to create an enabling environment to foster Routine Immunization across minority communities.
UNICEF and PVR Nest - the CSR arm of PVR Cinemas – have come together for the initiative called ‘Baap wali Baat’. The ‘Baap wali Baat’? song stresses the importance of valuing girls for who they are, of empowering them through education, protecting them & upholding their role as human beings and citizens of our society. The song invites men to be model fathers. PVR Nest provided social media space to promote the song and also to create awareness on the initiative
‘End Violence’ against women. PVR Nest shared the posts and tweet about ‘Baap Wali Baat’ on their Facebook and Twitter page which has a reach of 29,404 likes on Facebook and 198 Followers on Twitter.
Apart from that, PVR Cinemas also supports our poo2loo campaign that is initiated to fight against open defecation. The idea is to rope in the strongest voices in the nation – the Youth – to talk about the issue. PVR Cinemas provided space outside the PVR Priya in Vasant Kunj, New Delhi to launch the “Poo2Loo” song. The poo2loo song was also used to raise awareness among street children groups with whom PVR Nest works closely.
Partnering with Zee TV for a television series to create awareness UNICEF has joined hands with Zee TV to launch a specific TV series with an aim create awareness on the issue of Routine Immunization amongst the key stakeholders including policymakers and decision makers as also the larger public, communities, parents and caregivers and health service providers. To achieve this an advertising agency has been engaged to create a nine part series to
a) give the RI programme a unique identity
b) reinvigorate awareness for protecting every child against vaccine-preventable diseases
c) create an urgency to vaccinate every eligible child, and intensify efforts to improve RI coverage.
The series aims to highlight all facets of the immunisation process through a story which celebrates the role of frontline health workers: the ANM and ASHA.
Indian Women Press Corps and the Press Club of India
UNICEF has forged partnerships with the Indian Women’s Press Corps (IWPC), an established and respected women’s media organisation comprising 600 female journalists and the Press Club of India. These partnerships tap established media networks and help create an in-depth understanding of key child and women related issues and our initiatives on the same.