Udaipur : Reckitt, a global leader in consumer health and hygiene, has partnered with Plan India to launch the “Self Care for New Moms and Kids Under 5” initiative. This initiative focuses on improving maternal and child health in Bhavnagar and Gir Somnath in Gujarat, Dhule and Washim in Maharashtra, and Rajsamand in Rajasthan. Based on the World Health Organization’s definition of self-care, the project recognizes the role of individuals, families, and communities in promoting health, preventing disease, and managing well-being. It aims to enhance the overall well-being of new mothers and integrates self-care into childhood development, affirming that health is a fundamental right.
The initiative engages young mothers in rural communities through innovative outreach programs, including traditional street plays, a variety of educational activities, and door-to-door engagements that bring vital health information and services right to their doorsteps. This direct approach ensures that the benefits of self-care and health education reach every household, aligning with Hon’ble Prime Minister Narendra Modi’s commitment to ‘Health For All.’ The program’s extensive reach in these regions helps to empower mothers and caregivers, enabling them to take charge of their own and their children’s health effectively.
Initially known as ‘Reach Each Child,’ the program reached over 268 villages across five districts – Nandurbar and Amravati in Maharashtra, Rajsamand in Rajasthan, and Gir and Bhavnagar in Gujarat. Since its inception last year, the program has reached over 70,000 children under the age of five and the initiative has reached over 4 million mothers through the region. Now, transitioning to Self-Care, the program aims to extend its reach to 10 million mothers. ‘
Commenting on the partnership, Ravi Bhatnagar, Director of External Affairs and Partnerships at Reckitt, said “This song is a tribute to all new moms, and is made with the mission to ensure health for all. Through ‘Self care for new moms and kids under 5’, we are engaging with various tribal communities and are not just spreading awareness, but also equipping mothers with the tools they need for effective self-care, driving transformative health improvements for all. By empowering new moms with agency and promoting hyper-local practices, we are developing a culture of empowerment and resilience within the communities.”
Inspired by the ancient Gujarati proverb, “Mother is mother, all else is secondary,” the song deeply connects with the cultural roots and everyday lives of mothers. The song lyrics highlight the significance of nutritious food and a clean environment as foundational aspects of child health, echoing the program’s focus on holistic health education. It reminds mothers of their influential role, akin to revered figures like Jijabai and Goddess Amba, reinforcing the cultural resonance and empowering message of the song. By advocating for regular health check-ups, doctor’s advice, and vaccinations, the song aligns perfectly with the program’s directives for preventive healthcare and self-management.
