Empowering Girls Through Mahri Laado Radio Programme

The Beti Bachao Beti Padhao (BBBP) scheme, launched by the Government of India on January 22, 2015, in Panipat, Haryana, aims to combat the declining Child Sex Ratio (CSR) in the country. This initiative is crucial for ensuring that girls and women receive the opportunities, care, and dignity they deserve. The BBBP scheme addresses various issues, including gender inequality and the need for improved healthcare and education for girls.
The program’s objectives include creating behavioral and social change to improve the sex ratio at birth, enhancing institutional deliveries, and increasing the enrollment of girls in secondary education. It also aims to reduce dropout rates among girls in secondary and higher secondary education, promote Anti-Natal Care registration, and raise awareness about safe Menstrual Hygiene and Management (MHM).
Mahri Laado Radio Programme: A Beacon of Change
One of the standout initiatives under the BBBP scheme is the “Mahri Laado Radio Programme,” launched by the Department of Women and Child Development (DWCD) in Haryana on August 16, 2024. This program serves as a powerful platform for inspiring societal change by addressing gender inequality and empowering girls. It promotes the value of daughters through a community-based approach, making it particularly relevant for the people of Haryana.
The Mahri Laado Radio Programme broadcasts engaging 15-minute segments every Wednesday and Thursday via All India Radio (AIR) stations in Chandigarh, Hisar, Rohtak, and Kurukshetra. These segments feature stories, interviews, and discussions that resonate with local communities. The program aims to raise awareness about the survival of the girl child, gender equality, and women’s empowerment. By using relatable content, the program seeks to foster a sense of community and encourage dialogue about these critical issues.
Community Engagement and Outreach Efforts
To maximize the reach of the Mahri Laado Radio Programme, the Government of Haryana has implemented comprehensive measures to engage grassroots networks. District Programme Officers (DPOs), Child Development Project Officers (CDPOs), Anganwadi Workers, and staff from various schemes, including One Stop Centers (OSCs) and POSHAN Abhiyaan, actively mobilize communities.
Listening sessions are organized at Anganwadi Centers (AWCs) to engage both men and women in discussions about the program’s themes. Participants are encouraged to download the “News on AIR” app to access the broadcasts conveniently. The government has also provided detailed guidelines on app usage through WhatsApp, telephone, and email, ensuring that community members can easily participate.
Impact and Future Prospects
As of November 11, 2024, the preliminary impact of the Mahri Laado Radio Programme has been remarkable. Approximately 25,572 individuals have downloaded the News on AIR app, and around 112,933 participants have engaged with the program across seven districts in Haryana. This level of engagement highlights the program’s effectiveness in reaching its target audience and fostering meaningful conversations about gender equality.
The Mahri Laado Radio Programme exemplifies innovation and effective community engagement under the BBBP initiative. It demonstrates how a well-coordinated, technology-enabled approach can amplify the message of gender equality and inspire change. As a successful model, the Mahri Laado initiative has the potential to be replicated across the nation, furthering the cause of empowering girls and promoting gender equality in India.
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