Development of GIrl Child

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Development of GIrl Child

  1. 1. Protection & Development of Girl Child in India
  2. 2. Sex Ratio of India  It is defined as the number of females per 1000 males.  It is an important social indicator to measure the extent of prevailing equity between males and females at a given point of time. Sex Ratio (2009) At Birth 893 Under 15 909 15 – 64 years 943 65 - over 1,111 Sex Ratio is declining over period of time
  3. 3. India & the Girl Child  Traditions and rituals outline the existence of the Indian girl child.  Female infants are still found dumped in trash, by the dozens, while unborn fetuses continue to be aborted.  Wrought with discrimination and prejudiced by rituals, our society has dealt the girl child a rough hand.  The root cause of malnutrition amongst girls is not just poverty and lack of nutritious food, but also like lack of value attached to girls.  The media continues to present images of men using strength or violence to establish their authority & images of women in traditional domestic or submissive roles.
  4. 4. Important Facts about India  Termination of 10mn female fetuses over the past 20 years.  More than 27 lacs child deaths a year, with the figures for female children being much higher than male children.  53% of girls in the age group 5 to 9 years are illiterate.  75% of married women were underage when they got married.  1 in every 2 girls is malnourished.  Out of the 12 mn girls born, 1 mn die before the 1st year of life.  1 out of sixth girl child dies due to gender discrimination.  1 out of every 10 women report instances of child sexual abuse (CSA) .  Female mortality is higher in 224 out of 402 districts in India.
  5. 5. Human Rights of a Girl Child  Right to freedom from discrimination based on gender, age, race, colour, language, religion, ethnicity, or any other status.  Right to a standard of living adequate for a child's intellectual, physical, moral, and spiritual development.  Right to a healthy and safe environment.  Right to the highest possible standard of health and to equal access to health care.  Right to equal access to food and nutrition.  Right to life and to freedom from prenatal sex selection.  Right to education.
  6. 6. Human Rights of a Girl Child  Right to freedom from cultural practices, customs and traditions harmful to the child, including female genital mutilation.  Right to information about health, sexuality and reproduction.  Right to protection from all physical or mental abuse.  Right to protection from economic and sexual exploitation, prostitution, and trafficking.  Right to freedom from forced or early marriage.  Right to equal rights to inheritance.  Right to express opinion about plans or decisions affecting the child's life.
  7. 7. Key Problems  Before Birth to 1 year o Foeticide and Infanticide. o Infant mortality. o Discrimination in breast feeding and infant food. o Neglect of health (immunization).  1 to 11 years o Discrimination in access to food and health care. o Malnutrition, Aneamia and micro-nutrient deficiency. o Health problems like Polio and diarrhea. o Low school enrolment and School drop outs. o Vulnerable to trafficking, child labour, child marriage. o Abuse, exploitation and violence. o Domestic chores and looking after siblings. o Restriction on mobility and play. o Discrimination in overall treatment and parental care.
  8. 8. Key Problems  11 to 18 years (Adolescents) o Poor health. o Low literacy level. o Restriction on mobility and play. o Poor access/ Denial to information and services. o Marital and domestic violence. o Child Marriage and early and frequent pregnancy coupled with abortions. o Dowry Harassment, desertion, polygamy, divorce. o Frequent illness due to Malnutrition, Aneamia and micro-nutrient deficiency o Child labour, trafficking.. o STDs and HIV/AIDs. o Heavy domestic work including commuting long distances to collect firewood/ drinking water. o Unpaid and unrecognized work, and drudgery. o No voice either in Home or society.
  9. 9. Current Social Marketing Situation
  10. 10. Project Nanhi Kali  Initiated in 1996 by K C Mahindra Education Trust (KCMET) with an objective of providing primary education to the underprivileged girl child in India..  Supports the education of girl children by providing not only academic support but also direct material support in the form of uniforms, clothes, note books etc..  Individuals, groups and corporates are encouraged to sponsor the education of a girl child for a minimum period of one year.  The project currently supports the education of over 50,800 underprivileged girl children.
  11. 11. Cinema & Girl Child’s Education  CSR partnership between Adlabs Cinema and Nanhi Kali, an NGO.  Support and spread awareness on education of the disadvantaged girl child in India..  Adlabs introduced a special food combo called the “Classroom Combo” – a certain percentage of the sales of which was contributed to the cause of nurturing a girl child’s education.
  12. 12. Mulgi Shikli, Pragati Jhali  The RTO doesn't "pass" any new auto rickshaw that doesn't have this social message emblazoned on it's back.  Every commuter on the roads in bumper to bumper Bombay traffic reads this message & is aware of it's importance.  The best part is that each poor, semi-literate auto rickshaw driver now knows that this is an important message!
  13. 13. Girl Child Issues in TV Soaps
  14. 14. National Girl Child Day  Govt. of India declared January 24 as National Girl Child Day.  This date marks the day in 1966 that Indira Gandhi took over as the first woman prime minister of India.  To spread the awareness of the same, a group of students from BITS Pilani did a cycle rally from Pilani to nearby town Chirawa.  The Ministry of Women and Child Development launched a campaign to highlight the evils of: o female foeticide. o female infanticide. o discrimination in health, nutrition and education. o Gender bias.
  15. 15. International Girl Child Day  September 24th looks to bring light to the issues & awareness to the plight of girls across the globe.  CRY launched an interactive micro-site to involve people in the campaign against gender discrimination.  The online platform explores reasons that give rise to the practice of female foeticide, and provides information on skewed sex ratio. PFMI World 2009 came together with Nanhi Kali on International Girl Child's Day.
  16. 16. `Golden Future' for girl child  CLINIC Plus, the shampoo brand from Hindustan Lever Ltd, has announced an initiative for girl children in Tamil Nadu called Ponnana Edhirkalam (Golden Future).  It aimed at recognising and celebrating the efforts of the mother who invests and sacrifices for her children's success.  It held an essay-writing contest on `Why My Mother is the Best Mother in the World' involving 160 girls' schools across 40 towns.  It organised an entertainment night for 60 finalists and their families in Chennai where the mothers will be felicitated. TV Commercial
  17. 17. Opportunities & Threats
  18. 18. Opportunites  Educating the girl child and increasing awareness in the family.  Social upliftment and lifestyle improvement.  Discouraging beliefs in superstitions and. having a practical approach.  Increase in health and living standards.  Understanding one’s ‘Rights’.  Encouraging self – reliance and ability to take decisions concerning self and family.  Contribute towards betterment of self, family and society at large.
  19. 19. Threats  Tradition, culture and mindset of the people.  Poverty  Lack of awareness.  Illiteracy  Sustainability of programmes related to upliftment of girl child.  Acceptability in different environments. spanning across socio-economic conditions.  Prolonged timelines in implementation of programmes.
  20. 20. Proposed Social Marketing Strategies
  21. 21. Objective  To holistically empower the girl child in all aspects so that she can become an equal partner with boys on the road to development and progress.  To give priority and attention on the survival, protection and wellbeing of a girl child.  To address the various constraints / persisting problems facing the girl child.
  22. 22. Segmentation & Targeting  Segmentation based on: o Age o Gender o Geography o Income Group o Literacy levels  Target Segment will be: o Parents o Adolescent Girls from 11 years to 18 years o Rural Areas o Low Income Groups across the country (including slums in urban areas)
  23. 23. Positioning & Promotions  Positioning will be: o Ghar ki Lakshmi, Samaaj ki Saraswati  Promotions will be done through: o Advertising o Public Relations o Sponsorships o BTL activities like road shows, puppet shows, wall paintings, folk theatre in rural areas
  24. 24. Media Mix & Budget Media Budget Vehicle Television 30% TVC on major channels & TV shows Print 20% Magazines, newspapers, fliers Radio 10% Ad on major radio channels Outdoor 12% Hoardings, Auto rickshaw & Bus backs, Posters, BTL activities Cinema 8% Movie tie-ups, Theatres Internet 5% Website, banners, e-mailers Mobile 3% SMS pushes Direct Mail 2% Mail to the educated class Events / Sponsorships 10% NGO based events, Charity Shows
  25. 25. Promotional Campaign 1 Ghar ki Laxmi - Betiyan  Objective: Focus primarily on the positive aspects of girl child and remove misconceptions and myths that affect her worth and self esteem  Role Celebrity – Sushmita Sen  Spread the message using her Blog and Tweet pages  Organize Press Releases in association with CRY  Host a special auction on websites like ebay and dedicate all the proceeds to educating girls in rural areas
  26. 26. Promotional Campaign 2 Baal Vivaah Roko  Objective: Focus on the negative impact of child marriage (early pregnancies, mortality and morbidity of the girl etc) and emphasize the positive developments of not allowing child marriages (health and well being of the girl etc.)  Partner with NGOs to combat child marriage.  Use all channels of communication and social dialogue to reach out to all sections of the society especially targeting both parents and youth. Anandi & Jagya
  27. 27. Action Plan
  28. 28. Action Plan  Focus on girl education and develop more girl-friendly schools.  Place a responsibility on the womenfolk to be part of decision making in their various communities and step out of the cultural inhibitions.  Corporate should tie up with NGO’s to spread awareness of various girl child issues.  To reduce fertility and infant mortality rates: o promote better health, nutrition and quality of life among families. o encourage greater economic productivity and labour force participation. o improve overall social and economic development.  The inclusion of Women organizations, Women Development Centers and Study Centers, people’s representatives at all levels from Gram Panchayat, block levels etc..
  29. 29. Action Plan  Female feticide should be treated as a crime and not just a social evil and therefore the state must take primarily corrective, preventive and punitive action to address the crime.  As foeticide is murder of the unborn child, it should be examined whether it can be treated as a crime under IPC and brought under the jurisdiction of Sessions Court.  A special provision called ‘Cradle Baby’ or ‘Palna Scheme’ should be put in place whereby those who do not want to raise their daughters can place them in these specially appointed cradle centers supported by the State. This will prevent female feticide and rescue the missing daughters .  Financial and other non-cash incentives for retaining and educating the girl child.
  30. 30. Action Plan  Rehabilitation packages need to be designed for specific types of abuse/ violence so that the victim receives the correct and appropriate rehabilitation required to be successfully reintegrated back into society.  Health and hygiene education should be conducted for children of sex workers as due to their high risk environment , the possibilities of contracting STD/ HIV/AIDs etc are quite high.  Strengthen regional and overseas initiatives to prevent cross border trafficking and also enable rescue and repatriation of children to their countries of origin.  Ensure that the employers of domestic child labour especially of girls are punished.
  31. 31. Controls
  32. 32. Monitoring & Surveillance  At the village level, community based organizations, NGOs, local self help groups can become the monitoring authorities, while at the State level different line Ministries/Departments would be involved.  Compulsory registration of pregnancies and births will help in ensuring that unwarranted abortions do not take place. PRIs should be given the responsibility of taking note of female births and tracking the progress of girl children.  A website could be developed to disseminate to wider audiences and flag the names of black-listed organizations/clinics/doctors.  A system of incentives can be formulated for tip offs on clinics which are indulging in sex determination.
  33. 33. Government Support  Provisions of human right law guaranteeing the Human Rights of the Girl- Child.  Effective implementation of the Pre-Conception and Pre-Natal Diagnostic Techniques (Prohibition of Sex Selection) Act, 1994 (PC and PNDT Act).  The Child Marriage Restraint Act 1929 (CMRA) provides for punishment to those who have allowed, contracted, performed or have been involved in a child marriage
  34. 34. Conclusion
  35. 35. Ensuring Equitable Development  The Role of the Family o Parents play a critical role in their children’s development and are primarily responsible for the environment in which children are socialized.  The Role of Education o The education sector plays a role in the perpetuation of gender stereotypes, but It can also be a crucial locus for changing them.  The Role of the Media o The media could have an enormous impact in the re-definition of gender roles by presenting different images of both women and men. o The media must assume some responsibility for its own role in perpetuating gender stereotypes and devise an alternative reality.
  36. 36. Ensuring Equitable Development  The Role of Government o Recognition of girl’s labour force participation. o Facilitation of girl’s access to education through flexible hours, scholarships and labour-saving technologies like wells (which cut down on girls' burden of domestic labour). o Redistribution of resources to address issues of girl’s access to food and medical care (including contraception).
  37. 37. THANK YOU!!!

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