New Delhi, 06.08.2024: Reckitt, a global leader in health and hygiene, has significantly strengthened its pioneering ‘Self-Care for New Moms and Kids Under 5’ program in rural and tribal communities across India through new partnerships and targeted educational campaigns that emphasize proper nutrition, hygiene, and disease prevention. As part of the accelerated efforts, Reckitt has partnered with Plan India NGO to raise awareness and education regarding the issue and launched a new theme song to amplify the message.

The global leader in health unveiled the Self-Care theme song, ‘Maa E Maa,’ sung by internationally acclaimed Gujarati folk singer Geeta Rabari at the 8th CSR Health Impact Awards by the IHW Council in New Delhi. The song celebrates the nurturing bond between mothers and children. With evocative lyrics and a soulful melody, it raises awareness and honors the vital role of mothers in child development.

Notably, the ‘Self-Care Efforts for New Moms & Kids Under 5’ initiative, which Reckitt had recently aligned with the Ministry of Health and Family Welfare’s ‘Stop Diarrhoea Campaign,’ launched by J.P. Nadda, Union Minister of Health & Family Welfare, Government of India, aims to promote self-care as an essential component of primary healthcare.

The program carried out in partnership with Plan India, is designed to democratize self-care by focusing on key areas of well-being, including diet diversity, physical activity, and hygiene. The program aims to foster healthier lives and drive meaningful changes in attitudes and behaviors, ultimately improving health outcomes for mothers and young children.

Reckitt’s initiative is guided by the World Health Organization’s (WHO) Self-Care Guidelines 2022 and other comprehensive plans like the 7-Point Plan on Comprehensive Diarrhoea Control and the Integrated Global Action Plan for the Prevention and Control of Pneumonia and Diarrhoea (GAPPD). The program aims to educate new mothers and caregivers about essential self-care practices, encourage proper nutrition, hygiene, and lifestyle habits, engage local communities to drive health improvements, prevent diseases like diarrhea and pneumonia, offer nutritional counseling, and provide education on vital hygiene practices such as handwashing and clean water use. Additionally, the initiative supports health practices like antenatal check-ups, birth spacing, and overall well-being through activities such as yoga.

Ravi Bhatnagar, Director of External Affairs and Partnerships, SOA, Reckitt, expressed his enthusiasm for the initiative. He stated, “At Reckitt, our mission is to protect, heal, and nurture towards a cleaner, healthier world. We are committed to ensuring that access to top-quality hygiene, wellness, and nutrition is a fundamental right for everyone, not a privilege. Our ‘Self Care for New Mothers and Kids Under 5’ initiative, launched in 2023, specifically addresses the challenges isolated, economically disadvantaged communities face. By focusing on tribal areas in Rajasthan, Gujarat, and Maharashtra, this program builds on previous efforts like the Nutrition India Program and Reach Each Child, providing essential knowledge and resources to empower mothers and children.”

The initiative provides comprehensive support, including mental health, maternal nutrition, and disease prevention. By combining on-ground activities with digital campaigns, the project ensures broad outreach and support. Mohammed Asif, Executive Director of Plan International (India Chapter), highlighted the importance of self-care, particularly in underserved areas with limited healthcare access.

“Self-care is crucial for managing health, especially in underserved areas with limited healthcare access. It involves health promotion, disease prevention, and supporting mental well-being through balanced diets, exercise, and stress management. Self-care helps reduce healthcare costs and eases the burden on health systems, particularly benefiting low-income communities,” Mohammed Asif said.

Reckitt aims to empower 10 million mothers and children across targeted regions. The initiative’s alignment with WHO’s guidelines and the ‘Stop Diarrhoea Campaign’ utilizes door-to-door visits, health counseling, and culturally resonant awareness campaigns to improve health outcomes. Culturally relevant methods, such as wall paintings, community plays, and songs, are employed to maximize impact. Local health workers, like Gulabi Devi, play a vital role in delivering health messages, and regular stakeholder meetings ensure the program’s relevance and support.

The initiative has already impacted 64,000 women through household counseling in 210 villages across five districts in three states. It has reached 9 million people through digital platforms and 64.5 million through PR. The program has covered 78,000 households through visits and engaged 661,000 individuals via 300 ‘Nukkad Natak’ performances. Additionally, 28,000 children under five have been monitored for diarrhea and pneumonia.