NDTV and Vedanta to launch 'Our Girls Our Pride' initiative for the girl child

The aim is to create awareness about issues related to the girl child in India; actor Priyanka Chopra named Campaign Ambassador the initiative

BestMediaInfo Bureau | Delhi | August 20, 2013

(L-R) Prannoy Roy, Anil Agarwal, Priyanka Chopra, and A L Sharada

NDTV and Vedanta have announced the launch of their unique initiative 'NDTV Vedanta Our Girls Our Pride', a first of its kind national movement to create awareness about issues related to the girl child, at an event held here yesterday. The key issues that the campaign will focus on are nutrition, education, health, foeticide and infanticide.

Actor Priyanka Chopra was named the brand ambassador for the campaign. UNICEF's Goodwill Ambassador for India, Priyanka has been actively involved in various causes related to the girl child for many years. She has also personally supported this cause through the 'Priyanka Chopra Foundation for Health and Education', which works towards providing support to unprivileged girls across the country in the areas of education and health.

To launch the initiative, Priyanka Chopra joined Prannoy Roy, Co-chairperson, NDTV, and Anil Agarwal, Chairman, Vedanta, at the event. Also present were Dr AL Sharada, Programme Director, Population First, Neelam Singh, NGO Vatsalya, UP, Deepak Kalra, Chairperson for Child Rights Protection Committee in Rajasthan, amongst many others.

Addressing the gathering via a live-link, Minister for Women and Child Development Krishna Tirath said, “We should respect women in our society because both men and women are equal partners in taking our society forward. According to our Constitution, we have equal rights, so we enjoy equal rights as men and women.”

On being introduced as Campaign Ambassador, Priyanka Chopra said, “The uplift of the girl child in India has been a cause that is very close to my heart. In my role as UNICEF's Goodwill Ambassador and through my experience with my personal foundation, I understand that while there have been some positive strides being made every day, there is still a serious amount of work that is still left to be done. I am honoured to be a part of NDTV-Vedanta Our Girls Our Pride, which is a wonderful initiative. NDTV has pioneered several successful campaigns in the past, creating a positive change in the lives of many. My personal experience with NDTV on the Greenathon over many successful years gives me the belief that together we can work towards making a sustainable change. With this initiative we aim to change the lives of many girls and provide them with basic necessities to be able to lead a quality life. I'm looking forward to creating a successful campaign that will give everyone an opportunity to come together in making a better and brighter India for our young girls.”

NDTV has always played an instrumental role in creating awareness about various issues existing through diverse, path-breaking initiatives such as Save Our Tigers, Support My School, Marks for Sports and the Greenathon amongst others.

Vedanta has taken forward a mission to make India a child malnourished-free nation and thereby since 2008, the group has taken care of over 14,000 Anganwadi centres reaching out to more than 500,000 children with a special focus on the girl child. Eight hi-tech mid day meal kitchens have been set up, providing hot nutritious meals to over 250,000 rural students. Many rural schools have been adopted for strengthening the quality of education and infrastructure. The group has also taken up the initiative which has transformed 14,900 women into rural entrepreneurs through self-help groups. Besides having specialised health camps, the group has a Heart Hospital in Rajasthan and is constructing a 350-bed Vedanta Cancer Hospital & Research Centre in Raipur which is near completion.

Vedanta's Agarwal said, “Vedanta is committed to partner with all stakeholders, especially community, for a holistic development of India. What we need today is a movement on a war-footing to give our children what is rightfully theirs – a childhood that is not deprived of health, nutrition and education. We all must join hands – individuals, civil society, corporates, media fraternity and the government. We are quite delighted to associate with NDTV and Priyanka Chopra for taking the 'Our Girls Our Pride' campaign forward.”

Prannoy Roy said, “Perhaps the single most important change we can bring to our country is to invest in our girl children – to focus on their rights and demand their equality in society. Ensuring that every girl child in India achieves her full potential will transform India in a way that no other revolution can. This campaign is a small step in that direction – to raise awareness and to seek concrete steps towards a better India for the girl child.”

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