Jiyo Parsi's Phase-II campaign aims to stabilise Parsi population

The Parzor Foundation and Madison BMB joined hands with Bombay Parsi Panchayat, TISS Mumbai and Federation of Zoroastrain Anjumans of India to launch the “Jiyo Parsi” Phase-II campaign. The main aim behind this campaign is to stabilise and increase the population of Parsis in India.

The Jiyo Parsi Scheme was started by the Ministry of Minority Affairs (MOMA), Government of India, to reverse the decline in the Parsi population by adopting scientific medical protocols and structured interventions.

The Parzor Foundation along with other Parsi organisations and other reputed doctors across India is working to spread awareness on the sociological, psychological and medical issues that led to the critical decline in numbers and to make Parsis benefit from the huge advances in ART (Assisted Reproductive Technology) available today.

This is for the first time that such an initiative has come up to bring an urban, educated community back from the brink of demographic extinction.

The Phase-I of the campaign, which was created by Sam Balsara’s Madison, focused on awareness of Jiyo Parsi and sensitising the community and its youngsters regarding the issues. The current Phase-2 consists of 12 ads trying to make Parsis understand to get married and have children for better balance of their community.

Shernaz Cama, the prime mover of the scheme, said, “As we enter our next Phase, we look ahead to carry the community with us, old and young, to think outside the box and be the pioneers in reviving a community; let us know that every step we take can make a difference.”

Adding to this, Raj Nair, CEO and Chief Creative Officer, Madison BMB, added, “After the huge success of the deliberately tongue-in-cheek last print campaign, we have created a new rendition.  We have continued to focus on issues, especially relevant and meaningful, like togetherness, the importance of family, that having children is joyful and doesn’t come in the way of life at all, that there is no positive outcome to choosing to be alone and so on. The hope is that the issues touched upon will clearly resonate with young Parsi people in a completely positive manner.” Madison BMB has been involved with the project since inception.

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