Bhubaneswar: The department of Women & Child Development and Mission Shakti has unveiled a mascot and a comprehensive communications strategy to provide information about child and women nutrition. The mascot ‘Tiki Mausi’ or the campaign #TikiMausiKuhe (Tiki Mausi says) will be used to ensure last mile penetration in every corner of the state through social media, folk media, radio jingles, animated videos, wall paintings and hoardings.
Anu Garg, Principal Secretary of the department said that ‘Tiki Mausi’ is the first such mascot for any government department. ‘We have adopted this communication strategy as behavioral change is the biggest challenge in our area of work. And there are too many messages to be spread among people in villages, for ex vaccination, complementary feeding and precautions against child sexual abuse. Home visits are one of the most important parts of reaching out to people. So we will arm our Anganwadi workers and volunteers with videos and messages from ‘Tiki Mausi’ that they can show to people,” said Garg.
The department said that while conceptualizing ‘Tiki Mausi’, they wanted someone empathetic, approachable and not formidable. The mascot, resembling a typical friendly neighbourhood aunty has words of advice for everyone starting from new mothers to children. For example ‘Tiki Mausi’ urges students not to do drugs and reach out to some elderly person if they feel someone has inappropriately touched them.
Garg says Tiki Mausi will also disseminate information about the various services that are offered by the department. ‘Mausi will inform people about Sakhi centres, schemes like ‘Mamata’ and ‘Biju Sishu Surakhya Yojana’,” said Garg
One of the biggest challenges faced by the Women and Child Development department is reaching out to the remote tribals and areas in difficult terrains. One of the officials of the department said that they are working with tribal leaders to ensure correct and important information reaches out to them as well.
Minister of Women and Child Development Tukuni Sahu underscored on the fact the challenge of implementing beneficial policies on ground level. “Tiki Mausi will help give difficult information to the people in rural areas in a simple manner. With the help of panchayat representatives and women self help groups, this will turn out to be an effective move,” said Sahu