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The State has rolled out a parenting marketing campaign ‘Namukku valaram, nannayi valartham’ to redefine parenting in modern instances.
An initiative of the Women and Child Development Department, the marketing campaign urges parents, academics, and society to ‘grow up’ for wholesome upbringing of kids.
Chief Minister Pinarayi Vijayan, in a Facebook publish on Friday, stated issues in households and in faculties had an influence on youngsters’s psychological well being. Issues created by parents’ actions or phrases or lack of consideration shouldn’t be ignored. The goal is to assist parents with parenting.
The marketing campaign comes after a survey carried out by the division amongst 70,000 parents to grasp their strategy to parenting and the issues they perceived that their youngsters confronted. The findings of the survey have been factored in whereas deciding what areas to deal with and for framing numerous messages as a part of the marketing campaign, which addresses numerous points akin to physique shaming, alcohol and drug abuse, despair, tutorial pressures, cartoon and web habit.
Kick-started with a sequence of social media posters, the marketing campaign helps plant constructive ideas in youngsters. It additionally inculcates values akin to gender equality and mutual respect by catching them younger.
The subsequent section of the marketing campaign will deal with mass media and embody movies that includes movie actors. Shirt movies and documentaries are additionally deliberate. Later, anganwadi and ASHA staff will go the sector to instantly work together with parents and distribute an illustrated handbook on parenting.
After six months, one other survey will likely be carried out to gauge any modifications.
Women and Child Development Director Anupama T.V. stated field-level actions akin to parenting periods in anganwadis that have been deliberate as a part of Karuthal Sparsham, the accountable parenting marketing campaign launched by the federal government final yr, couldn’t be taken up owing to COVID-19.
However, as issues confronted by youngsters stored on rising, the field-level element of Karuthal Sparsham was reworked right into a mass and social media marketing campaign. The marketing campaign materials ready earlier was tailored to posters and the like focused at mass and social media. The parenting marketing campaign was not new; nonetheless, the interval from October 11 to November 11, was an intensive marketing campaign interval below ‘Namukku valaram, nannayi valartham,’ Ms. Anupama stated.
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