UNICEF initiates ‘Ek Star Aisa Bhi’ campaign for babies

The series consists of four inspirational videos that aim to celebrate the role of frontline workers and other change makers who are the cornerstones of India’s immunisation programme

UNICEF had recently launched an online campaign with #babiesneedyou to propel the cause of Mission Indradhanush by imploring responsible parents to follow through with full immunisation of their children. UNICEF has also initiated the ‘Ek Star Aisa Bhi’ series. Reportedly, the series consists of four inspirational videos that aim to celebrate the role of frontline workers and other change makers who are the cornerstones of India’s immunisation programme, that happens to be the largest in the world.

The first video featured the story of Pooranchandra, an auto driver, who is one of the many drivers registered under the Government’s Alternate Vaccine Delivery System (AVDS) in Odisha. Every morning, at the crack of dawn Pooran makes a trip to the health centre where he loads his auto with vaccines and other supplies, before setting off on an ‘Immunisation Mission’ in his Teekakaran Express.

The AVDS is an innovative programme intervention that makes use of community-based organisations and civil society members like Pooranchandra, to establish a robust system of vaccine delivery, especially to increase immunisation coverage in areas that are conventionally considered as ‘difficult to reach’.

The second video highlights the contribution of India’s frontline health workers- the ASHAs who traverse through difficult terrains so that full-immunisation becomes accessible to one and all, including children living in remote areas. One such ASHA volunteer is Asrita from Jharkhand. Apart from being a critical link in the country’s health delivery system, she plays an integral role in changing the mindset of the sceptics by communicating the message of science and dispelling the various myths and misconceptions that prevent parents from giving their children the best start in life.

She is supported in her earnest efforts by many community based workers such as ANMs and Panchayat leaders who also work in conjunction to ensure each and every child in the village receives life-enhancing vaccines for a healthier and brighter future.

Reportedly, two more videos as a part of the dynamic cluster are to follow soon. The promos are being broadcasted every Thursday on Zee Network.

With these motivational snippets from the lives of dedicated immunisation exponents, UNICEF hopes to put accent on Mission Indradhanush by the Government of India, by virtue of impacting and inspiring the masses to jump on the immunisation bandwagon sooner than later. The mission aims to immunise all children against seven vaccine preventable diseases by 2020 by building a large routine immunisation movement.