Top Story

e4m_logo.png

Home >> International >> Article

Doordarshan bags award for leprosy awareness campaign

26-October-2001
Font Size   16
Doordarshan bags award for leprosy awareness campaign

Doordarshan has bagged the prestigious Commonwealth Programme Award 2001 for the Social Action Television programme for its leprosy awareness and prevention campaign that was carried out in 1999-2000.

With India accounting for 60% of the world leprosy cases, Doordarshan joined hands BBC World Service in September 1999, to spread awareness about leprosy in India. The campaign was launched in UP, MP, Bihar, West Bengal and Orissa. In the first phase of the project, 24 social advertising spots were broadcast during January – February 2000, coinciding with door to door drive for leprosy eradication.

In the second phase 17 short films and 5 talk shows were produced by Doordarshan kendras located in the focus states. Adopting the drama in a folklore format, these short films gave the message about overcoming the stigma associated with leprosy. A special programme anchored by film star Jackie Shroff and Manisha Koirala was also screened on DD National Network.

The result of the leprosy campaign on TV and radio beat the expectations. More than two lakh people most of them new case came forward for treatment. Independent research conducted by ORG Centre for Social Research indicated that the belief that leprosy is hereditary declined from 56% to about 19%.

The campaign was lauded by The World Health organisation. The successful partnership between Prasar Bharati and BBC World Service Trust is now being extended to HIV/AIDS campaigns.

Tags

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

The unveiling of the Pitch Madison Advertising Report 2018 event was held on February 15, 2018. Over the years, the report has become a benchmark in the industry. Here are some pictures from the event...

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing...

Jake Dyson, Chief Engineer and Member of the Dyson board, spoke about the innovations and technology that they plan to bring to India