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Hill Road Media executes DoE-UNICEF social initiative for UP schoolchildren

21-August-2010
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Hill Road Media executes DoE-UNICEF social initiative for UP schoolchildren

Hill Road Media has produced a 15-minute radio show, which is being broadcast daily in over 7,000 schools in Uttar Pradesh. The main themes of the show revolve around health, nutrition, hygiene, education, gender equality, child rights, and the importance of a good learning environment.

Each episode has a story, a song (a unique original composition) and a game. The show has been produced by Hill Road Media and developed by Sesame Workshop India (Sesame Street/ Galli Galli Sim Sim).

Commenting on the show, Rajesh Tahil, Director, Hill Road Media, said, “The idea behind the show is to provide the social messaging in an entertaining and informative format. There are over 50 artists, producers, technicians, music composers, who work on each show. There are a total of 160 episodes. The central protagonist of the show is Meena, a 9-year old girl, who is a role model for her peers. The show is based in a village setting, including a school, the kids, the teachers, parents, friends, etc. Each show has a 2.5 minute original song, which reinforces the key message of the story.”

The ‘Meena’ radio programme aims to sensitise school children about the issues like enrollment of more girls in schools, elimination of social vices like child marriage and gender discrimination. The programme was launched in Uttar Pradesh jointly by the Department of Education and UNICEF. A pilot project was initiated in Lucknow and Lalitpur districts on March 8, 2010. It was decided that the project would be extended only if the feedback was good. Five months later, it has been decided to extend it to other districts as well. A training programme for master trainers was held in Varanasi recently.

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