A series of advocacy projects across Uttar Pradesh (UP) in collaboration with UNICEF
The Modify Foundation, in collaboration with UNICEF, implemented a series of advocacy projects across Uttar Pradesh (UP) to promote child rights and welfare. These initiatives focused on enhancing child health, nutrition, hygiene, and education, with the goal of improving the overall well-being of children in the state. By engaging key stakeholders, including government departments, ministers, MLAs, and policymakers, the foundation worked towards creating a supportive environment for policy reforms that prioritize children’s needs. The partnership aimed to foster lasting changes that would ensure better living conditions, education opportunities, and overall care for children in UP.
1. Dastak 1
Dimagi Bukhar Se Jung
Duration :1 Day
The initiative focused on promoting the prevention and awareness of AES (Acute Encephalitis Syndrome) and JE (Japanese Encephalitis) diseases. By educating communities about early detection, vaccination, and preventive measures, the program aimed to reduce child mortality rates caused by these deadly diseases. The efforts emphasized the importance of timely intervention, proper healthcare, and community involvement in safeguarding children’s health and preventing the spread of AES and JE.
- Key Metrics:
- 5,400 tweets
- 13,396,285 organic reach
- 119,360,827 impressions
2. Breastfeeding Week
Duration: 7 Days
The campaign focused on the benefits of breastfeeding for both mothers and children, highlighting its importance in providing essential nutrients and immune support. Emphasis was placed on the significance of early initiation and exclusive breastfeeding for the first six months, ensuring optimal growth and development. The campaign aimed to raise awareness about the critical role breastfeeding plays in improving maternal and child health outcomes.
- Key Metrics:
- 706,563 impressions
3. Poshan Maah
#SahiPoshanUPRoshan
Duration: 27 Days
The initiative aims to enhance nutrition for adolescents, women, and children to address malnutrition and anemia. By focusing on providing essential nutrients, it seeks to improve overall health and well-being, ensuring better growth and development. The program strives to reduce the prevalence of anemia and malnutrition by promoting awareness, improving access to nutritious food, and implementing targeted health interventions for vulnerable populations.
- Key Metrics:
- 7,000 tweets
- 2,16,47,343 organic reach
- 28,57,69,293 impressions
4. Swachhta Pakhwada
#SwachhUP
Duration: 21 Days
As part of the Swachh Bharat Mission, this campaign promoted cleanliness and hygiene to enhance public health and sanitation across communities. It encouraged adopting proper waste management, maintaining clean surroundings, and building sanitation infrastructure to prevent disease. Community engagement played a vital role, with educational programs and awareness drives motivating individuals to take responsibility for their environment. The campaign also focused on behavioral changes to ensure sustainable practices for long-term impact.
- Key Metrics:
- 6,000 tweets
- 34,040,698 organic reach
- 50,657,266 impressions
5. Fight Measles Rubella
Duration: 21 Days
The campaign focused on raising awareness about the benefits of measles and rubella vaccination. Its goal was to reduce child mortality and morbidity by promoting widespread immunization, emphasizing the importance of vaccinating children to protect against these preventable diseases. The initiative sought to encourage communities to prioritize vaccinations, ensuring better health outcomes and safeguarding children from the risks associated with measles and rubella.
- Key Metrics:
- 4,500 tweets
- 1,00,17,980 organic reach
- 13,67,34,098 impressions
6. World Childrens Day
Duration: 1 Day
This campaign celebrated children’s rights, well-being, and development opportunities. Its goal was to foster a safer, healthier, and more supportive environment for children worldwide. By raising awareness, it highlighted the importance of ensuring every child has access to the necessary resources, protection, and opportunities for growth, contributing to a positive future for the next generation across the globe.
- Key Metrics:
- No report available due to its global nature
- At least 10 influencers participated
7. Smart Betiyan
Duration: January 2019
The campaign empowers young women and adolescents through digital storytelling to prevent child marriages. It showcased real stories of girls, boys, parents, and community members who took action against child marriages. Documented on smartphones by “Smart Betiyan” (digitally-empowered daughters), these stories promoted awareness and encouraged community-driven solutions to tackle the issue.
- Key Metrics:
- 100 posts
- 800,000 impressions
- 366,000 organic reach
8 Poshan Pakhwada
Duration: 8th to 22nd March 2019
The campaign focused on improving nutrition for adolescents, mothers, and children, emphasizing Iron and Folic Acid (IFA) intake to combat anemia and enhance adolescent health. It also underscored the importance of maternal nutrition and Infant and Young Child Feeding (IYCF) practices to reduce malnutrition rates in the state, aiming for overall better health outcomes for vulnerable groups.
- Key Metrics:
- 1,020 tweets
- 9,050,000 impressions
- 3,100,000 organic reach
9. IDCF (Intensified Diarrhoea Control Fortnight)
Duration: May 2019
The campaign aimed to reduce infant mortality from diarrheal diseases by promoting hygiene, sanitation, and awareness about Oral Rehydration Solutions (ORS) and Zinc. It emphasized the role of parents, healthcare providers, and community members in preventing and managing diarrhea in young children, focusing on practical solutions to improve health outcomes and raise awareness about the importance of early intervention.
- Key Metrics:
- 91 tweets
- 48,500 impressions
- 31,200 organic reach
- 68 contributors
8. Parenting Month
Duration: June to July 2019
The campaign promoted positive parenting practices by offering tips on child development, nutrition, education, and emotional well-being. It targeted parents and caregivers, encouraging them to create a supportive environment for children’s holistic growth and development. Through the initiative, the focus was on nurturing children’s physical, mental, and emotional health, helping caregivers foster an atmosphere conducive to overall well-being and development.
- Key Metrics:
- 5,404 tweets
- 992,000,000 impressions
- 150,000,000 organic reach
9. Dastak Abhiyan
Duration: July 2019
This campaign aimed to combat Acute Encephalitis Syndrome (AES) and Japanese Encephalitis (JE), both life-threatening diseases affecting children. The campaign emphasized collective action to raise awareness about prevention, early detection, and treatment options, urging communities to adopt hygiene and vaccination practices to reduce the spread of these diseases.
- Key Metrics:
- 3,323 tweets
- 82,400,000 impressions
- 13,700,000 organic reach
- 42 influencers
10. Operation Kayakalp
Duration: 1st to 5th September 2019
The campaign promoted cleanliness and hygiene practices in schools to enhance students’ health and learning environments. It focused on providing essential Water, Sanitation, and Hygiene (WASH) facilities while raising awareness among students and staff about the importance of cleanliness in disease prevention. The initiative aimed to create a healthier and safer school environment, ensuring that students could learn in optimal conditions free from health-related disruptions.
- Key Metrics:
- 1,759 tweets
- 21,412,028 impressions
- 6,887,648 organic reach
11. Sanchari Rog Niyantran Abhiyan
Duration: 17th to 25th September 2019
The campaign focused on preventing communicable diseases through collaboration across multiple departments. It addressed transmission, symptoms, and prevention of diseases like dengue, malaria, and chikungunya. Mass media spread key health messages, supported by the collective efforts of the health, urban development, Panchayati Raj, and agriculture departments. This multi-departmental approach aimed to raise awareness and ensure effective disease prevention.
- Key Metrics:
- 1,284 tweets
- 22,550,660 impressions
- 4,034,649 organic reach
- Deputy Chief Ministers’ participation
12. Global Handwashing Day
Duration: 11th to 17th October 2019
The campaign promoted handwashing with soap as a cost-effective way to prevent diseases like diarrhea and respiratory infections. It emphasized the importance of hand hygiene for disease prevention and encouraged schools, healthcare facilities, and communities to adopt regular handwashing practices to improve public health and reduce the spread of infections.
- Key Metrics:
- 1,435 tweets
- 22,422,013 impressions
- 5,140,961 organic reach
- 38 influencers
13. World Toilet Day
Duration: 16th to 22nd November 2019
The campaign aimed to achieve universal access to toilets and sanitation facilities, raising awareness about their importance for public health and hygiene, particularly in rural areas. It promoted safe, affordable sanitation methods to prevent open defecation and related health issues, ensuring improved hygiene and well-being for communities. The initiative emphasized the need for better sanitation practices to safeguard health and enhance quality of life.
- Key Metrics:
- 1,392 tweets
- 22,352,096 impressions
- 5,457,826 organic reach
- 37 influencers
14. Child Birth Certificate Campaign
Duration: 2nd to 6th December 2019
The campaign emphasized the importance of birth registration and birth certificates in ensuring children’s legal identity and access to public services. It aimed to educate parents about the registration process and the rights linked to a birth certificate, highlighting its role in safeguarding children’s future and enabling their access to essential services.
15. Corona Mukt UP
Duration : 3rd December to 25th December 2020
The project aimed to engage with state decision-makers to address the challenges faced by children and women during COVID-19. Its goal was to empower elected representatives to create lasting change by holding government, industry, and civil society accountable. To achieve this, four webinars were conducted. The first two focused on raising awareness about COVID-19 appropriate behaviors, while the last two highlighted the importance of COVID-19 and child protection. The overall outcome was to inform and empower communities to adopt safety measures and prioritize child protection.
- Key Metrics:
- 213 Tweets
- 3,774,446 Impressions
- 3,223,877 Reach