Reckitt, a global leader in consumer health and hygiene, has partnered with Plan India to launch the “Self Care for New Moms and Kids Under 5” initiative. Initially known as ‘Reach Each Child,’ this initiative focuses on improving maternal and child health across 268 villages, in 5 districts of Gujarat, Maharashtra, and Rajasthan. So far, the initiative has impacted 4 million new mothers and 70,000 children across the targeted region. Now, transitioning to Self-Care, the initiative engages young mothers in rural communities through innovative outreach programs, including traditional street plays, a variety of educational activities, and door-to-door engagements that bring vital health information and services right to their doorsteps.
The ‘Self Care for New Moms and Kids Under 5’ initiative leverages the expertise of ‘Gulabi didis,’ local women trained as community health workers who are pivotal in disseminating health knowledge and enhancing healthcare access. They bring the program directly to households focusing on taking comprehensive self-care education to every young mother and child across the region and leaving no one behind.
The program follows WHO’s guidelines to prevent major childhood diseases like Diarrhoea and Pneumonia, utilising the 7-point plan for Comprehensive Diarrhoea Control and the Global Action Plan for the Prevention and Control of Pneumonia and Diarrhoea (GAPPD). In addition, through the counselling provided by ‘Gulabi didis’ help in the identification, and referral of diarrhoea and pneumonia cases which are one of the most common causes leading to infant deaths in the region and help enable a prioritized and prompt management of these conditions throughout the region.
Commenting on the partnership, Ravi Bhatnagar, Director of External Affairs and Partnerships at Reckitt, said “This song is a tribute to all new moms, and is made with the mission to ensure health for all. Through ‘Self care for new moms and kids under 5’, we are engaging with various tribal communities and are not just spreading awareness, but also equipping mothers with the tools they need for effective self-care, driving transformative health improvements for all. By empowering new moms with agency and promoting hyper-local practices, we are developing a culture of empowerment and resilience within the communities.”
Additionally, the ‘Gulabi didis’ Community Health Workers sensitise communities on the importance of proper handwashing at the critical touch points which includes washing hands after defecation, and the use of toilets; before eating; before preparing and serving food; before feeding infants/children; after cleaning a child’s bottom, and after coughing/sneezing during illness. In addition, the program has established partnerships with health and Integrated Child Development Services (ICDS) departments to conduct community mothers’ meetings through Village Health Sanitation and Nutrition Days (VHSNDs), also known as ‘Mamta Diwas’.
Commenting on the program Mohammed Asif, Executive Director of Plan India, said “Our approach is rooted in empowerment through education. ‘Self-care for new moms and kids under 5’ is in line with our commitment to equipping mothers with the tools and understanding necessary to take proactive steps in their and their children’s health, enabling a holistic prevention-based approach to care and contributing to a robust future for our country.
The program has also launched one of its central elements of this initiative: an empowering theme song “Maa E Maa,”. Inspired by the ancient Gujarati proverb, “Mother is mother, all else is secondary,” the song deeply connects with the cultural roots and everyday lives of mothers. The song’s lyrics remind mothers of their influential role, akin to revered figures like Jijabai and Goddess Amba, reinforcing the cultural resonance and empowering message of the song. It advocates for regular health check-ups, doctor’s advice, and vaccinations and aligns with Plan India’s focus towards preventive healthcare.
