Mridula Sinha at the workshop in Ranchi on Thursday. (Hardeep Singh)
“Why do people remember slogans like Humara Bajaj or Kuchh Meetha Ho Jaye?” principal secretary, social welfare, women and child development, Mridula Sinha asked the gathering at a workshop in Ranchi today.
She gave the answer, too: “It’s because they have been targeted to the audience in such a way that people never forget them.”
Sinha said the state government, too, wanted such innovative slogans and taglines to propagate health messages effectively so that the people followed them.
“It has to be crisp, contextual and precise,” she pointed out at the workshop held to finalise a communication strategy to popularise Infant and Young Child Feeding practices.
The workshop was organised by Vikas Bharti, an NGO, in association with Save the Children.
She added most of the messages on health issues were “crowded, scattered and lengthy”, which were not conceptualised keeping in mind the rural masses, their way of life and their needs.
But now, the government would adopt only those messages, which were small and precise.
Sinha also asked officials of Vikas Bharti to get in touch with branding experts so that their efforts were not wasted.
Speaking on the occasion, director-in-chief (health) Pradeep Chandra said, “Messages on feeding practices have been circulated in the rural areas for over two decades now, but in vain.”
He added the final communication strategy should have clear adoptable dos so that health officials, with no expertise in the field of communication, could understand and implement easily.
Vikas Bharti head Ashok Bhagat said the strategy would be finalised within a fortnight and submitted to the government.
Among others who were present at the workshop were Unicef's (Jharkhand) chief Job Zachariah, State Commission for Protection of Child Rights’ chairperson Rooplaxmi Munda, Save the Children state co-ordinator Mahadev Munda.