Celltick India Pvt. Ltd. partners with the Ministry of Women and Child Development, Government of India to spread awareness about the Beti Bachao, Beti Padhao (Save the girl child, Educate the girl child) Scheme to an estimated 100 million mobile users in India. This campaign is aimed at promoting gender equality and the significance of educating girls.
Celltick Partners with Ministry of Women and Child Development to Spread Awareness about Beti Bachao
There has been a steady decline in the Child Sex Ratio (CSR) across India, with 918 females born per 1000 males as per the Census of 2011. The Beti Bachao, Beti Padhao Scheme is a joint effort by Ministry of Women and Child Development, Ministry of Health and Family Welfare and Ministry of Human Resource Development, targeted at improving the Child Sex Ratio through multi sectoral interventions including prevention of gender biased sex selection and promoting girls’ education and her holistic empowerment.
Through the Celltick managed mobile services based on its patented LiveScreen platform, available to over 100 million users in India, the user is able to get messages that they can interact with on the home screen of their device, enabling ease of use in accessing information about BBBP. The platform allows capability to reach users based on their location as well as their language of preference. Working with all the major mobile operators across India, the Beti Bachao, Beti Padhao campaign will be executed to reach over a 100 million users in India. The service will direct users to access more information about it. Celltick has used its services platform for citizen education services in the past. The Beti Bachao, Beti Padhao campaign will be the first time that Celltick has teamed up with the Indian Government for a social initiative.
“We are happy that Celltick is committed to the cause of improving the Child Sex Ratio in India and therefore, contributing to promote the issue of gender equality and significance of educating our daughters to mobile users in India,” said Shri V. Somasundaran, Secretary, Ministry of Women and Child Development
“The Beti Bachao, Beti Padhao campaign is very important to us and we are happy to work with the Government to create wide awareness of such an important initiative in promoting gender equality in India,” said Abraham Punnoose, Managing Director, Celltick India. “We are always keen to use the power of our next generation mobile platforms for the greater good of people around the world and shall endeavor to make this a great success in India.”
About Ministry of Women & Child Development
The Ministry of women and Child Development, Government of India, is the nodal Ministry for holistic development of women and children in the country. As a nodal Ministry for the advancement of women and children, it formulates plans, policies and programs, enacts/ amends legislations, guides and coordinates the efforts of both governmental and non-governmental organizations working in the field of Women and Child Development. Besides playing its nodal role, the Ministry also implements certain innovative programs for empowerment of women and children. These programs cover welfare, support and delivery of services, training for employment and income generation, awareness generation and gender sensitization. These programs play a supplementary and complementary role to other general developmental programs in the sectors of health, education, rural development etc. All these efforts are directed to ensure that women are empowered both economically and socially and thus become equal partners in national development along with men.