From: Sandesh News
Tuesday, 7 May 2013
Monday, 6 May 2013
Thursday, 2 May 2013
The vaccination of hope!
Government of India launches its new communication campaign for routine immunisation in India
Lack of awareness on routine immunisation, little or no knowledge on vaccine-preventable diseases, the need to reach out to some of the remote, high-risk districts in India to create demand for routine vaccination, has encouraged India to develop a holistic and integrated communication strategy on routine immunization. To be sure, the Indian government has declared 2012-2013 as the ‘year of intensification of routine immunisation’ in line with the World Immunisation Week 2013. What’s more, India has identified four rounds of special immunisation weeks in high-risk areas during the months of April, June, July and August.
With the aim to branding immunisation in a big way, so it can be visible in the minds of the people who are ignorant of its benefits, the Indian government through the Ministry of Health and Family Welfare, with the help of other stakeholders, including UNICEF and World Health Organisation (WHO), launched its unique communication strategy early this week that will roll out all over India in the next two-three months. This includes a new logo, television spot, radio jingle, besides posters informing people about the benefits of vaccines.
The logo is that of a chubby smiling baby in white diapers comfortably holding an injection in her hand, saying, “Don’t forget, vaccination your baby must get.” The television spot is that of indulgent family members gushing over a new-born baby who reminds them that they have to take her for routine vaccination and immunisation. The effect is evident: Even as adults temporarily forget the basic right for their child to live, survive and grow, the child reminds them to take her for routine vaccinations instead.
The logo, television and radio spots and posters were launched in New Delhi earlier this week by Anuradha Gupta, additional secretary, Ministry of Health and Family Welfare. Speaking on the occasion, Gupta spoke of the challenges of routine immunisation that still plague the country and why it is important to reinforce the message to the parents, many of whom are unaware of the benefits of these vaccinations. It is a dual challenge: reaching out to 2.7 crore new born children every year while also tracking the growth and vaccinating children up to five years (13-14 crore children every year by that yardstick) and educating parents on the advantages of giving their children routine vaccination.
The task is not easy, as UNICEF’s India Representative Louis-Georges Arsenault noted, especially given some shocking findings on reasons why people don’t immunise children: roughly 28 per cent of parents felt there was no need for it, 10.8 per cent had no idea where to go for vaccinations, 26 per cent had no idea they even existed, and roughly 8 per cent feared side effects because of myths and wrong information spread about routine immunisation. Arsenault noted that issues were restricted not just on demand but also supply side especially with vaccines not available in certain areas (6.2 per cent), services not available (2.1 per cent) and in some cases long waiting time (2.1 per cent) (Figures as per CES 2009 report). Arsenault also noted that the “last mile” was always challenging; even as DPT-3 coverage in India is roughly 72 per cent, 75 lakh children still await getting the dose.
Taking the micro-planning route, identifying the high-risk areas, marking priority districts, targeting urban slums and tracking the growth trajectory of children and mothers, besides rolling out the communication strategy is the way forward for the success of routine immunisation, according to the experts who were present at the event.
For a country that has eradicated polio fully for the last two years, the effort for routine immunisation needs to gather more force especially given alarming statistics of 8 million deaths of new born babies every year and 7.4 million kids still waiting for their vaccinations even as roughly 4 million lives of babies get saved every year.
The yawning gap needs to be filled. The routine immunisation communication strategy is the way forward and this is just the beginning.
Government to intensify efforts on child vaccination.
To create awareness on the urgency to vaccinate every eligible child and intensify efforts to improve the coverage, the health ministry has launched special immunization weeks campaign
The communication campaign aimed at increasing awareness among people in remote areas, was launched by Ms Anuradha Gupta, Additional Secretary, Ministry of Health and Family Welfare and Mission Director, National Rural Health Mission on April 29, 2013 at New Delhi. The media event was held in presence of development partners and health officials, in collaboration with UNICEF, as a part of the first special immunization week (April 24-30).
Speaking to media, Ms Gupta mentioned that the special immunization week is an opportunity to reinforce India's call to action for child survival and development. "The new RI logo and other communication material will promote consistent messaging to raise awareness on the urgency of reaching every child with lifesaving immunization," added Anuradha Gupta while pointing towards a new RI logo, TV spot, radio spot and posters that have been included in the campaign. She also emphasized on the need of ensuring that all the vaccines given free of cost, reach every last child in the country.
Emphasizing on UNICEF's focus to promote equity in programme results, Mr Louis Georges Arsenault, UNICEF India Representative said, "In India, inequity persists within and between states. There are geographical, rural-urban, rich-poor, gender and other related differences in vaccination coverage. Disparities need to be addressed to reach every last child. The Special Immunization Week is an opportunity for all of us to renew focus on ensuring equity in immunization coverage."
"Pentavalent vaccine expansion is a significant step in India's call to action to renew its commitment to child survival and development by strengthening key strategic public health interventions. Pentavalent protects children from Hib pneumonia and Hib meningtisin addition to protection from diphtheria, pertussis, tetanus and Hepatitis B," said Mr Rakesh Kumar, Joint Secretary, Ministry of Health and Family Welfare.
The intensified campaign comes in backdrop of the fact that close to 75 lakh children every year miss the benefits of childhood vaccinations. A majority of those missing the opportunity are from among the undeserved and marginalized populations. Being unvaccinated keeps them at highest risk of catching life threatening childhood diseases. Keeping in view these facts, the year 2012-13 was declared as "Year of Intensification of Routine Immunization" by the government of India. After successful introduction in Tamil Nadu and Kerala, intensification efforts saw the expansion of pentavalent vaccine to six more states in India.
From: Biospectrum (The business of Bioscience), New Delhi
Special immunization week launched to cover 184 high-rish districts
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| From: Political and Business Daily, New Delhi |
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