Case Study

Waging A War Against Infant Mortality

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The Challenge: Many mothers in rural India do not prioritise vaccination, and delay taking their children to the health centres in villages either due to fear of side effects from vaccines or due to myths and misconceptions around vaccination. Their source of health information are ASHAs (Accredited Social Health Worker) who is easily accessible during an emergency.

The Idea: With 9.7 million unimmunised and partially immunized children at a high-mortality risk (in 2014), Mission Indradhanush was a special initiative launched by the Ministry of Health and Family Welfare, Government of India in December 2014 to fully immunize every child.
Under Mission Indradhanush, high priority areas with low immunization rates were identified and special catch-up drives called Mission Indradhanush Weeks were conducted every month to reach unimmunized and partially immunized children across all the states.

We adopted a multi-pronged communications approach targeting mothers and families in rural as well as urban areas, community at large and building advocates at National and State level in order to lay emphasis on full immunization as a priority.

Credited the campaign to the health workers (the unsung heroes) under the theme ‘Thank You, Health Workers’ who travel to the remote corners of the country to ensure every child is fully immunized. This was also the first time a Government’s public health campaign on immunization extensively focused on the social media, apart from using the mass and mid media i.e. the conventional ways of reaching the community.

The Impact: In December 2015, the MoHFW listed Mission Indradhanush as its Topmost Achievement of the Year, having fully immunized 54,98,305 crore children and 29 lakh pregnant women between two phases. NFHS (National Family Health Survey) 2014-15 results show that immunization in Indian states have increased from last round of NFHS survey (2005-06)

As a result of the concerted efforts from centre and states, within the first year of the campaign, the MoHFW announced a 5% increase in full immunization coverage as against the 1% yearly increase registered in last few years.

Awards Won – 2

Sabre South Asia Awards 2016

  • DIAMOND in Superior Achievement in Measurement and Evaluation
  • GOLD in Public Sector/ Government category