New Delhi: NDTV and Vedanta today announced the launch of their unique initiative 'NDTV Vedanta Our Girls Our Pride', a first of its kind national movement to create awareness about issues related to the girl child, at an event held at The Leela, Chankayapuri, New Delhi. The key issues that the campaign will focus on are Nutrition, Education, Health, Foeticide and Infanticide.
Priyanka Chopra was named the brand ambassador for the campaign. UNICEF's Goodwill Ambassador for India, Priyanka has been actively involved in various causes related to the girl child for many years. She has also personally supported this cause through the 'Priyanka Chopra Foundation for Health and Education', which works towards providing support to unprivileged girls across the country in the areas Education and Health.
To launch the initiative, Campaign Ambassador, Priyanka Chopra joined Dr Prannoy Roy, Co-chairperson, NDTV and Mr. Anil Agarwal, Chairman, Vedanta in the capital.
On being introduced as Campaign Ambassador, Priyanka Chopra, said, "The upliftment of the girl child in India has been a cause that is very close to my heart. In my role as UNICEF's Goodwill Ambassador and through my experience with my personal foundation, I understand that while there have been some positive strides being made every day, there is still a serious amount of work that is still left to be done. I am honoured to be a part of Our Girls Our Pride, which is a wonderful initiative. NDTV has pioneered several successful campaigns in the past, creating a positive change in the lives of many. My personal experience with NDTV on the Greenathon over many successful years gives me the belief that together we can work towards making a sustainable change. With this initiative we aim to change the lives of many girls and provide them with basic necessities to be able to lead a quality life. I'm looking forward to creating a successful campaign that will give everyone an opportunity to come together in making a better and brighter India for our young girls."
NDTV has always played an instrumental role in creating awareness about various issues existing in the country through diverse, pathbreaking initiatives such as Save Our Tigers, Support My School, Marks for Sports and the Greenathon amongst others. Vedanta has taken forward a mission to make India a Child Malnourished free nation and thereby since 2008, the Group has taken care of over 14,000 Anganwadi centres reaching out to more than 500,000 children with a special focus on girl child. Eight Hi-tech Mid Day Meal Kitchens have been set up, providing hot nutritious meal to over 250,000 rural students. Many rural schools have been adopted for strengthening the quality of education and infrastructure.
The Group has also taken up the initiative which has transformed 14,900 women into Rural Entrepreneurs through Self Help Groups. Beside, having specialized health camps, the Group has a Heart Hospital in Rajasthan and is constructing a 350 bedded Vedanta Cancer Hospital & Research Centre in Raipur which is near completion.
'NDTV-Vedanta Our Girls Our Pride' is yet another attempt to make a noteworthy difference in our world. Apart from sensitizing the masses, the campaign also aims to raise funds to make a positive impact in the lives of as many girls as possible. Vedanta has joined hands with NDTV through its "Khushi" campaign, which is creating awareness towards care for the underprivileged children with focus on their health, nutrition, education and overall development. To drive momentum for the cause, NDTV will also create dynamic partners in government departments, NGOs, schools and private organisations.
On this occasion, Mr. Anil Agarwal, Chairman, Vedanta Group, said "As a Group we are committed to partner with all stakeholders, especially community, for a holistic development near our business locations. What we need today is a movement on a war-footing to give our children what is rightfully theirs - a childhood that is not deprived of health, nutrition and education. We all must join hands - individuals, civil society, corporates, media fraternity and the government. We are quite delighted to partner with NDTV and Ms Priyaka Chopra for taking the campaign girl child forward."
Addressing the audience, Dr. Prannoy Roy, Chairperson, NDTV, said "Perhaps the single most important change we can bring to our country is to invest in our girl children - to focus on their rights and demand their equality in society. Ensuring that every girl child in India achieves her full potential will transform India in a way that no other revolution can. This campaign is a small step in that direction - to raise awareness and to seek concrete steps towards a bet.