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Poshan Phere : Leveraging Marriage Vows for Family Health

Poshan Phere : Leveraging Marriage Vows for Family Health

State and Development Partner

Chhattisgarh,

Tata Trusts - The India Nutrition Initiative

Over 100 couples will get married today thanks to the Mukhya Mantri Kanaya Vivah Yojna (MKVY), a state-sponsored community wedding event. As they begin their lives together, copules walk around the holy fire and take lifelong oaths. But today, they take one extra oath, where they commit to the health and well-being of their future childby talking care of their own health, especially women's health.

The convergence of MKVY with POSHAN Abhiyaan uses an auspicious and memorable day to deliver key messages to its target audience ar a very important juncture in their lives. Usually, family health messaging is directed towards women but Poshan Phere involves both men and women. Men are key players in ensuring women's health is prioritised in the family and when they take an oath keeping this in mind, mother and child health is no longer only the woman's issue but it becomes everyone's responsibility. These newly married couples are sensitised on the importance of a diverse diet, childbirth preparedness, anaemia and its symptoms etc. Husbands are made aware of how critical it is that they focus on their spouse's diet and be mindful of her health, something that is often neglected in many households.

This is endorsed by the local administration and state government which brings additional credibility to the issue. It works because it leverages social norms and delivers the message at the right time to the right people.

Source : Stories of Change from India's Aspirational districts - NITI Aayog publication



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