Pregnant mom must promote bonny baby: Roli Singh

Why have you addressed the child to be born as a champion? 

The child is referred to as the ‘champion’ which is gender neutral. Woman needs to produce a healthy child. The expectant mother is refered to a champion’s mother to push the message for a healthy child. 

Why this shift in policy focus? 

Yes, earlier the campaigns advised the woman for nutritious diet. Pregnant woman has many inhibitions and does not talk about her pregnancy till the first trimester, which is very crucial. This is largely because of social taboos and traditions. She does not demand food and is often neglected.

Why the need for poshan bags? 

The bags are specially designed to tuck in a woman’s waistband and it is to ensure that she carries some nutrition that she can munch and fulfil her nutritional intake anytime, anywhere. 

What are the success parameters you are hoping for? 

The new campaign has a changed focused and it will have to be sustained across a period of time to give required results.