PVR Nest, the CSR arm of PVR Ltd., India’s largest film exhibition company and Mumbai Obstetrics and Gynaecological Society (MOGS) recently celebrated the completion of their “She’s Ambassador” program which reached out to 50 BMC schools imparting practical skills to 50,000 young girls on menstrual health. The training campaign also included awareness on communicable and non-communicable diseases, sanitation and mental health.
It included knowledge sessions, new age counselling sessions with multi-sectored influencers, film-making workshops and project-based learning. The campaign had also sought to strategically emphasise on promoting quality healthcare inclusive of education and safe practices amongst young girls; enabling them to build resilient communities ensuring a life of dignity for all.
As a part of its efforts to equip adolescent girls to face the challenges and complexities of modern times; She’s Ambassador collaborated with celebrity influencers from the film industry, business, finance, medical and social sectors to engage with children on the health of adolescent India promoting healthy child development through participatory convergence.
Former MP Priya Dutt, Twinkle Khanna and Sonam Kapoor graced the occasion as special guests while Niharika Bijli gestured as the host of the grand finale. The Indian Dietetic Association (IDA)- Mumbai Chapter, Red Dot Foundation, Red Stone Films; principals and students were partners of the campaign.
Dr Nandita Palshetkar, Immediate Past President – MOGS and President Elect - Federation of Obstetric and Gynaecological Societies of India (FOGSI) said; “Education is the only way to progress and educating a woman will ensure development at the grass root level. Partnering with PVR Nest was ideal for this initiative as it resonated with the concept of their Cine-Art campaign. She’s Ambassador’s context-sensitive curriculum was delivered over a course of one year to adolescent girls in schools led by peer education model for enhanced reach in terms of scale and impact. The underlying narrative being addressed behind these fun and interactive sessions was to promote women healthcare, hygiene, nutrition and sanitation through engaging mediums and enable them to recognise their potential as health communicators.”
“She’s Ambassador’s Program has come a long way since April in last year when it was launched”, Priya Dutt recollected. She said, “Though there is a long way to go; having reached out to these many young women; empowering them with healthy and hygienic practices for a wholesome life is indeed celebratory.”
Addressing the gathering, Deepa Menon, Senior Vice President – CSR, PVR Ltd. said “Collective and individual action is a crucial prerequisite for establishing efficient health management machinery in India. She’s Ambassador addressed the social stigma, archaic cultural norms and the economic insufficiencies that prevent young girls from making healthy choices. Using art and cinema as a medium for learning, expression, and engagement with health topics, She’s Ambassador incorporated adolescent girls as central actors in their own education setting by conducting a series of creative workshops covering health and hygiene resulting in a girl-to-girl health education model. The Program encouraged the voice and leadership potential of young girls empowering them to inspire change within themselves and their communities.”
“The lack of education is at every-step an every-day reality dealt by countless young girls and women”, said Twinkle Khanna. Thinking aloud, Sonam Kapoor said “When we educate girls about their bodies and its changes, we empower them to not only take care of themselves but also feel more confident in doing so.”