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<ul><li><keyword id="23599" type="ORGANIZATION" weightage="20" keywordseo="cry">CRY</keyword>'s campaign is aimed at building awareness on the importance of India’s girls completing their secondary education and the positive correlation it can have on the inclusive socio-economic growth of the country.</li><li>The campaign has been launched in collaboration with <keyword id="10059988" type="UNKNOWN" weightage="20" keywordseo="lintas-live">Lintas Live</keyword>.</li><li>The campaign idea is rooted in the hard data from a recent McKinsey Gender Parity Study (2018) that clearly states that employment of girl child can add $770 billion to India’s GDP.</li></ul>CRY (<keyword id="6514873" type="UNKNOWN" weightage="20" keywordseo="child-rights-and-you">Child Rights and You</keyword>) launched a national campaign titled #PooriPadhaiDeshKiBhalai to build awareness on the importance of India’s girls completing their secondary education and the positive correlation it can have on the inclusive socio-economic growth of the country. The campaign has been launched in collaboration with Lintas Live and seeks to inspire India’s citizens to come together and pledge their support for the cause. As a part of this film, Lintas Live partnered with Absolute Productions to deliver this heartwarming film, set against the backdrop of rural heartland of the country, where the protagonist – a young girl – innocently leads a potential investor to hark upon the real investment potential of the country. The ‘Big Impact’ of investing in the idea of supporting every girl to complete her secondary education is validated by stark statistics recounted by an educationist who enumerates the long-term economic benefits that this could bring to the country. <div type="Youtube" id="BTAKHhHHdOw" title="CRY | #PooriPadhaiDeshKiBhalai" thumbUrl="https://i.ytimg.com/vi/BTAKHhHHdOw/mqdefault.jpg"></div> Speaking about the campaign, <keyword id="10055924" type="PERSON" weightage="20" keywordseo="sarvesh-raikar">Sarvesh Raikar</keyword>, Creative Head, Lintas Live said, “Several films and PSAs around education, especially on girl-child education, have been done before. Our challenge was how do we make our message stand out? How do we shine a spotlight on the importance of completing secondary education? Which is why, we took the route of showing it as an investment and actually demonstrate the returns - with hard-hitting numbers. The fact that the campaign has been launched in March further made the theme sharper – as that's when investments are top of the mind for the country." Commenting on the initiative, <keyword id="1087789" type="PERSON" weightage="20" keywordseo="Puja-Marwaha">Puja Marwaha</keyword>, CEO, CRY said, “In the four decade-long journey of CRY, ensuring education for the girl-child – especially the ones living in remotest of places and within marginalised communities – has always been very close to our heart and at the top of our programme agenda on the ground.” “We do hope that the campaign #PooriPadhaiDeshKiBhalai, and the way the film captures the essence of the core issue of girl-child education with an imaginative articulation, will be able to mirror the largeness of our mission and purpose. The campaign intends to bring to light the importance of secondary education for the girls and table the positive potential that such investment will bring to the country’s socio-economic growth. We urge people from all walks of life to come forward, take note and support the cause,” Puja added. Speaking about the campaign, <keyword id="3345614" type="PERSON" weightage="20" keywordseo="Ameer-Ismail">Ameer Ismail</keyword>, President, Lintas Live said, “We are truly honoured to partner with CRY for promoting a true cause that impact lives and I am so proud of the team that has worked on this with passion. This campaign is a true reflection of our creative capabilities at Lintas Live with digital – first amplifications at the very heart of its execution.” The storytelling is simple, easy and straight from the heart, as the film aims to narrate one of the starkest socio-economic realities of the country. Keeping in mind the fact that around 38 per cent of girls in India, between 15 to 18 years, are out of school (RGI Census 2016 &amp; UDISE data 2016-17) and that the drop-out rates for girls increase dramatically from 4.30 per cent in primary schools to 17.01 per cent in secondary school (UDISE 2018-19), the film looks at secondary education of girls as the most potent of investments towards a brighter future and a robust economy. The campaign idea is rooted in the hard data from a recent McKinsey Gender Parity Study (2018) that clearly states that employment of girl child can add $770 billion to India’s GDP. The film concludes with a plea to invest in the future of the nation by investing in the secondary education of the girl child and help harness the economic strength of the nation’s latent potential.

CRY's latest campaign focuses on the importance of girls completing their secondary education and its direct correlation to the country's growth

New Delhi, Jan 31 (PTI) Noting that safety of children should be the centrepiece of the Union Budget, child rights organisations have demanded an increased allocation for elimination of child labour and more investment in strengthening the social safety-net. They also said that effective preventive mechanisms need to be accelerated on an immediate basis. The Union Budget 2022-23 will be presented by Finance Minister Nirmala Sitharaman on Tuesday. Executive Director Kailash Satyarthi Foundation Jyoti Mathur said the overall percentage share of budget allocation for children in the Union Budget must be improved, and it should be restored at least to the level of 2020-21. "It is noteworthy to mention here that the percentage share of the Union Budget allocated for the welfare of children has been reduced from 3.16 per cent (2020-21) to 2.46 per cent (2021-22). This is the lowest share of the budget allocated for the welfare of children in the last 11 years," she said. "In addition, if we look at the budget allocation for the previous two years, the total budget allocated towards the welfare of children has declined by 11 per cent in 2021-22 over 2020-21 (a decline from Rs 96,042 crore in 2020-21 to Rs 85,713 crore in 2021-22)," she said. There should also be an increased allocation for elimination of child labour with a comprehensive national action plan, Mathur added. Other suggestions include enhanced budgetary allocation for rehabilitation of bonded labour, which is a part of the overall budget head of the National Child Labour Project (NCLP). "Since the budget head of the NCLP also includes grants-in-aid to voluntary agencies and reimbursement of assistance to bonded labour it appears impossible to provide any assistance to the victims of bonded labour as the allocation is grossly inadequate even to maintain the fixed expenditure under the NCLP," she said. Mathur highlighted the need for establishing an international Centre to address incidences of 'online child sexual abuse'. Chief Executive Officer of CRY–Child Rights and You, Puja Marwaha, said children should be placed at the centre of any development discourse – both for themselves and for the inclusive growth of the country – and this should be the centrepiece of the Union Budget. Elaborating on the multiple impacts of the Covid pandemic on children, she said, "Experiences and learnings from prior humanitarian crises have shown that children tend to be disproportionately affected during such critical times and their rights, lives and well-being are at risk of irreparable harm." "Owing to disruptions in education and health-care systems, lack of access to nutrition and protection services over the past two years, their vulnerabilities, especially within rural areas and marginalised communities have increased multiple times," Marwaha sadi. COVID-19 has impacted children in diverse ways – be it physical, emotional, cognitive, or social repercussions, including transition or migration, familial crises, isolation from friends, discontinuity of learning, environment, quarantine, hospitalisation of self or family members, and entry into adult roles of work or marriage, she said. Consequently, the lives of India's children were severely restricted in terms of their access to education, nutrition and development, and child protection, Marwaha added. Underscoring the importance of adequate provisioning for the child protection systems, she said, "Given the increase in numbers of children facing risks such as entry into child labour or marriage, more investment in strengthening the social safety-net and effective preventive mechanisms needs to be accelerated on an immediate basis." PTI UZM ANB ANB

Budget: Child rights NGOs demand increased allocation for elimination of child labour

New Delhi, May 12 () Nearly 50 per cent of parents of children below five years of age have not been able to access immunisation services during the nationwide lockdown imposed in view of the COVID-19 pandemic, says child rights NGO CRY. The online perception study conducted by Child Rights and You (CRY) in 22 states and Union Territories of the country also talked about the multiple effects of the pandemic on children. The survey was conducted during the first and second phase of lockdown. It is based on responses of about 1,100 parents and primary caregivers from across the country. According to the study, access to immunisation suffered a huge setback across all regions of the country and a whopping 63 per cent of the surveyed households in northern states reported lack of access to immunisation services. Only around half (51 per cent ) of the parents who had children below five years of age were able to access immunisation services during the lockdown, the survey said. "One in every four (27 per cent) of the respondents reported non-accessibility of regular healthcare services for children during the lockdown -most reported from the North (31 per cent) followed by the South (21 per cent). In other regions, lack of access to regular healthcare facilities was experienced by less than 20 per cent of parents," it said. Even though children have not been the face of this pandemic as they have largely been spared of the direct health effects of COVID-19 so far, findings of the study indicate that they have been among its biggest victims with multiple side-effects on their physical and psycho-social well-being. If access to basic healthcare for children was at bay, their access to education was affected equally during the lockdown days, the survey said. Three in every four (77 per cent) of the respondents have reported that the lockdown has affected education and learning. This was again the highest in the North (87 per cent) and least in the West (56 per cent), it said. While 60 per cent of the parents/primary caregivers pointed out that among the regular activities for children affected were their extra-curricular opportunities; 60 per cent believed that children's friendships and social lives were affected; and almost an equal section (59 per cent) perceived that their outdoor games and recreational opportunities were majorly compromised, the survey found. More importantly, according to 37 per cent of the respondents, children's psychological well-being and happiness have definitely been affected during this phase. This was most reported from the eastern states (51 per cent), the survey said. A majority (88 per cent) of the respondents reported an increase in their children's exposure to online activities (screen time), amongst which 45 per cent reported the increase to a great extent. Region-wise, in South, North, and West, around 40 per cent of the respondents reported that the screen time for children have increased considerably, it said. Only 43 per cent of the parents reported about being able to watch their children's online activity continuously. This was the highest in the West (68 per cent), followed by East (50 per cent). More than half of the respondents (52 per cent) reported about the provision of supervised access to the Internet for their children. One in every five respondents (22 per cent) reported about taking no measures to protect their children when online. This was most reported from North (25 per cent), the survey said. The findings of the study were made public through a webinar which included a session where eminent experts shared their insightful views and valuable opinions. Explaining the objective behind the study, Puja Marwaha, CEO, CRY said, "In a country where 40 per cent of the total population are children, and the budget allocated for them is just a little over 3 per cent of the entire budget outlay, it is but obvious that they do not feature as the topmost topic of discussion while the country battles a pandemic. "However, this most vulnerable section of the society has been one of the worst affected by the side effects of COVID-19. To be able to address this, and to be better prepared to support the marginalised children of the country during and after the lockdown, we conducted the online survey in 23 states and Union Territories to understand how the 'lockdown days' have affected their physical and mental health, nutrition, education, protection and online security issues," she added. UZM SRY

Nearly 50% parents with kids below 5 yrs not able to access immunisation during lockdown, says CRY

<ul><li>The Body Shop India's latest ad with <keyword id="89958" type="PERSON" weightage="20" keywordseo="Shraddha-Kapoor">Shraddha Kapoor</keyword> reminds the audience how 'Periods are normal, society is strange.'</li><li>The brand has also partnered with CRY to make real change in society and raise more awareness. </li></ul>Menstruation is a natural bodily function and yet period shame along with lack of access to <keyword id="4769472" type="PERSON" weightage="20" keywordseo="menstrual-health">menstrual health</keyword> and education continue to hold millions of girls and women back to this day. With the Covid-19 pandemic, the situation has only worsened with even more restricted access to safe period products, menstrual health awareness and education. The Body Shop, the activist British beauty brand powered by purposeful feminism sets out to partner with CRY – Child Rights and You, a leading Indian non-profit organization, to make real change by raising awareness about Periods, Period Shame and the impact of Period Shame of India’s girls &amp; women. Through this partnership, The Body Shop aims to normalize the conversation around periods and raise funds towards menstrual health and education efforts for communicated deeply affected by the pandemic. <div type="Youtube" id="6XVihCBaX-g" title="Periods are #BloodyNatural | Let's end period shame | The Body Shop India" thumbUrl="https://i.ytimg.com/vi/6XVihCBaX-g/mqdefault.jpg"></div> Periods are normal but India’s statistics around it are not: <ul><li>20% of girls in rural India leave schools after getting their first period. This is a direct consequence of social stigma, shame, isolation and poor access to safe menstrual products and disposal facilities.</li><li>After domestic chores, periods and the lack of menstrual amenities like Pads, Toilets for Girls and Disposal is the biggest reason for Indian girls missing school.</li><li>88% of menstruating women in India use unsanitary materials like dried leaves, ash, wood shavings, old fabric/rags, newspapers etc. to absorb menstrual discharge.</li><li>Poor menstrual hygiene leading to 70% increase in incidents of reproductive tract infections.</li></ul> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div>Menstrual hygiene is recognized by the UN as a key global health issue and yet with Covid19, menstrual vulnerability has increased sharply and so has the gender health gap. This movement by The Body Shop is aimed to create an inclusive and long-term change on ground by including all genders in the conversation and working with CRY to bring about long-term attitudinal changes in disadvantaged communities. Over the next 4 months, The Body Shop India will partner with CRY for: <ol><li>Creating Period Awareness: Create heightened communication to normalize conversations around menstruation aimed at all genders using its wide network of stores, website and social media channels as touchpoints.</li><li>Raising Funds for Period Projects in Pandemic-hit Communities: Targeting a minimum commitment of INR 1.2 Mn, The Body Shop encourages its patrons and customers to support the cause with a small voluntary donation of INR 20 when shopping in stores or online.</li><li>Donating Period Products: Collect sealed period products as voluntary donations from consumers in Red Period Bins installed at all exclusive The Body Shop stores. All period products collected will be donated to local communities in need through CRY.</li><li>Collecting Pledges: Collect digital pledges at The Body Shop stores as well as different touch points from consumers, colleagues and beyond to propel personal action as below: <ol><li>I pledge to NEVER HIDE my period products &amp; carry them instead with pride</li><li>I pledge to tell a male FAMILY member about periods and have open conversations with everyone at home</li><li>I pledge to be honest about my period experiences and use the word ‘period’ with my FRIENDS instead of confusing code words</li><li>I pledge to make my COMMUNITY a period friendly environment, supporting education about period shame and providing quality products, private facilities and a proper disposable unit</li><li>I pledge to ask my SCHOOL to include expert period education in the curriculum</li></ol></li></ol>Through this initiative, The Body Shop and CRY are aiming to provide menstrual health awareness, education and free menstrual products to 10,000+ people across 4500 households. This campaign directly benefits underprivileged girls and women from slum communities in Delhi/NCR where access to menstrual health and products have been hit severely by the pandemic. This includes: <ul><li>Period Product distribution to 1000+ adolescent girls and women</li><li>Period Pathshala Sessions to educate adolescent girls and boys on menstrual health and hygiene including usage of period products.</li><li>Videos and Movie Screenings with adolescent girls and boys to build awareness and bust myths prevalent around menstruation</li><li>Anemia check-up kiosks to screen for common menstrual health conditions</li><li>Capacity building sessions with Front line health workers from community. Includes Anganwadi workers, ASHA, ANM and project team members to access benefit of Menstrual Hygiene Scheme (MHS) and access to public sanitary pad schemes.</li></ul>Shriti Malhotra, CEO, The Body Shop India said, “Our advocacy on real world issues remains our driving force. With our core focus on feminism and female empowerment, there is no denying that the pandemic has worsened the already critical issue of period shame and menstrual access. The statistics in our country around this are appalling and there can be no letting up in pushing this conversation forward in a post-pandemic India. This is a change that each of us has the power to make – by speaking out honestly about menstruation, taking personal action in our own spaces towards it and walking the talk in putting our financial support towards those who need this help the most. Shame-free periods, safe menstrual products and accurate menstrual education is not a womens’ cause – it is a human cause.” Shraddha Kapoor, Brand Ambassador, The Body Shop India said, “It gives me immense joy to lend my voice for an issue that is so close to my heart. Period shame is deeply rooted in our upbringing and there is no better time than now to question its existence. Most Indian girls feel uncomfortable in talking about periods openly and this leads to lack of awareness of menstrual health in women. Along with The Body Shop, I pledge to contribute to this noble cause in every possible way that I can, small or big. I request you all to make a pledge, donate what you can and help create real change by ending period shame together.” On their partnership with The Body Shop India, Puja Marwaha, CEO, Child Rights and You (CRY) said, “Field experiences gathered by CRY suggest that periods is a major reason behind girls dropping out of schools – a fact that is echoed by the National Family Health Survey (NFHS-4) data which indicates that only 57% of adolescent girls between 15-19 years are blessed with any hygienic form of protection during their menstrual cycles. CRY is delighted to partner with The Body Shop, and together we intend to create social awareness about menstrual hygiene, and at the same time, attempt to amplify voices demanding the access to free and quality sanitary napkins, safe disposal mechanisms, functional toilets and regular awareness sessions on menstrual hygiene. We both strongly believe that awareness is the key to break the taboo and shame related to periods in our society.”

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CRY's latest campaign focuses on the importance of girls completing their secondary education and its direct correlation to the country's growth

BI India Partner

Budget: Child rights NGOs demand increased allocation for elimination of child labour

PTI

Nearly 50% parents with kids below 5 yrs not able to access immunisation during lockdown, says CRY

PTI

The Body Shop's ad with brand ambassador Shraddha Kapoor aims to put a stop to period shame and encourage people to just say 'period'

BI India Partner

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