The SBP program is the implementing wing of the POSHAN Abhigyaan a multi-ministerial convergence mission with the vision to attain a malnutrition free India by 2022. The objective of the program has been to reduce stunting in identified Districts of India with the highest malnutrition burden by improving utilisation of key grassroots bodies and services like the Anganwadi. This is to ensure holistic development and adequate nutrition for pregnant women, mothers, and children.
The Swasth Bharat Preraks Program provides districts across India with a high performing qualified, driven, and inspiring resource person hailing from some of India’s best business schools, to assist on a grassroots level with the implementation of schemes and projects towards a malnutrition free India. In its first year the program provided 315 districts with Preraks, in it’s second year 235 more Preraks went out into the field. The Preraks are meant to be a driving force in the community and for the District Magistrate. Whether this is in terms of ideation towards projects and initiatives to generate awareness, knowledge, and behavioural change in how rural populations relate to nutrition or whether it is to ensure the implementation of the numerous schemes and adopt the role of a social change maker from the ground up in the fight against nutrition. The problem is that India does not have a dearth of scheme, initiatives, and projects to address the problem of malnutrition rather the issue lies in creating a synergy between these schemes to attain the common goal, and along the way empower the people to engage with these tools independent of implementation partners.
As the official communication consultant to the project through the SBP Storytelling and Documentation program I follow the Preraks across numerous districts, mapping the impact made in the last two years through an expansive multimedia experiential project that generates essays, stories, visual imageries, sound-scapes, and films for the TATA Trust India Nutrition Initiative and the Government of India. Our focus for the next eight months lays in the relaying of insights generated in this program through creative, engaging, and visceral material that is capable of impacting shifts in behavioural patterns. Specific focus will be given to the role of women, the use of data and monitoring, and the creative methods with which implementation of projects and initiatives are undertaken to ensure success.
Credit: All photographs have been taken by Girinandini Singh, for TATA Trust - India Nutrition Initiative.