UNICEF and Association of Radio Operators of India (AROI) announced winners for the first-of-their kind Radio4child awards. The Radio4child awards honor selected radio jockeys (RJs) who have worked towards sensitizing the larger public through creative messages on Routine Immunization (RI).
The awards are a culmination of capacity-building workshops, conducted in 2014-15, by UNICEF for over 40 private FM and AIR journalists. UNICEF has engaged with district-level AIR radio professionals and partnered with AROI to create a holistic discussion on RI through the medium of Radio. AROI is an industry group which brings over 200 private FM stations together. The initiative has been supported by Speak for Change and Nagrik Foundation.
These awards were given in the presence of UNICEF Celebrity Advocate and popular actress, Madhuri Dixit.
The nomination categories included Best Public Service Announcement, Best Jingle, Best Radio Jockey Link, Best Creative Campaign, Best Message Clarity Award and Best Radio Spot for Government of India’s flagship Immunisation Programme, Mission Indradhanush.
Twenty one entries were received from leading radio stations across the country. The winners were picked by a select jury which included personalities from academia, media and radio.
The RJs participating in the workshops, came from nine focus states with the lowest Routine Immunisation rates –Assam, Bihar, Chhattisgarh, Gujarat, Jharkhand, Madhya Pradesh, Odisha, Rajasthan and Uttar Pradesh. During training, the RJs produced creative radio jingles and talk shows, to deliver critical messages on child health and RI. More than 50 radio jockey mentions and 21 innovative jingles on the need for complete immunization were produced.
All India Radio and several private radio stations provided free space for airing the voices of Accredited Social Health Activists (ASHA) and offered platforms to children for voicing immunisation messages.
The awards ceremony comes in the backdrop of the just-concluded global ‘Call to Action Summit 2015’, which adopted the DELHI DECLARATION on ‘ending preventable maternal and child deaths’. The declaration was developed as an outcome of the high-level ministerial conclave, held in New Delhi as part of the summit.
“This is certainly a momentous day when private FM channels from across the country have joined hands for supporting the Government of India’s mission for ending preventable child deaths. I am certain that our partnership with UNICEF will go a long way forward to create awareness on this important health issue,” said Mrs. Anuraddha Prasad, President AROI in her inaugural address.
“Radio, as a powerful medium, is a crucial point of contact with the remotest and hard-to-reach populations. Today as we celebrate the awesome power of this medium, it shows us how “on air” activities can creatively communicate critical health messages,” said Caroline den Dulk, Chief of Communication, UNICEF
In a recorded statement to the guests, Dr. Rakesh Kumar, Joint Secretary Health, shared, “Radio’s reach especially that of the public broadcaster, All India Radio remains unparalleled. The vision of engaging radio is also aligned to India’s ‘Call to Action for Child Survival and Development’ focusing on the need for creating synergetic efforts with all stakeholders, especially media, focusing on innovative ideas and practical solutions to empower every citizen with knowledge and information” .
UNICEF Celebrity Advocate, Madhuri Dixit said, “Each child should get proper nutrition, upbringing, education and Health care. I am honoured to be associated with the cause of Routine Immunization which will ensure a healthy future for children in the country,” said Madhuri Dixit.
Best PSA Award: Anadi, Radio FM, Bhopal.
Best Jingle Award: Shashi, RJ, Radio Mirchi, Patna.
Best RJ Link Award: Sangram, RJ, Radio Choklate, Bhubaneswar
Best Creative Campaign; Khanak, RJ, Big FM, Delhi.
Mission Indradhanush Best Radio Spot: Animesh, RJ, My FM, Raipur.
Best Message Clarity Award: Subhash and Shashi, RJs, Radio Mirchi, Patna