April 16, 2026 11:04 am (IST)
Follow us:
UNICEF celebrity advocate Madhuri Dixit launches campaign to save newborns, mothers
Bhopal, June 26 (IBNS) Bollywood actress Madhuri Dixit along with Madhya Pradesh Chief Minister Shivraj Singh Chauhan Thursday launched a communication campaign 'Mamta Abhiyan' which is aimed at saving the lives of newborns and their mothers, in the state of Madhya Pradesh.
The campaign will not only focus on promoting behaviors that can save the lives of mothers and children, but will also mobilize the frontline workers and advocate with elected representatives to create an enabling environment which prioritizes maternal and child health issues in Madhya Pradesh. The essence of this campaign is to highlight 12 cost effective and simple behaviors which can have a positive impact on maternal and child deaths.
At the launch, Shivraj Singh Chauhan said: “The government is committed to reducing maternal deaths and infant deaths in Madhya Pradesh and State will do whatever is needed for the same. Shri Chauhan along with Madhuri Dixit launched the new logo and montage of ‘Mamta Abhiyan’, and the brochure meant for the elected representatives.
Madhuri Dixit in her new role, praised the efforts of the Government of Madhya Pradesh and shared that it was inspiring for her to learn about MP State Government’s partnership with UNICEF and the many initiatives which have been collectively undertaken for saving the lives of newborns and their mothers.
“I wholeheartedly support ‘Mamta Abhiyan’ which will help save lives of children and women. I understand that this campaign is about communicating simple lifesaving messages to all caregivers, and parents with love respect and protection (Sneh, Samman and Suraksha), “ she said.
"Everyone needs to understand that most maternal and neonatal deaths can be prevented through proven and simple interventions which are part of this campaign," Madhuri added.
Madhuri Dixit was also awarded ‘MamtaRatan’ award by Chauhan.
Trevor Clark, Chief of UNICEF, Madhya Pradesh shared: “ The State has seen progress in the decline of MMR and IMR, but there is a need to increase the pace of the change and we are glad and thankful to Madhuri Dixit, for joining hands with us and supporting this process which I am sure which will yield positive results.”
Narottam Mishra, Minister of Health & Family Welfare, Sharad Jain, State Minister of Health & Family Welfare, Anthony JC DeSa, Chief Secretary of Madhya Pradesh, Pravir Krishn, Principal Secretary Health & Family Welfare also spoke at the event.
Madhya Pradesh has infant mortality rate of 56 per thousand which means 296 infants die every day in the State. Madhya Pradesh has maternal mortality ratio of 296 per one lakh live birth of children which means that 12 women die each day in the State of Madhya Pradesh due to pregnancy related complications.
Support Our Journalism
We cannot do without you.. your contribution supports unbiased journalism
IBNS is not driven by any ism- not wokeism, not racism, not skewed secularism, not hyper right-wing or left liberal ideals, nor by any hardline religious beliefs or hyper nationalism. We want to serve you good old objective news, as they are. We do not judge or preach. We let people decide for themselves. We only try to present factual and well-sourced news.
Support objective journalism for a small contribution.
Latest Headlines
‘She gifted me the soundtrack to my success’: Zeenat Aman mourns Asha Bhosle; recalls her unmatched professionalism
Tue, Apr 14 2026
Nation bids tearful goodbye: Asha Bhosle cremated with full state honours in Mumbai
Mon, Apr 13 2026
'In immense grief': Amitabh Bachchan mourns Asha Bhosle's demise; calls her voice 'immortal'
Mon, Apr 13 2026
Did you know? Asha Bhosle sang for a Pakistani film — Sargam
Mon, Apr 13 2026
Asha Bhosle: The Voice That India Danced To, Wept With, and Could Never Get Enough Of
Sun, Apr 12 2026
India’s legendary voice falls silent: Asha Bhosle dies at 92
Sun, Apr 12 2026