Madhuri Dixit joins MP government’s Mamta Abhiyan


The Madhya Pradesh government has recently launched several initiatives to help different sections of the society. It is also using noted celebrities to strengthen the related campaign and to attract more attention from the general public. Few days ago Aamir Khan was in MP to launch the first ever One Stop Crisis Centre (OSCC) in the state. This center has been established to provide all kinds of help to women in trouble- police, legal, medical and psychological counseling.  Aamir was all praises for this new effort by the Madhya Pradesh health department. After Aamir, another Bollywood icon is now ready to support another welfare initiative.

Bollywood diva Madhuri Dixit on last Thursday launched the the MP government’s Mamta Abhiyan, an initiative to save lives of newborn babies and their mothers. Madhya Pradesh is infamous for the high rate of birth related death of mother and children. Madhuri will now be part of the campaign for two years. She has also been made a celebrity advocate for UNICEF. The Chief Minister of Madhya Pradesh, Shivraj Singh Chauhan was present at the launch and also presented Madhuri with the 'Mamta Ratan' award. Also present on the occasion was Trevor Clark, state chief of UNICEF. Promotional songs, videos and a new logo for the campaign were released at the event.

Talking at the event, Madhuri dixit praised the state government’s new initiative and said, "I am an actress and a mother. Being a mother I feel Mamta Abhiyan will play a relevant role in saving the lives of newborns and their mothers." During her speech she also said, "I understand that this campaign is about communicating simple life-saving messages to all caregivers, and parents with love, respect and protection (Sneh, Samman and Suraksha)." She also interacted with people who work in ground zero with newborns and mothers, Angandwadi workers, ANM, ASHA etc. Madhuri was all praises for these people and said that they deserve all the credit. Trevor Clark was also optimistic about her involvement. He said to the district level workers, "The real work is done by district functionaries. With Madhuri Dixit joining hands with us, I hope you will feel empowered and push the envelope to yield positive results."  

The campaign will highlight 12 simple yet cost-effective steps that can help to reduce child and maternal death during births. Every year about 4500 cases of maternal deaths and more than one lakh child deaths are reported from Madhya Pradesh.

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