New Delhi: Funds are being released to 405 districts for implementation of the government’s flagship programme Beti Bachao Beti Padhao (BBBP), Union Minister for Women and Child Development, Smriti Irani has informed the Lok Sabha.
The minister on Friday (19 Jul) stated that the BBBP scheme was being implemented in all the 640 districts across India, since 8 Mar 2018. Out of these 640 districts, 405 districts are covered through multi-sectoral intervention, media & advocacy, while remaining 235 districts are covered under advocacy & media campaign.
These funds were being used for multi-sectoral and district level activities including inter-sectoral consultation, meetings of the district task force, block-level committees, innovation and outreach, awareness kit to anganwadi centers, and health and education-related activities, the minister informed.
“The multi-sectoral Intervention and media & advocacy campaign of BBBP has been structured for greater coverage and reach in the country to increase the productivity of the scheme. BBBP Scheme is beginning to generate people’s consciousness in the country towards valuing girl child,” Irani said.
To sensitize the masses and for changing mind-set, the nation-wide media campaign is being implemented including radio spots/jingles in Hindi and regional languages, video spots, SMS campaigns, community engagement through song & drama, e-mailers, handouts, brochures.
She further added that the BBBP scheme has no provision for individual cash incentive/cash transfer component and thus is not a Direct Benefit Transfer (DBT) scheme.