Launched for Communications Strategy, Mascot WCD and Mission Strength Department

Bhubaneswar: The Department of Women and Child Development and Mission Shakti (WCD and MS) launched a comprehensive state-level communication strategy and unveiled the mascot of the department.
Mrs. Tukuni Sahu, Honorable Minister, Department of Women and Child Development and Mission Shakti, Government of Odisha, inaugurated the launching ceremony at Hotel Mayfair Convention, Bhubaneswar.
Among others, Smt. Anu Garg, IAS, Principal Secretary, Odisha WCD & MS Department, Drs. RR Nayak, Joint Secretary, Odisha WCD & MS Department, Director of Information and Public Relations Department, Kripasindhu Mishra, President of Odisha Film Development Corporation, Kuna Tripathi, Akash Das Nayak, Chief, Mo College Program, Government of Odisha and Smt. UNICEF, Odisha chief Monica O. Nielsen was also present during the launching ceremony.Address the gathering, Minister Sahu said, “Our government is committed to bring welfare of children and women. Reductions in maternal and child deaths, childhood anemia are testimony to it. The DSWO should ensure that the government services and schemes must reach to the people. Tiki Mausi Mascot is sure to change the way we communicate with people in Women & Child Development and Mission Shakti Department.”
In her deliberation to the congregated throng, Smt Garg said, “Home visit should be the most important weapon in our hand. We want to involve men against malnourishment. We need to move beyond the common way of transmitting the message through regular use of social media. She further informed that a knowledge resource centre is coming out in HETC, Bhubaneswar. Apart from it she said that Tiki Mausi is trending at No-9 at National level today, which is really satisfying”
In his address Mr. Krupasindhu Mishra said, “Transformation and transmission are key to communication. Every person should think about society welfare. Women and children are central to any welfare programme.”
During this launching ceremony Mr. Kuna Tripathy said, “A man’s role is not limited to earn or arrange bread for family but must also participate in other decisions. He must see what his family is eating and how nutritious it is. I promise to contribute for the programme anytime if required.”
Giving insights about the event, Mr. Akash Das Nayak said, “We need to change the mindset which has trusted the responsibility of children on mothers only. It is high time that we need to talk about issues that plug the growth of women and children.”
Bestowing information about the launching ceremony, Smt. Nielsen said, “Communication is central to all development interventions. It is non-negotiable in future. I feel privileged to be a part of this launching. Communication needs community involvement and good governance.”
At the outset of the programme, Dr. R. R. Nayak, Joint Secretary, Department of Women & Child Development and Mission Shakti, Government of Odisha gave the welcome address and welcomed the dignitaries to the dais. Eventually Smt. Lopamudra Tripathy from UNICEF gave the vote of thanks.
In the midst of the event, a Mascot clinched as ‘Tiki Mausi’ of Department of Women & Child Development and Mission Shakti was launched by the dignitaries. According to the information, ‘Tiki Mausi’ is an empathetic protagonist with extensive knowledge on all issues related to women and children. A catalyst for change Tiki Mausi is a gregarious character who loves to talk to people and raise their awareness of key positive social behaviours and practices. This mascot will take care of providing the right information on government projects for women and children to the public.
Before proceeding into the launching ceremony, a technical session was launched with the panelists ‘ Sourav Bhattacharya, Smt Lopamudra Tripathy and ‘ Rudra Prasanna Rath. The technical session was organized for district-level participants where they were briefed on key nutrition issues, communication strategy and social media engagements. During this event a set of BCC materials such as posters, communication strategy, leaflets and key rings etc were launched. In this series to promote integrated messaging on maternal and child health, nutrition, sanitation and welfare, a sand animation show was organized at the venue. Apart from it a Puppet show was organized to pass on critical messages related to woman and child welfare.

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