Latest news with #AnganwadiWorkers
Hans India
3 days ago
- Health
- Hans India
Tata Trusts Rewrites Period Narratives with Bold New Menstruation Campaign: Reframes Periods as a Sign of Health, Not Fertility
In a bold departure from long-held societal narratives, Tata Trusts has unveiled a unique campaign to reframe how India understands menstruation. Every month, roughly 355 million people in India menstruate. Yet, the subject remains shrouded in silence and shame and is linked to impurity, drawing societal stigma and burdened by age-old beliefs that link periods to fertility and marriage. In fact, 71% of Indian girls are unaware of menstruation until they experience their first period. For generations, this silence has shaped how menstruation is understood, reducing it to a marker of sexual maturity or the end of childhood, rather than recognizing it as a normal biological function. This campaign flips that narrative, inviting families to recognize menstruation for what it truly is: an indicator of health. Rooted in deep ethnographic research conducted across rural regions in Jharkhand, Uttar Pradesh and Gujarat, this campaign is anchored in a combination of Social and Behaviour Change Communication (SBCC) across seven states, with a series of cause-driven campaign films and development interventions on-ground that shift the ways in which communities understand, feel and talk about menstruation. Given the universality of the insight, the campaign also has a strong digital presence. The research explored women's lived realities of restrictions in matters of personal hygiene and healthy menstrual practices. It also uncovered social norms surrounding menstruation, with mothers avoiding the conversation, fearing that their daughters will be seen as 'ready for marriage' – a worry also echoed by Anganwadi Workers. Men shared limited menstrual awareness, often seeing it through the lens of household disruptions – like how it would affect women's cooking. However, they did show support when prompted, including getting their wives pads and taking them to the doctor when needed. Shaped by a talented team of behavioural researchers and grassroots and creative partners, this campaign seeks to empowers girls to remain children even after their first period, and women to feel confident and well-informed, with nothing left to fear or hide about this natural monthly process. Divyang Waghela, Head – Water, Sanitation and Hygiene (WASH), Tata Trusts, commented, 'The lack of reliable access to water and private spaces – whether to bathe, change, or dispose pads – makes it difficult for girls to manage their periods with safety and dignity. Lack of infrastructure and agency compound this problem. Built on the Trusts' rich work in menstrual health and hygiene, and considering how deeply entrenched stigmas remain, we strive to tackle barriers around infrastructure, belief systems, and environments perpetuating them. Through this, girls can view periods as a normal part of health, not something to be hidden away.' These insights laid the foundation for Tata Trusts' campaign that presents a disruptive, perspective-shifting goal: for periods to be seen as a marker of health and not just sexual maturity. At the heart of the campaign, running across the series of films as a common thread, is a catchy jingle, 'Maheena Aa gaya' (In this case, Maheena – month – refers to Periods, translating to, 'I've got my periods'). It acts as a cultural bridge, bringing to life everyday scenarios where menstrual symptoms, whether cramps, fatigue, or mood changes, are acknowledged openly by both men and women only as a lakshan (symbol) of health and nothing more. By making these conversations feel comfortable, respectful, and even light-hearted, the campaign aims to de-stigmatize menstruation and create space for empathetic dialogue within families. Deepshikha Surendran, Head of Brand and Marketing Communications, Tata Trusts, said, "Through this social behaviour change communication campaign, using on-ground interventions and awareness films, we're encouraging communities to see periods as a barometer of health and to respond with empathy and not misplaced ideas of sexual maturity. 'Maheena aa gaya' is more than just flipping a calendar page – it's a symbolic call to action, urging families to rethink what a period means, which we hope will nudge a generational, cultural shift in how menstruation is supported.' The hero film is supported by emotionally resonant films specific to key segments of audiences that shape everyday beliefs around menstruation. In one, a mother lovingly guides her daughter through her first period, explaining that it's simply biology, not a sign of readiness for marriage and that there is nothing to fear or be ashamed of. Another depicts a husband ensuring his wife's needs during menstruation are met without waiting for her to ask because periods are not just her problem. In another film, a mother-in-law gently supports her daughter-in-law, encouraging her to rest and eat iron-rich food while reminding her, "Yeh siraf sehat ka ek lakshan hai' (this is only about health). These stories, told with warmth and emotional honesty, in real settings, replace fear with familiarity and shame with science. To ensure that the message percolates into conversations at a societal level, another film targeting Asha didis and other health workers, who are the bridge between the community and healthcare system, has been developed. "We're not asking people to radically shift their thinking – simply, to understand that a period is just a 'lakshan' — a symptom, like hair loss. Capturing this, we created a simple, light film that we shot in people's aangans and homes, with a powerful, memorable song with a hook rooted in Indian pop culture, offering an important reminder: 'Maheene ko sirf sehat se jodo' (link that time of the month – menstruation – to only health),' added Creative Director Keigan Pinto The films can be viewed across Tata Trusts' digital platforms, including on YouTube, LinkedIn, Instagram, X (formerly Twitter), and Facebook.
Time of India
5 days ago
- Health
- Time of India
Tata Trusts' new film reframes periods as a sign of health, not fertility
HighlightsTata Trusts has launched a campaign to change the perception of menstruation in India, emphasizing it as a normal biological function and a marker of health rather than a source of shame and stigma. The campaign, which is supported by ethnographic research and aims to engage families, includes films that depict positive conversations about menstruation, encouraging open discussions and education around the topic. Divyang Waghela, head of water, sanitation and hygiene at Tata Trusts, stated that the initiative aims to tackle deeply entrenched stigmas and empower girls and women to view menstruation as a normal part of health, fostering a cultural shift in understanding. Tata Trusts has unveiled a new campaign to reframe how India understands menstruation. Every month, roughly 355 million people in India menstruate. Yet, the subject remains shrouded in silence and shame and is linked to impurity, drawing societal stigma and burdened by age-old beliefs that link periods to fertility and marriage. In fact, 71 per cent of Indian girls are unaware of menstruation until they experience their first period. For generations, this silence has shaped how menstruation is understood, reducing it to a marker of sexual maturity or the end of childhood, rather than recognising it as a normal biological function. This campaign flips that narrative, inviting families to recognise menstruation for what it truly is: an indicator of health. Rooted in deep ethnographic research conducted across rural regions in Jharkhand, Uttar Pradesh and Gujarat, this campaign is anchored in a combination of Social and Behaviour Change Communication (SBCC) across seven states, with a series of cause-driven campaign films and development interventions on-ground that shift the ways in which communities understand, feel and talk about menstruation. Given the universality of the insight, the campaign also has a strong digital presence. The research explored women's lived realities of restrictions in matters of personal hygiene and healthy menstrual practices. It also uncovered social norms surrounding menstruation, with mothers avoiding the conversation, fearing that their daughters will be seen as 'ready for marriage' – a worry also echoed by Anganwadi Workers. Men shared limited menstrual awareness, often seeing it through the lens of household disruptions – like how it would affect women's cooking. However, they did show support when prompted, including getting their wives pads and taking them to the doctor when needed. Shaped by a talented team of behavioural researchers and grassroots and creative partners, this campaign seeks to empower girls to remain children even after their first period, and women to feel confident and well-informed, with nothing left to fear or hide about this natural monthly process. Divyang Waghela, head – water, sanitation and hygiene (WASH), Tata Trusts, commented, 'Built on the Trusts' rich work in menstrual health and hygiene, and considering how deeply entrenched stigmas remain, we strive to tackle barriers around infrastructure, belief systems, and environments perpetuating them. Through this, girls can view periods as a normal part of health, not something to be hidden away.' These insights laid the foundation for Tata Trusts' campaign that presents a disruptive, perspective-shifting goal: for periods to be seen as a marker of health and not just sexual maturity. At the heart of the campaign, running across the series of films as a common thread, is a catchy jingle, 'Maheena Aa gaya' (In this case, Maheena – month – refers to Periods, translating to, 'I've got my periods'). It acts as a cultural bridge, bringing to life everyday scenarios where menstrual symptoms, whether cramps, fatigue, or mood changes, are acknowledged openly by both men and women only as a lakshan (symbol) of health and nothing more. By making these conversations feel comfortable, respectful, and even light-hearted, the campaign aims to de-stigmatize menstruation and create space for empathetic dialogue within families. Deepshikha Surendran, head of brand and marketing communications, Tata Trusts, said, "'Maheena aa gaya' is more than just flipping a calendar page – it's a symbolic call to action, urging families to rethink what a period means, which we hope will nudge a generational, cultural shift in how menstruation is supported.' The hero film is supported by films specific to key segments of audiences that shape everyday beliefs around menstruation. In one, a mother lovingly guides her daughter through her first period, explaining that it's simply biology, not a sign of readiness for marriage and that there is nothing to fear or be ashamed of. Another depicts a husband ensuring his wife's needs during menstruation are met without waiting for her to ask because periods are not just her problem. In another film, a mother-in-law gently supports her daughter-in-law, encouraging her to rest and eat iron-rich food while reminding her, "Yeh siraf sehat ka ek lakshan hai' (this is only about health). These stories, told with warmth and emotional honesty, in real settings, replace fear with familiarity and shame with science. To ensure that the message percolates into conversations at a societal level, another film targeting Asha didis and other health workers, who are the bridge between the community and healthcare system, has been developed. "We're not asking people to radically shift their thinking – simply, to understand that a period is just a 'lakshan' — a symptom, like hair loss. Capturing this, we created a simple, light film that we shot in people's aangans and homes, with a powerful, memorable song with a hook rooted in Indian pop culture, offering an important reminder: 'Maheene ko sirf sehat se jodo' (link that time of the month – menstruation – to only health),' added Keigan Pinto, the creative director. Watch the video here:
Express Tribune
11-03-2025
- Health
- Express Tribune
Unpaid backbone of Kashmir: The silent struggles of Anganwadi workers
Anganwadi workers in Kashmir face meager pay, overwork, and lack of recognition despite essential role in healthcare. Srinagar Jammu and Kashmir: Underpaid, overworked, and unrecognized, thousands of Anganwadi Workers (AWWs) across Kashmir silently hold up the foundation of rural healthcare, child nutrition, and maternal welfare. Despite their indispensable role, these women earn a meager ₹5,100 per month, a sum that barely covers their survival, let alone their families' needs. "Stronger Anganwadi workers mean a stronger Kashmir. But the truth is, the work they do is far more than what they are paid for," says Mehmooda, Senior Anganwadi Worker. For decades, Anganwadi Workers have fought for fair wages, job security, and dignity, yet their demands continue to fall on deaf ears. Their struggles extend beyond financial hardship; they battle delayed salaries, excessive workloads, and lack of basic benefits like pensions and promotions. Many retire without any financial security, left to fend for themselves after dedicating their lives to public service. Established in 1975 under the Integrated Child Development Services (ICDS) program, Anganwadi centers provide nutrition support, preschool education, maternal care, and immunization. These women track malnourished children, assist pregnant mothers, and even conduct government surveys yet they are treated as volunteers, not employees. "If we went on strike for just a week, the entire rural health system would collapse," continues Mehmooda, an Anganwadi worker with 20 years of service, "from surveys to health care, we do everything, like maintaining 13+ registers on health and nutrition data, what do we get in return? ₹5,100 a month sometimes delayed for months. We are overworked, underpaid, and disrespected. The government must recognize our contributions and ensure fair wages." For helpers like Misra Begum, the situation is even worse. After 15 years of service, her salary stands at a shocking ₹2,500 per month: 'How can I feed my family? Every day is a struggle, and the government refuses to acknowledge us.' "In today's expensive era, surviving on low pay is nearly impossible," she adds. "Prices of essential goods have skyrocketed a 5kg box of oil now costs ₹1,000 so how can we possibly manage with such a meager income? Our families' needs are not being met at all, and we are left to suffer." More Work, Less Pay, And No Recognition Anganwadi Workers are not just childcare providers; they are frontline warriors during health crises, organizing vaccination drives, maintaining medical records, and assisting in emergencies. Yet, instead of appreciation, they face constant scrutiny and criticism. Shahina, another Anganwadi worker, describes the injustice of their workload: the meager wages and overwhelming workload, calling it "a life of endless struggle with no recognition." "We work tirelessly, attending duty every day, tracked by geo-tagging and biometric verification, yet we earn only ₹5,100 a month an amount that doesn't even cover basic survival," she said. She highlighted the burdensome bureaucratic hurdles Anganwadi workers face, particularly in government schemes like PMMVY: "We fill out forms repeatedly, sometimes even paying out of our own pockets, yet instead of appreciation, we are met with criticism from both the government and the public," she said "Our workload justifies a salary of at least ₹30,000, yet we receive a fraction of that. Even ₹15,000 would show some recognition of our efforts. But the truth is, we are always overlooked, and no one seems to care how we survive." Anganwadi union leader Shameema highlights systemic neglect, citing outdated seniority lists and lack of promotions. In some regions, records from 1998 remain unchanged, denying workers any career progression. She also raises the lack of pensions as a major concern: "When an Anganwadi worker retires, she is sent home empty-handed. No pension, no benefits. It's a grave injustice.' Reyaz Ahmad Wani, CDPO Child Development Project Officer, Rafiabad Baramulla, acknowledged the financial struggles of Anganwadi workers but admitted that "their honorarium is fixed, and our voice holds little weight in changing it." While refraining from commenting on their hardships, he stated, "In my personal opinion, the government should provide at least ₹300 per day as compensation." However, he noted that salary delays are common and that "workers must rely on their unions to raise these concerns, as we have no authority to push for change." Social policy expert Dr. Javaid Rashid calls it a national failure Dr Javaid Rashid emphasized the urgent need to address the plight of Anganwadi workers in Kashmir, calling it a "pressing concern that demands immediate government attention." "These workers are the backbone of our school nutrition and healthcare system, yet they remain underpaid and overworked. This neglect not only pushes them into poverty but also compromises essential services for children and mothers," he said. He stressed the need for "fair wages, standardized employment policies, and structured training programs to ensure their permanent induction into the system." Without substantial government investment, he warned, "we risk not only failing these workers but also jeopardizing the health and future of an entire generation. Children make up nearly 40% of our population investing in their well-being should be a national priority." For many workers, survival is a daily battle. Fareeda, a single mother, breaks down as she explains her meager salary while ensuring her child gets an education. 'Some days, it feels like even breathing depends on this pay,' she says. 'When our salaries are delayed for months, only Allah knows how I manage to feed my child. There were times I couldn't afford his school fees, and his education suffered because of it. We are pleading with the government recognize our struggle and give us wages that reflect the work we do. We deserve better, and our children deserve a future free from this constant hardship.' Their demand is simple fair wages, job security, and dignity. The women who feed the nation's children should not have to starve themselves. If Kashmir's Anganwadi workers remain ignored, the very foundation of rural healthcare will collapse.
