Aamir Khan’s Satyamev Jayate has been earning accolades for highlighting social issues and after that he has agreed to help out the Women and Child Development (WCD) ministry’s campaign against malnutrition. “The Women and Child Development (WCD) ministry has planned a major information, education and communication or IEC campaign against malnutrition with the pro-bono services of film actor Aamir Khan. The campaign will be ready in a month or two” said a senior ministry official.
The campaign will use all arms of the media – audio, visual, print as well as texting to reach out to the masses. It will be a three stage campaign with the first stage explaining what nutrition is, while the second and third will have him conveying specific messages to what the public can do to prevent and remove malnutrition. Officials also added that Aamir wasn’t charging anything for his services.
There’s a serious need to fight against malnutrition in India. Half of all child deaths in India are preterm births and fifty percent of all adolescent girls are underweight.
The actor’s television debut has had quite an impact. Discussing issues like female foeticide, child sex abuse and medical malpractice, the show has ruffled quite a few feathers particularly the medical fraternity’s who felt the show misrepresented doctors.