How Jagran Prakashan is addressing the social issues through "Jagran Pehel'

There has been a definite change in content in the programming of channels over the last five years or so. Channels like Colours and Zee now have their content based on social issues like child marriage, domestic violence, etc. Today the media slowly understands the importance of undertaking such issues in order to spread a greater awareness because even though we are in the 21st century, these issues occur and we just cannot ignore it.

Dainik Jagran addresses these issues and challenges within the society through their new initiative "Jagran Pehel', a unit of Shri Puranchandra Gupta Smarak Trust. Founded by Jagran Prakashan Ltd., it is a non profit unit to implement the social causes. Jagran Pehel initiates to generate more social awareness and encourage social issues with the help of mass communication tools. The idea behind this concept is to contribute to individuals or organizations that are in need through social marketing.

Jagran Pehel has done various programs in different fields like health, population, education and issue that are associated with development in a community. Through their various programs they have been successful in creating awareness in the specified target groups and have even received responses at the basic level and otherwise.

Some of their programs are Campaign on rights of women with HIV/AIDS, Increasing public discourse on sex selection (female feticide) through innovative media initiatives, Campaign against domestic violence on women, Condom Bindas Bol, Building Commitment on Malnutrition Through District Level Discourse and action and many such programs. These programs were conducted along with the support of one large media house in various districts in various states of the country like Uttar Pradesh, Jharkhand, Bihar, Haryana, Karnataka etc.

In a world where most are getting caught up with the cut throat competition and doing everything possible to just stay afloat through marketing and promotional activities, not enough importance and attention is given to such initiatives. | By Janees Antoo [janees(at)adgully.com]