PVR Nest and MOGS partners to launch “She’s Ambassador” Campaign

Mumbai Obstetrics Gynaecological Society (MOGS) and PVR Nest, CSR arm of PVR Ltd., partners to announce the launch of “She’s Ambassador” program - a first ever health and leadership program to develop health champions. The program aims to empower young people to make educational and sustainable decisions favorable to healthy lifestyles and social development. It will address the hidden concerns of adolescents, make health education and safe learning accessible to young girls, educate on health planning, influence social and economic integration of adolescents, provide youth counselling services and promote health policies and best hygiene practices.

The launch ceremony, organised at PVR Juhu, saw the presence of crest influencers from across the city such as Ms. Raveena Tandon (Actor), Ms. Priya Tanna (Editor-in-Chief, Vogue), Dr. Nandita Palshetkar (President MOGS), Dr. Noorjehan Safia Niaz (Co-founder Bharatiya Muslim Msahila Andolan), Ms. Veena Mankar (Founder & Chairperson, Swadhaar FinSer Pvt. Ltd.), Ms. Farida Lambay (Co-founder, Pratham Education Trust) along with Mr Kamal Gianchandani, CEO, PVR Pictures.

Ms. Priya Dutt, Former Member of Parliament and Managing Trustee Nargis Dutt Foundation was the chief guest on the occasion, while H.E. Canadian High Commissioner Mr. Nadir Patel graced the ceremony as the Guest of Honour.

On the occasion, Ms. Priya Dutt, Former Member of Parliament and Managing Trustee Nargis Dutt Foundation said, She’s Ambassador Campaign to develop the leadership capacities in adolescent girls by PVR Nest and MOGS is a step in the right direction. The campaign is also in sync with my endeavour, which is to improve the lives of children, especially young girls through education. It is about time that the society realises the underlying importance of any form of education to break stereo types. Being a women and a proud citizen of Mumbai completely support PVR Nest and MOGS in this initiative.”  

The ceremony, which also witnessed widespread participation from corporate houses, educational institutes and civil society organisations included the premiere of “She’s Ambassador” campaign film, featuring Raveena Tandon, a Tibetan Meditation Bowl Performance by renowned artist Tritha Sinha and a power packed panel session revolving around “Building Capacities and Impacting lives through adolescents”.

Dr. Nandita Palshetkar, President (2016-17) MOGS said, “MOGS has always invested in creating awareness on health issues. “She’s Ambassador” initiative is  an extension of  our agenda to mainstream health education in our society and has been conceptualized keeping in mind the specific need of empowering adolescent girls to take control of their health and also act as ambassadors of change within their communities.”

The initiative envisions developing the health and leadership skills of 10,000 school girls across 50 schools (Govt, Non-govt) in collaboration with celebrity influencers on five thematic zones namely: Nutrition & Fitness, Menstrual health & hygiene, Communicable & non-communicable diseases, Sanitation & cleanliness and Mental health & well-being, using creative tools like films as a medium of education.

Deepa Menon, Sr. Vice President – Corporate Communication & CSR, PVR Ltd, said, “Using films as a medium to promote awareness on social causes has been the forte of PVR Nest, through this campaign we are going to train the adolescent girls of Mumbai to develop an understanding on the precautions they need to take in order to maintain a good health and bring in all relevant stakeholders from the city to turn health awareness into a social movement to effect a positive change.”

She further added, As per recent reports, more girls are being born in Mumbai city than ever before and the female-to-male sex ratio at 1033/1000 here is better than the national average. However, the state of health among the adolescents remain a cause of concern with data suggesting that nearly 21.66% young girls were moderately underweight, whereas 2.87% were grossly underweight against the state average of 16.27%. Therefore, in the given situation, the campaign will be the apt initiative amongst adolescent girls to inspire change within themselves and the communities by acting as “Health Ambassadors”.

The initiative will also give an opportunity to the participating children from schools to create their own films on the five thematic areas, after exhaustive film-marking workshops, which will be screened across PVR Cinemas to spark over 80 million new conversations.


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