NEW DELHI: The Health Ministry today signed an MoU for Strategic Partnership with Doordarshan (DD) to enhance broadcast on crucial public health issues like handwashing, breastfeeding, shunning tobacco, drugs and alcohol.
Under the partnership, Doordarshan has agreed to provide a high amount of bonus airtime to the Health Ministry for its Information Education and Communication (IEC) activities.
"This presents a unique opportunity for the Ministry to create heightened visibility on crucial public health issues among the masses, especially in the rural and far flung areas where the reach of DD is very high," said Health Secretary B P Sharma.
IEC activities form a very important component of any health policy as they bring behaviour change and awareness which impacts health outcomes, he said.
"The enhanced broadcast airtime will be utilized to create a health seeking environment in the country through focus on issues such as handwashing, breastfeeding, shunning tobacco/drugs/alcohol and adopting healthy habits," Sharma said.
Preventive and promotive healthcare have been the center of the IEC activities of the