RAJ KUMAR
Ranchi, Jan.17: Ayushman Bharat Pradhan Mantri Jan Arogya Yojana (AB PM-JAY) has begun a novel outreach strategy to reach people living in distant areas of Jharkhand by projecting instructional videos about the programme on motorcycles fitted with screens.
The campaign, dubbed “Ghar-Ghar Ayushman,” was launched on December 19, 2022, from the Khunti district. It was hoped to reach over 1,000 villages in one month.
The outreach initiative has now reached over 1.3 lakh individuals in Jharkhand’s 688 villages. It contains the Khunti district’s Khunti, Arki, Torpa, Tamar, Karra, and Murhu blocks, as well as the Saraikela district’s Chakradhar, Kharsawan, and Saraikela blocks.
On January 11, the campaign’s last leg began in Dumka. By January 20, 2023, it will have reached almost 350 settlements.
Speaking on the project, Ujjawal Agrain, National Health Authority (NHA) Jharkhand campaign in-charge, stated that ‘consistent efforts are being made through IEC (information, education, and communications) initiatives to ensure that we reach every recipient of AB PM-JAY. The use of AV content mounted on a motorcycle for outreach is both strategic and unique. The programme was successful in reaching people who live in villages that are inaccessible by traditional forms of outreach.’
Mini activations were carried out in each target village as part of the campaign. During the activation, villagers were shown short films about the AB PM-JAY. The film outlined the benefits of receiving an Ayushman card as well as how to get one.
The activation concluded with a question-and-answer session with residents. In addition to the film screenings, ‘Sahiyas’ (the grassroots welfare coordinators) launched Ayushman card drives in conjunction with awareness campaigns to make it simpler for covered families to receive their cards. More than 10,000 Ayushman cards were created on the spot as a result of the activity.
For families holding an Ayushman card, the Ayushman Bharat Pradhan Mantri Jan Arogya Yojana provides free medical treatment up to Rs 5 lakhs. Efforts are being made in mission mode to ensure that all eligible beneficiaries obtain their Ayushman cards.
The campaign is being sponsored by GIZ, which provides service in the field of international cooperation for sustainable development and international education work and is dedicated to shaping a future worth living around the world.
The special vehicle has been provided by a Ranchi based company, Shruti Visual Information Private Limited. Contacted its director Arun Prakash to know about the vehicle he explained the system saying it is very effective for creating awareness in remote areas.
‘The mechanism is very simple and we have named the vehicle, E-AVAS (electronic audio-visual awareness system). It is cost effective. Only 10 vehicles are sufficient to create effective awareness in 1000 in just 30 days. Since it is on a two-wheeler, it can reach the remotest area with proper message. I had earlier used the system to create awareness about unique identity. One trained messenger having an idea of route can handle one E-AVAS successfully under guidance of a team leader sitting anywhere across the globe,” he said.
