KORBA, 1st February : Bharat Aluminium Company Limited (BALCO), India’s iconic aluminium producer and a subsidiary of Vedanta Aluminium, won first prize in ‘Best Public Awareness Programme’ category at the 44th Public Relations Society of India (PRSI) All India Public Relations Conference held in Bhopal. The award showcases BALCO’s contribution in sensitizing the community on menstrual health & hygiene through purpose driven communications. The award was presented by Shri Kailash Vishwas Sarang, Minister of Medical Education, Government of Madhya Pradesh.
The award recognizes BALCO’s efforts in using purposeful communication to dispel health-related myths among communities in its operational vicinity through the “Sarika – Dondro ki Nayi Kiran” film. The film follows the story of local menstrual health champion Sarika and her inspirational campaign on sensitizing women about their health rights as part of BALCO’s Nayi Kiran project and highlights the impact it has had on local communities.
Mr. Abhijit Pati, CEO & Director, BALCO, expressed happiness over receiving the accolade and said, “BALCO is committed to extend every possible support to the members of our local communities through our developmental programs. This award is a testimony for our efforts in improving women’s health in the region by engaging them in various interactive activities on different occasions. ‘Sarika’ is not just a short film but a beacon of change, which is serving as an inspiration to the entire region and the state at large. We, at BALCO, are committed to go the extra mile towards addressing the myths surrounding menstruation and spreading awareness on menstrual health & hygiene, for bringing about a positive transformation in the health of women and girls in the region.”
Launched in 2019, Project Nayi Kiran reaches out to 45 villages and wards spread across rural and urban areas in Korba district. The project has undertaken capacity building and leadership sessions with around 600+ adolescent girls, 200+ women from Self-Help Groups and around 60 frontline workers till now, making them torchbearers for spreading awareness about safe menstrual health practices. In an inclusive step, the project has worked towards sensitizing the male fraternity as well. Over 60 adolescent boys have also been made community champions on menstrual health awareness. Last year, four Swastha Suvidha Kendras have also been established in villages for providing counselling on Menstrual Health & Hygiene related issues and for addressing queries related to menstruation. Till date, BALCO has sensitized over 45,000 women, men, adolescent girls and boys through Nayi Kiran.
Public Relations Society of India (PRSI) is an eminent national association of PR practitioners. Since its inception in 1958, it has tirelessly worked to promote the recognition of public relations as a profession and to formulate and interpret to the public the objectives and the potentialities of public relations as a strategic management function.
