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6th JRD Tata Award %26 14th JRD Tata Oration Event report |
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Event Report
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Contents
Pre Event3
Online Campaign 5
The Ceremony7
The Award7
The JRD Tata Memorial Oration
11
Post Event 15
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The JRD Tata Memorial Awards and Oration was
organised by Population Foundation of India (PFI)
at the Stein Auditorium, India Habitat Centre in
New Delhi on October 12, 2018
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Pre-Event
Selection of winners of the 6th JRD Tata Memorial Awards
PFI established a Technical Advisory Committee (TAC) of experts from diverse
sectors to identify the indicators and methodology for the awards. The states
eligible for the award were categorised according to the classification under
the National Health Mission (NHM) guidelines, with few modifications. The
selection of winners for the awards was dependent not just on current levels of
performance on select key indicators, but also on the change factor, signifying
the pace of progress. These areas are: family planning, age at marriage, fertility
rates, maternal and child health and nutrition, anaemia, sex ratio, neonatal,
infant and child mortality rates, women’s education and empowerment,
gender-based violence, and water, sanitation and hygiene.
The winners of the 6th JRD Tata Memorial Awards were the states of
Chhattisgarh, Punjab, and Sikkim, the Union Territory of Chandigarh, and
districts of Hamirpur (Himachal Pradesh), Jagatsinghpur (Odisha), Baksa
(Assam), Ernakulam (Kerala), the Nilgiris and Nagapattinam (Tamil Nadu),
Akola (Maharashtra), Aizawl (Mizoram), Upper Siang (Arunachal Pradesh) and
Phek (Nagaland).
Speaking about the JRD Tata Memorial Awards, PFI Executive Director Poonam
Muttreja said, “The JRD Tata Memorial Awards and Oration are a tribute to
our founder JRD Tata and his vision to promote gender sensitive population,
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health, and development strategies. We believe that family planning has to be
at the centre of the national development agenda to help achieve Sustainable
Development Goals. By investing in family planning, we are making smart
investments for our families to be healthy, productive and prosperous.”
Two trophies were designed and fabricated specifically for the award
ceremony. For the ceremony, invitation cards for the event were also printed
out and sent to special invitees. A Tata Memorial Booklet was developed with
relevant information regarding the history of the JRD Tata Memorial Awards
and Oration, past winners, small profiles of the current winners and the
methodology for selection.
The booklet designed for the event is shown here. The booklet has information on the methodology and results of the extensive
research that went into deciding the awardees. The booklet is available for download on the microsite.
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Online Campaign
Microsite
A dedicated microsite for the event was set up and went live on October 8.
It was part of a larger online campaign to promote the event. To this end, the
microsite also promoted the banner hashtag, #PeopleBeforeNumbers, which
was used throughout the campaign.
Facebook
Before the microsite was made live, a build-up campaign was already underway
across social media platforms from September 24, including Facebook, Twitter
and Instagram. On Facebook, a dedicated event page was created and used
alongside PFI’s official account to increase coverage. A registration page on
the microsite was promoted through the Facebook event page. For the purpose
of this engagement, eight GIFs were created in the ‘Did You Know’ format,
simplifying the social and health indicators which went into deciding the
awardees. On October 10, the event page was further boosted to increase its
coverage.
Twitter & Instagram
The GIFs were also posted by PFI’s Twitter and Instagram handles. On
October 10, a video message by PFI Executive Director Poonam Muttreja was
released on Twitter. A big push was made on the eve of the programme on
October 11 with a one hour ‘tweetathon’ to coincide with the International
Day of the Girl Child. It was run jointly by PFI’s communication team and
Family Planning Advocacy teams. 12 organisations including ActionAid India,
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Breakthrough India, CREA, Feminism in India, Martha Farrell Foundation,
Point of View, SHEROES, Spoilt Modern Woman, TARSHI, The YP Foundation,
The Red Elephant Foundation, and UNFPA India joined the Tweetathon.
Shown above in clockwise order are screengrabs of the JRD Tata Memorial Microsite, PFI’s Facebook Page and
PFI’s Twitter page.
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The Ceremony
NITI Aayog Vice Chairman Dr Rajiv Kumar, who shared the dais with Ms.
Muttreja, Chief Minister of Sikkim Dr Pawan Chamling and Chairperson of
PFI’s Executive Committee Dr Kiran Karnik at the event, presented the JRD Tata
Memorial Awards. He also released a study commissioned by PFI, entitled ‘Cost
of Inaction in Family Planning in India: An Analysis of Health and Economic
Implications’ (COI). The COI study projects the opportunity cost of inadequate
investments in family planning over 15 years (2016 – 2031), and the potential
economic benefits if family planning programmes are fully and efficiently
implemented.
After introducing Dr Kumar in her welcome address, Ms. Muttreja said, “48
years ago, JRD Tata and Bharath Ram laid the foundation of this independent
body. The objective was to work with the government, galvanise civil society
and respond to the challenges that the population field had and continues to
have…if our founding fathers were still here today, they would be proud to
see how far the organisation has come and the difference we have made for
millions of people, especially women. We do this by engaging constructively,
doing advocacy, engaging with communities at the grassroots and, more
recently, investing in social and behavioural change.”
Dr Kiran Karnik said the award and lecture series was a fitting tribute to the
visionary founder of PFI, JRD Tata. Giving a brief history of the event, he
said that its origins lay in a lecture series instituted by Tata in 1990, entitled
‘Encounter with the population crisis’, with the inaugural lecture being
delivered by the father of the Green Revolution, Dr Norman Borlaug. Following
JRD Tata’s death in 1993, the event was re-envisioned as tribute to him.
Dr Karnik also went on elaborate on the methodology which was used to
decide the winners of the award.
Awardees
PFI invited representatives from the winning states, Union Territory and
districts to collect the awards. For Sikkim, Dr. Chamling, received the award,
while Satish Chandra, Additional Chief Secretary of Health of Punjab,
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represented his state in the award ceremony. Chhattisgarh Health Secretary
Niharika Barik Singh was unable to attend the ceremony so it was accepted by PFI
staff. Advisor to the administrator of Chandigarh, Parimal Rai, received the award
on the behalf of the Union Territory.
As for the districts, Principal Secretary of the Bodoland Territorial Council, Biren
Chandra Phukan, accepted the award on the behalf of Baksa, while Hamirpur
Deputy Commissioner Richa Verma and Jagatsinghpur CDM Ashok Kumar
Pattnaik received the award for Hamirpur and Jagatsinghpur, respectively. District
Collector of Ernakulam, K. Mohammad Y. Safirulla, received the award on behalf
of the district. For the two districts from Tamil Nadu that won, Nagapattinam
and The Nilgris, the award was collected by District Collector and Magistrate
Dr. Suresh Kumar, and Assistant Director of Panchayats/Audit R Kasinathan,
respectively. Akola Zilla Parishad CEO Kailash Pangare accepted the award for
Akola. Aizawl CDMO Dr. Lalzepuii, Upper Siang District Medical Officer Dr.
Dubom Bagra, and Deputy Resident Commissioner of Nagaland House in New
Delhi Sitou Angami represented the three districts from the northeastern states,
Aizawl, Upper Siang and Phek, at the award ceremony respectively.
After receiving the award, Dr. Chamling thanked PFI for recognising the strides
made by the state. “Sikkim has transformed from a sleepy backwater area to a
model state. The state has seen per capita income grow at a considerable rate
while all poverty indicators have declined,” he said.
Some of the award winners also talked to PFI staff after the event, where they
stressed that community participation was key to improving all social indicators.
Mr. Kasinathan said in addition, involving civil society in these endeavours was
also important.
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State and district representatives receiving the awards are shown above. In clockwise order, Chief Minister of Sikkim,
Dr. Chamling; Principal Secretary, Bodoland Territorial Council, Mr Biren Chandra Phukan; Chief Medical Officer,
Aizwal, Dr Lalzepuii; District Medical Officer, Dr Dubrom Bagra, Upper Siang district; Advisor to the administrator,
Chandigarh, Mr Parimal Rai. Photos of all the awardees are available for view on the microsite.
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“Women constitute half the country’s population, shoulder
three-fourths of the responsibility to run society, yet get only
one-fourth of the respect they deserve.
This needs to be changed by focusing on four E’s;
- Educate, Employ, Empower and Enjoy,”
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The JRD Tata Memorial Oration
Delivering the 14th JRD Tata Memorial Oration, Dr Rajiv Kumar said that India
needs to harness its demographic dividend to maintain a high and sustainable
growth. “India currently accounts for 17.74 percent of the world population.
This number is expected to settle at around 16.94 percent in 2050. On the other
hand, our share of the world’s land area is only about 2.5 percent and we have
approximately four percent of the world’s water resources at our disposal. We
face a real challenge. The key clearly is in making a massive effort at human
resource development,” he said.
Dr Kumar further stressed that important conditions that need to be met
to realise the demographic dividend are women’s empowerment and child
nourishment. “One of the most important conditions for realising the
demographic dividend is women’s empowerment. Women constitute half the
country’s population, shoulder three-fourths of the responsibility to run society,
yet get only one-fourth of the respect they deserve. This needs to be changed by
focusing on four E’s; – Educate, Employ, Empower and Enjoy,” he said.
“The most critical factor for harnessing India’s demographic dividend, however,
is nourishment. The impact of persistent malnutrition can be devastating.
Undernutrition is the primary culprit in over 40 percent of under-five
child deaths. Low IQ scores and productivity in adults can be attributed to
undernutrition, anaemia and iodine deficiency in childhood,” he added.
Dr Kumar went on to elaborate that compared to other developing countries,
India has lagged behind in these indicators. Thus, the need of the hour was
to make a renewed effort to tackle this problem, he said. In this context, he
said that the Sustainable Development Goal (SDG) of reducing the rate of
malnourishment by two percent was too little and more needed to done.
Accordingly, the SDGs needed to be amended to give greater importance to
this issue. He went on to say that expecting the government alone to solve this
problem will not do and if a mass movement from the society at large could
be launched, this would be extremely achievable and could be even surpassed.
“Because the NITI Aayog is responsible for SDG targets, I will make sure this
becomes a first-tier target as we go forward and is monitored more closely,” he
said.
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He also made the case for adequate investments in family planning being
essential for overall growth and development of the country. “Keeping the large
young population in mind, we need to provide quality sexual and reproductive
health services with the right messages on reproductive choices. A 2014 study
by leading economists found that ensuring universal access to sexual and
reproductive health - which includes family planning - would yield a phenomenal
return of USD 150 for every dollar invested. Every one percent reduction in
fertility is likely to increase GDP by 0.25 percent. Moreover, every seven dollars
spent on family planning over the next four decades are likely to reduce global
CO2 emissions by more than a ton. These are some of the undeniable gains of a
coherent and well implemented population policy,” Dr Kumar said.
“The Indian government is implementing several interventions in the area of
family planning including Mission Parivar Vikas for substantially increasing
access to contraceptives and family planning services in 146 high fertility
districts of seven high focus states. There are additional schemes for expanding
the contraceptive basket and launching a 360-degree media campaign to
generate contraceptive demand, especially among men,” he added.
Following the Oration, Dr. Kumar also took questions from the audience in
a Q&A session. On being asked why the government had rejected the World
Bank Human Capital report, he said that he had seen the report but was not
aware whether it had been rejected. Responding to another question on raising
awareness in society about gender sensitisation, he said that the government
cannot intervene beyond a point so a mass movement from within was required
to address the issue. Sudha Tiwari of Parivar Seva Sanstha asked him if anything
could be done to raise enthusiasm in the administration to new contraceptive
methods and tools, to which he said while he was sympathetic to the need to do
so, he feels that at the district level, the load on collectors/magistrates was too
large for this endeavour to work properly and so a new representative needed to
be found at that level who could assist with this goal.
1Three classes were formed on the basis of percentage of households in the district in the lower two quintiles of wealth index. In the
absence of data on income or consumption, percentage of households in a district in the lowest two quintiles of the wealth index was used
as an indicator of the level of poverty and districts classified as those with High wealth level, Moderate wealth level, and Low wealth level.
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Post Event
Media coverage
To increase the media coverage of the JRD Tata Awards and Oration, PFI
engaged the services of an external agency, Auriga Consultancy, to bring in
national and regional media across platforms to cover the event. Prominent
print outlets like Business Standard (English) and Lokmat (Marathi) covered the
event while online news portals like Daily Hunt, The Quint, Outlook and Yahoo
were also present. In addition, media outlets from regions which won the
awards also covered the event.
Media channels that covered Tata Memorial Oration*
Type of Coverage
National
State level
District level
Print
3
6
9
Online Portals
19
22
10
16
5
14
Total
*source: Auriga Consultancy
Social Media Outreach
The social media campaign run by the PFI’s communication team also reached
a large number of people.
• The banner hashtag, #PeopleBeforeNumbers, reached an estimated
326,027 accounts on Twitter and got 405,879 impressions.
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• The Twitter engagement saw 55 tweets by 32 contributors across
seven days.
• The team also live streamed the JRD Tata Memorial Awards and
Oration on YouTube.
• On Facebook, the official handle of PFI put out 13 posts including
GIFs, general posts, creative, pictures, etc. These posts reached
4649 people of whom 412 people engaged with the posts.
• The event page on Facebook reached an estimated 28,400 people
and was viewed by approximately 457 people. The page recorded
289 responses.
• On Instagram, 11 multimedia posts were created to promote the
event which including GIFs, which reached 1,878 people.
• The microsite recorded 498 sessions by 315 people with 1,189
page views. Of the 498 sessions, 217 came directly to the site, 174
were directed from social media, and 102 arrived organically
while five were referred.
Social Media reach numbers
Platform
Facebook
Event page on Facebook
Hashtag
Reach
4649
28,400
405,879
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Population Foundation of India
Head Office: B-28, Outab Institutional Area, New Delhi - 110016
T: +91 11 43894 100, F: +91 11 43894 199
Regional Office, Bihar: 123A Patliputra Colony, 1st Floor, Patna - 800013
T: +91- 612- 2270634
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T: +91-522-4005091
Website: www.populationfoundation.in
Facebook: @PopFoundlndia
Twitter: @PFl3
lnstagram: @popfoundind