Reckitt, in partnership with Plan India, is promoting the use of ORS and Zinc for children under the age of five as part of the Self Care for New Moms and Kids Under Five initiative. The programme focuses on enhancing hygiene and sanitation through the six steps of handwashing
World-leading consumer health and hygiene company Reckitt has aligned its flagship Self Care for New Moms and Kids Under 5 initiative with the Ministry of Health and Family Welfare’s ‘Stop Diarrhoea Campaign’.
In many states, diarrhoea continues to be a leading cause of death for children under five. Nationwide, it accounts for 5.8 percent of all such fatalities. Every year, 50,000 children perish from diarrhoea in India. According to NFHS 5, the prevalence of diarrhoea in children under five is 7.3 percent. Only 60.6 percent receive ORS and 30.5 percent zinc. In 68.9 percent of cases, a medical facility or provider was consulted.
The Self Care for New Moms and Kids Under Five programme is Reckitt's path-breaking response to this grim reality, marked by a huge number of avoidable deaths. The programme aims to promote the use of ORS and Zinc, improve hygiene and sanitation practices, and educate communities about the six steps of handwashing for children under the age of five.
This two-month campaign will focus on engaging and educating community members in the states of Maharashtra, Gujarat, Uttar Pradesh, and Rajasthan. The activities will include promoting the importance of handwashing, conducting ORS demonstrations, involving the community, taking proactive measures, and distributing essential diarrhoea kits.
Said Gaurav Jain, Executive Vice President, Reckitt – South Asia: "At Reckitt, we are proud to have worked closely with the Government of India towards creating a ‘Swachh and Swasth’ India across our programmes. Over the last 10 years, we have engaged students, teachers, parents, and communities to improve their overall health and well-being, successfully impacting the lives of millions of children across India. To further strengthen our commitment, we are delighted to align with the Stop Diarrhoea Campaign and work towards achieving zero child deaths due to Diarrhoeal illnesses."
Commenting on the campaign, Ravi Bhatnagar, Director, External Affairs and Partnerships, SOA, Reckitt said: "At Reckitt, we are committed to the holistic welfare of children, especially those with poor socio-economic backgrounds. We are proud to align with the Government of India’s Stop Diarrhoea Campaign. Through this campaign, we aim to further our commitment to achieving zero child deaths caused by diarrhoea by raising awareness about the use of ORS and zinc and adopting proactive health measures for diarrhoea prevention."