LADO CAMPAIGN
Directorate of Women Empowerment

A. Problem Analysis

 1. What was the problem before the implementation of the initiative?
Despite the deepest commitment of the Constitution of India to eliminate any kind of discrimination based on gender, child marriages continuing unabated prove to be highly discriminating against the girl child. It interrupts the childhood of girls and boys and inflicts on them grave injustice with girls being affected the worst of the two. It not only reinforces stereotypical role of women of bearing children and doing household chores at the cost of her freedom, education and health but also limits their prospects of being a successful human being. It compromises on her individuality and preference for marriage and having a family, procreation, avocation and role in the family, community and society. The problem of child marriage in Madhya Pradesh is a complex one because it is related with traditional and religious practices. Compared to boys, girls are severely affected due to this practice of child marriage, due to social & physiological factor. Madhya Pradesh has large number of teen aged mothers who is suffering with unnamable miseries entailed by the customs of early marriage. This wicked practice of child marriage has destroyed the happiness of children life. Child marriages continue to be a fairly wide spread social evil in Madhya Pradesh. Among the important reasons cited for the continuance of the practice were: tradition, family and societal pressure, feudal set-up, and poverty. Based on the view that `virginity' is essential in a bride, girls are married off at a very young age, beginning five years. In Madhya Pradesh, the child marriages are prevalent everywhere and in every caste, culture and religion. Child marriage is often associated with multiple health risks. Risks associated with young pregnancy and childbearing include an increased risk of premature labour, complications during delivery, low birth-weight, and a higher chance that the newborn will not survive Premature birth is a common syndrome amongst most young mothers. The premature baby thus born are very often suffers from anemia of different grade. Early marriage is also linked to low levels of schooling for girls. Due to gender discrimination in the society, girls are not allowed to go to school and remain illiterate; they are compelled to stay at home to do household work and take care of their siblings. It is well established fact that educated women are more likely to have a say in decision-making regarding the size of their families and the spacing of their children. They are also likely to be more informed and knowledgeable about contraception and the health care needs of their children. The above situation has resulted in implementing Lado Campaign to eradicate child marriages in the state

B. Strategic Approach

 2. What was the solution?
Bringing perceptible systemic changes in mind set of citizens, transforming traditionally old customs, inculcating new perceptions by creation of a sustainable community based human resource to advocate eradication of child marriage, strengthening Social Accountability /Acceptance of Law by Community. Also sensitise the Children and marriage service provider to make them as a change agent

 3. How did the initiative solve the problem and improve people’s lives?
Lado Campaign has been designed exclusively for taking steps towards eliminating child marriages from the state, in every caste, custom, culture and religions. It has no borders and/or limitation. An innovative campaign, utmost care was exercised while designing & implementing the initiative in planned strategy. The overall goal was to eliminate the child marriage practice from state. The initial task was to make a Core member by involving Sarpanch, Principal/teacher, opinion makers, priests etc to monitor child marriages and to run campaign. Since child marriage is deeply rooted in social system from generation, senior children who are proactive, have leadership skills and have become aware about consequences if child marriage and provision of PCMA are being nurtured and mentored as brand ambassadors/change agent of campaign for developing sustainable long term intergenerational equity. The whole purpose of Lado Campaign is to take preventive and proactive measures for eradicating/stopping the social evil of child marriage. Priorities are set accordingly for attaining the overall goal of making the state child marriage free. The objectives are:-  Create a sustainable community based human resource and advocacy for eradication of child marriage.  Strengthen Social Accountability/Acceptance of Law by Community  Create a formal system of enforcement at village level  Develop young children as brand ambassadors /change agents  Dissuade service providers from conducting child marriage Support survivors of child marriage – provide skills for economic empowerment  Sensitize children at schools about impact of child marriage  Bring about systemic changes in mindset of community and mainstream girl child in process of development via school/higher education  Create a sustainable community based human resource and advocacy for eradication of child marriage.  Bring all Line Departments/community on single platform  Use communication as tool to stop child marriage. LADO Campaign: Multi-pronged strategy • District Magistrate led intervention with convergence at the grass root , • Focus was given on sensitization of community for creating an enabling environment. • Selection and Enhancing capacities of core member and service providers in each village / ward would be important for prevention and redressal. • Timely prevention before event through counseling • Mentoring children as brand ambassadors • Reduction in social isolation , economic vulnerability • Sustained media advocacy, Promotional campaign through audio-visual communication also the effective use of print media. A Inputs Dissemination of PCMA 2006 Tools 1 Training and Workshops Lado Interventions For Implementers, Administration, Core members, Citizens, Marriage service providers, School Children Expected Results Citizens are aware of PCMA 2006 Tools 2 Campaign Lado Interventions Targeted campaign for communities with high prevalence of child marriage Expected Results Advocacy by opinion makers from high prevalence communities in the campaign Tools 3 Publicity Lado Interventions Through Hoardings, Paper Ads, Films, JinglesWall writing,Role play Street plays etc Expected Results Continuous sustained efforts for changing perception and mindset of citizens, B Inputs Prohibition Tools 1 Administrative Actions Lado Interventions Police interventions Expected Results Instant support and actions C Inputs Prevention Tools 1 Citizens’ Participation Lado Interventions Through Counselling, Community support, Help desk, Community Flying Squad, Service providers, Core members, School children as Brand Ambassadors Expected Results Implementation methods to establish citizens’ dialogue and creating a powerful community force, pool of human resource advocacy elimination of child marriage. Tools 2 Motivational incentives ado Interventions For exemplary work by Children , Core members,Community, Implementers Expected Results Appreciating good work for consolidation and motivating others for extending outreach. D Inputs Support Services • Lado Interventions Facilitating ,Rehabilitation and Skill training for employment/self- employment, School Education Expected Results Building confidence level by facilitating continuity of children in schools linking victims with employment

C. Execution and Implementation

 4. In which ways is the initiative creative and innovative?
The Government of Madhya Pradesh is the first in the country to conceive, formulate and fund a dedicated programme against child marriage the Lado campaign, launched by February 2013 aims at eradicating child marriages in a mission mode for the entire year on sustained basis in the entire state to bring about perceptible systemic changes in the mindset of the community towards child marriage of both boys and giels by establishing dialogue with citizens and driving the PCMA 2006.Lado Campaign has several innovative features. It talks about Prohibition as well as prevention, involves administration as well as citizens’, involves service providers as well as children and media as change makers. The unique feature of Lado is :- Mission Mode, strengthening and capacity building of Core Members , identification and sensitization of critical players/ service providers like barbers, priests, tent house owners, horse providers, caterers, printing press etc, citizens’ involvement is the most significant feature of the campaign, Development of children as Brand Ambassadors for developing sustained long term intergenerational equity. , Creating Employment opportunities for economic empowerment, Timely Prevention before event through counselling, Inter departmental convergence at grass root and Online Monitoring for Tracking status of child marriage

 5. Who implemented the initiative and what is the size of the population affected by this initiative?
The initiative was conceptualized by Directorate of Women Empowerment Department Women and child Development. Firstly visualized the need of taking a special drive on mission mode for bringing about perceptible systemic changes in the mindset of the community towards disadvantages of child marriage. It was felt that social evils like child marriages, violence etc. are closely associated with intra & interpersonal behavior of the community and can be resolved or eradicated by sensitizing and changing the patriarchal mindset. There is no other solution except changing the communities’ behavior. In fact, the rules and acts framed were useful only if the incidence of child marriages are brought to the notice of the administration. The issue of child marriage can be addressed by making the community aware of the consequences it has on children and their future. If the community is involved then the incidents of child marriages are stopped but also can be effectively prevented by creating a preventive environment. A complete five year sustainable action plan with integrated annual and monthly action plan have been design to provide opportunity to implementers to incorporate area specific and custom specific programmes.
 6. How was the strategy implemented and what resources were mobilized?
The Lado has been planned where a complete year sustained action plan with integrated annual and monthly action plan is shared with all implementers. The monthly interventions have been planned to provide opportunity to implementers to incorporate area specific and custom specific programmes. The inter departmental convergence has been done at grass root level so that the coverage will be more and the result will be more effective and it has worked out in the best possible way where many child marriages have been stopped and saved the life of a girl and boy child. Apart from this many IEC [Information Education and Communication] practices have been initiated. The promotional campaigns have been done to make the things transparent towards stopping child marriage. These campaigns includes hoarding, banners, posters, wall paintings, signature campaigns, street plays, advertisements , appeals, road rallies, pamphlets, mobile vehicles (ladoraths), oath taking etc. The objectives was to make people educate, informed and educate about effect of early child marriage and how it further causes to boy and girl child physically, mentally and socially. The other objective is make people aware about rights and violation of rights of a human being and also about the result of doing this social evil and how this act can bring legal concern for all those associated people. Therefore, the community will understand and come forward to support this efforts of government. These campaigns also helped people to know the reason for not getting married before age which can further bring physically issues. These were also an effort to bringing about change in thinking process and perception by citizen engagement and dialogue. The school teachers, Sarpanch ji, Children, Religious leaders, Aanganwadi/Asha (Health) workers, Barbers, Priests, Tent-house and Printing Press owners, Horse providers, Caterers from the community have selected as a core member and service provider. With this capacity building of core members/service providers have been done which has helped administration in extending its outreach by accessing first-hand information on prospective child marriages, timely prevention through counseling/onsite meetings, training and sensitization of citizens to bring about change in thinking and perception about marrying their children at the right age. Lado abhiyan is highly cost effective. The total expenditure of INR 16.80 Millions has been made till Dec 2016, covering the 4.01 million population, Per person expenditure on community sensitisation is only INR 3.60. Government of Madhya Pradesh open the separate budget line for Lado campaign area in 2015, and the campaign is fully State Government Funded.

 7. Who were the stakeholders involved in the design of the initiative and in its implementation?
The Administrative structure from Top to bottom and viz a viz [State team, District team, DWEO, Block team, Ward/Village (AWW/Core members/Service providers/School Authorities/Panchayat members) were involved in the design of the initiative and its implementation. The strategy, plan design and concept initiated at state level with state team where Minister along with different officers of Directorate of Women Empowerment settle down together and discuss about the structure, design, plan and strategy to achieve objectives. Later it moved ahead with the District team where this all plan, design and strategy shared with all stakeholders and it moves accordingly to bottom level staffs. They were the main stakeholders who worked on the design at each level and provided the better plan with smart strategies to get it done in the given timeline.

 8. What were the most successful outputs and why was the initiative effective?
With in the three year of implementation Lado has proved to be a successful model of citizen centric governance. The entire campaign was build upon enhancing of core members, service providers and the community; mentoring and nurturing children as change agents for intergenerational equity. Lado is now owned by sensitized / highly empowered community for advocacy of eradication of child marriages. Over 40 lacs citizens have been directly trained or sensitized under the campaign across 51 Districts all 52 thousand villages through 99,176 workshops, 52,310 Training programmes, 4000 street plays Jingle/shows and 40,000 rallies. Around 5.10 lacs core members , Priest, Barbers, Religious head, Horse providers, Printers, Caterers , Tents-House and Marriage Band members, and 1554 children as brand ambassadors in villages and wards across the state and now actively involved in Lado campaign The “counseling before marriage” intervention initiative by Department of Women Empowerment has been the biggest achievement which bagged 82034 counseling before marriage event . And it helped to verify the age before marriage. 3789 child marriage are prevented on the eve at the time of marriage, Only 163 FIRs were registered indicating increase awareness and accountability in citizens, and the big output is 32 children took the courageous step of getting their marriages declared null and void with the help of core members and administration . Lado campaign has been successful in preventing child marriages. The recent National Family Health Survey(NFHS) 2015-16 shows a remarkable decline of 43.3% from the previous NFHS 3 survey in 2005-06. According to NFHS 4 only 30% marriage were found as compared to 53% in NFHS 3. The impact of Lado campaign is clearly visible when NFHS 4 is compared with the Annual Health Survey (AHS) data 2012-13 on child marriages. Lado campaign was initiated in 2013 when child marriage rate of Madhya Pradesh was registered at 42% according to AHS data. In just less than three years of implementation of Lado campaign a sustainable decline of 28.57 has been observed in the state when compared with recent NFHS 4

 9. What were the main obstacles encountered and how were they overcome?
In Madhya Pradesh child marriage is a widely prevalent social evil across every caste, culture, religion, region with extensive regional, cultural and religious variation. . child marriages occur due to intra and interpersonal behavior of the community and socio- customary practices prevalent in the society, so deeply rooted in system that only administrative/legal measures could not serve the purpose. The community was not aware about the consequences of early marriage and provisions of PCMA2006 and there was no system put in place for communicated/disseminated among citizens. Administrative actions taken against the families where child marriages were taking place often led to traumatic situations. Patriarchy- Campaign is useful in changing the patriarchal mindset, is one of the prime challenge operating at all levels across globe reinforcing subordination of women in the name of care, protection and welfare making them dependent on men throughout their lives. Social Customs - These customs and practices are deeply rooted in different societal structures from generations. Strategy used in the implementation of Lado campaign has proved to be path breaking an eye opener for the opinion makers of various communities. School children developed as Brand Ambassadors would be change makers within their communities Social Evils -Evils are inculcated by families through practice, as an integral part of their society so that future generations follow the same practice. The interventions used in Lado campaign could be used as an appropriate tool to bring about change in mindset of existing generation, sensitizing new generations. Addressing Crimes and gender inequalities -Crimes against women and increased gender inequalities are challenges which almost every country faces. The campaign can address the same in an effective manner. Strengthening Education and other Human Development Indicators -Campaign can help reduce school dropouts, also useful in improving various development indicators of nations.

D. Impact and Sustainability

 10. What were the key benefits resulting from this initiative?
Lado campaign has emerged as an effective programme for eradicating child marriages from the state. Engaging citizens increasing their awareness and knowledge has changed the whole perception and thinking of communities practicing child marriage. The community now understand the need and importance of children’s’ education and the impact the child marriage has on their children and the family in years to come. More and more citizens’ now proactively coming forward and joining hands with the administration to extend their support for this noble cause. Even the service providers due to continuous sensitization have started supporting the efforts by verifying the documents related to age before marriage. Increased awareness of the core group members on legal provisions, have helped in reducing child marriages in the state. This innovation has impacted substantially by preventing thousands of child marriages through counselling without administrative interventions. One of the key outcomes of the Lado campaign has been strengthening of all communication channels and identification of core members in every village/ward. Every citizen now knows how to contact the administration at the time of need. Improvement in measurable indicators Before Feb 2013 After Feb 2013 a) Citizen centricity Administrative / Community led supported by Legal Interventions Core Members, Service Provider and Administration b)Enforcement of PCMA 2006 _ Whole state/ Every citizen/ Service Providers/Children c)Better beneficiaries feedback Live contact with victims, citizens, core members d)Transparency stakeholder participation All stakeholders participating right from design to execution 2010- 12 March 13-16 1-Prevention at time of marriage 196 3789 2-Timely intervention before No Intervention 82345 marriage through counseling 3-FIR 1 163 4- Cases forwarded to Courts 0 28 5- Declaration of child marriage 0 32 as Null and void (by child themself) 6- Workshops, Awareness Campaign, 0 1,03,084 Rallies interdepartmental and across the state 7- Home visits 0 16, 12,102 8- Brand Ambassadors 0 3084 9- Capacity Building 0 40 lacs Citizens including 5.17 lacs Core members and marriage Service providers • 2063 Media people • 6628 Religious Head • 9644 Opinion makers • 2649 Band Party • 1199 Horse Provider • 1657 Tent House • 37846 Card Printers • 1045 Beauty Parlors • 1717 Caterers • 38260 Panch Sarpanch • 1591 Marriage Garden owner 10-Sensitization regarding 0 0.33 lacs schools PCMA in schools 11- Facilitating registration 0 2.37 lacs of children in schools 12- Publicity Paper Ads paper Ad once in Throughout the year continuous Jingles Hoardings marriage seasons Paper Ads, 16 lacs Appeals, 22 Jingles, 340 Nukkad Nataks, 13047 Documentary Films, 18715 Talk shows at State and Districts and Hoardings 13- Felicitation No 23 Children preventing their child marriage, are felicitate at state level by Hon Chief Minister of M.P 14-Policy Changes 1. Victims of child marriage now Eligible to apply for Government jobs and MPPSC 2. Verification of age of girl / boy duly authenticated by valid documents and not by medical certificate only.

 11. Did the initiative improve integrity and/or accountability in public service? (If applicable)
Lado has proved an effective tool for eliminating child marriages, community is proactively contributing to stopping child marriages and/or facilitating the administration in case the situation is not controlled by them. This has increased the awareness of the core group members on legal aids available, and acts on child rights, helped in reducing child marriage. Results achieved by Lado are because of intensive capacity building of core members, extensive promotional campaign using audio visual communication technology, wall writing, TV talk show, conducting competitions, paperAd and hoardings. In order to improve the efficiency of the system and the processes, conducted awareness programmes for the entire year. The constitution of Core group in every village/ward has done, includes citizens from the same village/ward which has some influence on the community. This core group has proved to be instrumental tool for synergizing the community about need of marrying their children after legal age and also proactively intervened in case where child marriages were about to be organized. Improved system and processes to validate the certificates for age proof of child. In most cases, parents produced medical certificates as proof. Through Lado, specific guidelines were issued for all stakeholders to ensure legal age proof through not only medical certificates but also to verify with other documents like mark-sheet or birth certificate. This has served as a major deterrent to child marriages. Strengthening of all communication channels and identification of core members in every village/ward, now every citizen knows how to contact the administration at time of need. Contact numbers of core members, Child Lines 1098, police statiotion , district officers are displayed in all important space. Core members have proved instrumental in sensitizing the community about marrying their children at right age and have also proactively intervened in ceremonies where minors were about to be married Establishing citizen administrative partnerships has been developed by involving community and sensitizing them towards critical issue of child marriage, most of the instances of child marriages are resolved by citizens themselves through counselling of parents, community and children. Increased the awareness level of community , now aware of the importance of marrying their children at legal age. Even children have been made aware about the consequences linked to premature marriage. Core group members’ information is made available with the community so as to receive first hand and instant information on instances of child marriages in the vicinity.

 12. Were special measures put in place to ensure that the initiative benefits women and girls and improves the situation of the poorest and most vulnerable? (If applicable)
Prevention of child marriage is not only about laws, attitudes and customs; it is equally about women empowerment. It requires comprehensive developmental approach, is related to gender equality and participation of women in decision making as much as it is related to equal employment and life skills opportunities. Neha, belong to nomadic Banjara tribe, was just 12 when she was married in Rajasthan in may 2011. Through an awareness drive called Lado in her school, Neha come to know that she could her child marriage annulled under PCMA 2006. She wanted to pursue her studies & become the police officers, while her parent to wanted to send her to her in-laws place. She realized that her dream would be shattered if she obeyed her parent. Neha's parent become furious when she told them about her decision that she refused to be cowed down. she knocked the door of women empowerment officer , Officials tried to convinced her family members but they refused to relent. DWEO support her and case was filed on her behalf for annulling her marriage. The family court annulled her marriage on 27april2016, and told her inlaws to gave her INR1200 per month for maintenance.

Contact Information

Institution Name:   Directorate of Women Empowerment
Institution Type:   Government Department  
Contact Person:   Jaishri Kiyawat
Title:   Mrs  
Telephone/ Fax:   9303130173
Institution's / Project's Website:  
E-mail:   pandeytini@gmail.com  
Address:   b block, 4th floor
Postal Code:   462011
City:   bhopal
State/Province:   madhya pradesh
Country:  

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