Serum Institute of India has partnered with Network 18 to spread
awareness nationally on the health benefits of vaccination
Delshad Karanjia
We are progressing into the next phase of the campaign… While we have seen tremendous progress since the launch, I believe we have a long way to go in terms of raising awareness especially in the remotest parts of the country,” stated Adar Poonawalla, chief executive officer of Serum Institute of India (SII), evaluating the achievements of Swasth Immunised India in a message to Parsiana. Despite prominent international organizations and institutions offering expertise and support in providing immunization coverage, India at present has the dubious distinction of having the highest number of unvaccinated (56%) and incompletely vaccinated children (32%), according to a World Health Organization report.
The Swasth Immunised India campaign was launched on February 21, 2019 at the Four Seasons Hotel in Bombay by SII, the world’s largest vaccine manufacturer, and Network18, a media and entertainment conglomerate, to spread awareness of the importance of immunization among the masses. The campaign will be spreading its message across 26 states in 15 languages, namely English, Hindi, Kannada, Urdu, Gujarati, Bengali, Marathi, Tamil, Malayalam, Punjabi, Oriya, Assamese, Telugu, Bhojpuri and Maithili.
Top, from l: Kareena Kapoor Khan, Adar and Natasha Poonawalla;
above, from l: Kishore Ajwani, Adar, Kareena, Natasha and Dr Nitin Shah at the discussion
"I look forward to seeing more information exchange between healthcare personnel and parents. Our initial phase has helped in educating people about the importance of immunization and has also addressed their queries and I am glad that we are starting a revolution with these conversations. We hope to achieve the campaign objective of a healthier and immunized India within the year,” said Poonawalla.
Speaking at the launch, Poonawalla said, "Vaccination is an integral part of the public health system. It has proved to be instrumental in combating and curbing fatal contagious diseases. A majority of people in India still refrain from vaccination due to lack of knowledge and misconceptions around vaccines. We believe this reluctance needs to be addressed as it is a major contributing factor to the growing infant and child fatality rate. Swasth Immunised India is a step forward to tackle these issues and eliminate the cause by focusing on its effects and benefits.”
Priyanka Kaul, president of marketing and special projects, Network18, said, "In the past we have supported campaigns for road safety, pollution-free air, cleanliness drive under Swachh Bharat and similar issues…We are delighted to have associated with SII for the Swasth Immunised India campaign.”
Participating in the discussion on the importance of vaccination at the campaign launch were Kishore Ajwani, deputy managing editor, News18, Adar Poonawalla, his wife Natasha, SII executive director, actor Kareena Kapoor Khan and Dr Nitin Shah, pediatrician.
The campaign has been divided into three phases: strengthening routine immunization; busting myths and preconceived notions about vaccinations; and providing accessible and affordable vaccines. "We will follow a door-to-door approach in spreading awareness among the marginalized and unaware sections of the society,” Poonawalla stated. "SII will provide free vaccines across various locations in India. We will also look to base vaccination camps at strategic and convenient points that will provide all the required information to mothers and families regarding the health and development of a child.” The campaign will also associate with various local and state government bodies. Swasth Bharat Abhiyan has been approached to provide additional support in spreading the message of immunization. The main diseases targeted in the campaign are diphtheria, tetanus, pertussis, measles, mumps, rubella, hepatitis A and B, chickenpox and rotavirus.
Actor Kareena Kapoor Khan is to be the face of the campaign. "Her role as an influencer and as a mother will help in taking our message far as well as garner greater acceptance towards the initiative,” explained Poonawalla.
Kapoor Khan noted at the launch that the Swasth Immunised India cause is "extremely close to my heart. Being a mother, I value the importance of immunizing my child from dangerous diseases. Due to lack of accessibility and affordability our country still witnesses the largest number of infant deaths.”