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Sakshi Malik announced brand ambassador of Beti Bachao, Beti Padhao campaign

India’s Olympic Bronze medalist Sakshi Malik was announced as the new brand ambassador of Beti Bachao, Beti Padhao campaign recently.
  • Sakshi became the first Indian woman wrestler to clinch a medal at the recently concluded Olympics. She won bronze medal in wrestling in the 58 kg category.

 About BBBP:
Beti Bachao, Beti Padhao Andolan is a programme aimed at generating awareness and improving the efficiency of delivery of welfare services meant for women. It is set up with an initial corpus of Rs 100 crore.
Aim: The adverse and declining child sex ratio (CSR) across the States is a major cause of concern as it has fallen from 927 in 2001 to 918 in 2011. The BBBP seeks to arrest the trend and over time to reverse it.
Implementation:
  • A 100 critical low CSR districts in all States and UTs have been identified for focused and convergent action by the Ministries.
  • The Ministry of WCD is the nodal Ministry for this initiative and will carry out training to stakeholders, community mobilization and sensitization. It will also embark upon a range of advocacy measures and activities, not limited to the 100 low CSR districts but all across the country.
  • All forms of media and social media platforms would be used for this.



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