An Innovative Initiative

for Eradicating Child Marriages

LADO (Beloved Child)

CAMPAIGN

GOVERNMENTOFMADHYAPRADESH,INDIA

>30%Zambia,Afghanistan,Benin,Brazil,Cameroon,

DRCongo,IvoryCoast,Cuba,Cambia,Honduras,Laos,Liberia,Mauritania,Nigeria,

Senegal,SaoTome,Sudan,Uganda,Tanzania,Yemen,Zimbabwe

>40%India,CentralAfricanRepublic,

GuineaBurkinaFaso,SouthSudan,Malawi,DominicanRepublic,

EthiopiaMadagascar,Mozambique,Nepal,SierraLeone,Somalia,

Nicaragua,Eritrea

>60%Niger(77%,theWorld'shighestrate),

Bangladesh,Chad,Mali

Chi

ld M

arria

ge-T

he G

loba

l Epi

dem

ic

Source:UNICEFReport2014

MP–4thHighestChildMarriageRateinIndia

Background

Previousadministra\veeffortsduringAkshayaTri\ya,iden\fiedDistricts,focusingongirls

Leadingtopanic/traumaforfamilies,lossofmoneyandcredibilityinsociety

Acrosseverycaste,culture,religion,region:Tradi\on,SafetyofGirls,Poverty

Prohibi\onofChildMarriageAct2006/Administra\ve/LegalMeasuresinsufficient

Needforchangeinsocio-customary-psychologicalbeliefsofcommunity,bycrea\ngawarenessaboutPCMA2006,adverseeffectsofChildMarriage

0 20 40 60

chha:sgarh

Orisa

U.P

Assam

M.P

Jharkhand

Bihar

Rajasthan

IMR(SRS2013)

Chhattisgarh

0 100 200 300 400

chha:sgarh

Orisa

U.P

Assam

M.P

Jharkhand

Bihar

Rajasthan

MMR(SRS2013)

Chhattisgarh

Odisha

05

1015202530

ChildMarriage:Females(%)

ChildMarriage:Males(%)

10.6

21.314.1

28.4

3.7 3.7

AHS2012-13

Total Rural Urban

1. To informand educateci\zens aboutPCMA

2.Toiden\fyandtrainproac\veci\zensfromthe community toc rea te a poo l o fhuman resource foradvocacy

3. To dissuades e r v i c eproviders fromc o n d u c \ n gchildmarriage

4 . T o p r i o r i \ z eaccess to inclusivequalityeduca\onforallboysandgirls

5. To sensi\zeyoung childreno n c h i l dmarr iage inschools

6. To ensureintergenera\onalequity

7. To supportvic\msofchildmarriage fortheireconomicempowerment

Objec\vesofLado

HowisLadoimplemented:Innova\veStrategy

Country’sonlyCi\zen LedCampaign for Eradica\ngChildMarriages.Low cost / capita (INR3.69),100% State Funded,Separatebudgetline.Poli\cal Commitment :Lado in State VisionDocument2018.B u i l t o n e x i s \ n gadministra\ve structure,using dedicated physicalspace

Leveraging KnowledgeManagement Systems :Med i a Advo ca c y andPromo\onalCampaign.Timely Preven\on beforeeventthroughCounselling.Interven\ons to reduceS o c i a l I s o l a \ o n a n dEconomicVulnerability

C i \ z e n L e d M i s s i o n ,Convergence of all LineDepartments / Communityatgrassrootlevel.Selec\on, Sensi\za\on andC apa c i t y Bu i l d i n g o fmul\ple partners : CoreMembers/Cri\calPlayers/ServiceProviders/Officials.Nurturing and Mentoringc h i l d r e n a s B r a n dAmbassadors / ChangeAgents

Women11,26,962

Men10,83,437

Boys7,35,968

Girls10,63,968

2063Media

6628ReligiousHeads

9644Opinionmakers

2649BandParty

Members

1199Horse

Providers

1657TentHouseOwners

37846Card

Printers

1045BeautyParlourOwners

1717Caterers

38260Panch

Sarpanch

1591MarriageGardenOwners

Priests

OpinionMakers

NGORepresenta\ves

Govt.Officials

Prin\ngPressOwners

CaterersTent

HouseOwners

BandpartyHorseProviders

16,12,102

93176

TotalOutreach40,10,335CoreMembers4,82,232

Districts51

Projects313

Divisions10

Villages52,117

HomeVisits

Workshops

Ci\zenLedIni\a\ve:ToIncreasePublicPartnership

NurturingandMentoringChildrenasChangeAgentsforIntergenera\onalEquity

2,37,465Registra:onofDropoutChildreninSchools

3084ChildrenasBrandAmbassadors

33,701ChildrenSensi:zedregardingPCMAinSchools

Vic\msofchildmarriagenowEligibletoapplyforGovernmentjobs.

FinancialIncen\veofRs51,000/-forchildrenwhopreventedownchildmarriage

Skill/TechnicalTrainingofVic\msthroughChiefMinisterWomenEmpowermentScheme

LeveragingKnowledgeManagementSystems–Prac\ces

Ageofgirl/boyauthen\catedbyvaliddocuments,notbymedicalcer\ficateonly.

Issuingcircularsforauthen\ca\ngageofBrideandGroombyPrin\ngPress,TentHorseowners,Bandpartyetc.

StrengtheningofCommunica\onChannels

SharingofcontactnumbersofimportantStakeholders

FlyingSquad/Controlroomsetup

LeveragingKnowledgeManagementSystems:Promo\onalCampaignandMediaAdvocacy

SocialMedia

RegularNewsCoveragebyTVChannels

PrintMedia:PrimeSpacetothisCause AllFMChannels

Publicity:PaperAds,22Jingles,16MillionAppeals,340StreetPlays,51DocumentaryFilms,18715TalkShows,AwarenessRallies,SignatureCampaigns,MobileVehicles,WallPain\ngs,Posters,Hoardings,Banners,Pamphlets,OathTaking

LeveragingKnowledgeManagementSystems:Promo\onalCampaignandMediaAdvocacy

ImpactofLadoCampaign

TimelyInterven\onbeforeMarriagebyCounselling

ChildMarriagesStopped/PreventedontheEve/TimeofMarriage

CasesRegisteredwithPolice

CasesForwardedtoCourt

Declara\onofChildMarriageasNullandVoid

82034

3789

163

28

21

ReceivedPres\giousPrimeMinister’sAwardforExcellencein

PublicAdministra\on

UNWOMENandIFADlaudedtheLadoCampaign:speciallytheadvocacybyCi\zens.

Administra\veStaffCollegeofIndia(ASCI):

Me\culousworkplan,effec\veconvergence

betweenschemes,networkingbetween

departments.

ThirdPartyEvalua\on

UNFPALAADLIMEDIAAWARDFORGENDERSENSITIVITYTO

LADO

53

42

30

0

10

20

30

40

50

60

DATA

Womenaged20-24yearsmarriedbeforeage18years(%)

NFHS32005-06 AHS2012-13 NFHS42015-16

43.3

20.75

28.57

0

10

20

30

40

50

DATA

DeclinePercentage

NFHS3toNFHS4 NFHS3toAHS2013 AHS2013toNFHS4

ImpactofLadoCampaign:ThirdPartyEvalua\on

Impact of Lado: Assessment by Administra5ve Staff College

Sa:sfac:onofPartners

• ServiceProviderstakeprideinbeingpartofmovement

• Vic:msthankfultoGovt.for:melyinterven:on

Responsiveness

• Ci:zensadvocateforEradica:onofChildMarriageasasocialresponsibility

• Mobiliza:onofReligiousLeadersisacommendableachievement

Ci:zenSocialIndicators

• Greaterawarenesshasincreasedreten:onofchildren(bothboysandgirls)inMiddle/HighSchools

TransparencyandAccountability

• TrackingMechanismofChildMarriageStrengthened:DedicatedMISLado

• Ladohasensuredcon:nuousmonitoringandstrictenforcementoflaw

Impact Assessment by Government of India •  Involvement&OwnershipofStakeholders,Poli\calLeadershipandAdministra\on

• Hugecapacitybuildingofstakeholders• Changeofpercep\on&mind-setofci\zens/coregroupmembersandserviceproviders.

• FullMediaSupport• StrengtheningofImplementa\onofPCMA2006• Empowermentthrougheduca\onandskillupgrada\on• Partofregularannualac\onplanofthedirectorateofwomenempowerment

•  Incen\vesforExemplaryWork• ChildrennowChangeAgents/BrandAmbassadors

Ci\zenAccess,Usage&Quality

• LowcostCampaign• UseofasmanyModesofCommunica\onaspossible• Con\nuingAdvocacybyCoreGroupMembers• Preven\onisBeperthanprohibi\onEfficiency:OutputtoInput,

ManagementofFunds

• Replica\onbyGovernmentofTripura,Haryana,AssamandUparakhand• ASCIProvidingHandHoldingSupport1• Adaptableanywhereacrosstheglobewherepatriarchy,tradi\onal,religiousprac\cesrootcause2

• Addressingsocialevils,crimes,genderinequali\es3• Strengtheningeduca\on,humandevelopmentindicators4• SimplicityofProgrammeDesign:easyandquickAdop\on5• Builtonexis\ngadministra\vestructures:LowOpera\onalCostwithMaximumBenefitsandMinimumRisks6

ReplicabilityandAdaptability

“LadoToBeReplicatedInTheCountry”PrimeMinisterOfIndia,MrNarendraModi:

Dissemina\onandPromo\onofLado

Facilita\onofknowledgeexchangeandexperiencesharingbyGovernmentofIndiaforreplica\onpurposesontheini\a\veacrossthecountry

•  GovernmentofIndiaConferenceforExperienceSharingwithLineDepartmentstoplanthewayforwardforReplica:onofLado.

•  Na:onalWorkshoponBestPrac:cesinCi:zenCentricGovernance

•  PresentedLadoinworkshoponMinimumGovermentMaximumGovernanceonCivilServicesDay

•  ASCIWorkshoponReplica:onofLadoIni:a:ve•  Presenta:ononLado–27thMidCareerTrainingProgramforBangladeshCivilServantsconductedbyNa:onalCentreforGoodGovernance

Publica\oninJournals

•  CaseStudyonLadoinASCIJournalofManagementbyCentreforPublicPolicy,GovernanceandPerformance

•  LadodocumentedinMinimumGovernmentMaximumGovernanceJournalofGOI

• EXPOSUREVISITS•  Knowledgesharing:crosslearningvisitsforofficialsforinternaldissemina\onwithintheorganiza\on

•  ByOtherStateseg.Haryana,Tripura

• AppealsbyPoli\cal/Publicpersons• Documenta\onandsharingofSuccessstories,leaflets/postersetc.

• RECOGNITIONEVENTS• ForCi\zens/Employees:Republic,Independence,Interna\onalWomen’sDay,GirlChildWeek,PublicProgrammes

• PROMOTIONBYNATIONALTELEVISION&STATENETWORK• TelecastofLiveProgramonLadoacrossthecountrywithVic\ms/BrandAmbassadors

• DocumentaryonLadoreleasedandShownalloverthecountry• LadoshownallovertheStateinTheatres,CinePlexes

Dissemina\onandPromo\onofLado

19

StrictEnforcementandMonitoringofLaws.

ProvidingSkills/EconomicOpportuni\esforGirls/Women

ReinforcingCapacityBuildingofCommunityforAdvocacy

EncourageparentsforEnrolment/Con\nuityofchildreninschools

Counsellingofchildrenin

schools

Registra\onofMarriages

TheWayForward

THANKYOU