LADO CAMPAIGNAn Innovative Initiative for Eradicating Child Marriages

Source : UNICEF REPORT 2014 : “Ending Child Marriage-Progress and Prospects”

The 10 Countries with the Highest Rates of Child Marriage

6th

Background of Lado Campaign

0

5

10

15

20

25

30

27

18

16

13

10 10

4

2

Source : Planning Commission HHS 2014

Causes of Child Marriage

Madhya Pradesh : 4th Highest Child Marriage Rate ( 31.5% )in India

chhatisgarh

Orisa

U.P

Assam

M.P

Jharkhand

Bihar

Rajasthan

0 10 20 30 40 50 60

IMR (SRS 2013)

Chhatisgarh chhatisgarh

Orisa

U.P

Assam

M.P

Jharkhand

Bihar

Rajasthan

0 50 100 150 200 250 300 350

MMR (SRS 2013)

Chhatisgarhuttrakhand

chhatisgarh

Orisa

U.P

Assam

M.P

Jharkhand

Bihar

Rajasthan

0 5 10 15 20 25

Marriages among Fe-males below Legal Age

(18 yrs) AHS 2012

Uttrakhand

Chhatisgarh

Child Marriage (Girls)AHS 2012-13

IMR (SRS 2013) MMR (SRS 2013)

Odisha

Odisha Odisha

Background of Lado Campaign

Total Rural Urban AHS 12-13

Child Marriage : Females (%) 10.6 14.1 3.7

Child Marriage : Males (%) 21.3 28.4 3.7

AHS-11-12

Child Marriage : Females (%) 10.4 14.0 3.6

Child Marriage : Males (%) 18.3 24.7 6.6

Background of Lado Campaign

High Prevalence Communities

• Sondhiya • Tanvar• Dangi• Nat• Mevada• Khati• Parmaar• Sapera• Vishwakarma • Mali• Balai• Sansi etc

Forms of Child Marriage

• Natara • Aata – Saata• Thaal Pratha• Vachan Pratha• Chudi Pratha • Pata Pratha• Palna Pratha• Jhagda Pratha etc

Lado Campaign : Customs and Practices

INNOVATIVE ELEMENTS

Timely Prevention

before Event through Counselling

LADODistrict Magistrate Led Mission with Convergence at Grass Root

Change in thinking and perception of Citizens /

Core Members / Service Providers

Media Advocacy

Nurturing and Mentoring Children as Brand Ambassadors / Change Agents

Reduction Social

Isolation / Economic Vulnerability

Online Monitoring of Lado Victims

CITIZENS ENGAGEMENT AND

DIALOGUE

Traditional, religious, social ,customary practices.

Across every caste, culture, religion, region.

Girls more severely affected : High MMR, IMR , School Dropout

Previous administrative efforts only during Akshaya Tritiya, identified Districts, focusing on girls.

Leading to panic / trauma for families, loss of money and credibility in society

Prohibition of Child Marriage Act 2006 / Administrative / Legal / Prohibitive Measures alone not sufficient

Need for change in socio-customary-psychological beliefs of community, by creating awareness about adverse effects of Child Marriage , PCMA 2006.

Background of Lado Campaign

MISSIONBringing 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.

GOALEradication of Child Marriages from Madhya Pradesh

Implementation : Monthly Action Plan

DIRECTORATE WOMEN EMPOWERMENT

DISTRICT COLLECTOR

DWEO

BLOCK

WARD / VILLAGE( AWW / CORE MEMBER /

SCHOOL / PANCHAYAT etc. )

VICTIM

STATE GOVERNMENT

Administrative Structure

Login Area

Boy/Girl Information

Lado.mpwe.in

Admin : Enter / Update Formats (Lado Status , Rally, Workshops etc)

Admin Login Panel

Prevented Child Marriage Detailed Reports

Lado.mpwe.in

Priests

OpinionMakers

NGO Representatives

Govt. Officials

Printing Press Owners

Caterers

Tent House Owners

Bandparty Ghodawala

Women

7,26,962

Men

7,49,447

Boys

2,35,961

Girls

2,60,323

16,12,102

87,604

Total Outreach38,10,233

Core Members4,82,232 Districts

51

Projects313

Divisions10

Villages52,117

Home Visits

Workshops

Capacity Building of StakeholdersCapacity Building of Stakeholders

BACK

Media Support

All FM Channels

Print media: Prime Space to this cause

Regular News Coverage by

Local TV channels

Social Media Coverage

BACK

Disseminating good work through Youtube, MPWE Portal, IT vehicles

Publicity : Paper Ads , 22 Jingles, 16 Million Appeals, 340 Nukkad Natak,

51 Documentary Films, 18715 Talk ShowsCreating Icons - Girls who prevented their Child Marriage

BACK

Media Support

Print media: Prime Space to this cause

BACK

Media Support : Print Media

78649

• Timely Intervention Before Marriage by Counselling

3332

• Child Marriages Stopped/ Prevented on the Eve / Time of Marriage

163

• Cases Registered with Police

28

• Cases Forwarded to Court

10

• Declaration of Child Marriage as Null and Void

Effectiveness of Lado Campaign : Improvement in Measurable Indicators

Sensitization regarding PCMA in Schools : 33,701

Facilitating Registration of Children in Schools : 2,22,514

Brand Ambassadors : 1554

BACK

Effectiveness : Nurturing and Mentoring Children as Change Agents

Victims of child

marriage now

•Eligible to apply for Government jobs.•Eligible to apply for MPPSC

Children preventing their Child Marriage

Felicitated

• Rs. 51,000/- cash award

BACK

Interventions to Reduce Social Isolation And Economic Vulnerability

Verification of age of girl / boy authenticated by valid documents, not by medical certificate only.

Strengthening of Communication Channels

Sharing of contact numbers of important stakeholders

Flying Squad / Control room setup

Lado.mpwe.in for tracking the Lado victim

Issuing circulars for authenticating age of Bride and Groom for :

Printing Press, Tent House owners, Bandparty etc

Effectiveness– Improved System and Processes

District Magistrate Led Convergence at Grass Root

Ownership of Lado by citizens has made the campaign Auto driven .

Evolution of a sensitized / highly empowered Community for Advocacy

Children saved from Child Marriage and currently in school now Crusaders for Social Transformation

Felicitation of Children preventing their child marriage, Citizens on regular basis

Lado victims being trained through Mukhya Mantri Mahila Sashaktikaran Yojna

Lado in Vision Document 2018

100% State Funded, Separate Budget Line

Financially sustainable with low operational / administrative cost as compared to volume of outcomes

Concurrent Monitoring by Chief Minister and Chief Secretary

Sustainability : Long Term Significance

Adaptable anywhere across the globe where patriarchy, traditional, religious practices root cause

School children as Brand Ambassadors / Change Makers for inculcating good practices

Social Evils : By bringing about inter-generational equity

Addressing crimes , gender inequalities

Strengthening education and other human development indicators

Replicability

Citizens’ Engagement and Dialogue ensure success of programme

Children as Brand Ambassadors is the key

Eliminating Pillars from the Palace results in ownership by Stakeholders

Simplicity of Programme Design leads to easy and quick Adoption

Building on existing administrative systems/structures/schemes results in Low Operational Cost with Maximum Benefits and Minimum Risks

Transferable Lessons Learned

26

Strict Enforcement and Monitoring of Laws.

Providing Skills and Economic Opportunities for Girls / Women

Reinforcing Community Involvement in Preventing Child Marriages

Capacity Building of Community for Advocacy

Increase in Human Capital : increased Enrolment of children in schools

Counselling of children in

schools

Registration of Marriages

The Way Forward

Thank You

LADO CAMPAIGN

An Innovative Initiative for Eradicating Child Marriages