I am a Girl- It only Occurs Naturally

India has many years of experience in depriving and discriminating the beautiful creation like the

girl child. The Census data reveals the preference for the male child and the skewed child sex

ratio stems from the early years of the 20th century which has increased many folds through the

years. The concept of Child sex ratio covers both, pre-birth discrimination manifested through

gender biased sex selection, and post birth discrimination against girls. Women have been

exposed to gender based discrimination varying from sati to dowry deaths; going up to female

infanticide and female foeticide. The dismayed Census figures (2011) estimated the child sex

ratio (0-6 years) at the all-time low; accounts for 914 girls for every 1000 boys as compared to

927 in 2001. The states likes Haryana (848), Punjab (832), Delhi (884), Uttar Pradesh (870),

Jammu and Kashmir (873), and Rajasthan (877) registered as the worst affected.

There are many factors for the increasing aversion of daughters and causing this menace to

sustain. The biggest reason behind the unwelcoming of girls is the determination of pre natal sex

selection techniques like easy availability of ultrasound technologies. The coming of the new age

pre-natal diagnostic technique to identify any potential genetic abnormalities has proved to be

the bane for the tiny unborn female foetuses; as these tools are exploited for the sex

discrimination. If the sex turns out to be a female; the child has to pay a hefty prices for being

the Girl; murdered in the mother’s womb; eliminating their very right to take birth. The

deliberate act of getting sex-selective abortion is upsetting; when the bearer itself is a woman. In

words of Prof Amartya Sen, the current situation can be described as, `technological revolution of a

reactionary kind’. The other key causes can be mentioned as the marriage burden and dowry;

though it has been prohibited under the Dowry Prohibition Act (1961); society and patriarchal

norms (family lineage and family name); preference for boys; small family desire; discriminatory

feeding and health care practice; changing aspirations of urban and rural society, and many more.

The major causes for declining child sex ratio are showed in the below mentioned picture

Despite the assertive measures undertaken by the government and other bodies to tackle the

imbalances in sex ratio; the efforts have not proven to be fruitful. Since 1994; the act like Pre-

Natal Diagnostic Techniques (Regulations and Prevention of Misuse) is prevailing in the country

to control the technology misuse and barring the sex selection. With rapid improvements in

diagnostic technology, the Act was amended in 2003 in order that it became more

comprehensive and was renamed the Pre-Conception and Pre-Natal Diagnostic Techniques

(Prohibition of Sex Selection) Act; but it has emerged as toothless law; facing severe challenges

in its implementation. Beside PCPNDT Act; the Medical Termination of Pregnancy Act (1971)

also came into force which legally entitles women in India access to abortion services under

certain specified conditions (intended to prevent unsafe abortion practices).

The growing consensus on the shortage of millions of women has put forth many grave

concerns not only for gender equality but also for social violence, human development and

democracy. The need to save the girl child demands utmost attention and systematic efforts

should lay focus on the women; who faces the consequences of giving birth to an unwanted girl

Key reasons for Declining

Child Sex Ratio

Social and Cultural

(Traditional dowry system; Patriarchal Set up; religious

rituals) ; inheritance

Legal (lacuan in the current legal

regime)

Economic (investment in education with

zero return; family planning; finanial

security in old age)

New Age Technologies (spread and misuse of medical

technology; unethical medical

practices)

child which may lead to cases of violence against women, their abandonment, divorce or even

death. They are put under immense pressures till they give birth to baby boy, thus putting their

health and life at further stake. It has also been observed; the rising girl’s shortage leading to

forcible trafficking and marriages in afflicting areas.

It was assumed with coming of the new modern age technologies; increased education level and

growth would create a better, safe and healthy world for girls, but the present witnesses the bitter

reality. The situation has worsened inspite of legal provisions, several incentive-based schemes,

and ad hoc mass media messages created and sponsored by the government. It is ironical; today

we live in a nation which aspires to be a superpower has no desire to acknowledge the women

power, and bearing the deficit of girls which has cross all boundaries; left no divides among caste

and class or urban, rural and tribal set up. It is the need of the hour that government and civil

society actively join hands to combat and undertake concentrated efforts to address the deeply

rooted gender discrimination against women. It cannot be overwrite that from time to time;

many actions has been planned by different players in the form of laws, schemes, awareness

campaigns; but it has remained a challenge. These laws have largely had little effect in isolation

from broader measures to address underlying social and gender inequalities. There is an ardent

need for using communication campaigns that seek to enable behaviour change and educate

people about the importance of not only saving the girl child but maintaining a healthy gender

balance in society; ultimately reducing the drivers inducing sex discrimination.

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National Communication and Advocacy Strategy

After the above discussion in detail; it can be asserted the current alarming stats of declining

child sex ratio demands immediate attention and there is a never felt need to bring urgent

reforms in the prevailing attitudinal, behavioural, social and legal practices. It is pertinent to

understand that effective national communication and advocacy strategy entails and addresses

what needs to be communicated, to whom and for what reasons.

Let delve deeper and discuss in detail the Communication Strategy to tackle the problem of female foeticide

Aims and Objectives

To inform people about the core aspects of, and reasons behind, this campaign.

Conceptualize and design communication channels to convey the messages.

Identify agents of change and sources for information dissemination.

Develop partnerships between the secretariat and key stakeholders to facilitate broad

communication and information dissemination.

Mobilize support for the implementation of the Strategy through awareness raising and

education.

To ensure political commitment by the government officials and policy makers.

Promote desired behaviour of gender equality.

Such strategy should enable portrayal of women in a positive light and stimulates behavioural

change with shared core message content, identifies target audiences and multiple platforms.

Below is the pictorial depiction of the key elements formulating an effective communication strategy:

The clear mapping of all the stake holders to reach the expected outcome holds paramount

importance. Target Audience- The first step in a communication and advocacy strategy is the

clear segmentation of the target audience into primary, secondary and influencing groups, with

messages that are differently positioned for each target audience. Family Patriarch, Family

Elders, Father of the Unborn Child and Women would fall under primary group category;

whereas medical fraternity, medical associations, bureaucrats, government officials, policy

makers, opinion leaders, media, human rest activists and NGOs comprises the rest. Each of

these needs to be targeted using different communication approaches.

Next, in the framework is to develop core content messages that are simple yet compelling,

and able to generate maximum impact on sex selective behaviour. The communication material

An effective Communicatio

n strategy entails:

Develop core message

content

Media Advocacy

Mobilizing the target groups-

Social/Community Mobilization

Focus on Youth Workshops/Trainings/ Counselling sessions

Multiple media platforms (traditional; massmedia ;

new social media)

Target Groups Segmentation (Primary; Secondary; Influencing)

as a driving force of change needs to be packaged and translated into well articulated messages;

which can be categorised into three types like legal messaging which involves writing about

various acts like PCPNDT and MTP; the Information-based messaging involves women’s

constitutional and legal rights, health and reproductive knowledge-based information,

reproductive decision making, and the then, those messages are recommended that can challenge

individual, family and community attitudes and behaviours (posters, leaflets, booklets, calendar

etc.). Also, it is important to place importance on the timely and expeditious delivery of

information and communication materials.

In reference to the Communication- Channels; a mix of mass media forms the core of

communication strategy. Given the growing influence of media on choices and decision-making,

it is a key constituency in the enabling environment with a role in building and breaking gender

stereotypes. Television and Radio can be used as a platform for delivering stories and open

discussions and debates; whereas print media can be a source of information to those who have

limited access to electronic means or resources. The other best and cost effective way to spread

the word around your campaign is with Social media; if used creatively it can be the best source

of community capacity building. One can opt for different ways to share your message through

different social networking websites (facebook, twitter), blog posts, info graphics, photos, online

discussions, and many more.

For the optimum utilization of the media; it would be ideal to make Media a Partner. To garner

greater reach; develop materials that interest journalists; provide news releases; fact sheets, and

maintain updated media list and media resources. The creation of a networks or partners

database for an effective dissemination of information forms the core of the Communication

strategy. Conducting Gender Media Workshops for working journalists; students and media

persons could be another way to provide insight into the discriminatory world of girl child;

aimed to infused information regarding the subject and explore their own gendered perceptions.

Beside media advocacy through workshops; advocacy workshops can also be used by to sensitize

medical practitioners about the legal aspects of PCPNDT Act, and other related acts and the

need for strictly adhering to the law. Training and Counselling sessions can be used to bring

gender sensitization for various stakeholders like students, professionals, public officials,

government representatives, and health workers.

The focus on youth is noteworthy and special efforts are recommended to target single men

and women; facing contradictions towards making the life choices. They have a major role to

play in bringing the behaviour change by challenging the stereotypical gender dimensions with

their open mind set.

In reference to the Social/Community Mobilization; calls for the extensive campaigning at

the grass root level; involves reinforcing activities on the ground zero with communities, and

through Panchayati Raj Institutions, unions, cooperatives, self help groups, schools, colleges, and

other institutions, with equal emphasis on both urban and rural advocacy spaces. It would be

important to involve the participation of people from the communities that are affected or being

targeted.

The strategy should also bring in forward the women’s success stories; extend high visibility to

leaders and other personalities and influential groups that support fulfilling the human rights of

girls and boys equally. A brand ambassador is another way to propagate the core message;

involving them in special events and brainstorming sessions. The continuous efforts needed to

be made to establish contact with people from all walks of life.

In the end, we can summarize that behavioural change towards female foeticides demands

monitoring efforts and long term strategic plan. Therefore, it is suggestive not to stop promoting

positive social attitudes towards women.