Here Comes ‘Tiki Mausi’ To Spread The Word On Women, Child Issues!

Here Comes ‘Tiki Mausi’ To Spread The Word On Women, Child Issues!

In most Odia households, mostly the conventional and joint-family systems which are still existent in the rural and semi-urban areas, there is this affable elderly lady who also is the most sought after by other women for her daily wisdom, common sense and pragmatism – be it for details of rituals to be observed during festivals or weddings, or issues of family, relationships, parenting and even health. She could be the worldly-wise grandmother, smart aunt or even the eldest sister in the family.

Well, the Women and Child Development and Mission Shakti Department has found a mascot for this iconic figure! Welcome ‘Tiki Mausi’, who will now be the mascot for the department and will lead all lady representatives at the community level. She will be the person to spread awareness among people about health, sanitation and nutrition.

Unveiling the mascot today at a city hotel on Thursday, the WCD & Mission Shakti Department and UNICEF also launched a comprehensive state-level communication strategy. 

Tiki Mausi has been launched as an empathetic protagonist with extensive knowledge on all issues related to women and children. A catalyst for change ‘Tiki Mausi’ is a gregarious character who loves to talk to people and raises awareness on key positive social behaviours and practices. This mascot will take care of providing the right information on government projects for women and children to the public.

Department of Women & Child Development and Mission Shakti, Minister Tukuni Sahu inaugurated the ceremony. Among others, Principal Secretary, WCD & Mission Shakti, Anu Garg, WCD & Mission Shakti, Joint Secretary Dr. R. R. Nayak, Department of Information and Public Relations, Director Krupasindhu Mishra, OFDC Chairman Kuna Tripathy, Mo College Programme Chief Akash Das Nayak, UNICEF, Odisha Chief Monika O. Nielsen were present. 

Addressing the gathering, Minister Sahu said, “Our government is committed to bring welfare of children and women. Reductions in maternal and child deaths, childhood anaemia are a testimony to it. The DSWO should ensure that the government services and schemes must reach to the people. Tiki Mausi Mascot is sure to change the way we communicate with people in Women & Child Development and Mission Shakti Department.”

In her deliberation, Garg said, “Home visit should be the most important weapon in our hand. We want to involve men against malnourishment. We need to move beyond the common way of transmitting the message through regular use of social media. She further informed that a knowledge resource centre is coming up in HETC, Bhubaneswar.”

Apart from that, she said that ‘Tiki Mausi’ is trending at number 9 on a national level on its launch day, which is really satisfying”

During the ceremony, Kuna Tripathy said, “A man’s role is not limited to earn or arrange bread for the family but he must also participate in other decisions. He must see what his family is eating and how nutritious it is. I promise to contribute to the programme anytime if required. And I appeal you all to accept our ‘Tiki Mausi’.”

Giving insights about the event, Akash Dasnayak said, “We need to change the mindset which has trusted the responsibility of children on mothers only. It is high time that we need to talk about issues that plug the growth of women and children. In our families, we believe Mausi (aunt- mother’s sister) are more like mothers to us. So I wish ‘Tiki Mausi’ will reach maximum people in need and will spread the good message well.”

On the strategy, Nielsen said, “Communication is central to all development interventions. It is non-negotiable in future. I feel privileged to be a part of this launch ceremony. Communication needs community involvement and good governance.”

In his address, Mishra said, “Transformation and transmission are key to communication. Every person should think about social welfare. Women and children are central to any welfare programme.”

Meanwhile, before the launch, a technical session was also organised with panellists Sourav Bhattacharya, Lopamudra Tripathy and Rudra Prasanna Rath. The session was organised for district-level participants where they were briefed on key nutrition issues, communication strategy and social media engagements. 

During this event, a set of BCC materials such as posters, communication strategy, leaflets and key rings were also launched. A sand animation show and a puppet show were also organised to spread the message. 

The objective behind such an exercise is to provide the right information to the public about various government programmes on child and woman nutrition, child and women safety as well as development and to encourage them to change their behaviours. The comprehensive state level communication strategy will provide the benefits of government schemes in each and every household, which is going to be telecasted through television, radio and newspapers.