Beti Bachao Beti Padhao: From 2016–17 to 2019–20, the Center Spent 63.3% on Media Campaign

The Beti Bachao Beti Padhao scheme has been worth Rs 1,270 crores . The scheme has been worth Rs 351.55 crores, which represents 63.3 percent of the total expenditure of Rs 555.27 crores .

The Beti Bachao Beti Padhao scheme has been worth Rs 1,270 crores.Image credit: shutterstock.com Beti Bachao Beti Padhao scheme has been worth Rs 351.55 crores, which represents 63.3 percent of the total expenditure of Rs 555.27 crores from the financial year 2016-17 to 2019-20.In the initial phase, the emphasis has been on the media and advocacy, bringing a sustained focus on awareness generation and pushing a dramatic shift in society toward valuing the girl child, according to Minister of Women and Child Development Smriti Irani, who spoke to the Rajya Sabha on December 7.On January 22, 2015, Prime Minister Narendra Modi-led NDA party launched Beti Bachao Beti Padhao campaign.

In addition, the expenditure on media outreach efforts has decreased from 2019 to 2022-23, with Rs 25.75 crores spent in 2019-20.According to the figures, a total of Rs 401.04 crore was spent on the media relations fund and Rs 373.21 crore on multi-sectoral projects from the financial year 2014-15 to 2022-23.Beti Bachao Beti Padhao's all-in-one advertisements have firmly established the brand with a high recall value, according to the minister.Now, the government is focusing on extending the scheme to all the districts through multi-sectoral initiatives with a focus on zero-budget advertising.

According to her, the ministry has also produced a thematic calendar for suggested convergence projects at the district level, with month-by-month specific topics for the holistic development of the child.

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