Tomorrow's Family Today

   Tomorrow's Family Today

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India’s Family Planning Programme stands as a pivotal initiative in the nation’s demographic landscape, striving to address population growth and its socio-economic implications. Since its inception in the 1950s, the program has evolved significantly, transitioning from a focus solely on population control to a broader framework encompassing reproductive health and rights. While commendable progress has been made in certain aspects, such as increasing contraceptive accessibility and awareness, critical analysis reveals a spectrum of challenges and controversies. Issues ranging from regional disparities in implementation to concerns over coercion and the neglect of women’s reproductive autonomy underscore the complexity of this multifaceted endeavour. Thus, a thorough examination of India’s Family Planning Programme is essential to assess its efficacy, equity, and adherence to principles of human rights and social justice. India, the second most populous country globally, anticipates continued population growth until mid-century, with a subsequent substantial decline attributed to population momentum. Here is the analysis of such PSA advertisements that aim to stop India from becoming the world’s most populated country. 

This advertisement, 'Pati Patni Karein Vichaar, Swasth Nari Swasth Parivar' aired on 18th February 2011, it highlighted the awareness of the use of condoms and contraceptive pills to eliminate the situation of bad family planning, this advertisement was executed with a moderate level of animation and a catchy jingle as well. The advertisement spots were developed by the National Rural Health Mission, Ministry of Health and Family Welfare by the USAID-funded IFPS Technical Assistance Project (ITAP) in 2009-2010 under one integrated campaign on Family Planning. The campaign tagline was 'Pati Patni Karein Vichaar, Swasth Nari Swasth Parivar' (Interspousal interaction leads to a healthy woman and child) that highlighted male participation, joint decision-making and interspousal discussion for family planning which ultimately impacts the health of the entire family.  Each spot has a 60 and 30-second version. 

The next advertisement, ‘Suhaag Raat’ aired on 18th February 2011 as well, it highlighted the wide pressing issue of marital rape and how it needs to be demolished alongside spreading awareness of the use of condoms to ensure safe consensual intercourse. According to UNICEF, an estimated 26 million children are born in India every year. This means 29 babies every minute or 42,434 babies every hour. While the newborns add to India’s numbers, the existing population is living longer. According to the latest statistics released by the Ministry of Health and Family Welfare, life expectancy in India has gone up by five years between the period 2001-'05 and 2011-'15. 

Birth Spacing "Right Time" Campaign, aired on 4th March 2011, 'Sahi Waqt Pe' (AT THE RIGHT TIME), a cheeky friend quizzes his friend about things that happen 'at the right time’ and is caught in his own web, and realizes that one needs to age gap between children. This PSA advertisement campaign showcased how everyone in this world has to occur at the right time just as childbirth should. They were seen educating the Indian residents that after a gap of 3 years, the planning for the second child must resume if wanted. This not only helps the mother to receive the utmost rest and care both for her body and mind but this gap could also help both parents to plan ahead of time for the developmental requirements of both children in the near future. 

In India, coercive methods of family planning have boomeranged. In 1975, Sanjay Gandhi, son of the then PM Indira Gandhi, was strongly criticised for his population control program where impoverished people were herded into mass sterilization camps. According to BBC, an astonishing 6.2 million Indian men were sterilised in just a year, which was "15 times the number of people sterilised by the Nazis”. 

"Fix It" Campaign - Postpartum IUD, aired on 4th March 2011 as well, an enthusiastic husband who likes to fix all problems finds answers to spacing through the community health worker ASHA. This PSA advertisement showcased the awareness about IUD (PPIUDs are a particularly useful method of birth spacing in situations where access to health care may be limited, as they last 5 to 12 years depending on the type. PPIUD does not interfere with breast-feeding. PPIUD is relatively painless when inserted immediately postpartum as compared to the interval IUD) and it displayed one of the many ways one can plan their family effectively. 

National Rural Health Mission Advertisement: Family Planning (Kite), aired on 18th March 2011, here the parents were assessed with the use of contraceptives and the need and use of the same with effective amount of information about the benefits of such pills. 

Subsequently, the government’s family planning program has focused on getting people to voluntarily opt for birth control methods. The onus has largely fallen on women since men are reluctant to get sterilised. In recent years, the government has spent much time and money on ad campaigns to raise awareness among Indians about family planning. Improvement requires a multifaceted approach. It should prioritize quality healthcare, education, and access to a variety of contraceptive methods. Addressing cultural and social barriers, promoting gender equality, and involving communities in planning and implementation are also crucial. Additionally, there needs to be a shift towards a rights-based approach, ensuring that individuals have the autonomy to make informed choices about their reproductive health.