DD soap to take flagship health scheme to masses

So the characters of Atmajaa have been revived to talk about heath issues, said Nila Madhab Pande, the producer of the film who is directing the new serial.

Atmajaa8217;s story revolves around Mamta, a young woman who is forced to undergo a sex determination test by her husband and mother-in-law. When the family discovers that she is carrying a female foetus, Mamta is forced to abort. But the woman enters a pact with the doctor who helps her deliver the baby and give it up for adoption. Four years later, Mamta is pregnant again; when she is forced to undergo another sex determination test, she runs away to save her second child and search for her first daughter.

In the serial, Mamta8217;s daughter grown up as Atmajaa, a doctor who works in rural areas, said Pande, who has already shot 26 episodes with actors Akanksha Zhiware, Jaya Bhattacharya and Manasi Salvi among others. Atmajaa will now talk about issues like safe breastfeeding, spacing methods and institutional deliveries.

The Accredited Social Health Activist ASHA, who has been identified as an important link worker under the NRHM, plays a crucial character in the serial. Ministry officials point out that while campaigns featuring well-known names from the film industry and the cricketing world have their impact, teleserials like Atmajaa hope to make the target audience sit up and take notice.

8220;The idea is to transform social issues into an entertainment format. So while many may not read pamphlets or deal with dry facts, they will listen, watch, get moved and motivated by Atmajaa,8221; said Pande.

Michael Galway, chief of Programme Communication with UNICEF, told The Indian Express that they have collaborated with the Government of India to create awareness about the Rs 9,947 crore NRHM, launched two years ago as the flagship programme of the PM Manmohan Singh Government.