“Diarrhoea Se Darr Nahi” Launched

Ye Suraksha Ka Hi Ghera Hai, Sirf Ek Ghar Nahi!! Sahi Soochna Sang ORS Ho, To Diarrhoea Se Darr Nahi!

Childhood diarrhoea remains a significant health challenge in India, contributing substantially to child morbidity and mortality, with 5.8% of deaths in this age group attributed to diarrhoeal diseases (Cause of Death Statistics 2017-19, Sample Registration System of Registrar General of India). In a ground-breaking initiative, PSI India supported by Kenvue, launched the “Diarrhoea Se Darr Nahi” program to support the government’s Diarrhoea prevention and management campaign. The initiative is a crucial step in supporting the government’s ongoing efforts through the National STOP Diarrhoea Campaign, which was launched on June 24, 2024, by the Union Health Minister Shri J.P. Nadda, to eliminate child deaths due to diarrhoea.

With city governments, DSDN program was first launched in Firozabad on 6th February 2025, and subsequently rolled out across six other districts of Uttar Pradesh—Budaun, Moradabad, Mathura, Unnao, Gonda, and Shravasti and in Purnia, and Darbhanga, districts of Bihar. All these districts being high prevalence districts were selected in consultation with the government senior health officials. Chief Medical Officers, Civil Surgeons, Additional Chief Medical Officers, Integrated Child Development Scheme officials, key district-level stakeholders, representatives from PSI India and other development partners participated in the launch events fostering a collaborative environment, enabling focused discussions on strategies for the prevention, early identification, and effective treatment of diarrhoea.

During the National launch broadcast on 27th February 2025 on NDTV, Mukesh Kumar Sharma, Executive Director of PSI India, emphasised the need for collaborative efforts to combat diarrhoea. He stressed that healthcare is a collective responsibility, requiring community involvement, ownership and stakeholder support.

Mr. Sharma also highlighted the crucial role of media in disseminating accurate information about easy access to treatment, outlining four essential components: demand aggregation, supply, mass media, and creating an enabling environment. He concluded by envisioning a "health safety wall" against diarrhoea for children under five.

Manish Anandani, Managing Director, Kenvue India, expressed his enthusiasm for partnering with PSI India to support the government’s goal of zero child deaths due to diarrhoea. Mr Anandani affirmed Kenvue's dedication to improving the coverage of W.H.O ORS, enhancing community worker capabilities, and fostering healthcare ecosystem partnerships. He positioned the initiative as part of Kenvue's social impact strategy, focusing on Hydration and Well-Being, Maternal and Neonatal Health, and Girl Child Education.

Through the program, PSI India aims to leverage its expertise in social behaviour change communication , community mobilization, and partnerships with the government and stakeholders. It will also harness the power of digital tools, community radio, and interpersonal communication to deliver impactful, culturally relevant messages that promote informed decision-making and encourage positive behaviour change at the household level. By strengthening community-level diarrhoea management and promoting behaviour change, the program aspires to build a healthier nation.