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Indian film stars become torch bearers of social causes

Jan 12, 2016

Popular film stars in India have become frontrunners for many ambitious social welfare schemes.

Vidya Balan Celebrity article

New Delhi: To draw an instant connect to the masses on the various welfare schemes, especially those focusing on health and education, international bodies like the United Nations and various national and state governments have been taking the help of popular personalities for taking the message to the last mile.

For instance, the UN roped mega star Amitabh Bachchan to convince people who were reluctant to get their babies immunized because of many prevalent taboos. Not surprisingly enough, with the help of a superstar like Bachchan reaching out to the masses, people, especially women came out in droves to get their babies immunized against the deadly polio virus.

Similarly, the Indian government effectively reached masses by roping Vidya Balan for its total sanitation campaign. With many bollywood faces doing a yeoman service in taking the social welfare schemes to the masses, OneWorld South Asia takes a closer look at the dazzling stars shining for a social cause.

Madhuri Dixit Nene, better known as dancing queen of Bollywood,  was announced as the brand ambassador for India’s ‘Beti Bachao, Beti Padhao’ campaign in 2015. Madhuri’s engagement for highlighting gender based issues became popular through various media including the silver screen and radio.

Similarly, another glorious face, ‘The Dirty Picture’ famed Vidya Balan is the Brand Ambassador of a nationwide campaign for a programme on drinking water and sanitation. Vidya Balan who is a popular face both in the urban and rural parts of the country, not only convinced women but also men against the hazards of open defecation.

Through various advertisements that appear on daily newspapers and television channels, Balan stigmatized the practice of defecating in the open, thus mobilizing masses on this issue.

Amitabh Bachchan, as a UNICEF Goodwill Ambassador for Polio Eradication, appeals to parents and caretakers to protect their children from crippling and the deadly virus to eventually make polio history in India.

In the footsteps of her father-in-law, Aishwarya Rai Bachchan is the Brand Ambassador of Eye Bank Association of India. Her appeal gained impetus with Rai herself pledging her eyes to the Eye Bank association of India.

Priyanka Chopra is the UNICEF Goodwill Ambassador for Health and Education. She recently joined ranks with India’s Ministry of Health and Family Welfare to launch a media campaign for the Weekly Iron and Folic Acid Programme (WIFS) under the Rashtriya Kishor Swasthya Karyakram (RKSK) programme of the ministry.

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