Hyderabad, May 14th, 2017: One Lakh Hands - one of India's largest and most successful community sensitization platform on socio-cultural issues - launched its campaign for the year, focused on someone dear to all of us, but often neglects herself - MOM, with the theme 'She chases you for life, now chase her back for an active life', on the occasion of Mothers' day on Sunday at Apollo Hospitals, Jubilee Hills. The occasion was graced by Ms Sangita Reddy, Jt. Managing Director, Apollo Hospitals; Actor & Model Mr. Milind Soman, accompanied by his mother Mrs. Usha Soman and Mr. Pullela Gopichand, Chief Coach, Indian Badminton. As part of the campaign, One lakh people will be directly enrolled for the adopted cause, they in turn would act as catalysts in bringing behavioral change and creating a ripple effect on the society.
For the year 2017, One Lakh Hands creators have chosen the cause of" Happy & Healthy Mom." As per the national Health Survey 2016, Hyderabad is ranked no 1 in cases of women obesity in India. Mothers often tend to neglect their own health at the cost of their family's well being. Their health takes a back seat after childbirth. Most mothers are malnourished and are woefully short on physical exercise. They endure ill health and postpone seeking medical attention, just to avoid upsetting the daily routine at home. Often such neglect and sacrifices reflect at a later stage leading to chronic ailments as they get old.
The campaign kick starts with a three day art exhibition with works of Artist Kant Risa on the theme Mother & Child, on display at Apollo Hospitals. The guests and visitors at the well attended launch program were presented with greeting cards with the imprints of the paintings to pen affectionate messages for their mothers. The launch will be followed by a sustained campaign to further the cause and reach the message to a cross section of the society. As part of this, the expo will be taken to various Corporates, Hotels, educational institutions, besides hosting events all year round.
This noble mission 'One Lakh Hands' is conceptualized, designed and driven by IdentCITY Consultants Pvt Ltd. Apollo Hospitals, which always emphasized on disease prevention, as a health partners will bolster this initiative by organizing regular talks on women health, workshops on preventive care, extend its internationally acknowledged health check programs at a subsidized price and support all the health and wellness activities, especially meant for mothers and women at large. The other partners which are actively promoting the initiative are Pullela Gopichand Badminton Academy & United Sisters Foundation are the Cause Partners; Hospitality Partner is Novotel Hyderabad Airport; Radio Partner is Radio Mirchi; Technology Partner is Mera Events and Supporting organisations like Mani Pavitra, Amplify, Kant Risa.
About One Lakh Hands
Conceptualized and designed by IdentCITY Business Tourism Consultants Pvt Ltd, One Lakh Hands was adopted for Car free Day in 2016 and won the prestigious WRI India Award for the most innovative campaign towards behavioral change. Ministry of Urban Development (MoUD) further adopted this concept for Swachh Bharat & prepared a toolkit on how this platform can be introduced in other cities/states.