The mamta campaign was launched to reduce the maternal and infant mortality rate for which we targeted adolescents, antenatal and neonatal mothers. We identified 12 behaviours that if corrected would halve the mortality rate. On the right is the logo I created that represents these three groups - the right half representing an adolescent, the left an antenatal mother and the whole represents a neonatal mother. We launched a mobile health vehicle equipped with booklets for all three groups, a television on which we screened edutainment series that was created to address the 12 behaviours, a television, medical kits with supplements. 313 such vehicles toured an equal number of blocks across 51 districts in the state. A block-level facilitator joined the vehicle to conduct inter-personal seminars with the villagers.

• Purpose:The mobile units travelled to remote villages to spread awareness on health issues, menstruation hygiene, family planning, and nutrition.

• Services:Free medical check-ups, iron and folic acid supplements, and deworming medications for pregnant women and adolescent girls.

• Implementation:The vehicle operated in conjunction with the state's Mamta Campaign, working alongside local health workers like ASHAs, ANMs, and Anganwadi workers.

We conducted storytelling sessions in schools, afternoon sessions with the women where we screened one video each day, conducted FAQs and took questions at the end of the seminars and referred them to the CHCs and PHCs as required.