Upon signing the agreement Anand Madhab,  CEO, Jagran Pehel said the project is an effort to annihilate social evils such as child marriage and it is a matter of great pleasure that UNICEF has agreed to support it.

''This campaign was conceived due to serious concerns about the violation of child rights as in Uttar Pradesh. Despite several efforts, child marriage is still a matter of great concern,'' he added.

Madhab said overall, mean age at marriage has been showing a rising trend in India and Uttar Pradesh in particular. Media plays an important role in shaping society’s views and influencing the way people think and behave. Media raises awareness, influences behavior and generates public opinion.

The goal of the project is to engage key stakeholders of the society (Media, CSOs and Government) in a meaningful dialogue on child marriage issues, bring the issue to the forefront and thereby reducing crime against children in Uttar Pradesh.

Niloufar Pourzand, Chief of Field Office, UNICEF Uttar Pradesh said,''Child Marriage is not only a violation of child rights but it deprives a child of childhood and the opportunity to live joyful life. The project is a positive initiative undertaken by Jagran Pehel and UNICEF is proud to be partner in this campaign.''

The project shall reach 6 districts such as Bareilly, Gorakhpur, Kanpur, Moradabad, Varanasi and  Lucknow.

The project has the following major components:

1. E-Platform for knowledge building and sharing
2. Info kit for the journalists with information on child marriage and child marriage issues
3. Knowledge Building & Sharing amongst the editorial board & journalists of Dainik Jagran
4. Media Tracking.

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