Press Information Bureau has launched PIC initiative since 2006 which is a part of the multi-media, multi-sectoral media outreach strategy to create mass awareness about the flagship developmental programmes of the Central Government to ensure equitable socio-economic development of poor, under-privileged and down-trodden people in rural far flung areas. The Campaign covers flagship programmes of the Central (UPA) Govt., which includes Bharat Nirman (Rural Roads, Housing, Water Supply, Irrigation, Electrification & Telephony), Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA), National Rural Health Mission, Sarva Shiksha Abhiyan, Mid-day Meal Scheme, Integrated Child Development Services (ICDS) Scheme and Jawaharlal Nehru National Urban Renewal Mission (JNNURM), PM’s New 15 Point Programme for Welfare of Minorities, RTI Act and other centrally sponsored schemes. The campaign also involves active participation of all the media units of the Ministry of Information and Broadcasting in which various units of the Ministry namely Directorate of Field Publicity (DFP), Directorate of Advertising & Visual Publicity (DAVP), Song & Drama Division besides District Administration wherever the Campaign is launched.
 
PICs In Country & J&K 
The Press Information Bureau has so far organized over 400 Public Information Campaigns (PICs) throughout India since 2006 till date. Over hundred such PICs have been proposed during 2010-11 financial year, in different parts of the country and has organised 16th such campaign in Doda from December 28 to 30, 2010. The Northern Region of the PIB based at Chandigarh, has so far organized nearly 50 PICs since 2006-07 till date in J&K, Himachal Pradesh, Uttrakhand, Punjab and Haryana States. The Northern Region of the PIB has proposed another 14 PIC’s in these States during the current financial year including 5 PIC’s in J&K. In J&K, PIB has so far organized 15 PICs while 5 more PICs are slated for the current financial year. 
 In J&K such PICs have already been launched in Kishtwar, Reasi, RS Pora, Leh, Budgam, Poonch, Udhampur, Kulgam, Ganderbal, Kargil, Bandipora, Kathua, Ramban and Anantnag districts besides the latest one at Doda.
 
PIC Doda (December 28-30, 2010) (First Day) 
Deputy Chief Minister Mr Tara Chand inaugurated the Bharat Nirman Public Information Campaign at Govt Boys Higher Secondary School on December 28. In his inaugural address Mr Tara Chand stressed the need to implement the flagship programmes and Bharat Nirman rural development Schemes for putting in place the basic infrastructure in the J&K State especially in the rural far flung and inaccessible areas. He appreciated the efforts of PIB and other units of Ministry of Information & Broadcasting, in reaching out to the common masses by organizing such grass root level awareness programmes.  He also visited all the stalls put up by various Central, State Govt departments, PSUs, NGOs, etc. 
Deputy Chief Minister also released PIB Srinagar publication “District Development Profile of Doda”, which highlights the achievements under various flagship programmes and Bharat Nirman schemes besides State welfare schemes in Doda district. 
 MLA Doda Mr Abdul Majid Wani  and MLC Mr Naresh Gupta said that the centrally sponsored schemes help in boosting up the socio-economic developmental profile of the district which has provided better road connectivity, healthcare, education and infrastructure facilities in the district. 
District Development Commissioner Doda Mr Farooq Ahmad Khan, Director Information & Public Relations, J&K Khwaja Farooq Renzu Shah also spoke on the occasion. 
District Resource Person Mr Ajeet Singh delivered lecture on “SSA & Mid Day Meal Scheme in Doda”. Other speakers spoke about MGNREGA, IAY, BRGF and other rural development schemes. 
 Assistant Director PIB Srinagar Ghulam Abbas delivered introductory speech on the aims and objectives of the Campaign. 
About 50 stalls were put up by various line departments to exhibit their physical achievements besides making people aware about their welfare schemes. 
School Children from various schools of district Doda presented different theme based cultural programmes in Kashmiri, Dogri, Sarazi and Urdu languages.
 
School Children Rally (Second Day) 
A School Children Rally was flagged off by DDC Mr. Farooq Ahmad Khan, from Shaheen Public School, Doda, on December 29. Over 750 children from all education zones of district Doda participated in the rally which after passing through main bazars and streets covering about two Kms, culminated at the venue. The children carrying placards and banners highlighting themes of education, literacy, water and environment conservation and other developmental themes. 
Speaking at the 2nd day of the Campaign the Minister for Social Welfare, Ms. Sakina Itoo underscored the need to work consistently for creating suitable conditions for capacity building in govt and other institutions to ensure equitable socio-economic development of all the sections of the common people particularly living in the far flung, remote and inaccessible areas of the J&K State. She said that PIC initiative launched by the Press Information Bureau, Government of India, has emerged as a bridge between the government and the people. 
She  enjoined  upon the media in general and media units of Information & Broadcasting Ministry in particular, to take all the tangible and sustained steps to create awareness among common people about the basic provisions, objectives and allocations under various flagship programs and Bharat Nirman components of rural development. 
Ms Itoo earlier inspected all the stalls put up by various state and central government departments, banks, NGOs and PSUs etc.  at the main venue of the campaign. She took keen interest in the welfare programmes and was highly impressed by the efforts of NGOs like J&K Yateem Foundation, Doda Welfare Society, Social Welfare Forum, Doda, in reaching out with succor to the needy, poor and down-trodden people. 
MLC Mr Khalid Najib Soharwardy emphasized the need that the implementing agencies at the district level need to reach out to the common people with the basic information, provisions and details of the allocations under flagship programmes and other rural development schemes. 
Chief Medical Officer Dr. Muhammad Ashraf spoke on the achievements of various components under NRHM in Doda district. Mr Y.R. Thusoo, Chief Education Officer spoke about SSA & Mid Day Meal Scheme in Doda. 
School children registered with ALOHA J&K, Unit Doda presented on spot demonstration of mental maths exercises of calculations without using calculators. 
Mr Dharvinder Singh, Prop Swastik Bread & Bakery, registered with DIC Doda spoke about various stages in setting up his self employment unit. 
School Children from various schools of district Doda presented Himachali and other theme based musical programmes in Kashmiri and Urdu languages.

Valedictory Day 
The Campaign concluded on December 30. MLC Mr Naresh Gupta was the chief guest while as DDC Doda Mr Farooq Ahmed Khan was the guest of honour on the occasion. Besides, ADC Doda Mr Atta Ur Rahman Natnoo, Asstt. Director PIB Srinagar Sh. Ghulam Abass, Asstt. Director DFP, Kashmir Shri M.A. Tantray, Chief Medical Officer Doda, Chief Education Officer besides other District and Sectoral officers and a huge gathering of people  attended the concluding ceremony. 
Speaking on the occasion Chief Guest Mr. Naresh Gupta said that such public information campaigns help in bridging the communication gap between government and people and create awareness among the people of the state regarding various state and central government initiated schemes and programmes. He complimented PIB Srinagar for organizing this type of campaign in this backward district of the State. He said that such public information campaigns should be organized regularly so that people are made well aware about the latest information about the various welfare schemes. 
DDC Doda thanked PIB Srinagar for organizing a successful campaign at Doda. Addl Deputy Commissioner Doda Mr Atta Ur Rahman Natnoo gave resume of the various activities related to pre-PIC and main PIC coordination. He also presented vote of thanks. 
Asstt. Director PIB Srinagar Mr Ghulam Abass also spoke on the occasion and extended his gratitude to all the line departments, people of the district for their cooperation in making the Campaign a grand success and expressed hope that this exemplary coordination between State agencies and PIB will continue in future too.
Colourful cultural programmes and skits (on deforestation & communal harmony & brotherhood) were also presented by the school children on the occasion which were highly appreciated by the audience. The cultural program exhibited the rich cultural heritage of the erstwhile District Doda besides communal brotherhood which mesmerized the audience.
 Media & Communication Officer, PIB Srinagar, the author conducted the proceedings of the three day campaign.
Thousands of people from far flung areas of Doda attended the three day campaign in which PIB, DFP and DAVP besides other departments distributed information matter, brochures and other material on flagship and Bharat Nirman developmental schemes.

(PIB Feature)
(Tariq A. Rather, IIS, is Media & Communication Officer, PIB, Srinagar.)

Lastupdate on : Sun, 9 Jan 2011 21:30:00 Makkah time
Lastupdate on : Sun, 9 Jan 2011 18:30:00 GMT
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