Aamir to pitch in for nutrition campaign

Actor Aamir Khan, who has been earning accolades for highlighting social issues through his television programme, will soon be seen spreading awareness about the problem of malnutrition as part of a major publicity campaign by the government.

"The Women and Child Development ministry has planned a major information, education and communication or IEC campaign against malnutrition with the pro-bono services of film actor Aamir Khan.

"The campaign will be ready in a month or two," a senior ministry official told PTI.

The campaign involving Khan, who is doing it for free, would comprise audio, visual as well as print media and also SMSes that would spread the message through mobile phone services.

Officials said the publicity campaign involving the actor was currently under production stage and it would be rolled out in three stages.

"There are people in the country who are not even aware of what constitutes malnutrition, so in the first stage Aamir Khan will be seen explaining and introducing the concept," the senior official said.

"As the campaign moves ahead, in the second and third stage the actor will convey specific messages as to what the public can do to prevent and remove the problem of malnutrition," he added.

The official added that while Khan was offering his services for the campaign without any charge, the UNICEF was also providing assistance to the ministry in meeting the production related charges.

The 47-year-old actor's TV programme Satyamev Jayate which has highlighted issues such as female infanticide, dowry and honour killings has been appreciated by the audience.

Aamir Khan's association with the WCD ministry's malnutrition programme dates back to a couple of years when he had held meeting with the minister Krishna Tirath and had agreed to be a part of the campaign.

Nutrition has been one of the priority areas for the WCD ministry especially after Prime Minister Manmohan Singh called the prevalence of high levels of malnutrition a matter of 'national shame'.

Image: Aamir Khan | Photograph: Mukesh Gupta/Reuters