Population Services International (PSI) India is a registered Indian Society operating since 1988. PSI, with programs in safe water, nutrition, family planning and HIV/AIDS uses social marketing to achieve positive behavior change through the promotion of ideas, products and services supportive of better health.
Madhya Pradesh has a large proportion of scheduled castes, scheduled tribes and BPL in its population.
Madhya Pradesh Government with its aim to provide social security to these under privileged sections of the society, in health sector, launched ‘Deendayal Chalit Chikitsalaya’. Or ‘Arogya Rath’.
The flagship scheme of the Government of India, Beti Bachao Beti Padhao, was to be communicated across the state of Gujarat. The aim was to create awareness about the scheme and encourage people to participate in the scheme.