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In a concerted effort to raise awareness and disseminate information about the government’s development policies and schemes, the Viksit Bharat Sankalp Yatra (VBSY) was launched by the Hon’ble Prime Minister on November 15, 2023. The Yatra serves as a platform to connect with the public, deliver the benefits of various schemes directly to eligible populations, and cultivate an environment of trust and collaboration.
During the VBSY, the Ayushman Bharat – Pradhan Mantri Jan Arogya Yojana (AB-PMJAY) has been identified as the flagship scheme of the Ministry of Health and Family Welfare. The focus is on creating Ayushman Cards on the spot, a crucial service offered during the Yatra. The VBSY van showcases Information, Education, and Communication (IEC) materials related to AB-PMJAY, aiming to reach every eligible beneficiary.
As of January 30, 2024, approximately 2.78 crore verifications for Ayushman Card creation have been conducted nationwide. Notably, during the campaign, around 3.52 lakh Ayushman cards have been successfully created. The Yatra has traversed all districts of Andhra Pradesh, ensuring that information regarding AB-PMJAY reaches eligible beneficiaries. Moreover, Ayushman cards have been generated in all these districts.
Under the AB-PMJAY scheme, various measures have been implemented to enhance awareness among eligible beneficiaries:
- Comprehensive Media and Outreach Strategy: A well-structured media and outreach strategy has been employed, utilizing outdoor media, digital displays at railway stations, announcements at bus stations, passenger train branding, press coverage, radio campaigns, Doordarshan testimonials, mass SMS messaging, and traditional media.
- Community Engagement: The support of ASHA workers, frontline workers, Self Help Groups under the National Rural Livelihood Mission (NRLM), and grassroot level workers is actively sought for beneficiary mobilization, e-KYC for card creation, and IEC activities. Incentives are provided to encourage these activities.
- Empowering Beneficiaries: Verified beneficiaries receive PVC Ayushman cards, serving as tokens of empowerment. This strategy has effectively increased health-seeking behavior among beneficiaries.
- Last Mile Initiatives: To ensure the benefits reach the last mile, initiatives like Aapke Dwar Ayushman, Ayushman Bhava campaign, and the Ayushman App for Ayushman Card saturation have been implemented. The Ayushman App includes a self-verification feature for beneficiaries.
As of January 29, 2024, the cumulative number of Ayushman Cards created stands at over 30.76 crores. During the Ayushman Bhava campaign, more than 6.27 crore verifications for Ayushman Card creation have been conducted.
In a written reply in the Lok Sabha, the Union Minister of State for Health and Family Welfare, Prof. SP Singh Baghel, reiterated the government’s commitment to promoting inclusive healthcare and empowering citizens through initiatives like VBSY and AB-PMJAY. These efforts reflect a dedicated approach to ensuring the well-being of every citizen and fostering a healthier nation.
