The Ministry of Women and Child Development has constituted a Committee to finalize modalities for media campaign against indecent portray of women in mass media. In the meeting of the Committee of Secretaries (COS) held on 23.01.2013 regarding measures to tackle the menace of sexual crimes against women, it was decided to have a sustained media campaign to highlight positive aspects of women empowerment and against negative, indecent and stereotyped projection of women in movies, TV shows and advertisements. In the meeting of the Secretary, Ministry of Women & Child Development and Secretary, Ministry of Information & Broadcasting, it was decided to constitute a Committee to draw up the contours/ modalities of such campaign in the mass media.
The terms of reference of the Committee are as follows:-
1. Finalize modalities of a media campaign, through print and electronic media, to instill a sense of respect for women in all spheres of life.
2. Suggest innovative campaign/ strategy to project women in a more positive, proactive and empowered manner, which can have maximum impact on the society and bring about an attitudinal/ behavioural change of people towards women.
3. Draw up national campaign to sensitize families regarding the values of girls, through depicting women achievers, abhor civil practices like female foeticide, dowry, child marriages, etc.
4. Identify areas of corporation between M/o WCD and M/O I&B on all such issues that demand sustained public interest campaigns in print, electronic as well as social media.
The Committee is headed by Additional Secretary, M/o WCD, Smt. K. Ratna Prabha. The members comprise the Director General, DAVP, M/O I&B and Jt. Secretary (Media) and Economic Adviser from M/o WCD along with Executive Director, National Mission for Empowerment of Women. Sh. Amit Ray, Director, M/o WCD is the Convener.