54% of 'Beti Bachao Beti Padhao' Expenditure Since 2014 Has Been on Media Advocacy: Govt
News 18A total of Rs 401 crore was assigned for media advocacy for the prime minister’s flagship ‘Beti Bachao Beti Padhao’ scheme between 2014-22, constituting about 54 per cent of the total expenditure, according to the Women and Child Development Ministry. In response to a question, Women and Child Development Minister Smriti Irani told Lok Sabha out of the total expenditure of Rs 740.18 crore from the financial year 2014-15 to 2021-22, the expenditure on media advocacy campaign has been Rs. Since BBBP has been designed to bring an attitudinal shift in society towards valuing the girl child, expenditure towards media advocacy was more in the initial stages to create scheme awareness and behavioral change, she said. Now, as the scheme has been able to create awareness for the cause, focus on media advocacy campaign has been shifted to zero budget or minimal expenditure based in the past two years, she said.
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