Facing a potentially fatal imbalance in the child sex ratio, the Government of India launched the 'Beti Bachao Beti Padao' (save the girl child educate the girl child) (BBBP) campaign in 2015. The twin objectives it aimed to address were improving the child sex ratio and the disempowerment of women over a life cycle continuum. The campaign was initially launched in identified districts and extended to cover the entire country and continues to operationalize to date.
Under the BBBP, a series of mass communication and multi-sector Interventions were planned and rolled out both at the Central and State Government levels. Put together; it is a massive exercise undertaken by the Central and State Government machinery. BBBP is not the first such public policy campaign initiated in India; many in the past, like the family planning campaign, the polio eradication drive among others have met a decent level of success. However, this is different. The success of these media campaigns and interventions hinges on its ability to shift the long-held economic and socio-cultural belief system to bring a perception change to the status of a female child in society and gender equality in general.