By Our Staff
Colors has announced its collaboration with the Ministry of Women and Child Development’s ‘Beti Bachao, Beti Padhao’ initiative, to address the issue of girl child abandonment, through the launch of its new fiction show Doree.
In addition to launching a primetime show on the subject, as part of this association, Colors will promote the 24-hour emergency toll free Childline India helpline number (1098) for those seeking assistance for any abandoned girl child across the nation.
Said Kevin Vaz, CEO – Broadcast Entertainment, Viacom18: “We are honoured to be partnering with the Ministry of Women and Child Development to raise awareness about the prevalent issue of girl child abandonment through our new show, Doree and the ‘Beti Bachao, Beti Padhao’ initiative. As the country’s most watched primetime entertainment destination, joining forces with the ministry to promote the Childline helpline number through our show is poised to catalyse meaningful behavioural change in society. We are hopeful that Doree will touch the lives of millions of viewers and bring focus on the social evil of girl child abandonment.”