Lucknow: To safeguard children under the age of five from the life-threatening impact of diarrheal diseases, the Yogi Adityanath-led Uttar Pradesh government is aggressively rolling out its Stop Diarrhea Campaign across the state. Running until July 31, the campaign aims to create widespread public awareness through targeted outreach, education, and preventive care.
Focus on Prevention, Hygiene, and ORS Awareness
This year’s campaign theme — “Prevention of Diarrhea: Focus on Cleanliness and ORS” — underscores the importance of hygiene, timely intervention, and the use of Oral Rehydration Salts (ORS) and Zinc in combating diarrheal infections. Vibrantly designed awareness vehicles equipped with posters, audio-visual aids, and public announcements are reaching every corner of the state to inform communities about the causes, prevention, and treatment of diarrhea.
In schools, competitions are being held to spread key messages, while ORS-Zinc corners have been set up at public health centers, bus stations, railway stations, and other high-footfall areas. Even private hospitals are being roped in to establish ORS corners and ensure reporting of diarrhea cases.
“Don’t Fear Diarrhea” Initiative Gains Traction
In collaboration with Population Services International (PSI) India and Kenvue, the health department has launched the unique “Don’t Fear Diarrhea” program. It focuses on training health workers and educating parents about the critical role of ORS and Zinc. PSI has implemented the program in seven districts in the first phase: Firozabad, Mathura, Moradabad, Badaun, Unnao, Gonda, and Shravasti.
According to officials, the campaign involves not just information dissemination, but also hands-on distribution of ORS packets to families with young children and detailed demonstrations by frontline workers.
Combatting One of the Leading Causes of Child Mortality
National Health Mission (NHM) Director Dr. Pinky Joval emphasized that diarrhea remains a major public health challenge in India, especially among underprivileged populations and children under five. “Diarrhea is still one of the leading causes of child deaths. However, it is preventable with access to clean water, proper sanitation, good nutrition, and timely immunization,” she said.
She added that handwashing with soap, exclusive breastfeeding, timely vaccinations, and the use of ORS and Zinc are essential tools in managing and preventing diarrheal diseases.
Community-Centered Approach Led by ASHA Workers
ASHA workers across villages have prepared detailed lists of children under five and visited families to explain the importance of ORS and Zinc. Packets of ORS have been distributed to households for emergency use. Public walls and community centers feature informational messages encouraging vigilance over fear and immediate care in case of symptoms.
Dr. Milind Vardhan, General Manager (Child Health), NHM-UP, said, “If a child has three or more episodes of loose motion in a day, it must be considered diarrhea. Immediate ORS administration is essential to prevent dehydration, followed by zinc supplementation as per age. Zinc reduces the duration of diarrhea and boosts immunity.”
He also stressed that breastfeeding should continue even during episodes of diarrhea, as mother’s milk provides essential nutrients and strength to fight infections.
Proper Hygiene Is Key to Prevention
PSI India Executive Director Mukesh Sharma highlighted that contaminated water, unhygienic food preparation, and unsafe sanitation practices are major contributors to diarrheal diseases, especially during the monsoon. “It is critical to wash hands with soap and clean water after using the toilet, after cleaning a child’s stool, and before cooking or feeding,” he said.
Through coordinated efforts between the government, NGOs, frontline health workers, and the public, Uttar Pradesh aims to significantly reduce diarrhea-related illness and fatalities—particularly among its youngest and most vulnerable citizens.
