HYDERABAD: The UNICEF's ‘Television for Social Change' initiative took a step ahead on Saturday with the launch of their Telugu TV serial, ‘Idey Mana Jeevita Lakshyam'.Created by the UNICEF and produced by Miditech, the serial is set in an Indian village where it traces the lives of six protagonists, including an Anganwadi worker, an oppressed woman sarpanch and a dedicated teacher. It has been dubbed from the Hindi version, ‘Kyonki Jeena Isi Ka Naam Hai', which has aired in six States.
Strong message
Although styled as a soap opera, the script has a strong social message focusing on health-related issues such as safe motherhood, breastfeeding, nutrition, immunisation and malaria among others. It is based on the book, ‘Facts of Life' published by the UNICEF, WHO and UNESCO.
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