Register with us

‘Nayi Chetna – Pahal Badlav Ki’ campaign Marks its Second Year in the battle against Gender-Based Violence

November 25th, 2023 marked the launch of the year two of Nayi Chetna, Pahal Badlaav ki. Institute for What Works to Advance Gender Equality is proud to partner with esteemed Ministry of Rural Development (MoRD) and Deendayal Antyodaya Yojana-National Rural Livelihoods Mission (DAY-NRLM).

Minister of State for Rural Development and Steel, Shri Faggan Singh Kulaste and Minister of State for Rural Development and Consumer Affairs, Food and Public Distribution, Sadhvi Niranjan Jyoti inaugurated the campaign in New Delhi. Secretary Rural Development, Shri Shailesh Kumar Singh, Addl. Secretary Rural Livelihoods, Shri Charanjit Singh and Member of the Economic Advisory Council to the Prime Minister, Dr. Shamika Ravi, dignitaries and representatives from the State Livelihoods Mission, the banking community, development partners and CSOs, SHG members from across the country were also present in the occasion.

Deendayal Antyodaya Yojana-National Rural Livelihoods Mission (DAY-NRLM) under the aegis of the Ministry of Rural Development announced the commencement of the second year of its flagship annual campaign, Nayi Chetna- Pahal Badlaav Ki, dedicated to address gender issues and eliminating gender-based violence. The launch coincides with the International Day for the Elimination of Violence against Women. The campaign aims to address pressing issues like normalization of violence, reluctance to speak up, lack of awareness of support mechanisms, and the absence of perceived safe spaces.


Violence against women and girls continue to be one of the biggest deterrents to achieving well-being, self-growth and a life of dignity. Physical or psychological violence is a gross violation of basic human rights and impedes women and girls achieving their full potential and living a life of their choice. Gender-based violence is a global pandemic that affects 1 in every 3 women in their lifetime. Evidence reveals that women are often unable to identity violence meted out to them because of normalization of discrimination and violence. Even if they do identify violence, they are unable to share or raise their voice against it to avoid naming and shaming and they continue to suffer in silence.  Most women, by and large, are unaware of redressal mechanisms, service providers and lack legal awareness.


DAY-NRLM has been at the forefront of gender empowerment since 2016 and recognizes this social evil as a major hindrance towards achieving individual and social development and hence aims to take necessary actions for eliminating Gender Based Violence. As part of its ongoing effort of mobilizing and addressing issues of marginalized communities and women, DAY-NRLM emphasises on the need for creating institutional mechanisms of responding to issues of violence along with integration of gender in all verticals for a larger perspective shift. Towards this, DAY-NRLM initiated the Nayi Chetna – Pahal Badlaav Ki campaign, which garnered immense success in its first year, mobilizing 3.5 crore people nationwide.


The campaign engages a wide array of stakeholders, including State Rural Livelihood Missions (SRLMs), community institutions, Panchayati Raj Institutions, members of the community, DAY-NRLM verticals, Civil Society Organizations (CSOs), and relevant line Ministries and Departments.

The campaign has been launched for a period of one month with convergence with 13 Ministries/Departments. The campaign will undertake awareness building activities at community levels for sensitisation of all sections of the community. This would include rangoli making, pledge for elimination of gender-based violence, meetings at gram sabha level, essay and drawing competition, etc. In addition, special efforts will be made sensitise panchayat level functionaries on laws pertaining to gender-based violence and creation of safe spaces of women.  During the period of campaign, meetings of gender forums will be organised at block level and district level, sensitisation of police station personnels and other functionaries like health workers, schools, etc.

The campaign has been rightly given taglines of ‘Sahenge nahin kahenge’ and ‘Chuppi Todenge’.