Don’t have one-child-itis. Phase 2 of ‘Jiyo Parsi’ campaign asks community youth to get married & have kids

31 Jul,2017

By A Correspondent


The Parzor Foundation and Madison BMB along with Bombay Parsi Panchayat, TISS, Mumbai and Federation of Zoroastrian Anjumans of India launched the “Jiyo Parsi” Phase-II campaign.


Union Minister for Minority Affairs Mukhtar Abbas Naqvi released the campaign on Saturday. The first phase of the Jiyo Parsi Scheme was launched in September 2013 by the government to reverse the decline in the Parsi population by adopting scientific medical protocols and structured interventions, to stabilize and increase the population of Parsis in India.


Said Dr Shernaz Cama, the prime mover of the scheme: “As we enter our next phase, we look ahead to carry the community with us, old and young, to think outside the box and be the pioneers in reviving a community; let us know that every step we take can make a difference.”


Whilst Phase I of the campaign created by Sam Balsara and Madison World focused on awareness of Jiyo Parsi and sensitising the community and its youngsters to the issues in a tone of voice that ensured virability of the campaign, Phase 2 consists of 12 ads and is focused more on trying to persuade young Parsis to get married and have children for a better balance to their own life.


Added Raj Nair, CEO and CEO of Madison BMB, the agency behind the creative execution of the campaign: “After the huge success of the deliberately tongue-in-cheek [Phase 1] print campaign, we have created a new rendition. We have continued to focus on issues especially relevant and meaningful, like togetherness, the importance of family, that having children is joyful and doesn’t come in the way of life at all, that there is no positive outcome to choosing to be alone and so on. The hope is that the issues touched upon will clearly resonate with young Parsi people in a completely positive manner.”


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