New Delhi: The Union Ministry of Tribal Affairs has launched a nationwide Information, Education, and Communication (IEC) campaign along with Beneficiary Saturation Camps under the Pradhan Mantri Janjati Adivasi Nyaya Maha Abhiyaan (PM-JANMAN). The campaign, which aims to reach out to Particularly Vulnerable Tribal Groups (PVTG) in 194 districts across India, will run from August 23 to September 10, 2024.
The Union Minister for Tribal Affairs, Jual Oram, and the Minister of State, Durgadas Uikey, recently reviewed the progress of PM-JANMAN schemes and assessed preparations for the IEC campaign. Prime Minister Narendra Modi had launched the PM-JANMAN mission on Janjatiya Gaurav Diwas (November 15, 2023), from Khunti District, Jharkhand.
Campaign Scope and Outreach
Last year, the IEC campaign reached approximately 500 blocks and 15,000 PVTG habitations across 18 states and the Union Territory of Andaman and Nicobar Islands. This year, the campaign will expand its reach to cover 44.6 lakh PVTG individuals from 10.7 lakh households across 28,700 habitations in 194 districts. The campaign will be conducted in the states and UTs of Andhra Pradesh, Chhattisgarh, Gujarat, Jharkhand, Karnataka, Kerala, Madhya Pradesh, Maharashtra, Odisha, Rajasthan, Tamil Nadu, Telangana, Tripura, Uttar Pradesh, Uttarakhand, West Bengal, and Andaman & Nicobar Islands.
The campaign aims to generate awareness from the state level down to individual PVTG habitations, covering approximately 16,500 villages, 15,000 Gram Panchayats, and 1,000 Talukas. The goal is to ensure that PVTG families receive key individual entitlements and are informed about the benefits available under PM-JANMAN and other government schemes.
Key Activities and Benefits
The campaign will focus on reaching unreached PVTG households, particularly those affected by distance, lack of road access, and digital connectivity. Events will be organized at locations such as Haat Bazars, Community Service Centers, Gram Panchayats, Anganwadis, Multipurpose centers, Vandhan Vikas Kendras, and Krishi Vigyan Kendras. The campaign will also involve MyBharat volunteers, Nehru Yuvak Kendras, Krishi Vigyan Kendras, NSS, NCC, Self-Help Groups (SHGs), and Farmer Producer Organizations (FPOs) to ensure a wider reach.
During the campaign period, essential documents and services such as Aadhaar cards, community certificates, Jan Dhan accounts, and pattas for Forest Rights Act (FRA) beneficiaries will be provided to PVTGs. Additionally, PM-JANMAN Intervention Cards will be distributed in local PVTG languages. Beneficiary Saturation Camps and Health Camps will be organized to provide immediate benefits under various schemes and address health issues specific to PVTGs, including screening for Sickle Cell Disease.
Awareness materials, such as pamphlets, videos, infographics, and thematic wall paintings, will be used to convey key messages in local and tribal languages. The campaign will also focus on ensuring that eligible PVTG beneficiaries receive benefits from schemes like scholarships, maternity benefits, Kisan Credit Card, Kisan Samman Nidhi, and disability certificates for Sickle Cell Disease patients. Success stories from beneficiaries will be shared to inspire other community members.
Implementation and Coordination
District-level officers have been appointed to supervise the campaign, while state-level officers will coordinate with different state government departments to ensure its success. Orientation workshops will be conducted for officers, staff, consultants, and other personnel to ensure effective coordination and convergence among all involved departments. Tribal Research Institutes in various states will assist in planning and executing activities at district, block, and tribal habitation levels.
Mission Objectives
The PM-JANMAN mission targets 11 critical interventions across nine key ministries and departments, with a budgetary allocation of Rs. 24,104 crore (Central Share: Rs. 15,336 crore; State Share: Rs. 8,768 crore) from FY 2023-24 to 2025-26, under the Development Action Plan for Scheduled Tribes (DAPST). The mission also identifies 10 additional interventions involving various schemes and ministries essential for the holistic development of PVTGs, including Aadhaar enrolment, community certificates, PM-JANDHAN Yojana, PM Garib Kalyan Yojana, Ayushman Bharat card, PM Kisan Samman Nidhi, Kisan Credit Card, and resolving pending cases of individual and community forest rights.
During the National Manthan Shivir held on December 15, 2023, an implementation strategy for the mission was discussed, involving over 700 officers from central and state governments. A follow-up Manthan Shivir held on July 18-19, 2024, reviewed the progress of PM-JANMAN and discussed new initiatives for its second phase.
The IEC campaign under PM-JANMAN aims to empower PVTGs by providing them with the necessary information and resources to access various government benefits and schemes, ultimately promoting their social and economic development. /BI/
