The Madhya Pradesh government has recently launched several initiatives to help different sections of the society. It is also using noted celebrities to strengthen the related campaign and to attract more attention from the general public. Few days ago Aamir Khan was in MP to launch the first ever One Stop Crisis Centre (OSCC) in the state. This center has been established to provide all kinds of help to women in trouble- police, legal, medical and psychological counseling. Aamir was all praises for this new effort by the Madhya Pradesh health department. After Aamir, another Bollywood icon is now ready to support another welfare initiative. Bollywood diva Madhuri Dixit on last Thursday launched the the MP government’s Mamta Abhiyan, an initiative to save lives of newborn babies and their mothers. Madhya Pradesh is infamous for the high rate of birth related death of mother and children. Madhuri will now be part of the campaign for two years. She has also been made a celebrity advocate for UNICEF. The Chief Minister of Madhya Pradesh, Shivraj Singh Chauhan was present at the launch and also presented Madhuri with the ‘Mamta Ratan’ award. Also present on the occasion was Trevor Clark, state chief of UNICEF. Promotional songs, videos and a new logo for the campaign were released at the event.

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