Odisha Launches IEC Campaign to Accelerate Measles-Rubella Elimination Efforts

Bhubaneswar: In a determined push toward eliminating Measles and Rubella (MR) and strengthening Odisha’s public health framework, Health and Family Welfare Minister Dr. Mukesh Mahaling today unveiled a comprehensive suite of Information, Education, and Communication (IEC) materials. The launch, held at the Directorate of Public Health, marked a key initiative during World Immunization Week 2025, celebrated globally from April 24–30 under the theme “Immunization for all is humanly possible.”

Speaking on the occasion, Dr. Mahaling reaffirmed Odisha’s strong commitment to eradicating Measles and Rubella by 2026, in alignment with India’s national target under the leadership of Prime Minister Narendra Modi and the guidance of Chief Minister Mohan Charan Majhi.

Highlighting the state’s exceptional progress, the Minister announced that Odisha has achieved 90.5% full immunization coverage, the highest in the country, according to the National Family Health Survey (NFHS-5). He credited this milestone to the tireless efforts of healthcare workers, community mobilization, and coordinated support from various departments.

“Immunization is the most cost-effective and life-saving public health intervention,” Dr. Mahaling stated. “We must ensure every child and pregnant woman is protected — no one should be left behind.”

Dr. Mahaling emphasized that the success of the MR elimination drive hinges on convergence and cooperation across departments, including Health & Family Welfare, Women & Child Development, School & Mass Education, ST & SC Development, Panchayati Raj & Drinking Water, Housing & Urban Development, and Information & Public Relations. These collaborative efforts are being reinforced at every administrative level — from state to district and block.

Calling on all sections of society to join the mission, Dr. Mahaling appealed for the active involvement of parents, caregivers, Ayushman Arogya Mandirs, PRI members, community leaders, NGOs, self-help groups (SHGs), and civil society organizations. “Let us unite as one community to make Odisha Measles-Rubella free — a model for the entire country,” he urged.

The event also honored India’s remarkable achievements in immunization, including the eradication of smallpox in 1977, attaining Polio-free status in 2014, and the elimination of maternal and neonatal tetanus in 2015 — milestones that showcase the power of vaccination.

The launch ceremony was attended by Director of Public Health Dr. Nilakantha Mishra, State Immunization Officer Dr. Tapas Kumar Patra, Binod Bihari Das (Private Secretary to the Health Minister), and senior officials from the Health and Family Welfare Department.