Farhan Akhtar becomes face of #EkChammachKam public health campaign

Mumbai: MCGM, Public Health Department, jointly with Amar Gandhi Foundation is launching a campaign 'EkChammachKam' for creating awareness about non-communicable diseases (NCDs).

MCGM has invited noted actor and film director Farhan Akhtar to be the face of first-of-its-kind initiative, and he is leading the charge on this very high impact public health campaign.

MCGM will take 50+ bus-shelters, hoardings and railway station boards to promote the campaign across Mumbai city,” said Ajoy Mehta, Hon Municipal Commissioner, MCGM. He added, 'EkChammachKam' campaign aims at making people aware about the grave nature of non-communicable diseases and the importance of dietary changes and exercise in one’s daily life. Additional Municipal Commissioner, I A Kundan, said “Non communicable diseases are the major killer and needs to be addressed”.

So what is 'EkChammachKam'?

Due to current fast paced lifestyle and faulty food habits, almost everyone is at risk of NCDs. Raised blood pressure, obesity, high blood sugars are commonly seen now even in younger ages.

Citing the World Health Organisation’s report on NCDs, Farhan Akhtar, who is personally known to be devoted to physical fitness says," Nearly 61per cent of deaths in India are now attributed to non-communicable diseases. Out of these, cardiovascular diseases (coronary heart disease, stroke, and hypertension) contribute to 45 per cent, followed by chronic respiratory disease (22 per cent), cancer (12 per cent) and diabetes (3 per cent). All of these are preventable if we reduce the intake of salt, sugar and oil from our diet, and maintain an active lifestyle.”

Dr. Bhupendra Gandhi of the Amar Gandhi Foundation says, “Have #EkChammachKam of salt, sugar and oil every day”, and this is simple and self-explanatory. For e.g; it is well known that too much sodium in a person's diet can be harmful. It causes blood to hold fluid, and this in turn raises blood pressure and puts a strain on the heart as well”.

EkChammachKam was originally a campaign developed by ‘The Network’ for a not-for profit called ‘Amar Gandhi Foundation’.

Speaking about the thought behind it, Reeta Gupta, Founder, The Network says, "Slogans have to be both measurable and memorable. EkChammachKam converts a very sharp message, packaged in a very tiny slogan. Take heed, and reduce the salt, sugar and oil consumption from your diet. Begin today".

With ‘MCGMs’ involvement, this is now a city-wide clarion call to battle non-communicable diseases.