BY BELLA JAISINGHANIL ON 29/07/2017 IN THE TIMES OF INDIA
MUMBAI: The Jiyo Parsi initiative, which focusses on getting the community to marry and have children, launched the second phase of its publicity campaign Saturday. It urges Parsis to have at least two children, possibly more, to lead a fuller life and maintain their emotional well-being.
Shernaz Cama of Parzor Foundation who conceptualized the movement said, “It is important to have at least two children in one family to.lead a wholesome life. Loneliness and depression are increasing by the day and having siblings helps children share and care. In adulthood, the burden of caring for older aunts and uncles, who have remained unmarried, can be distributed in adulthood. Often youngsters are unable to marry and have their own families because the financial needs of extended family are overwhelming.”
Prof. Dr Katy Gandevia of TISS said, “Many couples delay having children till they are settled in their career. We encourage them that it is perfectly possible to have a family and maintain a good work-life balance.”
The Parzor Foundation along with the Bombay Parsi Panchayat, TISS and Federation of Zoroastrian Anjumans of India had devised the Jiyo Parsi movement in 2013. It is supported by the Union ministry for minority affairs. Sam Balsara of Madison BMB has devised the new ad campaign.
Saturday’s launch at Fort was attended by Union minister for minority affairs Mukhtar Abbas Naqvi, consul general of Iran Masood E Khaleghi and actress Parizad Kolah Marshall. A series of 12 ads featuring real case studies was released. The Parsis showcased in some of the ads were present. One poster said having one child was only half the job done and siblings had much more fun. “Get over ‘one child-itis,” it read.
Naqvi suggested that the Jiyo Parsi team enhance the scale and scope of the initiative, and offered to consider more funding once a formal scheme was presented to him.
Jiyo Parsi helps Parsi couples with counselling as well as assisted reproductive technology (ART). No less than 104 babies have been born under the scheme since its launch in 2013. India’s population has more than tripled in 60 years but the number of Parsis has reduced by almost 50% and is now less than 57,264 according to Census 2011.
Published in The Times of India .