Published On: Wed, Feb 18th, 2015

I&B Ministry to Outline Awareness Campaign for Amaranth Yatra-2015

Amaranth YatraNew Delhi: Secretary I&B,Shri BimalJulka, today conveneda meeting with the Media Heads of I&B ministry to outline the communication strategy for the proposed AmarnathYatra which is scheduled to commence on the 2nd of July,2015.During the meeting, Secretary, Shri Julka discussed the measures to be undertaken to implement an effective campaign amongst pilgrims for awareness generation.The meeting also discussed the role of the media campaign in increasing awareness about the yatra and the challenges the yatris were likely to face, once they embarked on this arduous trek.CEO Shri Amarnathji Shrine Board, Shri Rakesh Kumar Gupta was also present in the meeting.

During the meeting, Shri Julkadiscussed strategies for the use of appropriate communication tools on various media platforms to make the pilgrims aware of the facilities/ procedures as well as the precautions to be taken before embarking on the journey. The focus was on the need to sensitiseand inform thepilgrims about the pre –travel preparation including procedures related to registration, need for Compulsory health certificate for registration, the Dos and Don’ts to be followed during the pilgrimage and related health advisories. The issues related to high altitude sickness were flagged. While the Dos would focus on measures to prevent high altitude sickness, the Don’ts would focus on the prevention of the sickness. The health advisories would be telecast/broadcast from 15th June to 29th August, 2015.

Elaborating further, the Secretary discussed the need for a well-planned campaign through Doordarshan, All India radio and other media units for spreading awareness about the Yatra. He stated that a sustained campaign would include broadcast/telecast of Public Interest messages /Documentary Film/Video and Audio spots foreducating the pilgrims about the challenges that they may face during the Yatra.

Doordarshan and All India Radio launched an effective Media Campaign for the Yatra,last year employing video /audio spots and messages. The media campaign proved very effective in increasing awareness about the Yatra among the Pilgrims.

This year, the AmarnathjiYatra will commence on the 2nd of July 2015 via both routes Baltal and Pahalgam and will conclude on the 29th August, 2015. Compulsory registration for the Yatra will start from 1st March, 2015 via selected bank branches of J&K Bank, PNB Bank and Yes Bank. A Health Certificate issued by the Authorised Doctor/Reputed Private Medical Institution is compulsory for registration.

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