ISLAMBAD (February 28): Qari Roohullah Madani, Mr. Jahangir Khan, Ms. Sania Saeed, Mr. Shafi Mohammad, Mr. Khalid Abbas Dar, Mr. Khawaja Masood and Ms Shabnam Majeed today pledged their commitment as “Friends for Smiles” to contribute to efforts to raise awareness and lift spirits among earthquake survivors as part of a new programme called “Zindagi Phir Muskurai”, according to a press release issued by the Emergency Hygiene & WES Communication Unit, Ministry of Environment.

“Celebrities have used their influence and charm to promote various causes over the years,” said Major (Retd.) Tahir Iqbal, Minister for Environment. “The nation should be proud to have such renowned personalities today pledge to contribute their time and energy to helping the earthquake survivors.”

As Friends for Smiles, these and other renowned poets, artists, TV/film stars, sports persons, social workers, journalists, religious leaders and writers will visit field sites to participate in events and activities, promoting hygiene and water and sanitation issues in a subtle way, while also providing entertainment and a morale boost and stress relief to the earthquake survivors. Their activities will be telecast as part of 30 one-hour programmes called “Zindagi Phir Muskurai”.

“Experience has shown that people respond well to subtle, indirect and entertaining methods of conveying awareness raising and behaviour change messages, particularly when celebrities or renowned personalities are involved,” said Syed Anwer Mahmood, Federal Secretary Health. “The special involvement of public figures also makes people feel important and lifts their spirits, which is important now for the earthquake survivors.”

The entire programme comes under a partnership between UNICEF and ATV. The launching programme held today at National Library will be telecast by ATV next week.

“The need for raising awareness on health and hygiene issues remains as strong now, as families return to their homes to try to rebuild their lives, as it was 150 days ago when the earthquake ravaged northern Pakistan,” said Mr. Omar A. Abdi, UNICEF Representative. “Through ‘Life Smiles Again', ATV will reinforce health and hygiene messages in a subtle way, at the same time lifting spirits among the survivors and giving their morale a boost with visits from celebrities and renowned personalities.”

As part of the programme ATV will hold entertaining and educational events involving the “Friends for Smiles” in camp settlements of seven earthquake affected districts of Shangla, Mansehra, Battagram, Muzaffarabad, Bagh, Rawalakot and Neelum Valley.

“Zindagi Phir Muskarai” will be telecast from 4 to 5 pm three times each week for six months. Each programmes will contain both live and recorded segments, including the “Friends for Smiles” events, with subtle messages on hygiene and WES issues like sanitation, use of latrines, hand washing and safe water, etc. and health issues like mother and child health, protection from diarrhoea, ARI, routine and special immunization campaigns, etc.