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Shankhnaad : Hamari Suraksha : “Mobile haanth mein, 1090 saath mein”

Launch of Digital outreach Programme

Lucknow, 12th February 2021: U.P. Women Power Line 1090 launched today “Humari Surakhsa” a digital outreach programme wherein 1090 reaches out to people digitally, creates awareness, and captures data signals to device integrated solutions.

In a press conference held today, ADG Neera Rawat shared a digital outreach roadmap for Digital Chakravyuh (360 degree ecosystem for women safety) in Uttar Pradesh. She explained the cons of traditional modes of outreach while outlining the pros of implementing digital outreach. She described their technical edge from having a cross channel digital strategy to having a team of data scientists to execute the mammoth task of generating awareness among the people of Uttar Pradesh. Her strategic breakdown ensures ease of use for rural women, psychometric profiling and targeting offenders, predictive analytics, community participation, audience engagement to generate awareness for an exponential outreach. She emphasized on having integration between online and offline actions of the organization.

‘1090’ has enough tech power and has chosen to adopt technologies such as artificial intelligence and machine learning for betterment of the services. A Pilot Project using Facebook was launched. She also shared the results of their pilot project of Facebook promotion.

A week ago “Vaicharik Samagam” was organized for brain storming session among representatives of different verticals of the society on “Creating safe & secure environment for Women and Children”. Conclusions drawn from “VaicharikSamagam” were also discussed.

There are 11.16 Crore net users including 66% of rural population. ADG Neera Rawat further dded, “the campaign will be in phased manner so that we cover all net users and amplify outreach among households.”

She, unveiled her vision of reaching households, rural, urban and students to join hands with WPL 1090 through digital platforms and spread the word. She is determined to instill fear amongst the heart of offenders but at the same time believes that the solution lies in “Impacting the Minds and bringing a cultural change.

She also focused on Psychometric Targeting which will help “Sambhaavit Shohdon par bhir rahegi Police ki nazar”

ADG Rawat inaugurated the “Hamari Suraksha” campaign showcasing the holistic reach distribution as well. The event concluded with an enthralling “ShankhNaad” calling every citizen of Uttar Pradesh to be part of “Hamari Suraksha”.

‘1090’ or ‘Dus Nabbe’ as it’s known in Uttar Pradesh, is a helpline for women who want to report harassment, cyber-crime, stalking or phone-related abuse.


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