DAINIK NATION BUREAU
Children start internalizing social norms in the first 5 years of their life. This is when gender biases start setting in and they start viewing their own actions and abilities through a socially-prescribed gender lens. This usually works to the disadvantage of girls and, eventually, society. Young children need positive role models to shape their ideas of gender and ability.
On the occasion of the International Day of the Girl Child (October 11) Galli Galli Sim Sim, the Indian adaptation of Sesame Street, supported by P&G is introducing a month-long series of episodes focusing on gender equity and a new segment – Growing Up With Chamki. These special episodes unpack notions around gender for little children in their formative years, questioning the gender bias on actions and activities like cooking, crying, leading a sports team and finding engineering solutions. Led by the feisty, 5-year old muppet, Chamki, the episodes are part of the movement to create a more empowering narrative for young girls in media. Viewers can watch these inspiring episodes of Galli Galli Sim Sim on DD National, Monday to Friday at 3 PM and on Saturday at 10:30 AM.
The new segment ‘Growing Up With Chamki’ will motivate children to reject common gender biases like boys don’t cry or girls can’t lead and more. You will see Chamki becoming a pilot, Super Lola solving math problems and Zari becoming a great leader. The ‘Galli Ki Duniya’ segment will focus on the socio-emotional well-being of children bringing attention to identifying and respecting everyone’s feelings. In the ‘I Heart Elmo’ segment you will see Elmo learning that all opportunities and responsibilities are shared equally by men, women, boys and girls. The foot-tapping songs in each episode will motivate children to aspire and not limit their dreams because of their gender.
Sonali Dhawan, Marketing Director at P&G said, “At P&G, we see equal and aspire to build a world free from gender bias as we champion the cause both inside and outside of P&G. We are leveraging our voice in advertising and media, removing gender bias barriers to the education of girls and economic opportunities for women, and achieving equal gender representation within the company. We are proud to support Sesame on this exclusive series that will spark conversations to create change and have a positive impact to help children – and adults – to see an equal world.”
Ira Joshi, Vice President- Education & Research, Sesame Workshop India says, “At Sesame, we know that the early years are important and the right kind of experiences and inputs during these critical years can unlock a child’s potential, change lives and make the world a better place. We use our lovable and friendly muppets, to promote learning on television by making it fun and interactive. This month, to coincide with the International Day of the Girl Child, we have created special episodes which motivate children to see the world as an equal playground with equal opportunities, responsibilities and respect. We are excited to launch our new segments, produced with support of P&G, to help children learn that girls and boys can grow up equal.”