Communications, Awards and Akshaya Patra

The Akshaya Patra Foundation, as it expands and grows needs to develop itself as a good storyteller. Why you may ask? The answer is Akshaya Patra is an NGO working with many stakeholders. Trustees, advisors, donors, philanthropists, corporates, well-wishers, Government of India and the State Governments, general public, teachers and most important children are parts of what make Akshaya Patra. The onus to share and build trust, to get support by being transparent about the organisation lies with the organisation. Keeping up with new trends and making content and creative exciting have brought good results besides generating awareness. It has won accolades and awards for the Akshaya Patra.

Recently The Akshaya Patra Foundation won Silver in the Summit Creative Awards (SCA) 2015 for its Annual Report 2013-14. It’s for the third consecutive time Akshaya Patra has won silver. Moreover this year Akshaya Patra received Gold for a film called ‘The Possibilities’ which projects the essence and importance of the core activity of the organisation at SCA. The award is to honour small and medium sized agencies for their contributions to advertising.

The entries are judged by experts who evaluated one against others in their category. This makes it a though competition, where the winner truly stands out.

This award is one of the achievements The Akshaya Patra Foundation has been honoured with. Without good communication principles and plan it’s not achievable. The idea is to use facts and figures as the real content accentuated by creative presentation that makes it appealing to the audience.

As the organisation strives hard to expand and feed more children, the need to educate and inform the people is of utmost importance to garner support to sustain and achieve its goal. The determination and commitment to generate healthy communication have resulted in major achievements besides bringing the desired intent of bringing awareness and the support needed for Akshaya Patra to keep working towards its mission of feeding 5 million children by 2020.

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Impact of mid-day meal on growing children

Over the years, the Mid-Day Meal Scheme has proved itself to be a supporting pillar in the overall development of children even at the grass root level of the society. The Scheme that was initiated by Government of India is being implemented by various Non-Governmental Organisations too. The Akshaya Patra Foundation is one among the various NGOs. Akshaya Patra began providing school lunch at five Government schools in Bengaluru city of Karnataka in 2000. This was even before the official central mandate in 2003 by the Government of India to provide free cooked mid-day meal at all Government schools. But after the mandate was passed, Akshaya Patra partnered with the Government of India in providing cooked meals at schools. Since then, Akshaya Patra has been working in a Public-Private Partnership model to achieve the six objectives of the Central Mid-Day Meal Scheme i.e.:

• Eliminating classroom hunger
• Increasing school enrolment
• Increasing school attendance
• Improving socialization among castes 
• Addressing malnutrition, and
• Women empowerment

During the course of implementing the mid-day meal programme for 15 years now, Akshaya Patra has also conducted impact studies of the programme in association with noted research organisations. The Akshaya Patra kitchen process and operations has also become a part of prestigious institutes like Harvard Business School. Below are mention of few impact studies that clearly showcase the significance and potential of the mid-day meal programme in eliminating classroom hunger, improving child health and also increasing enrolment and concentration of children.

• ‘Assessment of Mid-Day Meal Programme In 8 States’ by Sigma Research and Consulting Pvt. Ltd.
• ‘Impact Assessment Study Report of The Akshaya Patra Foundation - HPCL Corporate Social Responsibility (CSR) projects (2012-13)’ by Tata Institute of Social Sciences (TISS)
• ‘Report on Measuring the Impact of Mid- Day-Meal on Child Growth’ by Department of Public Health Manipal University
• ‘Evaluation of the Mid-Day Meal Programme – June 2012’ by Kusuma Trust U.K.
• ‘Impact study 2012’ by Edumedia
• ‘Impact Assessment of The Akshaya Patra Foundation’s Mid-Day Meal Programme 2010’ by A.C. Nielsen
• ‘Akshaya Patra: Feeding India's School Children’ by Harvard business school

A click on Akshaya Patra Impact Studies will take you to the details of each of the above mentioned studies. To support Akshaya Patra, donate online to charity.

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