For decades, diarrhoea has quietly claimed the lives of thousands of children in India each year. It is a disease that thrives in silence, often dismissed as routine, yet devastating in its impact. Now, Population Services International India (PSI India) is fighting back with a bold initiative “Diarrhoea Se Darr Nahi” (DSDN) that blends government resolve, private sector support, and community engagement.
DSDN, supported by Kenvue, is reaching half a million children across 16 districts in Uttar Pradesh and Bihar. The initiative works hand-in-hand with the National Health Mission (NHM), Integrated Child Development Services, and the Education Department, ensuring diarrhoeal management is not an isolated effort but part of a larger public health fabric.
The programme integrates diarrhoeal management into community platforms, government healthcare facilities, schools, and Anganwadi centres. Children are engaged through behaviour change activities, while Anganwadi workers and ASHAs are equipped with innovative Information, Education, and Communication (IEC) materials to counsel families while addressing the myths and misconceptions, ensuring communities receive accurate and life‑saving information. Radio extended the campaign’s preventive messages beyond intervention districts, while 650 wall paintings in public spaces reinforced hygiene and care practices.
Completing the Government’s STOP Diarrhoea Campaign, this PSI India initiative supported the NHM Bihar and U.P. in flagging off the Prachar Prasar Vahans that travelled through villages, slums, and schools, broadcasting prevention messages. ORS corners were established at health facilities, railway stations, and bus stands, ensuring easy access to treatment and counselling.
By November 2025, the programme had successfully trained 16,882 frontline workers (11649 ASHAs, 1582 ANMs, 2499 Anganwadi Workers, 592 service providers, 2554 MAS and Ajeevika members and 1152 supportive staff). PSI India is covering around 6 million population and intended to save the lives of 5 Lakhs children from Diarrhoea in 16 districts of 2 states with focus on identifying dehydration and diarrhoea cases within the community; ensuring correct preparation of ORS and appropriate zinc tablet dosage; reinforcing hand hygiene practices; addressing prevalent myths and misconceptions; and strengthening skills in counselling and community engagement.
One of the most recent initiatives of PSI India’s DSDN programme is recognising the potential of Chemists and Druggists in the overall diarrheal management as the community significantly relies on the Pharmacy/Drug stores located across the villages and towns. This innovative blend of system strengthening, community engagement, and private sector involvement is paving the way for a future where diarrhoea no longer claims young lives.