Government unveils ‘Ayushman Bhav’ initiative for universal healthcare on PM Modi’s birthday

Ayushman Bhav

In a bid to make healthcare accessible and inclusive across India, the Health Ministry has launched the Ayushman Bhav campaign. This initiative, inaugurated on Prime Minister Narendra Modi’s birthday, aims to ensure comprehensive health coverage reaches every corner of the country.

As part of the campaign, representatives from the health department will conduct doorstep visits to distribute cards to beneficiaries under the Ayushman Bharat scheme. Additionally, health fairs, organ donation drives, and blood donation camps will be organised to promote community health. Health Minister Mansukh Mandaviya himself pledged to donate his organs during an event in Uttar Pradesh.

The Ayushman Bhav campaign will be active during the Seva Pakhwada (service fortnight) from September 17 to October 2. It was officially launched by President Droupadi Murmu on September 13.

This nationwide initiative embodies a collaborative approach, uniting government sectors, civil society organisations, and communities in a shared mission to ensure equitable access to essential health services for all citizens. The campaign builds upon the success of the Ayushman Bharat program and represents a significant shift in healthcare service delivery.

The campaign is a joint effort, led by panchayats in coordination with the Department of Health and other government departments. It seeks to expand health service coverage through three key components:

Ayushman – Apke Dwar 3.0: This component focuses on providing Ayushman cards to eligible beneficiaries under the PM-JAY scheme, thus increasing access to vital health services.

Ayushman Melas: These health and wellness centers and community health centers will facilitate the creation of Ayushman Bharat Health Account IDs and issuance of Ayushman Bharat cards. They will also offer early diagnosis, primary healthcare services, tele consultations with specialists, and appropriate referrals.

Ayushman Sabhas: These gatherings in every village and panchayat will play a pivotal role in distributing Ayushman cards, generating health IDs, and raising awareness about various health schemes, including non-communicable diseases, tuberculosis, sickle cell disease, blood donation, and organ donation drives.

The Ayushman Bhav campaign aligns with the vision of creating ‘Healthy Villages’ and ‘Healthy Gram Panchayats,’ laying the foundation for achieving Universal Health Coverage in the country. Panchayats that successfully implement the health schemes will earn the prestigious title of ‘Ayushman Gram Panchayat’ or ‘Ayushman Urban Ward,’ symbolizing their dedication to equitable healthcare provision.


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