India’s MY FM is running a campaign on child abuse and safety awareness called ‘Chalo Bachcho Ki Sunte Hai’ (Let’s listen to the kids).

The weeklong campaign seeks to address the issue of increasing number of crimes against children.

During the activity, station presenters are speaking to eminent speakers, ministers, authorities, parents and callers to discuss aspects of the recent child abuse case and educate the public.

During the first two days of the campaign, presenters visited various schools across its network cities and found out that there is a lack of security, as proper check and safety is not being assured by schools and also police verification of the staff is done at select schools.

Keeping this as the focal point, over the next few days they will try and aggressively edify parents on the matter of safety of children in schools and implementation of existing guidelines to protect school-going children from offences like sexual abuse and murder.

Child psychologists will also feature in on-air interactions focussing on the importance of speaking with kids, how to approach them, how to deal with their fears and various checks to put in place for child safety.

Commenting on the campaign, Viplove Gupte, ‎Chief Programming Officer at 94.3 MY FM, said: “Increasing incidents of violence and sex crimes with children in school is the reason why MY FM wishes to make the parents aware of the problem that has been lurking in the dark. Recent incidents in Delhi and many unreported crimes done in school are on the rise, and apart from increased surveillance and installing checks and balances, one of the points we wanted to raise and make people aware about was “The role of a parents in rearing up of their child”. Why is it important to talk to your child instead of staying glued to screens of TV or mobile phones, why is it important to spend time with your child, why is it important to understand the child psychology and many such questions are being answered. We have spoken to eminent speakers about school reforms. We intend to bring out all fears of parents and share them with the school authorities and the government so appropriate steps can be taken and for that, involving listeners to have a dialogue, providing a list of probable solutions which will at least help in reducing the possibility of occurrence of such crimes.”