Indian network Big FM in association with NGO Saarthi Trust announced a new initiative – #BIGLAADLI with the aim to spread awareness about the growing atrocities of child marriages in India.

The campaign was launched on the occasion of Akshaya Tritiya – an auspicious day in the Hindu calendar which sees a large number of children being married off in rural Rajasthan.

With the intent to put a stop to this practice which has been continuing in the state year after year, the radio station created an on-air virtual drama which was rolled out in the morning band from 7 AM to 11 AM.

Broadcasted across Jodhpur, Kota, Bikaner, Udaipur and Ajmer, the impactful and unique drama featured characters who were the victims of this regressive act.

In addition to this, RJ Rahul, from Jodhpur, along with other Rajasthan based RJs sparked strong conversations around child marriages in India, its adverse effects and how it has been ruining so many lives. The RJs spoke to parents of the bride and groom, who shared their reasons, pain, and fears in supporting child marriages.

A BIG FM spokesperson said: “According to the data by Annual Health Survey for 2012-13, over 14 percent of girls were married while they were still below the legal age of 18 in the state. It is sad to see such practices prevailing in the country despite legislation and universal condemnation. Most of the times, parents of a child entering into a child marriage are often poor and are scared of the societal pressure of being discarded and are thus not in a position to raise their voice against the practice. I hope through this initiative we educate more and more listeners about child marriage and its long term consequences for child brides and grooms.”