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Project Title: INDIA – THE HINDU IN SCHOOL –BE HEALTHY
Category: HealthSponsoring Newspaper: The Hindu
859 – 860, Kasturi BuildingAnna Salai, Chennai 600002
Project Director: S. Shiv KumarSenior Deputy Editor, The
[email protected]+91-28576713
Contact preparing the entry: Nandita
[email protected]+91-44-28576713
Circulation and frequency: Average circulation during school
year of 2012/13 – 250,000 copies per day, 6 days a week
One line description: To kindle an interest in general
health-related issues among young adolescents
Target audience: 12 to 16 years
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Section 1: Description of the Programme
The Hindu In School is a product of The Hindu, one of India’s
top national dailies.The paper, which is printed 6 days a week,
aims to promote the culture of newspaper reading among thought
leaders of tomorrowSince its inception on April 2, 2012, The Hindu
In School has been coming out with a weekly ‘Health’page.
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Section 1: Description of the Programme
The human body
Mind matters
Fitness and diet
Public health
Everyday care
Vocabulary
Discussion forum
The Hindu In School’s ‘Health’ page covers a range of
topics:
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Section 1: Description of the Programme
‘How your body works’ is a column that uses interesting bodily
phenomena (hiccups, mosquito bites, sleep, etc.) as a peg to
explain different aspects of the working of the human body.
The human body
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Section 1: Description of the Programme
The mind is as much a part of good health as the body is.
‘Beanbag Psychologist’ is a column by child psychologists that
tackles different aspects of mental health pertaining to young
adolescents.
Mind matters
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Section 1: Description of the Programme
A certified fitness instructor writes articles covering healthy
diet and exercise.
Fitness and diet
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Section 1: Description of the Programme
Health news stories keep our audience informed about recent
advances in the sphere of public health.
Public health
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Section 1: Description of the Programme
Special care is taken to choose stories that could have a direct
impact on the day-to-day healthy practices of a school student’s
life.
Everyday care
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Section 1: Description of the Programme
“Word of the day”A word on the page is chosen as the word of the
day, and it’s meaning and usage described.
Vocabulary
Discussion Forum
We invite our readers to participate in on-going health debates.
Worthy responses are printed on our ‘OPINION’ page.
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Section 2: Partners
• BEANBAG PSYCHOLOGIST
Sangeetha Madhu & Jyothi Ravichandran are clinical
psychologists years of experience and expertise in the area of
mental health especially children and adolescents. They work at the
Chennai Institute of Learning and Development (CHILD).
www.sishu.in
• FITNESS & DIET
C. Lakshmi Kumar is a certified fitness instructor.
Contributors to the Health page
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Section 3: Promotion
• The Hindu In School Facebookpage can be found at
www.facebook.com/thehinduinschool
• On our Facebook page we post our columns, interesting
articles, pop quizzes etc. for students and teachers to participate
in.
• With almost 1k likes, we are still building our presence on
social networks but it is proving to be a valuable platform for
interaction.
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This brochure is provided to all schools at the beginning of the
academic year and at regular intervals.
It highlights the columns on health and fitness that are part of
The Hindu in School
To promote the school edition, an audiovisual advertisement is
screened at schools, and at fun fairs and events that parents and
students attend.
Click to view: www.youtube.com/watch?v=_27nsUv6cGQ
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Section 4: Results
Our evaluation methods are based on qualitative feedback.• Email
is our major source of feedback, with snail mail, and Facebook
closely following.• The feedback received over the year has
convinced us that the ‘Health’
page contributes to the overall success of The Hindu In
School
Feedback
You publish m
any
things related
to
body. Please te
ll me
how to grow ta
ller?
- Praveen Kum
ar
‘How your body works' is really awesome. The content is
wonderfully presented and we can understand it easily. - STUDENTS
OF GOLDEN GATES MATRIC HR SEC SCHOOL
I like ‘How your body works’ and the colourful pictures. I
sometimes wish Sunday wasn’t a holiday so I can read this
paper.
- Y.Vikas,Class 8, Sainik School, Andhra Pradesh
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Source: ABC (Audit Bureau of Circulation)
No. of copies
*SSS – Jul-Dec 2011: Student Special Subscriptions, i.e. Regular
edition of The Hindu sold at a subsidised subscription for school
studentsSchool Edition – Jul-Dec 2012: The Hindu’s special edition
customised to cater to school students* SSS/School Edn copies are
included in the overall circulation figures of The Hindu
A 15% spurt in subscriptions in just one year amongst
school-going readers of The Hindu
15%
*
CIRCULATION GROWTH
Our concerted effort to highlight teen health and fitness issues
and the customisedcontent has received appreciation from schools.
It has boosted circulation too.
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NET PAID SALES: IMPACT OF SCHOOL EDITION
No. of copies
The edition customised to the needs of young readers has
outperformed the original format
*SSS – Jul-Dec 2011: Student Special Subscriptions, i.e. Regular
edition of The Hindu sold at a subsidised subscription for school
studentsSchool Edition – Jul-Dec 2012: The Hindu’s special edition
customised to cater to school students* SSS/School Edn copies are
included in the overall circulation figures of The Hindu
*
Source: Internal audit
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SCHOOL EDITION VERSUS SSS
No. of copies
Over the fiscal year 2012-2013, the School Edition showed an
average increase in circulation of 14% compared to the Student
Special Subscription (SSS) scheme in the previous fiscal year
*SSS – Jul-Dec 2011: Student Special Subscriptions, i.e. Regular
edition of The Hindu sold at a subsidised subscription for school
students School Edition – Jul-Dec 2012: The Hindu’s special edition
customised to cater to school students
*
**
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The Hindu in School will continue to keep health as a focus area
in order to build
happy and healthy new generations
