My Medical Mantra received the award from the hands of Maharashtra Chief Minister Devendra Fadnavis. The award was conferred for the social media campaign which ultimately helped save the life of a child.
While speaking at the award distribution ceremony, Maharashtra Chief Minister Devendra Fadnavis, said, “Journalism is the fourth estate of the Democracy. Media should play a role in creating awareness and become a voice of people whose voice could not reach to the administration. And the media has been doing this role for the past several years.”
As the scope of digital media expands the Chief M also warned about the menace of fake news.
He added, “Digital media has opened a window to make sure that the news reaches to the remotest village. But, while doing so we should keep in mind that fake news should not be spread. Media is going through a lot of changes over the past few years.”
“My Medical Mantra is grateful to the unsung heroes and thousands of helping hands of citizens who have responded positively to the #SaveAaradhya campaign. This would have not been possible without them,” said Santosh Andhale, Editor, My Medical Mantra.
“An increase in awareness about organ donation is the need of the hour. My Medical Mantra appeals to all the citizens to spread a word about this movement so that we can save thousands of precious lives,” he added.
In the month of October 2016, Aaradhya Mule was in desperate need of a donor heart as it was the only option that could save her life. At the time, her heart was functioning at just 10 per cent of its capacity.
Her father, Yogesh Mule, was running from pillar to post and visited different hospitals do all he could to save his ailing daughter. He did all he could to arrange funds.
As fate would have had it, Yogesh came in contact with My Medical Mantra. My Medical Mantra was willing to highlight this social cause and spread a word to help Aaradhya find a heart.
My Medical Mantra started a campaign to raise awareness on Aaradhya’s condition and also highlight the need for organ donation in the country.
The campaign ran from January 2017 to September 2017, during this period My Medical Mantra reported at length about Aaradhya and there were several features dealing with different angles of her struggle.
We wrote about her day to day ordeal, the family’s plight to save their daughter, her endless wait for a donor heart. This showed the different shades of Aaradhya’s struggle for donor heart. The web portal also produced a nine-minute documentary which portrayed the severity of her condition.
My Medical Mantra decided to use the platform of social media to its advantage to ensure that Aaradhya’s cause came in front of the eyes of the nation.
A Twitter campaign was organised and put in place on April 8, 2017, the hashtag #SaveAaradhya had a prominent presence online. The campaign received close to 10,000 tweets on Twitter and it reached close to 12,000 people on Facebook. Many volunteered to go live on Facebook, including Aaradhya’s father Yogesh Mule.
Posters and messages were posted online. A documentary about the struggle of searching a donor heart posted online in order to reach out to the masses.
My Medical Mantra also received calls from Gujarat, Hyderabad and Uttarakhand with virtual strangers offering to donate a heart or contribute to the cause. Unknown people became allies and unsung heroes aligned themselves with us to help young Aaradhya.
Slowly and steadily the message began to reach more and more people across the country.
Over time, this campaign gained momentum and it became more visible to people. NGO’s also joined the cause. The Mumbai Police also raised its voice to make Aaradhya’s story known to the people
Soon, prominent personalities and celebrities heard about this, Amruta Fadnavis, the wife of Maharashtra Chief Minister Devendra Fadnavis spoke about this subject. Maharashtra’s Medical Education Minister, Girish Mahajan was also informed about Aaradhya’s struggle
Bollywood celebs such as Ritesh Deshmukh and Juhi Chawla backed this cause. National Award-winning actor Usha Jadhav also lent her support.
In the end, the prayers of Aaradhya’s parents were answered and she received a donor heart on September 05, 2017, this was the happy ending in Aaradhya’s story.
After this My Medical Mantra made an impact on the lives of three children, namely Krishna Sadgir, Suhana Sheikh, and Dhanashree Mujmule, all of who were waitlisted for a heart transplant.
My Medical Mantra continues to raise the issue of affordability of organ transplant and the cost of post-operative treatment. We are humbled over this achievement, which gives recognition to our efforts. We thank all the unsung heroes who were involved, the participants, supporters who came together to raise awareness about this cause. A big thank you goes out to the people who made a difference – which is you our readers!