MUMBAI: 94.3 MY FM was conferred an award at The Laadli Media Awards for Gender Sensitivity 2010-2011. The Laadli Media Awards acknowledges and celebrates the efforts by various media houses providing gender-just perspectives, portrayals and analyses. These awards have been set up by the NGO Population First, and are supported by the United Nations Population Fund (UNFPA)   The Laadli Media Award was conferred on MY FM in Delhi on Monday.

The award honoured MY FM for its Scooty To Real Beauty initiative begun to empower women even as rampant female foeticide continues to hurt the sex ratio in Punjab. The entire campaign was projected as an awareness drive, and MY FM offered its listeners a platform to be share their views with people, urging them to fight against it.

MY FM had involved women, who were asked if being a girl child was a blessing for them, and if so, why. The women sent SMS-es stating their achievements and accomplishments in life. The selected SMS entries were then asked to send articles on female foeticide to MY FM, after which the best write ups were shared with listeners on air. MY FM felicitated the winner with a Scooty.

The initiative was promoted on air and across local media vehicles like their sister publication newspapers, OB vans, outdoors, sms, online communities, banners, etc. The radio station profiled more than 1000 women across Jalandhar during the course of the activity.

Harrish M. Bhatia, CEO, MY FM said, It is indeed an honor to win The Laadli Media Award for Best Competition Radio Category. Being socially responsible, MY FM has always endeavored to stand against the social taboos of society at large, female foeticide being one of them. I thank the organizers for recognizing our efforts and inspiring us to take more such initiatives in future....