Centre planning multi-media campaign for Amarnath Yatra


New Delhi: The government is planning a coordinated multi-media campaign to spread awareness about facilities, procedures as well as the precautions to be taken for the benefit of pilgrims embarking on the Amarnathji Yatra, commencing on the July 2.

Secretary, Information and Broadcasting Ministry Bimal Julka today convened a meeting of senior officials to outline the communication strategy where he discussed the measures to be undertaken to implement an effective awareness campaign for the pilgrims.

The meeting discussed the role of the media campaign in increasing awareness about the yatra and the challenges the yatris were likely to face, once they embarked on this arduous trek, a statement released here said.

CEO Shri Amarnathji Shrine Board, Rakesh Kumar Gupta was also present during the meeting.

Julka discussed strategies for the use of appropriate communication tools on various media platforms to keep the pilgrims informed.

“The focus was on the need to sensitise and inform the pilgrims about the pre-travel preparation including procedures related to registration, need for compulsory health certificate for registration, the dos and the don’ts to be followed during the pilgrimage and related health advisories,”
the statement said.

Issues related to high-altitude sickness were flagged and discussed. It was decided that health advisories would be broadcast from June 15 to August 29.

The Secretary said that a sustained campaign would include broadcast of public interest messages, documentary, video and audio spots for educating the pilgrims about the challenges that they may face during the yatra.

Last year Doordarshan and All India Radio had launched an effective media campaign for the Yatra.

This year, the yatra will commence on the July 2, via both Baltal and Pahalgam routes and will conclude on August 29.

Compulsory registration for the yatra will start from March 1 via selected bank branches of J&K Bank, PNB Bank and Yes Bank.




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