Bollywood actress Madhuri Dixit and Shivraj Singh Chauhan, Chief Minister of Madhya Pradesh launched communication campaign 'Mamta Abhiyan' which is aimed at saving the lives of newborns and their mothers, in the state of Madhya Pradesh. 

Madhuri Dixit in her new role, praised the efforts of the Government of Madhya Pradesh and shared that it was inspiring for her to learn about MP State Government's partnership with UNICEF and the many initiatives which have been collectively undertaken for saving the lives of newborns and their mothers.

"I wholeheartedly support 'Mamta Abhiyan' which will help save lives of children and women. I understand that this campaign is about communicating simple lifesaving messages to all caregivers, and parents with love respect and protection (Sneh, Samman and Suraksha). Everyone needs to understand that most maternal and neonatal deaths can be prevented through proven and simple interventions which are part of this campaign," the actress said.

"Proud to be the UNICEF's celebrity advocate for child rights! In Bhopal for the UNICEF campaign," Madhuri also posted on her microblogging page.