With over 2 lakh nurses, midwives and paediatricians trained through a leading paediatrician association, Johnson’s Baby’s initiative focuses on the first minute of life and the importance of neonatal resuscitation
Tag: midwife neonatal training story featured in campaign
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As birth asphyxia persists, Johnson’s Baby scales neonatal resuscitation with training across India
In a country where 1.25 lakh newborns die within 24 hours of birth every year, largely due to preventable complications like birth asphyxia, timely intervention has never been more critical. Responding to this challenge, Johnson’s® Baby has quietly supported a transformative public health initiative over the last 16 years: the training of more than 2 lakh healthcare professionals in Neonatal Resuscitation Protocols (NRP).
Neonatal resuscitation is a globally recognised, evidence-based practice that provides healthcare professionals with standardised training in assessing, supporting and reviving newborns facing difficulty breathing at birth. Despite its proven efficacy, the lack of formalised training at scale had previously limited access to such interventions in India, especially in remote and underserved regions.
He continued, “At Johnson’s® Baby, we promise to protect babies not only from their first day but from the first moment. From providing high-quality products to partnering with social impact organisations, we are passionate about helping improve the lives of babies.”
One of the standout aspects of the 2025 campaign is its culturally sensitive public engagement strategy. The latest awareness push includes a digital short film titled Pahila Saans, conceptualised by creative agency DDB Mudra. Set in a small-town hospital, the film illustrates the dramatic moment when a newborn, unable to breathe, is revived by a healthcare worker following resuscitation protocols. The emotional core of the film is the traditional Indian cradle song Sohar, reinterpreted to celebrate the power of timely medical action.
Malini Awasthi, the renowned folk singer who lent her voice to the project, remarked, “As a folk singer, I have always believed that music has the power to connect hearts and inspire action. The first cry of a baby is a song of hope, and through this initiative we celebrate the birth of life. It is my humble effort to ensure that no parent has to endure the heartbreak of losing a child due to a lack of timely intervention.”
Siddhesh Khatavkar and Harshada Menon, Executive Creative Directors at DDB Mudra, described the creative process as an exercise in honouring both maternal courage and the healthcare workforce. “Through this project, that precious first minute is being safeguarded by thousands of trained doctors, midwives, and healthcare workers. Saving a newborn isn’t just a medical intervention; it is an act of love,” they noted.
Over the last decade and a half, the brand has supported a paediatrician-led training framework that includes curriculum development, clinical mentoring, assessment, and ongoing feedback. These efforts have created a growing network of trained professionals who now serve as regional champions for neonatal safety.
The program also aligns with broader national goals under initiatives such as the India Newborn Action Plan (INAP), which seeks to reduce preventable newborn deaths and stillbirths through high-impact interventions at scale. By focusing on the first minute of life—a critical, often overlooked interval the initiative addresses a gap in implementation within the healthcare delivery system
As Johnson’s® Baby continues to honour its promise of supporting babies from their very first breath, the success of its 16-year partnership with India’s paediatric leadership offers a compelling example of what private-public collaboration can achieve.