In a bid to combat the pervasive menace of malnutrition in Maharashtra, the state health department has launched a campaign called ‘Rajmata Jijau Malnutrition Free Gram Abhiyan’. Under the scheme cash prizes will be awarded to villages that manage to keep themselves malnutrition-free. The state-wide campaign comes in the wake of the recent escalation of malnutrition cases reported in the state. The latest government reports say that as many as 13.97 lakh children in the age group of six and under are struggling with undernourishment and malnourishment. It is first time that such a scheme is being introduced in the country. Under the new scheme, the monetary incentives and rewards will be announced for zilla parishads, and panchayat samitis, which successfully elevate the nutritional health of malnourished children under their jurisdiction. The monetary incentives will be higher for tribal hamlets, where the problem is acute. Telling us more about the campaign, State Women and Child Development Minister, Varsha Gaikwad said.This year the scheme will be implemented between the time period of November 14 and April 7. The two chosen dates have symbolic importance. While November 14 is celebrated as Children's Day every year, the latter, April 7, is observed as World Health Day. The state government has plans to evolve a similar model in urban areas as well.