To build momentum to enhance awareness of Pradhan Mantri Jan Arogya Yojana (PMJAY),ABHA ID generation and services related to screening and management of non-communicable diseases, TB and Sickle Cell Disease, Government of India has initiated ‘Ayushman Bhav’ campaign

‘Ayushman Bhav’ initiative is envisaged to saturate all health care services in every village/ town in line with the commitment of Hon’ble Prime Minister Sh. Narendra Modi ji to ensure reach to the last mile and enable access to health care services to everyone in the society. ‘Ayushman Bhav’ initiative involves a set of interventions that include ‘Ayushman - Apke Dwar 3.0’, ‘Ayushman Sabhas’, ‘Ayushman Melas- at Health and Wellness level and Medical Camps by Medical Colleges at CHCs’, and eventually ensuring Gram/ Nagar Panchayat to attain the status of ‘Ayushman Panchayat’ in a saturation mode. 

‘Ayushman - Apke Dwar 3.0’ ‘Ayushman - Apke Dwar’ initiative 1.0 and 2.0 were successfully undertaken with three key objectives, namely, improving awareness, increasing Ayushman card penetration, and establishing continuum of care ultimately leading to increased utilization under the scheme. Under this initiative, more than 19 crore Ayushman cards were issued. Experience of PM-JAY scheme has showcased a strong correlation between Ayushman card penetration and increased uptake of services. Therefore, it is envisaged to undertake third round of ‘Ayushman - Apke Dwar’ starting from 17th September for penetrating Ayushman cards provision to all remaining eligible beneficiaries under PM-JAY scheme to ensure no eligible beneficiary is left out.

Health melas are ‘one-stop’ platforms to address a comprehensive range of health issues and have proven to be an effective strategy to reach the masses, popular among the masses for providing health services such as awareness on health and wellness, preventive measures, early detection, and treatment, and a potent vehicle for the inculcation of health-seeking behaviour. Thus, the organization of ‘Ayushman Melas’ from 17th September 2023 at each of the Ayushman Bharat - Health and Wellness Centres and at CHCs by the medical colleges are the important strategies to optimize the uptake of services. The expected outcomes of these melas/camps are increased access to specialized care, strengthen continuum of care, building the trust between the community and the health system, improved health-seeking behaviour and health literacy in the community, increased ownership of the medical colleges, and reaching the unreached

The Ayushman Sabha, , to be scheduled on 2nd October, 2023, involves distribution of Ayushman cards to eligible beneficiaries, displaying lists of beneficiaries who have received treatment under PM-JAY, showcasing empaneled hospitals in the area, organizing special health talks to raise awareness about NCDs, TB, Routine Immunization, SCD, Ayushman card and facilitating the creation of ABHA IDs. Furthermore, other invitees shall include MPs/MLAs, PMJAY beneficiaries, beneficiaries of Ayushman Bharat Health and Wellness Centres, tuberculosis champions etc.
With the success of Swachh Bharat Mission, its Phase-II is now being implemented with a focus on Open defecation free (ODF) sustainability along with overall cleanliness and Solid and Liquid Waste Management (SLWM) in all villages to transform the villages from ODF to ODF Plus. Under the Swachhata Abhiyaan Pakhwada, from 17th September to 2nd October 2023, all the public health facilities of primary, secondary and tertiary healthcare levels that include SHC-AYUSHMAN AROGYA MANDIRs, URBAN AYUSHMAN AROGYA MANDIRs, PHC-AYUSHMAN AROGYA MANDIRs, UPHC-AYUSHMAN AROGYA MANDIR, CHCs, Sub-divisional hospitals, District Hospitals and Medical Colleges are encouraged undertake Kayakalp internal assessment followed by gap closure, along with mass awareness activities, cleanliness drives, various competitions at Anganwadi/school/AYUSHMAN AROGYA MANDIRs, mosquito control measures etc.

After achieving the success in the initiatives, ‘Ayushman - Apke Dwar 3.0’, ‘Ayushman Sabhas’ and ‘Ayushman Bharat – Health Melas’, the Panchayat and Wards will achieve defined indicators and shall be certified as an ‘Ayushman Gram Panchayat’ or ‘Ayushman Urban Wards’. The ‘Ayushman Panchayat’ is a novel initiative awarded to a village with 100% coverage of Ayushman card, ABHA ID, screening for Hypertension & Diabetes, screening for TB, screening for Sickle Cell Disease and distribution of sickle cell disease cards to the screened individuals. Ayushman Bhav initiative is envisaged to bring together the frontline stakeholders of departments of Health and Family Welfare, Rural Development, Panchayati Raj, Housing and Urban Affairs, Tribal Affairs (MoTA), to translate each panchayat as ‘Ayushman Panchayat’ leading to overall sustainable development of community.

This campaign will be implemented with the whole of government, whole of society approach. NGOs, SHGs, PRIs, Youth groups, Primary cooperative societies, Indian Medical Association and companies using CSR funds, will be part of campaign.