IDA has been a public health concern in India for more than 50 years.

Yet when the IronUp! team began working in the country two years ago, awareness of IDA was still largely focused on women. The impact on children remained far less visible, despite pediatric IDA prevalence reaching as high as 67% in some communities. There were few established protocols for prevention, and limited public understanding that iron deficiency could significantly affect a child’s growth, development, and future potential.

This challenge was compounded by diet. In a predominantly vegetarian country like India, ensuring children receive enough bioavailable iron can be especially difficult. The team recognised that increasing awareness among parents would be critical: families needed simple, practical guidance on how to incorporate iron-rich foods into everyday diets.

To address this, IronUp! developed a Hindi-language cause film designed to make the issue relatable, memorable, and actionable for parents. Built around a short, catchy jingle, the film opens in a school setting and contrasts two groups of children: one eating iron-rich tiffin meals and the other relying on foods like plain rice or biscuits. It then speaks directly to parents with a simple message: if you want your child’s future to be strong, make them iron strong.

The film highlights five to six affordable, locally available vegetarian iron sources, including spinach and other familiar foods, before culminating in the anthem: “Make India Iron Strong / Iron Up for India.” Endorsed by local governments, the campaign was officially released in April 2026.

At its core, the campaign was designed to achieve two connected goals: first, to shift awareness by helping families recognise that IDA is not only a women’s health issue, but also a major challenge affecting children; and second, to turn that awareness into practice by encouraging parents to make small, achievable dietary changes in everyday life. By translating a complex clinical issue into a culturally resonant and emotionally accessible story, the film helps bridge the gap between awareness and action and empowers families with practical steps to support children’s health and development.

Watch the full film below (for subtitles, please use the link to view on YouTube).