The United Nations (UN) Declaration on Human Rights enshrined healthcare as a fundamental right of all people. This has been further reinforced through the UN Sustainable Development Goals (SDGs) – a set of 17 goals and indicators underpinning the global sustainable development agenda. The SDGs are designed as a universal call to action to end poverty, protect the planet and ensure that all people enjoy peace and prosperity. Within this framework, SDG3 focuses specifically on Good Health and Wellbeing to ensure healthy lives and the promotion of wellbeing for all people.
In Peru, the regional and national governments have over many years focused on improving health and wellbeing though campaigns and social awareness programs.
The Apurímac Regional Health Directorate (Dirección Regional de Salud de Apurímac – DIRESA Apurímac), which services the region of Apurímac and where our Las Bambas operation is located, recently implemented a social health communication campaign ‘Todos por Apurímac’ ‘Todos por Salud’ (‘All for Apurímac’ ‘All for health’).
The campaign launched in the Challhuahuacho and Tambobamba districts by DIRESA Apurímac and the Cotabambas Health Network, as well as with the regional government’s Social Development Department and participation of the social programs of the Ministry of Development and Social Inclusion (MIDIS). It focuses on families, primarily women and children, and has been designed to educate the population about the Peruvian government’s health initiatives such as those aiming to prevent and combat anaemia, general hygiene and maternal and infant health.
Las Bambas is working with local community groups to help raise awareness of the health education campaigns. We signed a cross-institutional cooperation agreement with DIRESA Apurímac in April 2018, which included commitments from Las Bambas to fund the campaign communications.
An advertising agency was engaged to develop characters that would feature in radio and television announcements about the health initiatives. This includes Lita the sheep, Anita a 12-year-old girl and her grandmother, dressed in the traditional dress of the local communities and who share their message in both Spanish and Quechua:
As well as the broadcasts, we have also supported the distribution of posters and banners to help raise awareness and educate the community on these important heath messages.
Las Bambas is also investigating how to align its existing social development and health projects with the government initiatives and ensure ongoing coordination with the regional government into the future. We remain committed to supporting the increased presence of government infrastructure and programs in the region where we are based.
Pictured: Characters featured in the radio and television campaigns about the health initiatives.