The tabloid, BPositive Student promotes healthy lifestyle amongst children

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | November 23, 2009
BPositive Student, a health tabloid for children, will be distributed free in schools

Apollo Hospitals, in its bid to promote a healthy lifestyle amongst children, has introduced a health tabloid, titled BPositive Student.

The health tabloid was launched on November 14 by Kapil Sibal, union minister, human resource development, science and technology and Earth sciences.

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BPositive is an initiative by Apollo Philanthropy, an umbrella foundation of Apollo Hospitals, engaged in providing affordable health care to the underprivileged. Upasna Kamineni, vice-president, Apollo Philanthropy and editor, BPositive Student, says, "The publication is an effort to bring about a change in maintaining and promoting a healthy lifestyle for the youth of India. BPositive Student wishes to reach out to the children before emergencies do."

According to Kamineni, the eight-page, all-colour fortnightly tabloid is for the children, by the children and of the children. The tabloid, which will have an initial print-run of 1.5 lakh copies, will be distributed free of cost to school children.

The content-ad ratio for the tabloid will be 80:20. As of now, Kamineni and her team is looking at reaching out to various schools using their own logistics; at the same time, they are also in discussions with other publications for distribution, which target youngsters and are already in schools.

Apollo Philanthropy is creating awareness and spreading the word about the publication by reaching out to children and parents, using various touch-points such as recreation centres, bookstores, libraries, parks and other unconventional outlets.

In addition to the newly launched health tabloid, Apollo Philanthropy publishes another health and lifestyle magazine. Titled BPositive, the magazine carries articles related to beauty and style, diet, fitness, entertainment, glamour, health, home, lifestyle, pregnancy, parenting and relationship advice.

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