The Ministry of Health and Family Welfare under Reproductive, Maternal, Newborn, Child, Adolescent health and Nutrition (RMNCHA+N) program of National Health Mission has formulated SAANS (Social Awareness and Actions to Neutralize Pneumonia Successfully) Initiative to reduce deaths due to Childhood Pneumonia for villages as well as urban areas. The Need As per National Family Health Survey -4 (2015-16), the prevalence of Acute Respiratory Infection (ARI) including Pneumonia in under 5 children is more in rural areas i.e 2.9 % than in urban areas i.e 2.3 % Implementation The SAANS initiative encompasses a three tiered strategy: National Childhood Pneumonia Management Guidelines on treatment and management of Childhood Pneumonia; Skill building and training of service providers for identification and standardized management of Pneumonia; and a 3600 communication SAANS Campaign to ensure greater awareness on childhood Pneumonia among families and parents in order to trigger behaviour change and improve care seeking. Under SAANS initiative a comprehensive communication campaign has been developed to trigger behaviour change for protection and prevention from Childhood Pneumonia and to improve care seeking. The campaign includes use of mass media such as television, radio, community radio, social media, banners and posters in community and facilities to create awareness. The States /UTs are being supported through their Annual Programme Implementation Plan (PIP) for undertaking capacity building and orientation of grassroot level workers including ASHAs and anganwadi workers on interpersonal communication, identification and appropriate referral of Childhood Pneumonia cases under SAANS initiative. Source : Ministry of Health and Family Welfare