The Noon Assembly utilizes an age-old custom and repurposes it to improve the Vitamin D status of children in India. It shifts the time of the traditional morning assembly in schools to around noon and provides students better sunlight exposure, at a time most suited for Vitamin D production in their bodies. With nearly 90% of children suffering from Vitamin D Deficiency (VDD), it is practically a zero-cost solution to such a huge public health problem in India.

The initiative kicked off with a joint meeting between various governmental and non-governmental stakeholders on ‘Strategies to combat Vitamin D Deficiency in Children’ at the FSSAI headquarters on March 05, 2018.

With the involvement of these stakeholders, the initiative was launched with a joint Noon Assembly on April 09, 2018 at the National Bal Bhavan, New Delhi. More than 600 students from around 25 schools participated in the launch event.

We reached out to children, parents, schools, and medical professionals through print ads in national dailies, noonassembly.in website, Facebook, Twitter and Instagram handles of FSSAI, and noonassembly, school events, and clinic visits.

In less than a month since launch, local and national print, TV, and online media covered the initiative with nearly 200 stories and helped the Noon Assembly reach more than 50 schools in the country.

Noon Assembly got the nation talking about Vitamin D deficiency. So far, 33,000+ parents and 52+ Schools have supported it giving 50,000+ school students, 1 Million+ ‘sun minutes'. 750+ doctors were communicated the benefits of Noon Assembly with HCP communication toolkit. Almost everyone recommended it. The campaign got nationwide coverage with around $2 Million+ in earned media. Kwality got positive reinforcement with the thousands of students and parents it reached through school programs.

The campaign will be reaching out to 2000+ schools with FSSAI’s Food Fortification Resource Centre (FFRC). Kwality will make their fortified products available in these school's canteens, helping it get a nationwide presence. CBSE has already proposed a compulsory physical activity period and is considering to propose Noon Assembly as mandatory to all the 20000+ schools under its affiliation. NCERT is considering to make Vitamin D deficiency, its impact and solution a part of the national curriculum.