As part of this commitment, NAYA JEEVAN plans to reach out to 25-30 Multinational corporate partners per year and encourage them to: (i) enroll their low-income permanent staff/contract labor force into the NAYA JEEVAN health plan and (ii) financially incentivize their officers/managers to enrol their own household staff (drivers, cooks, maids, guards, etc. and their spouse/children) into the health plan. In addition, NAYA JEEVAN will partner with companies such as Unilever to deliver 'integrated social empowerment' workshops to its health plan members focusing on: (i) primary preventive healthcare, (ii) environmental sanitation, personal hygiene and infection control, and (iii) employable skill development and vocational training.
An underlying theme of NAYA JEEVAN's mission is to build bridges between people of diverse cultures, faiths, ethnicities as well as people dwelling in post-conflict regions. It is with this intention that NAYA JEEVAN has chosen to launch its program in the neighboring countries of Pakistan and India.
In 2010-11, NAYA JEEVAN intends to replicate its integrated social empowerment model in India through a natural extension of its relationships with its primary underwriter, Allianz, and MNC's such as Unilever (Hindustan Lever in India), GSK, Pfizer, Pepsi~Cola, Schlumberger, etc. Bajaj Allianz in India has a network of over 2400 cashless hospitals and will enable a significant scale-up of NAYA JEEVAN's provider network. NAYA JEEVAN's initial focus will be on the urban slums of Mumbai, Delhi, Calcutta, Hyderabad and Bangalore.
Another one of the major underlying objectives that is closely tied to CSR and branded philanthropy is the idea of building and empowering the consumer base of the future, i.e. ensuring that the base-of-pyramid population is educated, empowered, informed and financially equipped to fully participate in an integrated global economy. It is with this mindset that MTV Pakistan is currently engaged pro bono in producing and airing a community awareness campaign that focuses on the unmet healthcare needs of low-income families and recent availability of health insurance in Pakistan.
99.3% of Indians & Pakistanis are currently excluded from a high quality, private health insurance system accessible only to the corporate-affiliated elite. Catastrophic medical expenses (e.g. heart attacks, life-threatening pregnancy complications, trauma, etc.) are routinely paid out-of-pocket and impose an unbearable financial burden on low-income families, leading to the following social malaise: (i) children removed from school and plunged into the child labor market, (ii) vulnerability to child/sexual abuse, prostitution, IV drug abuse, HIV/AIDS, (iii) financial illiteracy, and (iv) generational poverty. By providing these low-income families with this umbrella of social protection, NAYA JEEVAN aims to raise the overall human capital in Pakistan and India followed by other emerging countries in the developing world.