As birth asphyxia persists, Johnson’s Baby scales neonatal resuscitation with training across India

With over 2 lakh nurses, midwives and paediatricians trained through a leading paediatrician association, Johnson’s Baby’s initiative focuses on the first minute of life and the importance of neonatal resuscitation

In a country where 1.25 lakh newborns die within 24 hours of birth every year, largely due to preventable complications like birth asphyxia, timely intervention has never been more critical. Responding to this challenge, Johnson’s® Baby has quietly supported a transformative public health initiative over the last 16 years: the training of more than 2 lakh healthcare professionals in Neonatal Resuscitation Protocols (NRP).
Partnering with a leading paediatrician association, the brand has helped strengthen neonatal emergency response across India. Nurses, midwives and paediatricians trained through this initiative are now equipped with life-saving skills to manage asphyxiated newborns in the first moments of life. The program aims to reinforce one powerful message that every breath matters.

Neonatal resuscitation is a globally recognised, evidence-based practice that provides healthcare professionals with standardised training in assessing, supporting and reviving newborns facing difficulty breathing at birth. Despite its proven efficacy, the lack of formalised training at scale had previously limited access to such interventions in India, especially in remote and underserved regions.
“The survival of a newborn depends on correct interventions provided at the first minute of a baby’s birth. Unfortunately, these critical interventions are often compromised due to insufficient knowledge, training, and resources available to healthcare professionals,” said Manoj Gadgil, Business Unit Head – Essential Health & Skin Health and VP Marketing, Kenvue, India.

He continued, “At Johnson’s® Baby, we promise to protect babies not only from their first day but from the first moment. From providing high-quality products to partnering with social impact organisations, we are passionate about helping improve the lives of babies.”
The scale of this training initiative makes it one of the largest neonatal-focused skill-building efforts in the country. Over 2 lakh healthcare workers have participated in hands-on, expert-led sessions on neonatal emergency care, intervention techniques, and structured response systems under the NRP framework.

One of the standout aspects of the 2025 campaign is its culturally sensitive public engagement strategy. The latest awareness push includes a digital short film titled Pahila Saans, conceptualised by creative agency DDB Mudra. Set in a small-town hospital, the film illustrates the dramatic moment when a newborn, unable to breathe, is revived by a healthcare worker following resuscitation protocols. The emotional core of the film is the traditional Indian cradle song Sohar, reinterpreted to celebrate the power of timely medical action.
All streaming revenues generated by this musical tribute will be donated to scale the neonatal resuscitation initiative further, extending training to new regions and healthcare institutions.

Malini Awasthi, the renowned folk singer who lent her voice to the project, remarked, “As a folk singer, I have always believed that music has the power to connect hearts and inspire action. The first cry of a baby is a song of hope, and through this initiative we celebrate the birth of life. It is my humble effort to ensure that no parent has to endure the heartbreak of losing a child due to a lack of timely intervention.”
The campaign’s core theme Project Golden Minute highlights the first 60 seconds after a baby’s birth as the window during which immediate care can determine life or death. In India, where healthcare disparities persist across states and regions, strengthening medical response in that one minute could significantly reduce neonatal mortality rates.

Siddhesh Khatavkar and Harshada Menon, Executive Creative Directors at DDB Mudra, described the creative process as an exercise in honouring both maternal courage and the healthcare workforce. “Through this project, that precious first minute is being safeguarded by thousands of trained doctors, midwives, and healthcare workers. Saving a newborn isn’t just a medical intervention; it is an act of love,” they noted.
Johnson’s® Baby also plans to scale public outreach through multi-platform engagement including social media influencer collaborations, cinema advertisements with PVR Cinemas, and on-ground activations in maternity hospitals and community health centres. The campaign will tap into both emotional storytelling and health literacy to amplify awareness about the preventability of birth asphyxia.

Over the last decade and a half, the brand has supported a paediatrician-led training framework that includes curriculum development, clinical mentoring, assessment, and ongoing feedback. These efforts have created a growing network of trained professionals who now serve as regional champions for neonatal safety.
This long-term approach distinguishes the program from short-term CSR interventions. By embedding the training within a credible institutional partnership and funding its continuity, Johnson’s® Baby has contributed to systemic change in newborn care.

The program also aligns with broader national goals under initiatives such as the India Newborn Action Plan (INAP), which seeks to reduce preventable newborn deaths and stillbirths through high-impact interventions at scale. By focusing on the first minute of life—a critical, often overlooked interval the initiative addresses a gap in implementation within the healthcare delivery system
Importantly, the impact of such a program also goes beyond neonatal units. It influences policy conversations around birth preparedness, maternal training, emergency response standardisation and equitable access to skilled care. These ripple effects can help create a more resilient, inclusive public health ecosystem.

As Johnson’s® Baby continues to honour its promise of supporting babies from their very first breath, the success of its 16-year partnership with India’s paediatric leadership offers a compelling example of what private-public collaboration can achieve.
In the words of a midwife in rural Maharashtra who participated in the program: “When I heard the baby cry after using what I learned in training, I felt like I had been given a superpower. That cry will stay with me forever.”
For Johnson’s® Baby, that sound is not just a milestone, it is a mission fulfilled.

At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTub