Orissa Reaches Treated Bed Nets to Vulnerable Populations

Right Campaign with
Right Messages
The State government was clear on the reasons for
change in strategy of promoting LLIN over ITMN
but the new move left a challenge of many FAQs to be
faced with community. A strategic behavior change
campaign alongside distribution to promote the use
and maintenance of LLIN was launched. To generate
this awareness and ensure usage of LLIN by the
community, a pre-publicity to generate demand for
mosquito net, demonstration of use during distribution
and a month long BCC Campaign ‘Nidhi Mousa to Masari
Ne’ following distribution.
While the government drew plans on implementing
a well planned and organised distribution blueprint
with clearly defined roles and responsibilities at the
State, district, block and village level, a simultaneous
Behaviour Change Communication strategy was
developed to communicate messages to different target
groups through multiple avenues. These messages were
centered around promoting efficacy of LLIN through
LLIN Distribution gets the right impetus
with appropriate BCC strategy
culturally and socially acceptable BCC activities in
key locations. In the case of Orissa and especially in
the context of the LLIN distribution programme, this
included areas in and around catchments of the subcentre,
as well as at service-delivery points. Activities
were based on a single or multi-channel approach,
depending on the desired objective and special
attributes of the target group/s.
Jatra performance during launch of ‘Mo Masari’ scheme
at Bhubaneswar
Right Campaign with
Right Messages 29
SECTION V