Orissa Reaches Treated Bed Nets to Vulnerable Populations

humorous and appealing story format. Where ever
organizing Jatra was not possible video shows were
given as an alternative. It has been suggested that
a minimum of four shows to be organised against
one Jatra performance. Adaptation of the script
to local dialects to suit the audience was allowed
without changing the key messages. The plan was
developed till the last mile suggesting on the
process of selection of venue of performance at
village level making GKS responsible.
“The BCC plan that was shared with the
State Technical Task Force Committee was
appreciated and a consensus was arrived to
launch the distribution and communication
campaign together. The challenge faced and
resolved was the synchronisation of both in
terms of BCC interventions at three critical
stages i.e., pre, during and post distribution.
The strategies and messages to be
communicated were carefully thought
and developed taking into account the
information need of the community. The
post distribution campaign was strategically
placed after a month of distribution to
remind the community on the correct
knowledge and practice while attending the
questions they had in mind after initial usage
of LLIN. The learning of GKS communication
campaign was brought into this campaign
but it has its own uniqueness that adopted
Objectives of the BCC campaign
l Create greater interest and demand for use
l Increase in-depth knowledge on use of LLIN
for malaria prevention and dispel myths and
misconceptions
l Create better understanding of LLIN usage
l Strengthen risk communication, especially among
vulnerable groups like unprotected pregnant
mothers, children under 5 and elderly
Community watching Nidhi Ratha
traditional model of communication for
maximum coverage. Keeping in mind
the media dark and inaccessible areas
multiple avenues were suggested that
has a combination of a van campaign
for mobilisation of community and a folk
theatre/video shows as an edutainment
media. The performance/video show was
followed by an interactive question answer
session wherein community clarified their
doubts with ASHA, Female Health Workers,
MTS and others.
More sustained efforts need to be planned
by adopting cost effective communication
models which can be integrated with regular
activities at GKS level.”
Excerpts from a meeting with
Mr. Devjit Mittra, Communication
Specialist, TMST supported by DFID
l Sustain behaviour change by moving from
awareness to action to adherence
Target audience
Apart from the general population and high risk
groups of the cluster, the BCC communication aimed to
reach various influencers within the community, such
as Women SHGs, PRI representatives, local bodies,
youth clubs, Anganwadi Workers, Village Development
Right Campaign with
Right Messages 31
Right Campaign with Right Messages