Health Policy Issues and Health Programmes in ... - Amazon S3

IEC for Health Programmes in Uttaranchalmaterial, certain basic problems remain. The bureaus are not able to provide adequate attentionto the development of comprehensive plans, clear audience segmentation, and implementationof need-based strategies. For instance, research findings show large unmet need for familyplanning; however, there have been few focused communication efforts to help those withunmet need. Also, health activities have been mostly reactive, with an emphasis on print mediarather than on interpersonal communication (IPC) and counselling. Money spentunproductively and unimaginatively on newspaper advertisements in states with low literacylevels, with pictures of VIPs on occasions such as World Health Day, has also contributed towasting limited available resources.In addition to the Pulse Polio campaign, another example of a successful IEC approach is inUttar Pradesh through the State Innovations in Family Planning Services Agency (SIFPSA)-sponsored “Aao Batein Karein” family planning and birth spacing campaign. This campaign,which has been ongoing since 1998, is a research-based, multimedia campaign. Campaignmaterial as well as spots and films have been developed after extensive pre-testing of the theme,effectiveness of the messages for the target audience, and their memorability. The campaign alsoincludes the following.l Extensive elements of training and orientation of field staff in the use of material anddevelopment of their interpersonal counselling skills.l Use of folk media at the local level to carry reproductive and child health (RCH) messages tofar-flung villages in an entertaining way.l Mass media at the state level to reach the intended audience aged 17-25 years.l Elements of monitoring, tracking, and evaluation to be done by external agencies.The campaign was developed using an advertising agency, which interacted closely withexperts, programme managers, and representatives of the intended audience.Successful campaigns, such as for Pulse Polio Immunization and “Aao Batein Karein,” providethe following useful lessons for implementing IEC activities related to health and family welfareprogrammes.l The campaign approach is successful as it ensures proper allocation of resources,coordination, implementation, and proper management.l Audience segmentation, based on research, is a prerequisite for focus; separate messageshave to be designed for married women, adolescents, influentials, service providers, and soforth, and delivered to them in their respective contexts.l Use of a professional advertising agency brings in creative skills and experience in areas suchas message design and media selection from the private sector. This expertise is not widelyavailable with government departments.l Non-traditional approaches such as the use of folk media can contribute greatly in reachingout to remote and resistant groups.l Interpersonal counselling is key to bringing about behaviour change and thus requires lotsof investment in training of personnel and upgrading their skills.l In the clutter of advertisements competing for audience attention, an entertaining approach,or one that contains a “big idea,” is the only way of being heard or seen.91