communication plan_a model approchitsu 2014

Mass Media Traditional media

Social media

TV interviews

Press conferences

Public advertising

TV spots

Scrolls

RadioNewspapers MagazinesSMS/ Messages

Cinema slides

Animatics

Leaflets

PostersBanners

Hoardings

Kiosk

Wall writing

Back lits

Balloons

Stickers

Murals

Mobile VansCalendars

Traditional media

Street plays

Puppet shows

MagicshowsFlipbooks

FAQs

Games

Comics

Facebook

Twitter

Folksongs

Street Theater

Flip books

Story books

A Model ApproachCommunication PlanCommunication Plan

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CommuniCation Plan a model aPProaCh 1

Background

Need for Communication under Reproductive, Maternal, Newborn, Child and Adolescent Health (RMNCH+A)/RI in India

What is IEC (Information, Education and Communication)?

What is BCC (Behaviour Change Communication)?

What is SBCC (Social Behaviour Change Communication)?

How are IEC and BCC different?

What is the need for a communication plan?

What is the purpose of the communication plan?

Who will use this communication plan?

How to use the communication plan to develop state-specific communication action plans?

Monitoring of communication interventions

Annexure 1: Root Cause Analysis

Annexure 2: Standard Operating Procedure for Creative and Production cost of Mass Media & Mid Media materials (exclusive of telecast fee)

Annexure 3: National Level Communication Plan (Implementation Cost)

Annexure 4: State Level Communication Plan

Annexure 5: District Level Communication Plan

Annexure 6: Block Level Communication Plan

Annexure 7: Community Level Communication PlanCo

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CommuniCation Plan a model aPProaCh2


Communication is the backbone of every form of development be it in the form of- dissemination of guidelines, recommendations, advocacy, persuasion, education, dialogue, counselling or entertainment.

But communication is often about more than providing information. It is about fostering social awareness and facilitating public dialogue. It is about contributing to evidence-based policy, and about building a shared understanding which can lead to social change. It is about creating space for the voices of the poor to be heard. However, these positive effects of communication do not come automatically. In order to improve our communication, there are several steps we can take to make it more inspirational and informative. The first step is simply to think through why we are communicating in the first place. Begin by asking the following questions:

y Why is the knowledge not being used to inform policy and practice?

y Has it been appropriately targeted?

y Has it been communicated clearly?

y Is it easily accessible?

y Why is the knowledge not experienced as inspirational?

y What does it take for research to inspire?

y What is it that makes some groups notice and connect with certain pieces of evidence, while other evidence is easily ignored?

There is no single, best, generic solution to these questions. The best answers will vary from project to project and from situation to situation. But the tools that have been included here which will especially help to show how evidence can be communicated in order to inform and inspire.

Background

4Need for Communication under Reproductive, Maternal, Newborn, Child and Adolescent Health (RMNCH+A)/RI in India

Strategic communication is visualized as an important and integral part of the RMNCH+A/RI strategy in India helping parents and communities to understand the importance of accessing health services for women, children and adolescents as part of the life-cycle approach and address their misconceptions and fears.However, persuading communities to accept health services is not simply a matter of disseminating information. Knowing about health care services, although important, does not necessarily lead to acceptance. The impact of information on immunization behaviour is influenced by socio-cultural and political factors, which calls for locally appropriate communication responses. However, in the absence of an integrated communication strategy that is evidence-based, tailored to local context, multi-channel, service linked and efficiently monitored, theprogramme fails to achieve its critical objectives..

To meet and sustain programme coverage goals, a well-carved strategic communication plan needs to be in place, reaching out to communities and hard-to-reach populations and building trust in health care services among those who question them. But, in order to bridge the gap between creating and maintaining demand and delivery of services,

communication efforts need to be part of a broader social mobilization programme, so as to reach, influence, and involve a broad range of groups in support of the programme.

The advent of communication as a dynamic subject-matter enabled information exchange through the realization of the full potential of all stakeholders in the developmental process. Hence, it widened the sphere of communication interventions and inadvertently multiple jargons came into being thus intricating the already complicated situation. The confusion between IEC, BCC and SBCC was puzzling.

In the next few paragraphs we have made an attempt to simplify the terminologies and explain the difference between them.

What is IEC (Information, Education and Communication)?

IEC is a process of working with individuals, communities and societies to develop communication strategies, messages and materials, based on formative research, to support positive behaviours that promote health and appropriate to their settings.

IEC means sharing information and ideas in a way that is culturally sensitive, acceptable to the community using appropriate channels, messages and methods.


What is BCC (Behaviour Change Communication)?

Behaviour Change Communication is a process that involves working with communities to promote and sustain positive behaviours. Communicating for such change needs to take into account various factors such as role of community participation, social and cultural systems and gender and e nvironmental factors, all of which helps to create a supportive environment to the individual, family and society.

What is SBCC (Social Behaviour Change Communication)?Social Behaviour Change Communication is driven by evidence and perspectives and needs of the target audience. It uses a multi-pronged approach, both at individual and environmental levels. In takes into account that in order to bring about a change in the behaviour or action of an individual, the immediate family, opinion leaders, neighbours and frontline workers create an enabling environment and help the individual in sustaining the changed behaviour.

How are IEC and BCC different?BCC has evolved from Information, Education and Communication (IEC) to promote audiencespecific and more tailored messages, greater dialogue and fuller ownership. It includes the basic components of IEC, but employs a more participatory approach to engage communities and focuses on encouraging and sustaining positive behaviours by the participating groups.

Experience has shown that providing people with information and telling them how they should behave (teaching them) is not enough to bring about behavior change. While providing information to help people to make a personal decision is a necessary part of behavior change, BCC recognizes that behavior is not only a matter of having information and making a personal choice. Behavior change also requires a supportive environment.

The shift in terminology from IEC to BCC in health communication reflects renewed emphasis on improving health outcomes through more participatory individual and group behaviours as well as strengthening the social context, systems and processes that underpin health.

Yet, these terms are used interchangeably due to the confusion common amongst the many terms used in health communication.

Community and society provide the supportive environment necessary for behavior change. IEC is thus part of BCC while BCC builds on IEC.


What is the need for a communication plan?

It is imperative that the states have a comprehensive communication plan, so as to support the national goal of rapidly increasing programme coverage, particularly in the four high-focus states of Uttar Pradesh, Bihar, Madhya Pradesh and Rajasthan and also the North-Eastern states, where coverage remains low. While some states have developed their state-specific communication plans, other states lack expertise in communication to undertake the same.

Taking this into consideration, a communication plan has been developed at the national level, which will serve as a foundation for state-specific communication plans for the RMNCH+A/RI Programme of the Government of India. This plan would also help in strengthening capacities of government officials at the state and district level on communication planning, for effective implementation of communication interventions in the states.

The BCC model depicted in the figure below demonstrates the following important points:

y The process of behaviour change involves audience at each level primary, secondary and tertiary, as they would help to create an enabling and supportive environment critical for behaviour change.

y Three basic elements of a BCC model are advocacy, capacity building and social mobilization.

y A robust BCC model will be developed only when all the three elements are combined and accomplished with each target group.


What is the purpose of the communication plan?

The comprehensive communication plan is built around five strategic approaches, viz., demand generation, capacity building, co-ordination and convergence, advocacy and social mobilization and media engagement. The objective is to offer a menu of ideas, approaches and tools from which programme planners and managers can select according to their state/district-specific reality, in order to generate demand, create a supportive environment for individual and collective change and increase participation in the programme and during special campaigns.

Most of the communications resources mentioned in the plan are available locally. However, these resources may not be available in every setting. Hence, the communication plan should be adapted to the local context and may vary depending on available human and financial resources. For example, to undertake media tracking and monitoring, states may need to work with other development partners to develop and implement the same.

Who will use this communication plan?

The communication plan is designed for state and district level officials working in the programme, namely State RCH Officers, RMNCH+A nodal persons, District Programme Managers (DPMs), IEC Officers and Consultants, outlining a structure to determine whom we need to reach with programme messages and how.

How to use the communication plan to develop state-specific communication action plans?

The communication plan is not a one-size-fits-all communication plan. States will need to tailor messages using appropriate channels to reach specific segments of the population, whether remote, hard to reach populations or decision-makers.

The communication plan uses different communication methods to reach parents and other target audiences with messages on RMNCH+A/RI such as, radio, television, folk media and interpersonal communication during community meetings and group interactions. It also provides an outline of advocacy initiatives to shape public opinion and influence decision-makers at various levels to develop and implement good policies, including allocating sufficient resources. Realizing the critical importance of media in influencing public opinion, the communication plan also provides a basket of ideas to engage with the media around RMNCH+A/RI.

It is important to identify which communication methods or channels are the most appropriate for our target audiences, liked and used by them and can most effectively reach them with programme messages. For example, while using mass media, it is important to know which radio stations and TV programs are popular with the target population.


Mass Media Mid Media (Reminder Media) Inter-personal Communication (IPC)

y Triggers a thought and acts as a hook

y Reaches many people very quickly and repeatedly

y Reinforces messages delivered through other channels

y Reinforces and expands upon mass media messages

y Builds on messages delivered through IPC and serves as reminders or message take-aways

y Involves direct interaction with the audience

y Allows discussion and dispels myths and misconceptions

y Encourages, motivates and reinforces action Inter-personal Communication (IPC)

Example: TV & radio (spots, scrolls, short thematic films), newspapers/ magazines, SMS messages, press/media interactions, cinema slides animatics/ stillomatics, etc.

Example: Leaflets, posters, banners, hoardings, kiosk, wall writing, bus panels, LCD/ back-lits, stickers, calendars mobile vans, materials for advocacy and traditional/ folk/ street theatre, etc.

Example: Materials to support health workers in IPC such as, flipbooks, picture cards, FAQs, interactive games, pocket books, comics/story books, etc.

A mix of different communication channels is usually employed to reach different target groups as each channel serves a specific purpose as outlined below:

9Root Cause AnalysisAt Individual or

Household LevelAt Community/

Service provider levelAt Decision Making

LevelWho is the target group?

What is the current behaviour?

What change do we expect in their behaviour?What are the demand-side issues which stop them from adopting behaviour?What is the key message?

No single channel is the best channel. Multiple mutually reinforcing channels/messages integrating all these channels together has a greater impact in stimulating behaviour change.

Programme managers need to understand the different socio-cultural barriers and system related reasons which stop people from changing their

behaviours and accessing health services and accordingly plan and manage communication activities around RMNCH+A/Routine Immunization. This information is captured through a Behaviour Analysis matrix, also termed as the Root Cause Analysis or Situational Analysis in the format given below:

Note: Sample Root Cause Analysis Enclosed as Annexure 1


The communication plan comprises of six sections

1. Standard Operating Procedure (SOP) describes the creative and production costs of mass media materials such as, television & radio spots, jingles/songs, stillomatics/ animatics, cinema slides, prototypes of print advertisements in newspapers, newsletter, etc. Details on specifications and format of materials have also been given. The creative and production costs mentioned exclude the telecast and advertising cost, which have been detailed out later in the section and also in the state and district communication plans. The SOP also describes the creative cost for developing designs/prototypes of mid media and IPC materials such as, folk/street play scripts, posters, hoardings, flex boards, wall paintings (templates), banner, danglers, buntings and flags, kiosk/canopy, back lits, panels for trains/ bus/ auto rickshaw/ cycle rickshaw, stickers, miking scripts, flipbook, flyers/leaflets, FAQs, etc. Details on specifications, size, and format of materials have been given for easy understanding (Enclosed as Annexure 2).

2. National Communication Plan The plan outlines some communication activities that maybe initiated at the national level for demand generation and creating awareness through mass media channels, frequency and periodicity of these activities and approximate costs incurred on them.

The specifications and unit costs given in the communication plan are all indicative, to give a broad idea of the costs that may be incurred in the production of these materials. These rates and costs may vary from state to state and region to region and will be as per government/DAVP approved rates, terms and conditions (Enclosed as Annexure 3).

3. State Communication Plan as mentioned earlier, the plan has five key components, viz. demand generation, capacity building, co-ordination and convergence, advocacy and social mobilization and media engagement. Under each component, some communication activities have been listed out, to give an idea of

the different ways in which the community can be reached out with information and messages on various programme components.

At the state level, demand generation activities include mass media (TV and radio), print media and SMS campaigns. Indicative activities have also been given under the other components, and states may undertake them as per available resources (Enclosed as Annexure 4).

4. District Communication Plan describes the activities that may be undertaken at district level for the five different components. For mid-media activities, prototypes of materials shall be developed at national or state level and shared with the district for printing and dissemination. States may also adapt the prototypes shared by the national level according to their local context.

Approximate numbers for printing of IEC materials have been taken, for example, in a district with around 2000 ASHAs, 10,000 posters maybe printed @ 5 posters per ASHA area and unit cost calculated accordingly.

The plan details out generic communication activities and also ways to reach out to specific populations and groups in high priority or geographically hard-to-reach areas. Few activities have been suggested for hilly/ flood prone/ desert/ jungle/ unrest areas, in resistant or underserved pockets, urban slums, tribal areas and mobile/migrant populations, however its the discretion of the states which activities they find befitting as per their state requirements (Enclosed as Annexure 5).

5. Block Communication Plan describes some indicative communication activities under the different components on a similar pattern as state and district level plans. Under demand generation, suggested strategic locations for display and dissemination of mid-media materials have also been given, for enhanced visibility of messages. Since, districts undertake printing of these materials; printing costs are included in the district plan.

The plan also includes proposed activities for interpersonal communication and community


mobilization along with capacity building, coordination, advocacy, and social mobilization initiatives (Enclosed as Annexure 6).

6. Community Level Communication Plan describes micro-level communication activities to mobilize families and communities for accessing health services. There are several best practices, innovations and successful lessons in other states and countries, which maybe locally adapted and implemented (Enclosed as Annexure 7).

Monitoring of communication interventionsFor effective implementation of communication plan, it is imperative to monitor all the activities mentioned in the communication plan. Periodic monitoring (program and finance) of communication interventions provides the policy/program managers:

y Status of all planned IEC/BCC activities mentioned in state/district communication plan

y Progress of various IEC/BCC activities at a particular time and at a particular implementation level

y Status of capacity building activities as per the training plan

y Status of dissemination (achieved against planned) and stock position of IEC material at various levels, i.e. state; district; block

y Status of planned initiatives related to advocacy, coordination, convergence, etc.

y Budget and expenditure balance

To develop a monitoring plan, it is necessary to have a list of measurable and quantitative activities from final state/district communication plan, last community needs assessment, evaluation/survey conducted and protocol/guidelines for monitoring plan implementation framework.

It is suggested to select the indicators which are already practiced globally or nationally. These indicators must be measurable, well-defined (numerator and denominator), must have responsible levels, baseline values, timelines, achievable targets, data collection methods, data analysis, verification methods and assumptions.

States must have a robust management information system (MIS) for accurate, complete and timeliness data for effective monitoring of IEC/BCC activities. States need to advocate to include the monitoring indicators in an existing MIS (i.e. HMIS) or separate data flow mechanism can be developed as per state capacity. Feedback must be an integral part of monitoring plan to provide timely feedback to data generating units on quality of data.


At Individual or Household level

At Community/ Service provider level At Decision Making Level

Who is the target group?

y Parents (mothers/fathers, pregnant women and their spouses)

y Eligible couples y Grandparents and

caretakers of children 0-5 years of age

y Heath service providers - ASHA, AWW, ANM, doctors, ISM doctors, TBAs

y Key influencers - PRI members, Village headman (Gram Pradhan), NGO workers, school teachers, religious leaders

y DM, CMO, Dy. CMO, ICMOs, DIO, DPRO, SDM, MOIC, BMO, BPM, DHS, Sarpanch, Media, CDO, CDPO, ARO, BSA, HEO, CS and any other person who is at the decision making level

y MP, MLA, MLCWhat is the current behaviour?

y Families of pregnant women/women not motivated to avail and access health services; parents/caregivers not motivated to immunize children

y Women/families/caregivers do not return for availing health services because sessions are not held as planned or vaccines are unavailable or other factors

y Women/families/caregivers refuse health services due to fear of side-effects or other factors

y Women/families/caregivers do not complete the vaccination schedule (ANC/RI) due to frequent migration

Heath service providers

y AWWs/ASHAs not identifying and sharing lists of all newborns and children with ANMs

y HWs do not clearly explain to parents/ women/caregivers what sessions are due, when they are due, why they are needed and possible side-effects (negligent attitude)

y HWs do not show respect towards women/families/caregivers e.g. HWs shouting at mothers for forgetting the card or getting late for a vaccination session

y HWs do not show interest in the childs health, e.g. long waits

y Children and mothers are not immunized when coming to the HWs for curative care (missed opportunities)

y Weak and improper planning to execute the program, ineffective co-ordination among health workers

y Absenteeism from work during duty hours

y Inadequate home visits/follow-up visits y No ownership for the programme; over-

indulgence in their own family work and other dept. works

Key influencers

y Lack of active involvement and participation in the programme, especially in reaching out to refusal families (and drop-outs)

y Lack of ownership of the program y Lack of job aids and counselling/IPC

tools for communicating with mothers/families

y Low priority and commitment to the programme

y Lack of interest in the programme, reflecting in low allocation of funds

y No regular visits to communities visits only during elections

y Lack of attention to proper monitoring/ supportive supervision and evaluation of the programme

y No administrative actions against callous behaviour and work lapses

y Lack of inter-departmental coordination

Annexure 1

Root Cause Analysis


At Individual or Household level

At Community/ Service provider level At Decision Making Level

What change do we expect in their behaviour?

y Women/families/caregivers understand the importance of health services (both preventive and curative) for pregnant women, and children and access services regularly

y Pregnant women register for ANC and families/parents their child for immunization at birth, realize the importance of mother and child health protection (MCP) card and keep it safely

Health service providers y Equipped with required IPC skills

to counsel and communicate with mothers/caregivers, addressing the prevalent myths and misconceptions

y Treat mothers/caregivers with respect and give essential information, including when next session is due and where to get it; and what side effects are possible and what to do if any occur

y ASHA, AWW and ANM effectively coordinate among themselves for proper programme planning and implementation, jointly develop work plans and social mobilisation plans; conduct regular VHSNC meetings

y AWWs/ASHAs identify and share due lists with ANMs, ensuring pregnant women and children from underserved families/areas are covered in the microplan

y Inform parents/caregivers/community about the site, date and time of ANM visits/sessions

y Conduct regular ANC/immunization sessions and follow-ups of pregnant women and eligible children to ensure effective program execution and instil the confidence of the community on the programme

y Work with key influencers and organize community meetings to get community ownership over the programme

Key influencers y Actively engage in and participate in the

programme, especially in reaching out to refusal families and dispelling myths, misconceptions and religious taboos

y Encourage parents for accessing health services and speak to them about fear of side effects or AEFIs

y Decision makers at all levels are sensitive towards building an enabling environment for programme implementation

y Place RMNCH+A/RI high on their development agenda with adequate and timely allocation of funds

y Regular visits for supportive supervision to ensure effective programme implementation and accountability at all levels

y Devise effective policies/strategies for reaching out to underserved and hard-to-reach population pockets

y Proactive participation, quick decision making at government level

y Establish/strengthen District Task Force (DTF), Block Task Force (BTF) and TTF (Technical Task Force), ensure regular inter-departmental meetings for effective programme co-ordination


At Individual or Household level At Community/ Service provider level

At Decision Making Level

What are the demand-side issues which stop them from adopting behaviour?

y Lack of information on the programme

y Poor understanding of its purpose and importance

y Cultural/religious reasons, myths, rumours and misconceptions, such as, our religion does not allow vaccination for children, we never got our children vaccinated, so why vaccinate our grandchildren?" prevalent practices like new born is kept in seclusion for 40 days and not taken out of house, etc.

y Fear of side effects or AEFI in the community discourages parents for availing health/immunization services

y Do not know where to go for health services, long waiting time; day, time and place for health sessions not convenient

y Financial or gender barriers to health care services (e.g. husbands disallow wives to attend sessions because of time/lost labour, lack of money/ expense and/or fear of side effects)

y Refugees/families that fear contact with government (e.g. lack of proper documents)/ scheduled castes or tribes/nomadic groups/ homeless families/ urban slums/ street children

y Low risk perception regarding womens/child health, lack of support from family members

y Communities bargain for economic and other development issues in return for availing health services

y Distrust on health services due to callousness and indifference on part of health service providers

y Parents/caregivers want health care services at their doorstep

Health service providers

y ANM/ASHA/AWW training does not provide skills or focus on importance of communicating with mothers, resulting in low capacities of HWs to counsel and effectively communicate with parents and the community on the importance of preventive and curative health care

y Ineffective distribution of rosters, leading to ANMs/AWWs lacking time for effective counselling (because so many people are waiting for care)

y Real or perceived social, economic, class and possibly ethnic differences between HWs and caregivers/ community

y Lack of technical competence of health workers, non-literate HW unable to prepare due lists

y Low motivation and commitment to health programmes/RI due to less/ irregular incentives/untimely disbursement of honorarium

y Sessions are not planned according to microplan and keeping in mind needs of the community

y Fear of handling the community during and after an AEFI

y Lack of motivation and accountability

Key influencers

y Lack of orientation and sensitization on the importance of RMNCH+A/RI and their contribution in this cause

y Low risk perception regarding womens/child health - not a priority for the community

y Fear of handling the community during and after an AEFI

y Lack of sensitization on RMNCH+A/RI

y Lack of understanding of the importance of RMNCH+A/RI in achieving the MDGs

y Additional work responsibilities (overburdened officials)

y Policies not in line with the need of the community

y Multiple health programmes leading to shifting priorities

y Frequent transfers resulting in low motivation


At Individual or Household level At Community/ Service provider level

At Decision Making Level

What is the key message?

y My best promise to my family healthy mother and healthy child

y Give your family complete protection timely heath checks and vaccination

y Keep the MCP card safely this will yield rich dividends later in life!

y Dont forget the session day health comes first

y Be responsible identify and list all eligible children and women for health services in your area

y Lets work for an ideal village health for every woman and child

y Healthy mothers and healthy children for a healthy and shining India


Mass MediaS. No. Advertising

MediumSpecifications Format/

MaterialsNumber of units

Unit Cost for creative

development (in Rs.)

Production cost

(in Rs.)

Total Cost (in Rs.)

1 Television spots 60 seconds with 30 and 15 seconds edits

Digi beta master with copies in mpeg3 format or as agreed

60 sec 50,000 31,00,000 31,50,000

30 sec edits

10000 50000 60,000

15 sec edits

0 25000 25,000

2 Radio spots 60 seconds with 30 and 15 seconds edits

DAT tapes with copies in wmv/mpeg3 format or as agreed

60 sec 35000 65000 1,00,00030 sec edits

7500 30000 37,500

15 sec edits

0 15000 15,000

3 Jingle/song 90 seconds with 60 and 30 seconds edits

DAT tapes with copies in wmv/mpeg3 format or as agreed

90 sec 10000 55000 65,000

60 sec edits

0 25000 25,000

30 sec edits

0 25000 25,000

4 Stillomatics Approx. 15 illustrations

1 0 32500 32,500

5 Animatic Approx. 15 illustrations

1 0 45000 45000

6 Cinema Slides Adapted from poster design

Softcopy in pdf or jpg format (high resolution image)

1 0 10000 10,000

7 Design and text for 4 colour print advertisements in newspapers (Prototypes)

horizontal - half page, 200 column centimetres, 25x33 cm

Softcopy in pdf or jpg format, open file in adobe illustrator or coreldraw for printing

1 7500 0 7,500

vertical - quarter page, 100 column centimetres, 25x16 cm

1 4000 0 4,000

8 Newsletter 4 colour, 10 pages maximum, size A4, Quarterly

-do- 4 20000 0 80,000

Total Cost 36,81,500

Annexure 2

Standard Operating Procedure for Creative and Production cost of Mass Media & Mid Media materials (exclusive of telecast fee)


Mid Media & IPC (Prototypes of Designs) S. No. Advertising Medium Size/Length Format/




Total Cost (in Rs.)

1 Folk/Street play scripts (4 scripts with 4 different messages)

15 min. plays Softcopy in word format

4 15000 60,000

2 IPC flip chart 10-page flip chart, size A4, 4 colour with photographs, 2-sided, one side mostly text

Softcopy in pdf or jpg format, open file in adobe illustrator or corel draw for printing

1 50000 50,000

3 Posters (set of 4 posters with 4 different messages)

4 colour designs, size 23x 18 with photographs

-do- 4 16000 64,000

4 Hoardings 4 colour designs, size 20'x10' (maybe adapted from poster design)

-do- 1 5000 5,000

5 Flex boards 4 colour designs, size 8'x4' (maybe adapted from poster design)

-do- 1 5000 5,000

6 Flyers/leaflets (4 leaflets with 4 different messages)

Single fold, half A4 size, 4 colour, both sides with photographs

-do- 4 5000 20,000

7 FAQs Single/two-fold, half A4 size, 4 colour, with photographs

-do- 1 7000 7,000

8 Wall paintings (templates)

4 colour designs; size 2'x6' or 3'x8'

-do- 1 3000 3,000

9 Banner 2-colour, size 2'x6' or 3'x8' (size can vary up to 6'x18', according to space available for display)

-do- 1 2000 2,000

10 Danglers, Buntings and flags

4 colour, size (adapted from logo design)

-do- 1 3000 3,000

11 Kiosk / Canopy Printed on flex and mounted on steel or wooden frame; size 3ft (length) x 3 ft (width) x 6 ft (height)

-do- 1 15000 15,000

12 Back lits 4 colour, size 34"x 44" (adapted from poster design)

-do- 1 5000 5,000

13 Train panels (both interior and exterior)

same as posters -do- 1 5000 5,000


Mid Media & IPC (Prototypes of Designs) S. No. Advertising Medium Size/Length Format/




Total Cost (in Rs.)

14 Bus panels 4 colour, size 40"x27", adapted from hoarding design

-do- 1 5000 5,000

15 Truck panels 4 colour, adapted from hoarding design

-do- 1 5000 5,000

16 Cycle rickshaw panels (with message on the hood or tin plate at the back)

4 colour, adapted from hoarding design

-do- 1 5000 5000

17 Auto rickshaw panels 4 colour, adapted from hoarding design

-do- 1 5000 5000

18 Stickers 4 colour, adapted from logo design

-do- 1 2000 2,000

19 Balloons 4 colour, 14' diameter, halogen filled balloon, adapted from logo design

-do- 1 2000 2,000

20 Miking scripts 5 minutes script Soft copy in word format

1 2000 2,000

21 IPC Game A4 Size -do- 1 25000 25000

Total Cost Rs. 2,95,000


Demand GenerationS. No. Activity Frequency Rate/Unit cost Total cost (excluding

production cost)1 Airing of TV spots on

Doordarshan and satellite channels (5 national and regional channels)

30 sec spot once daily at prime time for 15 days a month for 6 months, reminder "edits" of 15 sec at different time intervals twice daily for 15 days a month for 6 months

approx. Rs. 30,000 for 30 sec TV spot and Rs. 15,000 for 15 sec TV spot (as per DAVP rates)

Rs 2.70 cr for 30 sec TV spot (once daily) and 15 sec TV spot (twice daily) for 6 months

2 Airing of Radio spots on AIR, FM, Vividh Bharti, Primary (National as well as Regional), Private FM channels (states to choose time slots depending on ratings and target audience)

30 sec spot once daily at prime time for 15 days a month for 6 months, reminder "edits" of 15 sec at different time intervals twice daily for 15 days a month for 6 months

approx. Rs. 2500 for 30 sec radio spot and Rs 1500 for 15 sec spot (as per DAVP rates)

Rs 24.75 lacs for 30 sec spot (once daily) and 15 sec (twice daily) for 6 months

3 Newspaper advertisements in National English, Hindi and Vernacular language newspapers and magazines

Quarterly and on special days and for campaigns/weeks

approx. Rs. 2 lac per insertion for a quarter page ad (as per DAVP rates)

Approx. Rs 80 lacs for 4 quarter page ads in 10 leading newspapers over the year

4 SMS campaign through leading mobile service providers (BSNL, MTNL, Airtel, Idea etc.)

Once daily for a week during campaigns/ weeks

@30 paise per SMS Approx. Rs 84 lacs for 10 lac SMSes (sent once a day for 7 days during 4 campaigns/ weeks)

5 Newsletter Quarterly Rs 30 per newsletter for 1000 copies

Approx. Rs 1.2 lacs

6 Identify TV/ Radio programmes where RMNCH+A/RI messages/themes can be incorporated as part of CSR

Daily/weekly programmes (entertainment, youth, women, rural, health, news, etc.) depending on ratings and target audience

States to negotiate with producers of the show

Total Cost Approx. 4.60 cr

Note: Rates may have to be revised as per Govt. / DAVP approved rates, terms and conditions

Annexure 3

National Level Communication Plan (Implementation Cost)


Demand GenerationMass Media (TV & Radio)

S. No. Name of the channel Periodicity / total duration (weekly / Monthly, etc.)

Unit cost (approx.) Telecast fee (approx.)

1 Govt. channels - Doordarshan, Etv and Aakashvani (AIR)

Once a week on DD and twice a week on other channels for 3 months

Rs. 24,000 for 30 sec spot on DD and Rs. 8000 for 10 sec spot on other channels

Rs. 6.72 lacs

2 Kalyani Once a month for 8 months Rs. 1.25 lac for running 1 spot in an episode

Rs. 10 lacs

3 Private TV channels (5 channels, including news and entertainment)

Once daily for 20 days spread over 3 months

Rs. 5000 for 10 sec spot Rs. 15 lacs

4 Private FM/radio channels (5 channels)

Once daily for 20 days spread over 3 months

Rs. 1500 for 15 sec spot Rs. 4.5 lacs

Total Cost (A) Rs. 36.22 lacs

SMS campaignS. No.

Name of service provider

Frequency Unit cost Approx. cost

1 SMS campaign through leading mobile service providers (BSNL, MTNL, Airtel, Idea etc.)

Once daily for a week during 4 Special campaigns/RI weeks

@30p per SMS Approx. Rs 84 lacs for 10 lac SMSes (sent once daily for 7 days during 4 Special campaigns/RI weeks)

Total Cost (C) Rs. 84 lacs

Print MediaS. No. Name of the newspaper Frequency Approx. cost (in Rs)1 National newspapers - 5 (The

Times of India, Hindustan Times, Hindu, Amar Uajala, Danik Jagran, Hindustan, etc.)

One advt. in a quarter Approx. Rs. 50 lacs for Quarterly advt. in 5 national newspapers

2 Regional Newspapers 5 One advt. per month Approx. Rs. 30 lacs for Monthly advt. in 5 regional newspapers

3 Local Newspapers 5 One advt. per month Approx. Rs. 18 lacs for Monthly advt. in 5 local newspapers

Total Cost (B) Rs. 98 lacs

Annexure 4

State Level Communication Plan


Capacity BuildingS. No. Activity Frequency Unit cost Amount1 Communication skills training of state/

district officials (@ 35 participants per training)

4 (one every quarter) Rs. 2 lacs Rs. 8 lacs

2 Cross-visits amongst districts for sharing information, best practices, etc.

4 (one every quarter) Rs. 70,000 Rs. 2.80 lacs

3 Communication skills training of officials/ spokespersons at state/district level in handling AEFIs

2 (bi-annually) Rs. 62,500 Rs. 1.25 lacs

Total Cost (D) Rs. 12.05 lacs

Coordination & ConvergenceS. No. Activity Frequency Unit cost Amount1 Meetings with ICDS, PRI, allied depts. for

inter-sectoral convergenceTwice a year Rs. 15,000 Rs. 30,000

2 IMPCC (Inter-agency Mass media Promotion and Coordination Committee) meetings as a forum for integrated planning, implementation and sharing experiences of communication interventions across government media agencies and key line departments such as DFP, DAVP, Song & Drama Div. and others

Twice a year Rs. 25,000 Rs. 50,000

3 Establishment of integrated BCC cell Once Rs.500000 Rs. 5,00,000

Total Cost (E) Rs. 5,80,000


Advocacy and Social MobilizationS. No. Activity Frequency Unit cost Amount1 Meetings with ICDS, PRI, allied depts. for

inter-sectoral convergenceTwice a year Rs. 2 lacs Rs. 4 lacs

2 Advocacy meetings with key stakeholders (IAP, IMA, professional bodies, etc.)

Twice a year Rs. 25,000 Rs. 50,000

3 Advocacy meetings with local MLAs and MPs to utilize their funds for ensuring complete programme coverage in their constituency

Twice a year Rs. 50,000 Rs. 1 lac

4 Meeting of Core Committee on strategic communication at state level

Quarterly Rs. 10,000 Rs. 40,000

Total Cost (F) Rs. 5.90 lacs

Media EngagementS. No. Activity Frequency Unit cost Total cost1 Media workshops with health media

journalists (@35 participants per workshop)

Once a year Rs. 50,000 Rs. 50,000

2 Organize field/study visits for select health media journalists to observe campaign/immunization sessions

Quarterly Rs. 30,000 Rs. 1.2 lacs

3 Regular media tracking Monthly Rs. 100000 Rs. 12.0 lacs

Regular media analysis Quarterly

4 Participation of experts in interactive forums/ phone-in programmes/ talk shows on DD, AIR and other private TV/radio channels (honorarium of experts)

Quarterly Rs. 40,000 Rs. 1.6 lacs

Total Cost (G) Rs. 21.30 lacs

GRAND TOTAL for one year (A+B+C+D+E+F+G) for one state only Rs. 2.75 cr (approx.)


Demand GenerationMass Media

S. No. Activity Periodicity/ total duration (weekly/ Monthly, etc.)

Unit cost (approx.) Amount (approx.)

1 TV spots and scrolls on cable TV

Twice a day for 3 months Approx. Rs. 40,000 per month (Rs. 150 per scroll and Rs. 500 for 10 sec TV spot)

Rs. 1.2 lacs

2 Airing of Radio spot on Local FM radio, especially during special campaigns/immunization weeks

Twice a day spread over 6 months

Rs. 1500 for 15 sec spot Rs. 5.4 lacs

Total Cost (A) Rs. 6.60 lacs

Mid Media (prototypes shared by National or state level, only printing to be undertaken at District Level)

S. No. Item Display/ Dissemination plan Numbers Unit cost Amount1 Posters (@ 5 per

ASHA area) on an average 2000 ASHAs per district

For display at strategic locations with high visibility such as District hospitals/Pvt. Hospitals, CHCs, PHCs, Sub-centres, AWC, VHND sites, Schools, Colleges, Medical institutions/other institutions, Government offices, bus/railway stations, Panchayat Bhawan, local market, ration shops (PDS stores), Chemist shops, grocery stores/local vendors kiosks in villages, etc.

10,000 Printing cost @ Rs. 5 per poster and pasting cost @ Re. 1 per poster

Rs. 60,000

2 Pamphlets (@ 100 per ASHA area)

For distribution in villages (schools, ward members, PRIs, etc.), during mela/haat

2,00,000 Rs. 0.50 Rs. 1 lacs

3 Flip books (@ 1 per ASHA)

For use by frontline health workers during house-to-house, VHND

2,000 Rs. 100 Rs. 2 lacs

4 Hoardings (@ 5 per district) & (@ 1 per block)

For display at strategic locations such as, district hospital, Sub-district hospital, post-partum centre, block (bus stand, Railway station, Government offices, Municipality office, Collectors office, local markets, etc.

15 hoardings per month (for 1 district and average 10 blocks)

Rs. 10,000 per hoarding per month (display + fixing charges)

Rs. 1.50 lacs

5 Banners (@ 2 per ASHA area)

Village, Anganwadi centre, Sub-centre, market place, village choupals

4,000 Printing cost @ Rs. 50 per banner (cloth banner); and banner hanging cost @Rs. 20 per banner

Rs. 2.80 lacs

Annexure 5

District Level Communication Plan


Mid Media (prototypes shared by National or state level, only printing to be undertaken at District Level)

S. No. Item Display/ Dissemination plan Numbers Unit cost Amount6 Flex boards (@10 per

district) & (@ 5 per block)

For display at strategic locations such as, district hospital, Sub-district hospital, post-partum centre, block (bus stand, Railway station, Government offices, Municipality office, Collectors office, local markets, main crossings (labour crossing/ labour colonies), construction sites, madarsa, etc.

60 (10 at district and 50 for average 10 blocks)

Rs. 1,500 Rs. 90,000

7 Balloons (@ 2 per district)

Displayed at a centrally located maidan/park, expo/ exhibitions during religious gatherings, etc., District Hospital premises, mela ground

2 Rs. 20,000 per balloon for 15 days per month

Rs. 40,000

Total Cost (B) Rs. 9.20 lacs

Capacity BuildingS. No. Activity Frequency Unit cost Amount1 IPC skills training for Block MOs/NRHM

officials (@ 35 participants per block)once a year (10 batches per year)

Rs. 20,000 Rs. 2 lacs

2 Orientation of nodal school teachers on RMNCH+A/RI (@ 35 participants per training and 3-4 trainers)

once a year (10 batches per year)

Rs. 20,000 Rs. 2 lacs

3 Orientation of NGO volunteers on RMNCH+A/RI (@ 35 participants per training)

once a year (1 batch)

Rs. 10,000 Rs. 10,000

Total Cost (C) Rs. 4.10 lacs

Coordination & ConvergenceS. No. Activity Frequency Unit cost Amount1 Monthly district level meetings with

ICDS, PRI, allied depts. for inter-sectoral convergence

Monthly Rs. 5,000 Rs. 60,000

2 Meeting of district Integrated-BCC cell Monthly Rs. 3,000 Rs. 36,000

Total Cost (D) Rs. 96,000


Advocacy & Social MobilizationS. No. Activity Frequency Unit cost Amount1 Advocacy meetings with religious leaders twice a year Rs. 10,000 Rs. 20,000

2 Social mobilization campaign through community networks (CBOs, community influencers, religious leaders, NGOs, youth volunteers, SHGs, Cooperatives etc.)

twice a year Rs. 10,000 Rs. 20,000

3 Advocacy meetings with key influencers (ward members/ councillors/ PRIs/ teachers, local doctors, IAP/IMA members, CSOs, NCC, NSS, etc.)

twice a year Rs. 10,000 Rs. 20,000

4 Organize health camps in local MLAs and MPs constituency(s) and ensure their participation

2 Rs. 50,000 Rs. 1 lac

5 Institutionalize a reward and recognition system for well-performing ANMs/ASHAs

annual Rs. 5 lacs

Total Cost (E) Rs. 6.40 lacs

Media EngagementS. No. Activity Frequency Unit cost Amount1 Media briefing twice a year Rs. 10,000 Rs. 20,000

Total Cost (F) Rs. 20,000

Grand Total (A+B+C+D+E+F) for one district only Rs. 27.66 lacs


For High Priority AreasIn geographically hard-to-reach areas (hilly/ flood prone/ desert/ jungle/ unrest areas)

S. No. Activity Frequency Unit cost Amount

1 Engage mobile IEC vans for disseminating information

2 vans for six months

Rs. 2.50 lacs per van for 1 month

Rs. 30 lacs

2 Engage with local NGOs for community mobilization

Monthly meetings Rs. 500 per meeting

Rs. 6,000

3 Organize health camps six Monthly Rs. 20,000 per health camp

Rs. 40,000

4 Advocacy meetings with local traditional healers and engage with and involve them in the programme

Quarterly Rs. 1000 Rs. 4,000

5 Munadi/drum-beating Monthly (prior to VHNDs)

Rs. 200 per munadi

Rs. 200 x 12 months x number of HRAs

6 Engage with local communities through community radio (wherever present)

Monthly as per rates

7 Organize village contact drives through community networks (CBOs, community influencers, religious leaders, NGOs, youth volunteers, SHGs, Cooperatives etc.)

Monthly Rs. 5000 per village

Rs. 5000 X number of villages X 12 months

8 Encourage community volunteers, community based organizations (CBOs) and panchayat members to attend, support and monitor VHNDs

VHNDs no extra cost implication

9 Regular and effective meetings of Village Health, Nutrition and Sanitation Committees and involve them in RMNCH+A/RI programme, sensitize them on the programme

VHSNC meetings no extra cost implication

In Resistant or Underserved PocketsS. No. Activity Frequency Unit cost Amount

1 Organize folk shows/street plays 2 per village or urban area every fortnight

Rs. 2,500 per show Rs. 2500 x no. of shows

2 Engage with local NGOs for community mobilization

Monthly meetings Rs. 500 per meeting Rs. 6,000 for 12 meetings

3 Engage with local influencers to mobilize families for RMNCH+A/RI


4 Miking Quarterly Rs. 100 per miking Rs. 100 x 4 x number of HRAs

5 Organize social mobilization campaigns through community networks (CBOs, community influencers, religious leaders, NGOs, youth volunteers, SHGs, Cooperatives etc.)

Monthly Rs. 5000 per village Rs. 5000 X number of villages X 12 months

6 Engage mobile IEC vans for disseminating information

2 vans for six months Rs. 2.50 lacs per van for 1 month

Rs. 30 lacs


In Urban SlumsS. No. Activity Frequency Unit cost Amount

1 Organize street plays/folk media 50 shows (2 per urban slum every fortnight)

Rs. 2500 per performance

Rs. 1.25 lacs

2 Engage with local volunteers for Interpersonal communication with families


3 Wall writings/ wall paintings Six Monthly 100

4 Engage with communities through interactive games like snakes & ladders, cards with messages, etc.

Monthly community meetings

no extra cost implication

5 Organize health camps Six Monthly Rs. 20,000 per health camp

Rs. 40,000

6 Use innovative means such as cycle rickshaws for display of posters/disseminating RMNCH+A/RI messages

7 Use of mobiles (m-heath) for communicating with families (wherever applicable/present)

as per approved rates

8 Rallies with school children for disseminating messages on RMNCH+A/RI prior to session days

Monthly Rs. 100 Rs. 100 x number of HRAs

9 Miking Quarterly Rs. 100 per miking Rs. 100 x 4 x number of HRAs

10 Drum beaters (Duggi/munadi in urban slums)

on an average 10 slum areas monthly, before VNHDs/ immunization session

Rs. 200 Rs. 2,000

In Tribal AreasS. No. Activity Frequency Unit cost Amount

1 Advocacy meetings with local traditional healers in tribal areas, engage with and involve them in mobilizing communities for RMNCH+A/RI

Monthly Rs. 500 per meeting Rs. 6,000 for 12 meetings

2 Community meetings to promote healthy behaviours among tribal populations through comic characters and cartoons depicting their culture (which are easily accepted among them)

Monthly no cost implications

3 Engage with local NGOs/tribal leaders for community mobilization



For Mobile/Migrant PopulationsS. No. Activity Description Unit cost Amount

Use innovative means for display/dissemination of RMNCH+A/RI messages such as -

1 Bus panels Panels on city and roadways buses, size 40" x 27"

Rs. 1000 per panel per month (rental + display + fixing charges)

Rs. 50,000 per month for 50 panels

2 Train panels (both inside and exterior)

At least 30 panels in one train Rental Rs. 2000 per month per panel

Rs. 3.60 lacs for 30 panels for 6 months

3 Auto-rickshaw panels At least 100 auto-rickshaws in one city

Rs. 800 per auto-rickshaw per month (rental + display + fixing charges)

Rs 80,000 per month for 100 auto-rickshaws

4 Transit kiosks/ canopy Put up at transit locations, especially during festivals with large populations moving across

5 Play RI spots on LED/LCD screens at transit points such as railway stations and bus stops/stations, market places

Twice daily during peak hours, frequency may be increased during festivals with large populations moving across

Rs. 11,000 per spot per month for LED screens Rs. 75 per spot per month for LCD screens

Rs. 66 lacs (for 1 spot played twice daily at 50 screens for 6 months)

6 Backlits/electricity/railway station pillar kiosks (34" x 44")

At least 100 backlits displayed for at least 6 months, especially during festivals

Rs. 800 per month Rs. 4.80 lacs

7 Hoardings On toll plazas on highways and state roads

Rs. 10,000 per hoarding per month (rental + display + fixing charges)

Rs. 6 lacs for 10 hoardings for 6 months

8 Bus/train tickets Rs. 1.00 per ticket for 5 lac tickets

Rs. 5 lacs

9 SMS campaigns to reach out to mobile/migrants groups with RMNCH+A/RI messages

weekly before sessions 30 paise per SMS

10 Engage with local community leaders/ informers for mobilizing families for RMNCH+A/RI

monthly meetings Rs. 500 per meeting Rs. 6,000 for 12 meetings


IPC & Community MobilizationS. No. Activity Frequency Unit Cost Amount

1 Community meetings (average 10 blocks in a district, 100 people in 1 meeting)

10 block level meetings in a year Rs. 1,000 Rs. 10,000

2 Temple/mosque announcements weekly, before immunization sessions

no cost implication

Total Cost (A) Rs. 10,000

Capacity BuildingS. No. Activity Frequency Unit Cost Amount

1 IPC skills training for frontline functionaries (ANM and ASHA)

clubbed with frontline workers training

no cost implication

2 Orientation of nodal school teachers on RMNCH+A/RI (@ 35 participants per training)

once a year (10 batches) Rs. 5,000 Rs. 50,000

3 Orientation of NGO volunteers on RMNCH+A/RI (@ 35 participants per training)

once a year (1 batch) Rs. 5,000 Rs. 5,000

Total Cost (B) Rs. 55,000

Demand GenerationMid media (printing will be done at district level, only display and dissemination of materials to be done at block level)

S. No. Item Display/ Dissemination plan Number(s)

1 Posters (@ 5 per ASHA area) on an average 100 ASHAs per block

For display at strategic locations with high visibility such as CHCs, PHCs, Sub-centres, AWC centre, VHND sites, Schools, Colleges, prominent institutions, Government offices, bus stops, Panchayat Bhawan, local market, ration shops (PDS stores), Chemist shops, grocery stores/local vendors/ kiosks in villages, etc.

500

2 Pamphlets (@100 per ASHA)

For distribution in villages (schools, ward members, PRIs, etc.), during mela/haat

10000

3 Flip books (@ 1 per ASHA) For use by frontline health workers during house-to-house, VHND 100

4 Hoardings (@ 1 per block) For display at strategic locations such as CHC, block bus stand, main crossing, Government offices, Municipality office, local markets, etc.

1

5 Banners (@ 2 per ASHA area)

Village, AWC centre, Sub-centre, market place, village choupals 200

6 Flex boards (@ 5 per block)

For display at strategic locations such as block bus stand, Government offices, Municipality office, local markets, main crossings (labour crossing/ labour colonies), construction sites, madarsa, etc.

5

Annexure 6

Block Level Communication Plan


Coordination & ConvergenceS. No. Activity Frequency Unit Cost Amount

1 Monthly meetings with ICDS, PRI, allied depts. for inter-sectoral convergence

Monthly Rs. 2,000 Rs. 24,000

Total Cost (C) Rs. 24,000

Advocacy and Social MobilizationS. No. Activity Frequency Unit Cost Amount

1 Advocacy meetings with religious leaders, PRI members and key influencers (teachers, local doctors, CSOs, NCC, NSS etc.)

clubbed with community meeting

no cost implication

2 Organize health camps in hard-to-reach/ underserved areas/resistant pockets

budgeted in the district plan

Total Cost (D)

GRAND TOTAL (A+B+C+D) for one block only Rs. 89,000


Demand Generation - through IPC & Community MobilizationS. No. Activity Frequency Unit Cost Amount

1 Community meetings at village level

Monthly Rs. 100 per meeting Rs. 1200 for 1 year

2 Mothers meetings at village level Monthly Rs. 50 per meeting Rs. 600 for 1 year

3 Meetings with religious leaders/key influencers

Quarterly Rs. 500 per meeting Rs. 2000 for 1 year

4 Rallies with school children for disseminating messages on RMNCH+A/RI prior to sessions days

Weekly before immunization sessions

Rs. 50 per rally Rs. 2600 for 1 year

5 Munadi/drum-beating Monthly (prior to VHNDs)

These activities have been budgeted in detail in the district plan (for high-priority

districts)

6 Organize village contact drives through community networks (CBOs, community influencers, religious leaders, NGOs, youth volunteers, SHGs, Cooperatives etc.)

Monthly

7 Engage with local volunteers for Interpersonal communication with families

Monthly meetings

8 Wall writings/ wall paintings Six Monthly

9 Engage with communities through interactive games like snakes & ladders, cards with messages, etc.

During community meetings

Coordination & ConvergenceS. No. Activity Frequency Unit Cost Amount

1 VHSNC meetings As planned

Under NHM budget, no extra cost implication

2 VHNDs encourage community volunteers, community based organizations (CBOs) and panchayat members to attend, support and monitor VHNDs

Monthly

Advocacy and Social MobilizationS. No. Activity Frequency Unit Cost Amount

1 Advocacy meetings with religious leaders

Clubbed with community meeting no cost implications

2 Advocacy meetings with PRI members and key influencers (teachers, local doctors, CSOs, NCC, NSS etc.)

Annexure 7

Community Level Communication Plan


About Immunization Technical Support Unit (ITSU)The Immunization Technical Support Unit (ITSU) was established by the Public Health Foundation of India (PHFI) in March 2012, under the auspices of the Ministry of Health and Family Welfare (MoHFW) to support the Universal Immunization Programme (UIP).

The overall vision of the ITSU is to catalyze national improvements in routine immunization by providing technical and management expertise required to design, create, implement,and institutionalize a stronger immunization program fully led by the Government of India,and supported from the Bill and Melinda Gates Foundation.

The ITSU works with the MoHFW to strengthen Government of India's efforts to improve routine immunization coverage through six different pillars:

The ITSU serves to harmonize various initiatives being piloted or implemented in different states by all immunization partners and provide a single platform for discussions, development of strategies and coordination with partners for scaling up the successful models.

Six pillars of ITSU

Monitoring &Evaluation

VaccineLogistics andCold Chain

Management

AEFIManagementand VaccineQuality and

Safety

StrategicPlanning and

SystemDesign

Evidenceto Policy

StrategicCommunication

Prepared by:Strategic Communication Unit,

ITSU-MOHFW

14, Community Center, Panchsheel Park, New DelhiTelephone: 011-41213100

communication plan_a model approchitsu 2014

Documents

social change

model approach2communication

evidencebased policy

iec information

social awareness

certain pieces of evidence

bcc different

public dialogue