GOVERNMENT OF WEST BENGALHEALTH & FAMILY WELFAREDEPARTMENT

NATIONAL HEALTH MISSION (NHM)GN -29, 1STFLOOR, GRANTHAGAR BHAWAN,SWASTHYA BHAWAN PREMISES,SECTOR-V

SALT LAKE, BIDHANNAGAR, KOLKATA - 700091.

(~ 033 - 2357 - 7928, A 033 - 2357 - 7930,Email ID: spmu.nuhm@gmail.com; website: www.wbhealth.gov.in

Memo No. HFWINUHM-225/2017/ Lt t;t.; Date: t. Q... .2018From : Additional Mission Director, NHM

Government of West Bengal

To : I. Joint Mpl. Commissioner (G&D) & Chief Executive, Executive Committee, Kolkata CityNUHM Society, KMC2. Chief Medical Officer of HeaIth (All Districts)

Sub: Modalities of IEC/BCC under NUHM

Sir,

Please find enclosed herewith the NUHM 'Modalities of fEC/BCC under NUHM'. This is acomprehensive strategy for different level- UPHC level, ULB level, Districts level. These modalitieswill help to develop an effective communication system to inform the stakeholders about NUHMobjectives, availability of health services, etc.

A 'Brand Manual' oflEC/BCC has already been shared with all of you vide Memo No. HFWINUHM-711/20 I7/322 I dated 13.I2.20 17.

You are requested to prepare IEC/BCC using the given template in the 'Brand Manual' and followingthese 'Modalities of IEC/BCC under NUHM'.

Yours faithfully

~Ju_tlJ.A~Add), Mission Director, NHM

Memo No. HFWINUHM-225/2017/1l ~t; II (V Date: t. 2 .2018Copy forwarded for information to:

1. Director SUDA2. IT Cell, Swasthya Bhawan for web posting3. Guard file

~t_~~Addl. Mission Director, NHM

Modalities of IEC/BCC under NUHM

National Urban Health Mission (NUHM) is being implemented since 2013-14 in West Bengal.

A number of services like OPD, Outreach session, Immunisation, etc. are being provided

from U-PHCs level. ULBs are primarily responsible to implement the NUHM to improve the

primary Health Care both promotive and preventive for the urban poor and other

vulnerable group situated in urban areas. For improving the health seeking behavior of the

urban vulnerable population, an effective IEC IBCC activities is required in locallanguages. Considering the issues mentioned above, a comprehensive strategy for IEC &

BCChasbeen planned by the NUHMto achieve the following objectives.

Objectives:1) Generate awarenessabout NUHMprogramme and U-PHC& U-CHC.

2) Increase knowledge about various health programme

3) Demandgeneration in the community regarding available Health Services

4) Changeof health seeking behavior of the vulnerable urban community

IECwill be developed in different levels as follows:

U-PHClevel:

The PHCprovides medical care to all patients without any discrimination of gender, caste,

or religion. The In-charge is responsible for ensuring the delivery of services. According to

Quality Standardsof UPHC,the signageshould be user-friendly, so that a visitor can reach

the facility and desired department within the facility. Other than signage, the effective

IEClBCCwill be prepared and displayed such a way, so that the patients and visitors would

be educated within the facility through appropriate IECI BCCintervention .

./ Signboard containing the name of U-PHC,Ward No., areas name, ULBname along

with the logo of NHM, mentioning National Urban Health Mission (NUHM). U-PHC's

signboard must be written in Bengali & Englishseparately .

./ Available services:

All provision of services provided from U-PHCmust be free of cost under NUHM.

List of free essential drugs must be displayed in U-PHC. Following services are

being provided and must be displayed in proactive disclosure boards at the various

places where the board can be prominently visible by the maximum number ofpeople (walls of U-PHC,Signboards, Flex, Bannersetc.) Other than these mode of

IEC,Campaign through miking, Leaflet, Poster, Radio will be arranged from the U-

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PHC level considering demands of the locality and services. Eg. miking is essential

before conducting outreach sessions / UHNOs, miking & leafleting is essential

before conducting Health Fair, campaign through Radio/TV will be used during

outbreak of a diseaseor prevention of any diseaseas a special case.

1.) OPOConsultation

2.) ANCservices

3.) PNCservices

4.) Immunisation services

5.) Contraception

6.) Outreach activities

7.) Lab service

8.) Medicines

9.) Referral service

./ Signageshould be displayed in following types:i. If the U-PHCis not situated in the main road, one display board (mentioning

the name of U-PHCunder NUHMalong with NHMlogo) should be placed at

entrance of the connecting road towards the U-PHCdemarcating an arrow-

sign along with distance in time (hours/minutes).

If necessarymultiple number of above mentioned board should be displayed

considering the needsof the location.

ii. Site mapping:One common signage stand/board must be in front of gate of U-PHCwhere

all the service rooms are mapped with arrows so that the beneficiaries can

easily find the rooms for getting services.

iii. Naming of the service station:One board must be displayed separately in front of the every room

containing the name of service of U-PHCe.g., OPORoom, Laboratory Room,

ANCRoom, Immunization Room, Toilet (male/female) etc.

./ IEC Corner:

In every patient's waiting place of functional U-PHCshould have an IEC cornerwhere Awareness Campaign Materials, various magazines, brochures, leaflet,

booklets etc. must be placed in the bookshelf. Patients / patient's party can have

easy accessto those materials during waiting time.

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./ Citizen Charter:

To ensure the quality services, the 'citizen's charter' and information must be

readily displayed in front of UPHC in such a manner, so that patients and visitors

will aware about the day and timing of doctors, which a patient may need before

and during the course of visit to health facility.

OPD timing:

Day for which he / she is Time ofName of MO Designation

available availability

Full-time

Part-time

./ Existing IEC materials regarding the following National Programmes which are to be

executed at U-PHC should be displayed.

1. Reproductive Maternal Neonatal Child Health Plus Adolescent (RMNCH+A)

2. Revised National Tuberculosis Control Programme (RNTCP)

3. National Vector Borne Diseases Control Programme (NVBDCP)

4. National AIDSControl Programme,

5. Non Communicable Diseases (NCD) screening

6. Other National & State Health programme as applicable

./ Grievance Redressal System: A complaint box must be installed at patient's waiting

room in U-PHC to address the issues of public grievance. A register book must be there

for line-listing of public grievances .

./ Immunisation room will be created such a way with the help of IEC materials, the room

will be child friendly and simultaneously awareness generating for the child caregivers

of vulnerable population .

./ IEC materials (eg. posters of different programmes) will be displayed at the OPD in

such a manner, the OPDwill attract the community .

./ LED display board where the IEC materials (information on NUHM and also awareness

on existing government programmes) to be scrolled one by one, will be placed in the

OPD room/ waiting room.

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ULB level:

The municipal health authority should also arrange IEC materials for NUHM at various

places under their jurisdiction other than U-PHCs like municipal administrative office,

borough office (where exists), ward office, market, bus stand, railway station, near the

slum area, rickshaw I auto stand, clubs, post office, govt. offices or any other places

where many people are frequently approaching.

Type of IECmaterials to be arranged from ULB level:

Type Display Site Mode / Tools

Nameof U-PHCalong withMunicipal administrative Wall painting I signboard I

office, borough office display board etc.address including Ward No.

(where exists), wardand OPDtiming

office

Service delivery under NUHM All suitable places as Wall painting, Flex, Banner,

decided by the local poster, Leaflet

authority

Campaign related to OPD, Locality, public transports Miking, Leaflet, Poster,

Outreach, Special event and (Bus, auto, rickshaw), Local TV channel, Radio.

other national programme Community Markets,

like management of vector- AWCs,Schools,Clubs,

borne disease, NCD, Slum areas, Railway

Immunization, Family Station.

Planning, IDCF,VASetc.

Before and during outreach services, a thorough campaign (through Miking, Leafleting,

Postering, displaying banner) is necessary, so that local people can be well-informed about

the programme.

A digital display board containing GISMap of the particular ULB will be placed in the

Chairman's room or any other suitable places in the ULB. If necessary, the location of

different UPHCs,AWCs, etc. and the distance between two facilities will be explored

instantly by operating the display board.

District level:District Health ft Family Welfare Samiti (DHftFWS) is responsible to arrange IEC IBCC

activities under NUHMfrom district level. CMOHalong with one district level officer who

looks after NUHMwill arrange IECmaterials in order to maintain uniformity and maximum

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promotion of NUHM. Following IEC materials will be arranged from the District level.

District will also make necessary arrangements for IEC materials for ULBs while preparing

of IEC regarding any National Health Programmme.

Type of IEC materials to be arranged from District level:

Type Display Site Mode / Tools

Service delivery under NUHM CMOHOffice, Wall painting, Flex, Banner

District Hospital, Sub-

Divisional Hospital, State

General Hospital,

Community Markets,

Schools, Railway Station,

Post office, Court

About U-CHC/ U-PHC level CMOHOffice, Wall painting, Flex, Banner

services (promotion of District Hospital, Sub-

primary health care in urban Divisional Hospital, State

areas) General Hospital

Campaign related to Special CMOHOffice, Wall painting, Flex, Banner

event and other national District Hospital, Sub-

programme like management Divisional Hospital, State

of vector-borne disease, NCD, General Hospital,

Immunization, Family Community Markets,

Planning, IDCF, VAS, Schools, Railway Station,

Population Fortnight, etc. Post office, Court

State level

Type of IEC materials to be arranged from State level:

1. Booklet regarding the 5 broad issues (GOI prepared and published in English) in

Bengali language will be modified and printed.

2. Make design of big banners/Flex to be displayed in the prominent places of West

Bengal. State will instruct the District and ULB to implement it.

3. Messages in the TV or radio regarding the main objectives and services of NUHM.

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IEC I BCC under Community Process: IEC is the important strategy to ensure participation

of the community specially the vulnerable population who are situated at slum areas,

railway station, red light areas for improvement their health condition. NUHM likes to

min~mize out of pocket expenditure of them providing free treatment, free diagnostics

and free medicines through U-PHCs services. As per norms, participation of the community

to be ensured through the following process:

1) Implementation of Urban ASHA IHHW

2) Implementation of MAS

Issues Type of IEC I BCC Conducted by Mode I Tools

• Prevent early marriage and • Generate ASHA I HHW • Mothers meeting,pregnancy awareness • Counselling

• Family planning awareness through IPC • House to housethrough all eligible couple visit & IPC

• Ensure full ANC • Empowerment • Flip-chart• Ensure full immunization of community• Ensure institutional regarding health

deliveries through IPC

• Ensure breast feeding• Sexual harassment• Screening of NCDcases &

Etc.• Birth & death registration• Avail services from U- • IPC MAS • Meeting with all

PHCs community• Meet up the health members

emergency through use of • IPCuntied grant I • Flip-chart

• Awareness regarding health • IPC MAS • Meeting within(eg. Maternal and child membershealth) & health • Meeting with otherdeterminants (water, than memberssanitation, hygiene, etc.) • House to house

visit & IPC• Flip-chart• Stickers (pictorial)

• Informing certain activities • IPC MAS • House to houselike outreach, special day visit & IPCcelebration • miking

• preventing certain diseases, • IPC MAS • Wall paintinglike malaria, dengue, • Meeting withindiarrhea members

• Meeting with otherthan members

• House to housevisit & IPC

• Flip-chart• Stickers (pictorial)

• Knowledge enhancement • IPC MAS • Wall painting

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Issues Type of IEC / BCC Conducted by Mode / Tools

about different health • Meetingwithinprogrammes members

• Meetingwith otherthan members

• Houseto housevisit & IPC

• Flip-chart• Stickers (pictorial)• Massmeeting• Schoolprogramme

Digital display board/ hoarding containing the different awareness materials regarding

NUHMwhich may be scrolled, will be displayed in the different sites across the state

(eg. Hospital campus, road crossing, railway station, etc.).

In this connection, a common canvas for branding of NUHM, prepared by GOIwhich will

be used for developing banner, hoarding, letterhead, leaflet, booklet, etc., has

already been shared to all by the State Health & Family Welfare Department.

~.Kumar satta

Dr. Tap~noffi er .StateNrI~tft~anI~ea't"Mla~~NatlOhilhd FamilyWelfareQtp8Health t ofWest BengalGovemmen

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