SWACHHA ANDHRA MISSION GUIDELINES ON IEC & PUBLIC AWARENESS Swachha Andhra Corporation Municipal...

SWACHHA ANDHRA MISSION

GUIDELINES ON IEC & PUBLIC AWARENESS

Swachha Andhra Corporation

Municipal Administration & Urban Development Department

Government of Andhra Pradesh

Swachha Andhra Corporation

Municipal Administration & Urban Development Department

Government of Andhra Pradesh

2nd May, 2015

Government of Andhra PradeshGovernment of Andhra Pradesh

Overview

Introduction

Behavioral change Objectives

State level Initiatives

City level (ULB) Initiatives

IEC Activities

Communication Phases and Objectives

Implementation Framework (May-June 2015)

Mode of Execution


INTRODUCTION

3

An important aspect of the Swachha Andhra Mission is promoting changes

in behavior related to practice of personal hygiene and demand for

sanitation products and services.

The benefits of toilets and other hardware can be achieved only when

communities and households adopt good sanitation and hygiene

behaviors.

Willingness to use, maintain and pay for sanitation products and services is

critical for success of the total sanitation program.

Sanitation in personal and public life is the joint responsibility of individual,

community, city and state.


INTRODUCTION

4

A variety of measures need to be taken at multiple levels with several

stakeholders in an integrated manner to achieve behavioral change

objectives:

To generate awareness about sanitation and linkage to public health

Facilitating awareness and proactive behavior towards improving

community sanitation

To bring about behavioral change in citizens towards improving personal

hygiene and improving community sanitation.

To generate demand for ecologically safe and sustainable sanitation

systems


STATE LEVEL INITIATIVES

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Advocacy:

Sustained focus and measures to

Create awareness on sanitation and hygiene

Mainstream sanitation into all policies, plans and programs

Sensitize development agencies, business organizations, media, local

bodies and the public to garner support for achieving total sanitation

Capacity Building:

Develop capacity of program implementers with regard to

Relevant approaches to promote hygiene and sanitation

Communication strategy planning, implementation and evaluation;


STATE LEVEL INITIATIVES

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Technical Assistance:

Provide guidelines for development of communication material to better

suit local needs

Provide standardized communication material for dissemination

throughout the state to achieve consistency in messaging and to ensure

high recall


CITY LEVEL INITIATIVES

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Communication Needs Assessment by conducting baseline studies on

Awareness of importance of sanitation and hygiene

Attitude towards sanitation; motivation and demand for sanitation

products and services

Identifying key influences and forming City level task forces to drive

behavioral change initiatives

Implementation of IEC initiatives in line with the guidelines issued by the

state

Monitoring the effective implementation of promotion strategy and

assessing the impact to inform changes in measures


IEC ACTIVITIES

IEC objectives - To become an Open Defecation Free and Safe Sanitation

Build awareness, interest and demand for access and use of toilets

Promote and reinforce practice of safe Sanitation and Hygiene behaviors

The strategic focus therefore is to:

Increase knowledge about sanitation, hygiene related products and services

Increase perceived importance of sanitation and hygiene practices

Provide knowledge and clarifications related to the scheme

Develop demand for sanitation products and services

Bring positive change in practice of behaviors related to Sanitation and

Hygiene

8


Communication Phases and Objectives

9


COMMUNICATION OBJECTIVES

Phase 1: Immediate (3 months, May- August 2015)

Mass awareness about

Swachh Andhra Mission

Importance of Sanitation and Hygiene.

Mass movement for identification of open defecation as a problem by the

citizens

Identification of insanitary and unhygienic practices by the citizens

Information about access to toilets – schemes, technologies and support

mechanisms

Generating demand for sanitary and hygiene products and services

Bringing in support for Swachh Andhra Mission from various stakeholders

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Implementation Framework (May- June 2015)

Generate interest and curiosity about Swachha Andhra Mission

Generating Demand for Toilets

Branding to create a buzz and pride in the mission

Community Participation

Private Sector Involvement for funding and promotion

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12

Objective Activity Date

Generate interest and curiosity about

Swachha Andhra Mission

Radio 4-11 MayPublicity (Newspaper and Digital) – what does sanitation and hygiene mean to public in Andhra Pradesh?

7-9 May

Publicity (Newspaper and Digital) – About Swachh Andhra Mission and Inauguration

10-11 May

Billboards – Inauguration by Honorable CM

7-11 May

Pamphlets (with newspaper) – About inauguration and mission

11 May

Publicity (Newspaper and Digital) Logo, mascot, Pledge

12 May



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Generating Demand for Toilets

Pamphlets (with newspaper) – Information about scheme, process, support mechanisms, technical specifications

12 , 17, 24 May

Billboards and posters– Logo, mascot, Pledge, Scheme

12 May onwards

Door to door campaign – pamphlets based + FAQs

12 -29 May onwards

Publicity (newspaper and Digital) FAQs , Hotline; Interviews with officials with regard to schemes; articles by known writers on the merits of the scheme

12 – 29 May



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Branding to create a buzz and

pride in the mission

Posters - Mission, logo, mascot to be displayed at Government offices, public places

12 May onwards

Campaign 1: City LevelEvent + newspaper: Announcement of Celebrity Brand Ambassadors. Messages, pictures Event + Newspapers: Announce Brand Ambassadors from SLF, TLF, Self Help Groups, health workers

12 May

Campaign 2: City LevelNewspaper + Social Media:Messages by celebrity ambassadors urging people to maintain cleanliness, construct toilets, maintain facilities, pictures, activities

12 May – 29 June



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Branding to create a buzz and pride in the mission

Campaign 3: State Level Radio + Social Media + Newspaper: Call for Citizen Brand Ambassadors

15 – 20 May

Campaign 4: State levelRadio + Newspaper + Social Media: Celebrate good initiatives

5 June Onwards



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Community Participation

Campaign 1: City LevelSchools and Colleges: Essay, poetry, drawing competitions on importance of cleanliness, sanitation and Hygiene

15 May

Schools and Colleges: Cultural and sports event

15 June

Campaign 2: City levelSmall group interactions with citizen brand ambassadors, Activists and NGOs, Women Organizations, SLFs, Youth Federations, community clubs, colony/ apartment associations, religious groups etc

20, 27 May; 3, 10, 17, 24 June



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Private Sector Involvement for

funding and promotion

Campaign 1: City levelExhibitions, Demonstrations of sanitary products and services

23-24 May30-31 May

6-7 June13-14 June

Campaign 2: City LevelFund Raising Meet- PPP , CSR

24 May 31 May7 June

14 June


MODE OF EXECUTION

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Materials would be provided by the State Government in soft copy form

The IEC activities have to be implemented and monitored under the

leadership of the District Collector

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