RWSSP-LIS : IEC Proposed Strategy

1. RWSSP-LIS : IECProposed Strategy RWSSP-LIS Training for SPMU Officials 20-22 March, 2014 UP Academy of Administration, Lucknow

2. Overall Startegy • Vision and action connect: The overall vision of sustainable access to safe drinking water, basic sanitation and eradication of open defecation by devolution (of funds, functions and functionaries), and the recovery of O&M cost along with sharing of capital costs can be achieved by, besides creation of comprehensive infrastructure, an effective dissemination of information and a dynamic communication strategy. • The key conclusions arrived at after the field studies of all the three levels of stakeholders can be summed up as: • Who to be communicated • What to be communicated • How best to be communicated • When to be communicated

3. Key Underlying principles of the IEC strategy • Multiple Stakeholder groups – The strategy will target comprehensive stakeholder groups apart from project beneficiaries (including PRI functionaries, policy makers, grassroot level workers, various PMUs, etc.) • Communications Needs Assessment – There is a need to conduct communications needs assessment in different States before an effective IEC strategy and campaign can be executed. • Tailor Messages to Local Situation and Context – Even within each State, different GPs may be at different levels of maturity in terms of their situation with respect to awareness of Water supply and sanitation situation. To the extent possible the IEC strategy will be customized for local situation and context. • Multiple Mediums of Communication - Use multiple channels to disseminate and reinforce message. • Effective Monitoring and Evaluation –of the effectiveness of the IEC strategy and make mid-course corrections if required.

4. Key Stakeholders

5. Important IEC Tools and Channels of Communication • Two recurrent common themes for the IEC Strategies are: a) Advocacy and b) Raising Mass awareness / Social Mobilization. • Advocacy • Individual meetings with senior leaders • Small group meetings with regional and local leaders (Panchayats) • Media-kit for journalists • State Fact Sheets • Sensitization workshop • Field/exposure visits • Seminars/ conferences • Process Documentation - Distinct process documentation products to be developed: ‘Good Practices’, ‘Lessons Learned’, ‘Innovations’, and ‘From the Field.’ The focus should be to choose one or two particularly valuable examples on hygiene and sanitation. • Public private partnerships - Corporate and other partnerships to be cultivated to assist in campaign development, messaging and dissemination and support in programme implementation

6. Raising Mass awareness / Social Mobilization • There are several tools and channels of communication that need to be deployed in the IEC strategy for raising mass awareness and social mobilization. • Interpersonal Communication: • Activate social networks (community leaders, volunteers, women groups) and encourage peer to disseminate information about the benefits of RWSSP-LIS • Train community leaders in facilitating public educational talks and dialogues in their communities about RWSS issues. • Produce a tool kit, including a how-to guide for community leaders. • Use Gram Sabha Meetings and other Community Meetings

7. Mass media: such as print media (Newspapers and Magazines), radio, and Television etc. • Folk Media: such as prabhatpheri, nukkadnatak, jatra, kalajathas, etc. • Outdoor media: Outdoor media such as, wall paintings, hoardings, posters and brochures • Mobile media campaign: a simple strategy can be used like sending pre-recorded mobile voice message or text messages via partnership with mobile telephone firms. • Social media: Facebook pages, YouTube, SMS campaigns and other social networking tools • Celebrity spokesperson/Ambassador: A celebrity spokesperson can be identified to promote the campaign.