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Holistic Communication Strategy for Health Programs in India

Learn how to leverage social media and community radio stations to amplify your health initiatives. Discover a synergy-driven approach for efficient messaging and outreach to target populations. Explore opportunities for engaging with 185 community radio stations in India.

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Holistic Communication Strategy for Health Programs in India

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  1. SWASTH NAGRIK ABHIYAAN (SNA) QRM Sept 2019 Padmaja Singh Joint Secretary (SNA/IEC)

  2. TAKEAWAY 1

  3. SOCIALMEDIA

  4. Total Population 1.36 Billion Active Internet Users 560 Million (41%) Active Social Media Users 310 Million (23%) Active Mobile Internet Users 515.2 Million (38%) Active Social Media Users through mobile290 Million (21%)

  5. SOCIAL MEDIA AUDIENCE PROFILE

  6. MOST ACTIVE SOCIAL MEDIA PLATFORMS

  7. SOCIAL MEDIA ADVERTISEMENT AUDIENCE

  8. HOW? IN HOUSE Hire social media experts OUTSOURCE Hire Agency • Develop & execute social media strategy • Generate, edit, publish and share daily content (original text, images, video or Info-graphics) • Provides social media analytics- analyzing the appropriate social data/metrics, insights and best practices • Collaborates with all health programs/divisions to manage program priorities, events and coordinate actions • Will provide cogent social media strategy for all platforms • Defined deliverable – increase in number of followers, views, engagements etc • Provide social media analytics – to assess reach, audience type and pother elated indicators

  9. SOCIAL MEDIA AMPLIFICATION

  10. TAKEAWAY 2

  11. COMMUNITY RADIO STATIONS (CRS)

  12. The radio which caters to the interests of a specific area, broadcasting content that is popular to a local audience but which may often be overlooked by commercial or mass-media broadcasters. 185 number in India, can be engaged at DAVP rates Find your States CRS at https://mib.gov.in/sites/default/files/Community%20Radio%20Compendium%202019.pdf To set up new CRS for your State, vendors may be contacted.

  13. WHY CRS? • Autonomous entity without any commercial aims • Alive to the local culture, contexts and pulse • Local broadcast giving voice to the community • Strong channel for creating awareness about Govt. initiatives • Creates strong social impact • Assists people to understand issues and voice their thoughts through its platform.

  14. A short video about CRS

  15. TAKEAWAY 3

  16. SYNERGY

  17. PROBLEM STATEMENT SOLUTION • Multiple campaigns implemented in silos by different Ministries for SAME target population • Does not look at complete/holistic solution to the situation affecting the population • Low impact due to fragmented approach • Enhanced/huge cost for related services and messaging • Synergy to ensure holistic communication

  18. HOW? • Recent example – Fortnightly Thematic campaigns by MoIB • Allows inter-ministerial convergence • Allows pooling of resources • Holistic messaging to target population • Calendar of events and grouping of Ministries has been done by MoIB • Steps • MoIB identified ministries with related context • Selected lead/steering Ministry – the one with major concern with the targeted population • Content to be shared by the lead Ministry with MoIB for dissemination across all platforms: TV, Radio, Print, Social Media, Digital media, Mid-Media etc. • Lead Ministry also responsible for campaign funding States may explore this concept

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