Guidelines for IEC Material Development

[Prepared by GJP Project for Implementing Partners]

A. Introduction

IEC material covers a range of promotional instruments, generally supported by research findings, to
enhance knowledge, attitude and/ or practice around a specific concern among a specific audience. The
IEC material includes various print and electronic instruments. These IEC instruments, by and large, are
categorised in; a) Graphics or visuals such as brochures, posters, stickers, calendars, leaflets for
individual/ micro level persuasion and b) Mass media such as radio and TV spots, banners, Newspapers,
magazines, theatre for larger audience.

The process of developing IEC material is spread in three stages.

• Selection of adequate IEC material

• Preparation/ adaptation of IEC material and
• Monitoring of IEC material

These guidelines deliberate on significant questions/ checklist which should one answer/ know to select,
prepare/ adapt and monitor the IEC material. In addition to this, the guidelines also provide qualities of
effective IEC material and some GJP specific requirements.

B. Guidelines for Developing IEC Material

B1. Selection of IEC Material

A rigorous baseline is required to determine the following;

B1.1 KAP: Learn first about knowledge, attitude and practice at problem and solution (combat/
rehabilitation/ support mechanism) level.

B1.2 Target Audience: Know the range of your audience you desire to cover with your IEC material
i.e. village, union council, tehsil, district, province or country level. Different IEC instruments
suit to different coverage requirement. Graphics or visuals can be used for small scale
coverage whereas mass media instruments meet large scale coverage needs.

B1.3 Access of the target audience: Know the access of different IEC instruments before selection
of a particular one. In case of TV and radio spots, learn if electricity is available in your target
areas and if your target area is covered by TV/ radio transmition. In case of print material,
learn if the target audience acquires the minimum required literacy to access the material.
Graphics and visuals are recommended for low literate audience.

B1.4 Objective/s of the IEC material: Know if you desire to transmit general information to your
audience or creation of an emotional atmosphere is to be achieved. For example, brochures are
 effective in transmitting knowledge/ information/ guidance to the audiences at individual level
whereas radio and TV are more helpful in creating emotional atmosphere or awareness.

B1.5 Capacity to handle: Know the behavioral and cultural acceptance/ appropriateness of different
IEC instruments. The audiences differ in reading preferences as well as in appreciating other
forms of IEC instruments. Also, the cultural sensitivity of different IEC instruments should be
considered. For example, some audience may prefer visual posters instead of musical theater
or radio jingles. In addition to this, know the absorption capacity of the content/ message in the
audience vis-à-vis the degree you can push cultural/ behavioral boundaries of the target
audience to.

B1.6 Appropriateness to the message content/s: Know which type of IEC instrument/ material will
be more effective in transmitting your message. The information can accurately be transmitted
through print material like brochures, banners, posters, calendars etc whereas motivation to act
upon can effectively be cultivated through theater, radio, TV etc.

B1.7 Capacity to produce, logistic efforts, costs: Know for which IEC instrument you can handle the
production in terms of expertise, logistics efforts and cost.

B1.8 Required frequency: Know the required frequency while selecting a particular IEC instrument
in terms of sustainability and cost efficiency. In a given budget for example, radio spots can
have high frequency than of the TV spots or if suited to the content of the message, leaflet/
brochures can be more sustainable than of the theatrical performances.

B2. Preparation/ Adaptation of IEC material

Once decided over the selection of IEC instrument, adaptation of material is usually possible from
other sources. The material can be adapted in local language and the visuals/ graphics can be tailored
to the needs/ preferences of respective communities. In case of adapting text or visuals from
copyrighted material, permission from the original author/ artist must be obtained and
acknowledgement should be accrued explicitly. The adaption of material generally requires less time
and resources. This also provides opportunity to improve the material further.

The adaptation/ preparation of IEC material can be done through a) outsourcing to external resource
person or b) using in-house capacity of the organization. Make sure that the person/ team deputed to
adapt/ prepare the IEC material should have sound exposure of the target audience. Also consider the
following;

B2.1 Concept Note: Designing of a good quality IEC material/ instrument starts with putting scattered
ideas on paper in the form of a concept note. The concept note of preparing IEC material should
elaborate;

• the idea of developing IEC material explaining what is being intended

• the target audience, who is intended to be reached
• the objectives of the IEC material, why this material is being produced/ developed
• the challenges, what are the difficulties which may come across while developing and using
the material, absorption capacity of the content in audience while pushing their cultural/
behavioural boundaries, strategies to cope with over/ blowing-up reaction etc
 • the key message, articulate and simple statement as major subject of the material, keep the
language and tone of the message suited to the cultural acceptance
• the process of developing an IEC material, steps, responsibilities, timeline and the budget

B2.2 Message:

• check the accuracy and logical order of the information in the message
• include only a few concepts, keep the message least complex
• adopt simple language while building argument in the message (short sentences, easy
vocabulary, familiar phrases, local idioms/ slang)
• use active language in the message
• make the message believable by quoting accurate references
• make the message action oriented (render less on problem description, more on the
suggested/ available solutions and most on the actions required)

B2.3 Format:

• if text is used in IEC material, consider rigorous spell check, language/ grammar editing and
font size (should be readable from a distance)
• if text is used with visuals, relate the visuals with the message contents and order. Also
consider if the visuals are appealing, illustrating the most important concepts, providing
information in addition to the text, appropriate to the culture, complying with the context (use
familiar settings, belongings and wearing)
• keep a considerable distance between text and the images, text and the images should not be
too much cluttered
• avoid high density of text or cluttering of visuals
• use attractive colours for visuals

In case of audio/ video material;

• keep the duration small

• use local language and examples
• adopt locally accepted tone and voice in the spot
• get a better quality recording
• use sub-titles in video

B2.4 Pre-test:

• Always pre-test the material with representatives of the target audience before the materials
are produced in final form
 • Involve the team who have produced the material in pre-testing exercise

• Pre-test the material in its final form. In case of radio spot, run an in-house production. In
case of TV production, ask the producer to provide you animation of the story board. Also
check music, colour, brightness, contrast, sound quality etc

• Provide detailed orientation to the representative audience about the pre-test and their
significant role in making it a productive and effective effort

• The pre-test should measure;

i. If the content used was comprehendible in the way it was presented? The accuracy of
the information transmitted?

ii. If the complication associated with technical language was handled adequately?

iii. If the message content was presented in a non offensive manner? Was it believable
for the audience? Did it tend to generate a discord?

iv. If the colours, illustrations, movements, actions, animation, sound, music, tone etc
captivated the audience?

v. If the audience recognized that the message was directed towards them? Did the
material reflect the characteristics of the target audience?

vi. If the material lead the audience towards action? Did the material motivate/ induce
the audience to take action?

B3. Monitoring of IEC Material

3.1 Monitoring of Activities

• Delivery of material/ activities: keep a track of the number, days, time, frequency and order
of material/ activities delivered

• Outreach: keep assessing the number of audience approached through the material/ activity

• Feedback from beneficiaries: keep a record of the frequency, quantity, accuracy, timings of
the material
 3.2 Monitoring of Effects

To monitor the effects of IEC material/ activities, the baseline should be used as the bench mark. A
rigorous exercise should be rendered to gauge the effects of IEC material/ activities. The effects may
be assessed through semi structured interviews, feedback questionnaires, focus group discussions
and/ or formal research. The exercise should assess;

• The Knowledge: level/ change and accuracy of information communicated in the target
audience (problem and solutions)
• The Attitude: change in opinion/ tendency in interacting with the problem and solutions
• Practice: change in degree and kinds of actions taken to avoid/ combat the problem,
rehabilitate the survivor, accessing the available services/ mechanisms

C. Qualities of Effective IEC Material

An effective IEC material/ instrument/ activity should have following qualities;

Distinctive Manifestation: The material is Vivid (bright colours, appropriate in size, attractive
formatting), Sound (good quality production) and Harmonized (message and the craft must speak
from the same voice)

Relevance: The material stresses the real problems, solutions/ needs and takes in to account relevant
conditions (weather, dress code, language/ jargon/ slang, values)

Credibility: The material is simple, direct, accurate and easy to handle for viewers/ listeners/ users

Appeal: The material appeals heart/ emotions and the head/ reason, the material stimulates desired
actions in an interesting and logical manner

D. GJP Specific Guidelines for IEC Material

• The argument against VAW should preferably come from the contemporary ‘rights’ and
‘development’ context.

• Instead of threatening connotations, present positive examples. Also, relate individual and
national development with the wellbeing of women logically

• The message should disapprove VAW on human grounds at one side and promote women’s
access to basic services/ life opportunities in non-threatening, non-violent, non-
discriminatory and supported environment on the other.

• All printed/ audio/ video IEC material should clearly indicate/ acknowledge that the
initiative/ activity/ campaign is supported by UNDP’s Gender Justice and Protection project.

• All printed and video IEC material must bear both DFID and UNDP logo.
• Partners should share the material with GJP before it is used in the field.