___________ ______________________

Padmaja
Directior Plot No: 84, Honey House,
Gandhinagar, Vanasthalipuram,
Hyderabad – 500 0070.
Mobile: 99495 05995
R.Praveen Kumar 99492 74450
Coordinator Creativity at work E-Mail:srushti.org@gmail.com
______________________________________________________________________
Date: 18-12-2008

Profile of “SRUSHTI”
1. About Us

Information, Education and Communication form an important part of the

Behavioral Change Communication program.

SRUSHTI is guided by over 18 years of solid experience in the field of Health,

maternal & child health, education, STI, HIV-AIDS control, Gender, Health &
Nutrition, Livelihoods, Plantations, Water management, Jogin, Child marriages,
Girl child education, Youth, Women empowerment, ISL, Sanitation, Disability,
Non Pesticides management, Non timbered forest produce, Income generating
sources, Strengthening the Sanghas, Waste land development, Superstitions,
Migrating of rural poor, Farmers suicides issue, PRI, Organic cotton, Seaweed,
Live stock etc. A strong in-house design and production team provides a solid
base for translating this understanding into developing effective communication
material that is grounded in reality.

We have been providing support to service the IEC and BCC requirements of
national programs and international organizations Over the years we have
worked with and developed content, given trainings and performances
for CAR E – India on Health & Nutrition concept, developed 10 songs, 4
dances and 2 street plays, trained 80 artists, for AP Tourism
Developm ent Corporat ion (Prestigious Taramati Baradari Project) on
rural folk dances & songs, participated with 20 artists, for World Telugu
Fed eration on AP folk art forms, participated with 16 artists, for AP
AIDS Con trol Society on AASHA (HIV/AIDS control) Campaign,
participated with 250 artists, for ITC India Ltd on Plantations & Waste
land development, developed 10 songs, 4 dances and 1 street play, trained
12 artists, for All India Radio & Door Darshan on Livelihoods,
Plantations & Diary, participated with 28 artists, for New Concept on
frame works of street theatre, for HIV- Alliance on STI, HIV concept
audio, for HLFPPT (BMGF - Swagathi) on prevention of STI, HIV in
sex workers and the Sangham (CBO) concept, developed 24 songs, 6
dances, 1 mime action and 4 street plays, trained more than 200 sex
workers, for ROH on Strategic Communications, for Pratham Mum bai
Educational Initiati ves on education concept, developed reading cards,
charts and rhymes and short stories, for LEAD INDIA 202 0
Fou ndation developed IB strategy and Media Initiatives. For CARE-
SAKSHAM on Gender bias, superstitions, HIV/AIDS, Girl child education,
Alcoholism, Dowry, early child marriages concepts, developed 10 songs, 1
street play and 2 dances and trained 14 community artists. For N.T.R.
Me morial Trust produced 35 songs, 3 street plays, 1 dance drama and 1
mime action play. For SVDS developed 24 songs, 8 dances 3 street plays
with FSW community on Gender bias, prevention of STI, HIV/AIDS and
Unity. For YCB produced 20 songs, 6 dances, 3 street plays on
prevention of STI, HIV/AIDS, women rights etc, For RES developed 24
songs, 8 dances 3 street plays with FSW community on Gender bias,
prevention of STI, HIV/AIDS and Unity. For SRAVANTI produced 20
songs, 6 dances, 3 street plays on prevention of STI, HIV/AIDS, women
empowerment and unity. For GRAMASIRI produced 24 songs, 8 dances 3
street plays with FSW community on Gender bias, prevention of STI,
HIV/AIDS and Unity. For HELP developed 22 songs, 8 dances 3 street
plays with FSW community on Gender, prevention of STI, HIV/AIDS and
Unity. For SARDS produced 20 songs, 6 dances, 3 street plays on
prevention of STI, HIV/AIDS, women rights etc, For Lepra Society given
TOT on prevention of STI, HIV/AIDS. For HLFPPT (BMGF-Nestam) produced 14
songs, 1 street play and 5 dances for MSM on unity, prevention of STI,
HIV/AIDS. For SOPAR (Canada) produced 36 songs, 8 dances, 1 dance drama,
2 street plays on girl child education, widows, women empowerment, orphans,
youth, surface water management, de-floridation and sustainable agriculture. For
UNICEF – BCC Cell produced 10 songs in telugu, 10 songs in Lambadi
languages, 3 dances and 4 street plays in telugu and 4 street plays in Lambadi
languages, given training for 18 members. Conducted number of grand events
like Dr.A.P.J.Abdul Kalam Lead India launching program at Medak
District, 12 hrs non-stop cultural event with 200 FSWs on the occasion of
In ternational Wo men’s Day celebrations conducted by HLFPPT at
Vijayawada, Krishna District and most among others.

We are also well experienced in composing Music, audio recording and

vediography.

2. SRUSHTI’s approach
Our approach to Developing Behavior Change Communication Strategy and
Materials. Developing messages and materials that can increase knowledge,
change attitudes and especially encourage new behavior is no easy task. It
combines art and science. It calls for a creative process that applies imagination
and talent within the framework of strategic design.

Our creative brief will be based on an understanding of the creative approach

outlined in the strategic communication – key issues/facts to be communicated,
key promises to be offered, supporting messages and net impression to be
created in the target audience, audience identification with desired behaviors and
the overall considerations and constraints of the project area.

An overriding principle for message and material development covers the

following elements:

• Professional quality and creativity in communication

• Expertise in various sectors
• Audience participation and feedback, and
• Value-for-money spent.

3. Our Methodology

i) Desk research – SRUSHTI will conduct a quick desk review of all relevant
material with existing information available. Review of communication material
will help to understand and get an idea of the messages, illustrations and
importantly assess the information gaps in the material used currently.

ii) Assessing current situation and communication needs assessment - A

quick assessment of the current situation in the field would be undertaken. This
would be through discussion with the community and will help us in
understanding the current knowledge and practice, identifying the barriers and
facilitating factors to bring in desired personal practice.

iii) Developing the BCC strategy – Based on the desk review and assessment
of current situation, SRUSHTI will develop the communication strategy that will
guide the development of the communication material(s). The BCC strategy will
elaborate the target audience, their profiles, concerns, obstacles, facilitating
factors and the tools that could be developed. It will also indicate the different
themes, key messages and sub-messages under each theme.

BCC strategy will elaborate on the following:

Selecting Suitable Channels

Communication channels are the vehicles that present, deliver and explain
messages. Channels can range from face-to-face interactive activities to
community-level interventions and mass media. It is important to choose the
channels most readily available and acceptable to the target population and also
keep cost-effectiveness in mind.

The channels form the main mechanisms to influence the target groups by taking
the messages to them. While the identification of target groups themselves is
indicative of how they will be reached, it is important to understand and clarify the
main mechanisms to be adopted for reaching each target group.

The communication channels chosen to reach to the target audience will be

suggested keeping in mind the reach and its replicability. Cost effectiveness of
the media is also crucial and at the same time care would be taken to ensure that
local resources can be used to fructify some of the communication development
adding to its adaptability and cost effectiveness.

Developing Messages
Messages need to be tailored to target audiences so that the relevant issues are
brought forth; only then will the audiences be persuaded to support the bcc effort.
The three main questions that would guide the process of developing the
messages are:

• Who do we want to reach?

• What do we want to achieve?
• How do we want the recipients of the message to respond?

Following important points would be kept in mind while framing a message:

Content – The idea(s) we want to convey.
The arguments that are needed to persuade the audience.
Language – The words that should be used (and those that should be avoided)
to communicate the message effectively.
Time and Place – The best time and place to communicate the message.
The number of times that the message has to be repeated or
The frequency of its delivery.

Given our experience of what has worked, the following communication materials
are proposed viz.

 Kalajatha
 Audio visual materials
 Audio skit and Jingles
 Flip books and Flow charts
 Pictorial game charts for children
 Pictorial booklets
 Interactive games for children
 Stickers
  Posters/Hoardings/Billboards

This would at best be determined based on evidence, needs assessment and

audience participation. The tools will emerge clearly after the desk research and
the rapid communication needs assessment. For different target groups, different
types of materials would be suggested, i.e. for communicating the same
messages, the tools used for children would be different from what is used for
adults.

To overcome resistance and to move from information to action, interventions

must instill the belief that desired outcomes will be obtained by changing
behavior and by increasing individuals’ sense of control over their own behavior,
this too will be the focus of the BCC materials that would be developed.

iv) Pre-testing – SRUSHTI believes that pre-testing is an integral part of the

process of developing communication material. Even the most careful
preparations cannot guarantee that the target audience will understand the
messages and material of find them appropriate, relevant and persuasive. Pre-
testing, that is, asking selected members of the target audience what they think
about the messages and material is an excellent way of ensuring the audience is
involved and the best way to ensure that material do indeed evoke the intended
response.

Pre-testing can shed light on subtle aspects of materials being created –

pictures, illustrations, colors, choice of characters, and even facial expressions.
At a minimum, pre-testing seeks to answer the following basic questions:

 Is the message clear to the target audience?

 Are the images culturally appropriate?
 Are there too many messages? Can some information be sacrificed for
better focus?
 Is there anything offensive in the material?
 Would people talk to their friends and relatives about the message?
 Does it want to make/motivate the audience take appropriate action?

The cost, time and effort required for pre-testing and revising communication
material vary greatly. There are several ways to pre-test the communication
material. Some are quite easy to administer and others more difficult. It is
important to choose a method that fits the budget and resources.

v) Modification and finalization of communication material – Based on

the pre-test results, the communication material will be modified to incorporate
the inputs from the field. The material that is well appreciated, and for which
feedback was not divergent would be finalized.
vi) Development of implementation strategy – Based on the BCC materials
developed, implementation strategy for using the BCC materials by the field
personnel of SRUSHTI would be developed.
Developing Action Plans for implementation

A table summarizing the activities that need to be carried out, along with
support materials to execute the BCC strategy and the issues that need to
be highlighted and implemented would be developed in the
implementation plan.

Target Key messages Activities Who will do Support

audience on it required

4. Key Personnel

In the last 18 years of its existence SRUSHTI has worked extensively across the
development sector involving development and production of a range advocacy,
communication and social mobilization materials for audiences from community
level to program implementation staff.

The Team
The team at SRUSHTI will comprise of: Director (1), Coordinator (1),
Researchers (2), Creative Consultant/Resource Persons for communication tools
and trainings manual (2), Story/Content writers (12), Graphic designer 91),
Cartoonist cum illustrator (1), Photographer (1), Creative writers for songs/jingles
(10), Translators (2), DTP operator (1), Kalajatha Resource Persons (24),
Kalajatha artists – singers, dancers, instrumentalists & Performers (160), Cultural
organizers (4), Administrative Assistant (1)

Director – Padmaja – Manages all projects at Hyderabad for communication.

She has over 8 years of experience in supervision, coordination and
implementation of projects involving development of a range of communication
materials and training for communication.

Coordinator – Praveen Kumar – He has over 24 years of experience of working

in development/social service sector. He has coordinated and undertaken study
at field level for developing material, pre-testing and trainings. His expertise and
experience of working in all districts of Andhra Pradesh will bring valuable
insights in developing the BCC tools and trainings. He has primarily worked on
projects related to Health, maternal & child health, education, HIV-AIDS control,
Gender, Health & Nutrition, Livelihoods, Plantations, Water management, Jogin,
Child marriages, Girl child education, Youth, Women empowerment, ISL,
Sanitation, Disability, Non Pesticides management, Non timbered forest produce,
Income generating sources, Strengthening the Sanghas, Waste land
development, Superstitions, Migrating of rural poor, Farmers suicides issue, PRI,
Organic cotton, Seaweed, Live stock among other areas.
Documentation Specialist – Nirmala Kondepudi – She has 20 years of
experience as a documentation specialist in both Telugu & English.

Cultural Organizer – Ravi Kumar – He has over 10 years of experience of

working in social service sector. He has also conducted and coordinated
kalajatha training programs and pre-testing of the communication tools. He has
closely worked on Health, education, HIV-AIDS control, Gender, Livelihoods,
Plantations, Child marriages, Youth, Women empowerment, Sanitation, Non
Pesticides management, Income generating sources, Strengthening the
Sanghas, Migrating of rural poor, etc.

CRP – Ramesh – He has 6 years of experience of working in development

sector, coordinated and undertaken kalajatha trainings and pre-testing of the
communication tools. He has closely worked on Health, HIV-AIDS control,
Gender, Livelihoods, Youth, Women empowerment, Sanitation, Non Pesticides
management, Strengthening the Sanghas, etc.

Creative Consultant/Resource Person – Vittal – He has over 35 years of

experience of working as a creative writer and director. He has
undertaken/developed communication tools and training manual.

Creative Consultant/Resource Person – Appa Rao - He has over 25 years of

experience of working as a creative writer. He has undertaken/developed
communication tools.

Story/Content writer – Jagan Mohan Rao - He has over 25 years of experience

of working as a story/content writer.

Story/Content writer – Yesu Padam - He has over 15 years of experience of

working as a content write. He has undertaken/developed communication tools.

DTP Operator – Surya Narayana – He has 6 years of experience of working as

DTP operator.

Researcher – Dr.Raj Mohammad – He has 9 years of experience of working on

communication issues and folk media.

Designer - Rasheed – He has been involved in developing culturally specific

and appropriate illustrations for a number of communication materials such as
poster, flip books, leaflets and training manuals projects related to maternal and
child health, public health (TB, HIV/AIDS and Polio), elementary education
among other areas.

Photographer – Kanna – A freelance photographer, Kanna has worked with

SRUSHTI on various assignments.
Senior Layout Operator – Mahesh Reddy – With an experience of more than 6
years in working with major design soft wares such as in design, Page maker,
Photoshop, illustrator, Coral Draw etc., He has been responsible for layout of a
number of communication materials ranging from leaflets, flip books, booklets
and advocacy kits produced by SRUSHTI.

Resource Person – Lakshmi - She has 10 years of experience of working in

development sector, coordinated and undertaken kalajatha trainings as a team
leader for CRPs.

Translator – Sumitra - She has 4 years of experience of working as a translator

Translator – Rams Sheshu - He has 25 years of experience of working as a

translator.

Also more than 250 other master trainers, trainers and field level work artists
were also involved in SRUSHTI.

All the above team members will be available to ensure smooth

implementation of this project. The team would receive periodic support
and guidance from experts.

(R.Praveen Kumar)
Coordinator