INTRODUCTION

The words "information", "education",

and "communication" have individual
meanings, when grouped together as
"IEC", they are familiar to many within
the field of health communication IEC is
the process of learning that empowers
people to make decisions, modify
behaviors and change social conditions
 Activities are developed based upon
needs assessments, sound educational
principles, and periodic evaluation using a
clear set of goals and objectives. IEC is a
concentrated pre-planned educational
endeavour with specific objectives,
focussed towards specific programme
goals in order to reach specific audience
either in individual, or group settings
through skillful use of proper methods and
media.
 DEFINITION
Information, education and
communication (IEC) combines
strategies, approaches and methods
that enable individuals, families,
groups, organizations and
communities to play active roles in
achieving, protecting and sustaining
their own health.
 Or
An operational definition of “IEC”
refers to a public health approach
aiming at changing or reinforcing
health-related behaviors in a target
audience, concerning a specific
problem and within a pre-defined
period of time, through
communication methods and
principles.
 CONCEPT OF IEC
• Information The word 'Information' in
Social Interaction, is used in different
ways. We speak of useful, valuable,
factual, reliable, precise true information
and so on. Information is about
something. It can be about an object,
people, situation or events etc. The
information involves informants, advisers,
reference book compilers as well as those
acts on the information
 Education:
Education is concerned with opening out the
horizons to choose his interests and mode of
living. It is a process of continuous interaction
in which both teachers taught and get
benefitted. It helps to mould the behaviour
pattern of man and to adjust himself.
Educational process is a planned effort to
achieve pre-determined objectives related to
thinking, feeling and practices
Communication
• It is an integral and important component
of the total health programmes.
Communication has attained greater
importance in health promotion and
development. Communication is the back-
bone of Modern Society. If community
participation is the heart of Primary Health
Care, Communication is the blood.
• It is a link between the health providers
and the community. Communication is a
means to mobilizing the people and
seeking their willing co-operation in
political, social, health and economic
developments. The main role of
communication is providing information,
persuasion, and motivation, reminding and
influencing the behaviour of the people
 PURPOSES
Increasing awareness: IEC
activities helps in increasing awareness
about various health problems like
hypertension, heart diseases etc. It is also
very helpful in providing awareness
regarding maternal health problems and
helps in awaring pregnant ladies about
various measures to remain healthy
during pregnancy.
• Sensitive television and radio
programmes, which treat
population and family planning
topics in a no-nonsense fashion,
can reach millions of people
missed by the print media. Even
the poorest, illiterate farmer can
listen to a village radio set or
watch television.
Enhancing the role of
communication in support of
population programmes: IEC works
in programmatic areas, such as
providing counseling for users of
family planning services; preventing
STDs (including HIV/AIDS); creating
awareness of the linkages between
resource use and population
dynamics;
; social marketing of contraceptives;
addressing adolescent reproductive
health; and using entertainment to
foster awareness. Well-directed
communication campaigns also assist
community workers in discharging their
duties, enhancing the acceptance of
clinic-based education programme
 Establishing population
information centres and networks:
• With the help of IEC information centres
and networks are established where
health related information is provided
with the help of IEC materials.
 Educating people about
population issues and family
planning:
Population issues affect all aspects of life and
must be treated as an integral part of school
education. Children who grow up with an
understanding of population and
development issues and who learn about the
importance of family planning and receive
proper sex education become more
responsible and informed adults, able to play
active roles in social change and community
development.
Now, more attention is being paid to family
planning and to human sexuality, including
gender issues, in the school systems of
developing countries. Educating and
empowering future mothers and fathers with
decision-making information about
contraception and smaller families will go a
long way towards improving the quality of life
for millions in the next century. The
importance of educating girls was highlighted.
Here the IEC is very helpful
 STRATEGIES OF IEC:
The IEC strategies adopted in Govt./NGO's in
promoting people's involvement for Health and
eye health programme with special reference to
group and intersonal approaches are as
follows:

• Identifying the communication needs to plan

IEC activities.
• Training Health Functionaries.
• Training of Community
leaders/Volunteer
• Training of Mothers(M.S.S.)
• Training and working with TBA,
Indigenous Medical Practitioners.
Involvement of Health related
sector personnel – Teachers,
Gramasevaks, Animators and
postmasters.
• Use of Satisfied adopters
• Involvement of NGO's
• Adopting Social Marketing Technique
• Effective use of Mass Media for back-
up (Cable TV, Folk Media)
Strengthening inter personal
communication and
• Follow-up of the programme.
A STEPWISE APPROACH TO
DESIGNING AN IEC
STRATEGY:
• STEP-1:- Identify the IEC goals for the
programme or the project, in order of
priority.
• STEP-2:- Select target audience groups in
order of priority
• STEP-3:- Identify changes (in
knowledge, behavior and attitude)
expected from each target audience
group, or from institutions; formulate
IEC objectives and success indicators
accordingly.
• STEP-4:- Identify from audience,
research contextual factors and
background influences that will
facilitate or constrain the expected
changes within each audience group.
• STEP-5:- Determine the types of IEC
activities needed to bring about the
expected changes (e.g. research,
information, education or motivation,
training etc.)
• STEP-6:- Outline key appropriate
messages and message strategies.
• STEP-7:- Identify the combination of
communication channels, including
formal and informal social networks,
most appropriate to bring about these
changes.
• STEP-8:- Identify organizational and
managerial strategies (which institutional
resources will be used, including those
needed for monitoring and evaluation)
• STEP-9:- Calculate the amount of
resources needed to carry out the IEC
activities, and if possible, identify their
sources.
• STEP-10:- Identify a realistic time frame
and a critical path of actions to be taken,
and their sequence.
• STEP-11:- Discuss the strategy, adjust it,
and get it approved.
 STEP: 1- Identifying the IEC goals:-
• The strategy – development phase
requires a re-examination of the whole
programme, with a view to
determining which population
problems could be solved through
behaviour and attitude changes.
 STEP:2- Selecting and prioritizing target audience
groups:-
• After reaching a consensus on which overall
population problems and goals are amenable to
communication solutions, the various target
audiences or affected by these problems needs to be
identified.
• Audiences also include the whole array of allies and
partners – policy makers, programme administrators,
service providers, community and religious leaders
etc. IEC planners distinguish between “primary” and
the “secondary” audiences, according to the roles
they play in the long term process of attitude and
behaviour change.
• The primary audience includes those who, it is hoped
that the programme will actually result in new practices.
• The secondary audience includes those who, it is hoped,
will positively influence the primary audience. Examples
of secondary audiences or intermediary groups are:
• Top- level decision makers and influential.
• Political/ administrative personnel.
• Media gate keepers (e.g. editors and programme
directors), and educators in the school system; leaders
of social organizations (e.g. labour unions, community
organizations and political parties)
• Influential persons at community level: extension
workers, leaders of community groups, traditional and
religious leaders
• Influential persons in the family, such as mothers in law,
peers and other.
•
 STEP: 3-Idenifying changes expected from each
target group and formulating corresponding IEC
objectives:
• In designing IEC programmes for behavior change,
planners have to take into accounts a certain
number of internal stages which people go
through before they change their behaviour. IEC
interventions are expected to bring about changes
in understanding, awareness, attitudes,
performance or practices of target groups. It also
includes formulation of objective.
 An objective must be SMART:
• Specific (what and who)
• Measureable (something you can
see, hear or touch, usually expressed
with an action verb)
• Area specific (where)
• Realistic (achievable)
• Time-bound (when)
 STEP: 4- Assessing and understanding
contextual factors and gaps in existing beliefs
and attitudes:
• To assess the difference between
expectations and reality, and explore the
reasons for such gaps, the next step is to
look for an answer to the questions: how
far is each audience from our
expectations? And why are they not now
doing what is expected?
• The extent of and reasons for current
gaps in behaviour, attitude or knowledge
among target groups are assessed
through audience-research studies. Such
studies may combine various methods –
knowledge, attitude and practice (KAP)
surveys, focus group discussions,
observations, case histories and
ethnographies and other qualitative
studies
• STEP:5-Determining combination of IEC activities is
needed to bring about the desired behavioral
changes:
• Since IEC is by definition a planned combination of
information, education and communication
processes used to bring about desired changes
within audiences, planner will need to decide which
approach best corresponds to the nature of the
problems identified by audience research. “IEC
solution” would probably consist of a mix of in –
service providers in counseling skills, education and
motivation satisfied acceptors. Broadcasting
educational and entertaining programmes for youth
and peer education.
 STEP:6- Outlining the focus of messages to be
communicated and message strategies:
• Message is what is transmitted in the
communication process and message content is
related to the behaviour that needs to be changed
or encouraged.
• Characteristics of an effective message:
• Message should be usef,mmmul and
comprehensive.
• It should be precise and clear
• It should be correct and complete
• It should be relevant and interesting
• It should motivate and lead to change in behaviour
Message should reach the person through all five
senses
• Message should be as per the existing social
norms and should not contraindicate prevalent
beliefs and practices.
• It should be as per the felt needs of the
community.
• It should improve the knowledge and skills of
audience
• It should be specific and scientific
• Different messages are required for different
target groups.
• Too many messages should not be given at the
same time
STEP:7- Identifying the most appropriate
combination of communication channels:
• Points to be remember while selecting a media:
• Educational level of target audiences.
• Media habits of target audience.
• Electronic media can have a better reach among a
particular section of society and can be used for
creating awareness and reinforcement of messages.
• Print media has limited use in areas with low
literacy levels.
• Folk and traditional media is more popular in rural
and tribal areas.
• Mass media: e.g. radio, television, printed press and
cinema.
• Audio visual aids: e.g. printed teaching and advertising
materials and posters.
• Traditional media:e.g. theatre, dance, music, puppet
shows, festivals, fairs, market days etc.
• Community organizations: e.g. literacy groups, peer
support and volunteer action groups, religious and
kinship groups, women’s and youth groups, theatre or
sports group, and cooperatives.
• A multiple channel, multimedia approach is
needed. Channels of communication reinforce one
another. It is best to combine channels (e.g.
interpersonal with print media, mass media with face
to face or group communication) rather than focus on
only one.
 STEP:8- Identifying organizational and managerial
strategies, monitoring systems and means to
involve the audiences :
• There are three possible levels of implementation
in IEC strategies: national; sub national; and
community. There are at least four organizational
roles for institutions involved in the planning and
execution of IEC strategies:
• Institutions that provide political leadership and
help coordinate national programme or project
level interventions, at the sectoral (i.e. within one
government agency), intersectoral or community
level.
 STEP: 9 &10- Calculating the amount of resources
needed and identify a realistic time frame
• Costing out IEC activities requires an inventory and
estimates of all types of expenses: research;
meetings; materials production, distribution and
re supply; mobilization and public information
activities; mass media programmes production
and broadcasting; interpersonal and group
communications and technical assistance. After
such estimates are made, cost sharing strategies
among government and non governmental
agencies, the private sector and external agencies
• Enough time should be allowed for:
training of enumerators on census and
communication skills at the central and
governorate levels (three months);
training of communicators on census
issues (one month); development of
materials and messages (three to six
months) including time for pretesting,
modification and adjusting materials.
 IEC MATERIALS AND
ACTIVITIES

Printed Mass
giveaways
materials media

Community Innovative
awarness ideas
 PRINTED MATERIALS:

• Use printed materials to post

information in public places,
as teaching aids, or to provide
information to individuals.
These materials include:
• Brochures
• Posters
• Wall calendars • Playing cards
• Billboards
• Advertisements (posted on public
transport vehicles, for example)
• Murals
• Desktop flip charts (for one-on-one and
small group education)
• Other materials
 MASS MEDIA
• Many construction
workers and
community residents
report that television,
radio and the use of
DVDs/VCDs is the
best form of
educational medium.
• Programs can include short
30 to 60 second public
service announcements
promoting condoms or
counseling and testing, short
five to ten minute mini-
dramas, docudramas that
range from 25 to 60 minutes,
as well as taped musical and
theatrical productions. These
can be shown on television,
broadcast on radio or shown
as a VCD/DVD.
• Television, radio and DVDs/VCDs are
among the most Effective outreach
tools.
• There are many venues where you
can show VCDs and DVDs including:
• Waiting areas at health clinics or
other places people gather.
• Public transportation sites, either
while waiting to board or en route on
buses, ferries, trains, etc.
• Evening entertainment venues
• Construction worker dormitories
• Accompanied by in-person entertainment,
questions and answers with prizes, etc.
• Print media, i.e. newspapers, magazines
• Broadcast media, i.e. television, radio
• DVDs/VCDs
• Other mass media ideas that have been
used successfully include:
• Billboards
 GIVE AWAYS:
• People love “giveaways,” including those
listed below and more. It is important to
evaluate costs and benefits to determine
the value gained from these. If there is a
strong visual message associated with the
items being given away, and the items are
put into use, messages can quickly
become integrated into community life
–Condoms
–Pens and pencils
–T-shirts
–Caps
–Key chains
–Playing cards
COMMUNITY AWARENESS EVENTS
• Community Awareness —Use of
a central venue with a stage for
entertainment and room for
health agencies, and others to
provide information, giveaways,
and even counseling &NGOs,
public testing, Musical concerts,
theatrical performances, Health
fairs, Rallies can be held to
promote awareness of specific
issues.
 INNOVATIVE IDEAS
• Text messaging/Short
message service
(SMS) — some groups
has used text
messaging/SMS
where members of
target populations
have mobile phones.
• Email—in a similar way to
text messaging information
can be provided through
email for those groups who
have access to and use the
internet.
• Puzzles—with messages
relating to information to
convey. Perhaps construction
workers would enjoy putting
together a puzzle as a form of
evening entertainment.
 IEC approaches
• People vary in their life-style and the
level of knowledge. A uniform IEC
approach may not be suitable. So, a
mixture of different approaches may be
used depending upon the local situation,
audience, purpose, programme needs
and felt needs of the community. These
could be classified as:
• Individual Approach
• Group Approach
• Each approach has its own advantages and
limitation depending upon the purpose and
situation.
For interpersonal and group approaches,
appropriate methods and media have to be
selected depending upon the community and
content of the messages. It is also better to find out
already existing communication channels and level
of information. Common methods and media which
are suitable for rural areas for interpersonal and
group approaches are given below:
Methods and Media for
Group and
Interpersonal
Approaches:
APPROACHES METHOD MEDIA
1. Film
Group 1.Group 2. Tape-recorder
Approach Discussion 3. T.V.
4. Video

2.Demonstr- 5. Flashcard
6. Flannel-graph
ation 7. Puppet-show
8. Flipbook
3.Role play 9. Booklets
10.leaflets
Individ- 1.Home 1.Photo-
ual visit folder
approa- 2.Individua 2.Booklets
ch -l contact 3.Leaflets
3.councellin 4.Kits
-g 5.Flashcard
s
• Both mass media, interpersonal
communication have their individual and
complementary roles.
• Information transmitted by media carries
a certain amount of weightage.
Interpersonal communication helps to
reach deeper into the attitudinal and
motivational core of the individual. It also
helps to decision making process and to
solve psychological problems.
• Feedback is possible in interpersonal
communication when both are combined; the
chances of influencing people to take
appropriate actions are greatly increased.
Mass communications cannot replace face to
face approaches
• Each has its definite and well defined
objectives. Mass Media programmes are best
followed up with the effective system of
interpersonal communications, so that
awareness can be converted into actions
without any lapse of time.
 STRATEGIES TO IMPROVE BOTH IEC
ACTIVITIES AND SERVICE DELIVER ARE

• Increase the reach of services by making

visits of workers and supervisors more
predictable and regular ;improve quality
of services through knowledge and skill
development of workers;
• Make supervision more oriented towards problem
solving;
• Link supervision with training at various levels;
• Concentrate on local field problems, both for
development training materials and their uses.
• Combine interpersonal communication strategy
with mass media approach.
• Streamline supply systems to meet the local needs
of health and family welfare units.
• Establish relationship between various levels and
elements of the system.
• Improve performance levels through continuous
 SUMMERIZATION
• Introduction
• Definition
• Concept of IEC
• Purposes
• Stratigies of IEC
• A step wise approaches to design an IEC strategy
• IEC material and activities
• IEC approaches
 RECAPITULIZATION

•Define the information

•Purpose of IEC
•What are the IEC
approaches.
•IEC material and activities.