Dr. Tapan Das from the Ministry of Drinking Water and Sanitation presents the IEC component within the Total Sanitation Campaign.

1. IEC STRATEGY IN TSC & NBA
DR. T. K. Das
Ministry of Drinking Water &
Sanitation

2. TSC Components
• Start Up Activities
• IEC Activities
• Rural Sanitary Mart/Production Centers
• Construction of IIHLs
• Community Sanitary Complex
• Institutional Toilets :School/Anganwadi
• Ecological Sanitation
 SLWM ,Administrative Charges

3. IEC as per TSC Guidelines
• 15 % of TSC fund earmarked for IEC
• IEC to create demand for sanitary facilities for
creation of demand for HHs ,Schools ,AW, CSC
• IEC Activities to be area specific & involve all
cross sections of people
• IEC to generate “felt need” and willingness to
construct latrines.
• IEC activity is not one time activity

4. IEC as per TSC Guidelines
• IEC is not only for demand creation but also
for use ,maintenance & up-gradation
• IEC should result in integration of sanitation &
hygiene as integral part of sustainable life.

5. IEC STRATGEY IN TSC
• IEC should focus on health , hygiene practices &
environmental sanitation aspects.
• Under IEC mass media should be taken up only at
national &state level.
• At district level focus should be IPC, Mid-media&
Reminder media like Wall painting, Hoarding
,Posters etc.
• District to prepare detailed IEC Annual Action
Plan by February with strategies to reach all
sections of community.

6. IEC Strategy in TSC(cont.)
• Aim of Dist .Comm. Plan to motivate rural
people to adopt hygiene behaviour as way of life
& thereby develop ,use and maintain facilities
created under TSC.
• CCDU to assist Districts to develop
communication Strategy & plan & implement.
• The Annual IEC plan to be approved by DWM or
Dt. Panchayat.
• Observance of San Day/Week/Fortnight to be a
part of Annual IEC Plan.

7. IEC Funds in TSC Guidelines
• For effective dissemination of IEC materials
Funds to be ensured for Block & GP.
• NGO: for IEC , selection of motivators
, execution of work like wall paintings, street
plays , street plays etc.
• Funds for IEC to be imparted hygiene edn. To
communities ,general public ,school children.
• IEC for training of masons, SHGs , for
production of san components, napkins etc.

8. New addition in IEC in NBA
• IEC fund to be divided for pre- Nirmal & post-Nirmal
stages.
• Funds to be divided as per baseline survey& rate of
acceleration of sanitation coverage
• IEC Plan for pre-NGP & post NGP stages.
• Funds to be used for hygiene education of
communities, general public & school children.
• IEC Plan for raising awareness of school
children, teachers & PTA.
• National Advocacy &Communication Strategy(draft)
formulated.

9. NBA focus on Gram Swachhata Sabha
(GSS)
• Gram Swachhata Sabha(GSS) every six months to
undertake mandatory Review of month wise progress
in respect of month-wise plans
• Proceedings of Swachhata Diwas that was held in GP .
• Information as prepared by GP, Secretary ,will be read
out by a responsible person of the community(i.e.
teacher/ex-serviceman )
• >,verify financial expenditure ,
• >examine list of beneficiaries ,
• >discuss the priorities reflected in choices made, and
critically evaluate quality work as the services of
programme officials .

10. Mandatory Agenda Issues of SGS
• Whether the objectives defined in the project cover
entire GP including every household.
• Whether Months Plans for Sanitation were prepared in
a transparent manner.
• Whether the identified beneficiaries received the
incentive amount on construction and use of IHHL.
• Was the list of identified beneficiaries read out for
verification at the GS?
• Efforts for coverage of remaining households including
APLs for provision of sanitation facilities?
• Plan of action to attain open defecation free/Nirmal
status.

11. Procedeedings of Gram Sabha
• Proceedings to be conducted in a transparent manner ,where the poorest and
most marginalize can speak out in confidence & without fear.
• The officials responsible for implementation are required to be present to answer
queries .
• Decisions & resolutions must be recorded by vote ,but dissenting comments must
be recorded.
• The mandatory agenda must be gone through, including transparency checklist .
• Objections if any must be recorded.
• The ATR in respect of previous GSS should be read out at the beginning of GSS.
• The reports of these GSS & minutes should be submitted to the DWSM/District
Collector within a period of one month for necessary action.
• DWSM/District Collector is responsible for ensuring social audit is convened timely
as per details.
• The District Collector will regularly review that the Social Audits are being
conducted.

12. No. of Swachhata Doot in States
ANDHRA PRADESH 8
20000
ASSAM 3
BIHAR 1001 18000
CHHATTISGARH 142
GUJARAT 5064 16000
HARYANA 5840
14000
HIMACHAL PRADESH 2346
12000
JAMMU & KASHMIR 6
JHARKHAND 1445 10000
KARNATAKA 11
8000
MADHYA PRADESH 18277
MAHARASHTRA 179 6000
MEGHALAYA 1
4000
ORISSA 3
RAJASTHAN 467 2000
TAMIL NADU 233
0
UTTAR PRADESH 3941
UTTARAKHAND 2424
WEST BENGAL 23

13. Average of recall response for IEC
before & after NGP:CMS(011)
(Percentage-%)
STATES IEC Activities IEC Activities
Before NGP After NGP
Rajasthan 54 40
Chattisgarh 48 38
Himachal Pradesh 37 25
Maharashtra 34 24
Karnataka 27 28
Andhra Pradesh 25 25
Haryana 22 24
Kerala 21 0
Tripura 21 20
Uttar Pradesh 20 12
West Bengal 20 19
Bihar 6 3
Total Average 28 22

14. Recall responses for IEC(%) before
&after NGP:CMS Study(2011)
60
Before NGP
50
40
After NGP
30
Series1
20 Series2
10
0

15. Extent of IEC Activities recall before
NGP Year :SMS Study: GOI(2003)
Sl. No. IEC Activities Percentage
Recall
1Rallies & Marches 23
2Posters/Wall Paintings 18
3Speeches by Political 17
leaders & Govt. Officials
4Street Plays 17
5Sanitation in School 9
Curriculum
6Audio Camapigns
in W .B.
7A.V.shows mainly in
Chattisgarh & A.P.
8Distribution of leaflets/
booklets(mainly in Bihar
& Karnataka)

16. Extent of IEC before NGP Year :CMS
25
20
15
10
Series1
5
0

17. FINDING ON EFFECTIVENESS OF IEC/BCC COMPONENTS
RESPONSIBLE FOR SUTAINABILITY IN SANITATION
Findings of UNICEF &WSP study (162 Findings of CMS in NGP villages
GPs)
1.Gram Sabha discussion(51% recall)
2.Door-to-door camp.(46% recall)
3.Discussion in SHGs & or local
meeting(39% recall)
4.Rallies,marches,street plays(34% 1. Rallies/marches(23% recall)(4)St.
recall) plays(17% recall)
5.Speeches by political Leaders & Gov.. 3. Speeches by Pol. leaders & gov.Off.-
off.-(32% recall) 17%(recall)
6.A.V.Shows(18% recall) 6. A.V .shows(lesser extent)
7.Audio Camp.(17% recall) 6. Audio Camp(lesser extent)
8.San. issues in School Curriculum(15% 5. San .issues in school curriculum
recall) (9%recall)
9. Distribution of leaflets, booklets (12% 6. Leaflets(Lesser extent)
recall)
2. Posters & Wall paintings(18% recall)

18. LEADERS & INFLUENCERS IN
SOCIAL MOBILIZATION IN NGP
VILLAGES
School Teachers
, AWW,NGOs & Self motivated
Others, 11% , 10%
SHG Members PRI,VWSC
, 12% Members, 53%
Government
Officials, 14%
• Source :UNICEF/WSP & GOI study in 162 NGP in 6 States

19. Sanitation coverage ,female literacy and iec expenditure
percentage across states
Female Literacy Rate (2011
State
Sanitation Coverage% IEC Exp.% Census)
ANDHRA PRADESH 75 28 60
ARUNACHAL PRADESH 58 60 60
ASSAM 51 26 67
BIHAR 31 20 53
CHHATTISGARH 55 48 61
D & N HAVELI 1 0 66
GOA 76 2 82
GUJARAT 80 56 71
HARYANA 95 73 67
HIMACHAL PRADESH 100 80 77
JAMMU & KASHMIR 26 8 58
JHARKHAND 42 18 56
KARNATAKA 69 25 68
KERALA 100 64 92
MADHYA PRADESH 75 25 60
MAHARASHTRA 70 58 76
MANIPUR 38 36 73
MEGHALAYA 66 57 74
MIZORAM 78 61 89
NAGALAND 59 88 77
ORISSA 53 14 64
PUDUCHERRY 13 18 81
PUNJAB 63 2 71
RAJASTHAN 56 32 53
SIKKIM 100 39 76
TAMIL NADU 77 36 74
TRIPURA 96 53 83
UTTAR PRADESH 81 36 59
UTTARAKHAND 75 38 71
WEST BENGAL 67 17 71

20. Map of India Showing IEC
Expenditure(%)
1-20% 41-60%
21-40% 61-80%

21. Correlation Coefficient
0.560
0.406
Sanitation Coverage (%) and IEC Exp. (%) Female Literacy Rate and Sanitation Coverage (%)

22. IEC & San coverage % in Kerala
Premises(
Districts IEC Exp % Cen11) IIMS % 120
ALAPPUZHA 89.35 90.93 100
100
ERNAKULAM 56.97 96.89 100
80
IDUKKI 80.33 86.66 100
KANNUR 63.88 96.25 100 60
KASARGOD 100 88.84 100
40
KOLLAM 100 93 100 Series1
20
KOTTAYAM 52.71 95.98 100
Series2
KOZHIKODE 86.69 96.98 100 0
Series3
MALAPPURAM 81.43 96.5 100
PALAKKAD 20.94 88.17 100
PATHANAMTHITTA 100 100
93.65
THIRUVANANTHAPURAM 52.28 100
91.85
THRISSUR 48.57 96.9 100
WAYANAD 31.8 91.65 100
75.04 93.22 100

23. IEC Exp. &San coverage % in Jharkhand
Sl. No. District IEC Exp % San cove % San %
1 BOKARO 7.04 18.74 6.62 90
2 CHATRA 16.5 31.65 6.62
3 DEOGHAR 54.87 58.44
80
5.47
4 DHANBAD 9.14 31.16 12.21 70
5 DUMKA 24.84 73.71 6.24
6 GARHWA 16.04 37.67
60
4.92
7 GIRIDIH 17.17 35.65 5.81 50
8 GODDA 49.38 24.5 7.88
9 GUMLA 21.63 30.84
40
10 HAZARIBAGH 14.65 51.32 9.3 30
11 JAMTARA 21.11 33.4
12 KHUNTI 6.74 22.26 20
13 KODERMA 10.7 27.75 7.56 10
14 LATEHAR 16.93 75.89 7.21
15 LOHARDAGA 30.82 81.34 0
7.28
DHANBAD
KHUNTI
GARHWA
LATEHAR
BOKARO
GODDA
CHATRA
GIRIDIH
GUMLA
DEOGHAR
DUMKA
KODERMA
PAKUR
PALAMU
RAMGARH
SIMDEGA
RANCHI
SAHIBGANJ
JAMTARA
LOHARDAGA
SERAIKELA KHARSAWAN
HAZARIBAGH
PURBI SINGHBHUM
PASCHIM SINGHBHUM
16 PAKUR 18.21 68.41 7.31
17 PALAMU 9.29 37.22 7.43
18 PASCHIM SINGHBHUM 21.47 39.76
19 PURBI SINGHBHUM 46.9 67.34
13.64
20 RAMGARH 5.91 29.97 11
21 RANCHI 25.71 59.11
22 SAHIBGANJ 30.59 58.67 9.17
SERAIKELA
23 11.02 28.63
KHARSAWAN 6.45 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
24 SIMDEGA 12.14 18.45

24. On-line IEC Format used for Districts
(Palakkad)in Kerala
Sl.No. IEC COMPONENTS No.of IEC activities Proposed expenditure
Proposed (Rs in Lakhs)
1 Song & drama activities 13 0.5
2 Wall writing 504 37
3 Street Plays 0 0
4 Melas organised 0 0
5 Hoardings and banners 2900 14.5
6 Picture frames 0 0
7 Group meetings 104 2.4
8 Participatory Rural Appraisal 0 0
9 Exhibition 1 0.1
10 Radio Spots 0 1.5
11 TV Spots 0 3
12 Audio visual publicity 13 0.65
13 School Rally 65 0.65
14 Awareness cum inaugural workshop 108 2.3
15 Inter-personal communication 0 0
16 Distribution of IEC materials 5 14
17 Other (SUCHITWA POORNIMA) 655 33.3
Total :- 4368 109.9

25. WASH behaviours to be focussed in IEC
New IEC Strategy
• Based on the evidence the strategy focuses
on four critical WASH behaviours:
• 1. Building and use of toilets
• 2. The safe disposal of child faeces
• 3. Hand washing with soap after defecation,
before food and after handling child faeces
• 4. Safe storage and handling of drinking
water

26. Communication Approaches
•  Advocacy: to influence public and policy with information and to raise the issue of sanitation
higher in the policy agenda and in the minds of the people.
•  Interpersonal Communication: is the key approach of this strategy to raise awareness on the
importance of sanitation among the rural community and support the increased interest and
willingness to uptake sanitation and hygiene practices.
•  Community Mobilisation: to initiate dialogue among community members to deal with critical
issues of sanitation and hygiene and also provide a platform for the community to participate in
decisions that affect their daily lives.
•  Mass media, outdoor media and folk media: to raise mass awareness, promote the 4 critical
behaviours and programme information. Simultaneously also provide support to interpersonal and
community mobilisation efforts by reinforcing and raising the credibility of the message carried by
non-professionals.
•  Entertainment Education: to disseminate messages which are educational in substance,
entertaining in structure and popular in the community, in order to promote sanitation and hygiene
messages by building on and coordinating with the above efforts.
•  Social marketing: to promote adoption of behaviours and create a demand for services and
supplies that help practice that behaviour

27. Phases of New Communication
Strategy Framework(2012-2017)
• Three phases of the WASH Advocacy and Communication Strategy
• Phase 1: Raising Awareness- Designed to raise visibility of the
importance of good sanitation and hygiene behaviours and to build
public support, creating an enabling environment for change.
• Phase 2: Advocacy- To arm influencers and decision makers with
the information they need, and to encourage them to speak up and
to take action for positive change.
• Phase 3: Social and Behaviour Change Communication- To
empower individuals and families to make decisions based on
correct information and improved understanding and to motivate
communities to help create positive social norms.

28. Implementation Framework of new
Communication Strategy
• Phase I:Raising Awareness &Knowledge on
Sanitation & Hygiene.
• Phase II: Advocacy with decision makers &
Key influencers for creating enabling
environment
• Phase III: Promoting positive attitudes & Social
& BC Change for sanitation & correct hygiene
behaviour.

29. A few Key components of new
Communication Strategy
• District Communication Plan Template
• >Communication Plan with steps ,time
frame, Objective of Step , Output & Output
Indicators
• Fund Management:Centre:State Share
• >IPC & Community Mobilization :Up to 70%
• >Outdoor Media& folk media :Up to 15%
• >Mass Media :Up to 10%
• >M &E of IEC Activities:5%

30. Key features of New Communication
Strategy
• Core Components of District Communication
Plan:
• Communication Materials Cost Template
• M & E Frame work with Activity wise
Indicators & means of verification