The document discusses a plan to increase awareness of iodine deficiency and promote the use of iodized salt in rural India. It notes that many people in India suffer from iodine deficiency and consume non-iodized salt. The plan has four phases: identifying key rural areas with iodine deficiency issues, gathering promoters and essential materials, using edutainment to educate people on iodine and encourage salt purchases, and repeating communication efforts over time using appropriate local media. The goal is to ultimately improve health and reduce iodine deficiency disorders in rural India.

1. More Clients ……. Who get more money ….. Ultimately more PROFITS Happy New Year

2. IODINE An essential element of life

3. IODINE ??? SALT ???

4. Current Scenario 70 million people suffer from IDD, with 200 million more at risk Out of 610 districts in the country 310 have been surveyed and 253 of them found to be endemic 26 million children born each year are exposed to IDD Iodine consumption Poor segment :36% Medium class :50% High SEC :70% *Source (ICCIDD) INTERNATIONAL COUNCIL FOR CONTROL OF IODINE DEFICIENCY DISORDER’S

5. Objectives To create awareness about IODINE and its advantages in rural India and ultimately increase the usage of iodized salt.

6. Why Rural ? *Source (NCAER : National Council of Applied Economic Research, India)

7. TATA - IODINE combo T & T First, national brand of packaged salt Leader with 47% share in branded salt BUT 18.2% overall Success of TATA Shakti

8. Target Age Group - 5 to 17 - 35% Primary to metric (Schools) - 64% Semi Pucca, Pucca House - R2, R3 - 77% Middle and Lower Middle Class - 45% Opinion Leaders - Panchayat, Medical centers,

9. The 4 Phase Plan

10. Identifying key areas Areas with more IDD cases With more use of local salt Suitable for the Set Up Favorable ‘Mela’ dates Getting the Creative Gathering Promoters (TATA, Government of India) Permissions Teachers who could help Cooks for guidance

11. The 4 Phase Plan

12. Essentials Canopy Danglers Standees Tents Posters Banners Cantors

13. The 4 Phase Plan

14. From Awareness to Action The Edutainment Purchase

15. The 4 Phase Plan

16. Communication Edge Appropriate use of MEDIA Radio TV Newspaper Three Hit Theory

17. Estimate Time & Cost PHASE TIME ELEMENTS COST I 3-4 months Associates Transport Misc. II 16-20 days 4 cantors or vans Associates Banners, posters etc. 4 days /village III 1-1 ½ month 4 cantors or vans Gifts, Guides, Food 7 days /village IV Repeat from II & III three times Recording tapes, video camera Associates