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5 Rs of IEC (Information, Education and Communication)

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: Presentation during the Cluster 1 training on the "5Rs of IEC" for participants from Cebu Technological University, Davao Oriental State College of Science and Technology and Masbate School of Fisheries. The training was under the project "Integrated Coastal Resources Management" of the Department of Environment and Natural Resources, conducted on a loan from the Asian Development Bank and a grant from the Global Environment Facility.

Published in: Education

5 Rs of IEC (Information, Education and Communication)

  1. 1. The “5 Rs” of IEC<br />By Mark Raygan E. Garcia <br />
  2. 2. What is IEC? <br />Information, Education and Communication <br />WHO – an approach which attempts to change or reinforce a set of behaviors in a “target audience” regarding a specific problem in a predefined period of time. <br />
  3. 3. I-E-C Dynamics <br />Information <br />Education <br />Communication <br />Information – facts | data (statistics) | socio-economic-political profile<br />Education – “activated” knowledge <br />Communication –dissemination using various channels <br />
  4. 4. I-E-C Dynamics: Deliberate <br />Information <br />Education <br />Communication <br />Information – ability to acquire and select <br />Education – ability to appreciate and direct understanding <br />Communication –ability to package/customize, share and influence <br />
  5. 5. 5Rs of IEC <br />Relate <br />Realize<br />Reform<br />Retain<br />Replicate <br />
  6. 6. R1: Relate <br />IEC’s ability to assist audience in initially locating their role (contributor or solution or observer) in the issue/message<br />Who am I? <br />Who am I in the issue? <br />What does the issue mean to me?<br />Focus: Self | Family <br />
  7. 7. R2: Realize <br />IEC’s ability to facilitate the process of understanding the issue more, evaluating the stakeholders’ and actors’ role in it, and assessing their practices and behaviors against greater common goals<br />Who am I to my community?<br />What does the issue mean to my community?<br />What am I here for?<br />Focus: Self vis-à-vis Community<br />
  8. 8. R3: Reform <br />IEC’s ability to effect favorable change in practices and behavior, ensuring the same is community-oriented and –driven.<br />Focus: Community (“now” mindset) <br />vis-à-vis Issue <br />
  9. 9. R4: Retain<br />IEC’s ability to sustain favorable change in practices and behavior by taking ownership of such change, developing within the target audience the passion to pursue best and sound practices<br /> Focus: Community (“future” mindset) <br />vis-à-vis Issue <br />
  10. 10. 5R: Replicate<br />IEC’s ability to inspire target audience to share their best and sound practices, extending their reach and relevance.<br />Focus: Immediate Community vis-à-vis <br /> Extended community <br />
  11. 11. 7 IEC “Know” Steps <br />Know the problem<br />Know your audience / market<br />Know your objectives <br />Know your strategies <br />Know your messages <br />Know your channels <br />Know your success indicators (evaluation tools) <br />
  12. 12. 1 “Know”: Problem<br />Product-related <br />Commodity, resources, materials; supply (vis-à-vis demand) <br />Ordinances, laws<br />Process-related <br />Access <br />Procedures <br />People-related<br />Attitude | Behavior <br />Culture | Religion <br />
  13. 13. 2 “Know” : Audience | Market <br />Market Identification <br />General: Who plays a role in this problem? <br />Market Segmentation<br />Split: Gender | Interest (Contribution, Impact) <br />Specific:<br /> Who comprise my market?<br />What role does each play? <br />By virtue of what factor does each play a role? And to what extent is their participation relevant, based on the same factor? <br />
  14. 14. 3 “Know”: Objectives <br />What do you seek to achieve?<br />Product-related? <br />Process-related?<br />People-related? <br />When do you want them achieved? (timeline) <br />
  15. 15. 4 “Know”: Strategies<br />Advocacy (For Policy Implementation and Program Resources) <br />Public Information and Communication <br />Social Mobilization <br />(Based on the ICRMP ComPlan)<br />
  16. 16. 5 “Know”: Messages <br />Message Development<br />Based on your problem, objectives <br />Based on your market segmentation (language)<br />Based on your sectoral profiling (approach) <br />Written, Verbal, Visual, Online, Mobile <br />
  17. 17. 6 “Know”: Channels <br />Used for data gathering, info dissemination, consultations, advocacy, planning, “watchdog”, and decision-making <br />Face-to-Face<br />Interpersonal | Small Group (FGD) | “Town Hall”<br />Media<br />Print, Broadcast, TV <br />Internet <br />“Alternative Packaging” <br />Visual & Performing Arts <br />* Channel’s based on limitation/preference of market segments <br />
  18. 18. 7 “Know”: Indicators <br />Output Indicators <br />Result Indicators<br />Impact Indicators <br />(Based on the ICMRP ComPlan) <br />

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