IEC Workshop Report-Final

WORKSHOP ON
REPORT COMUNICATION STRATEGY DEVELOPMENT

FOR SANITATION & WATER QUALITY
Organised by
WSSO
Government of Maharashtra
and
UNICEF
1ST December 2011
Information, Education and Communication for Sanitation and Water Quality

Contents
1. Background ..................................................................................................................................... 2
2. Objectives of the Workshop ........................................................................................................... 2
3. Session 1: Introduction and Presentation....................................................................................... 4
a. Introduction to the workshop by Dr. Chetan Gajabhiye, Director, WSSO ..................................... 4
b. Inaugural Speech by Mrs. Malini Shankar, Principal Secretary, WSSD ........................................... 5
c. Presentation by UNICEF on Communication and Social Norm by Dr. Swati Mohapatra,

Communication specialist, UNICEF, Mumbai...................................................................................... 6
d. Presentation by UNICEF on IEC in Sanitation and Water Quality by Mr. Yusuf Kabir, WASH
Officer, UNICEF, Mumbai .................................................................................................................... 7
e. Speech by Shri. Bhaskar Munde, Divisional Commissioner, Aurangabad....................................... 9
f. Message by Hon Chief Secretary, Government of Maharashtra via video conferencing using
Skype ................................................................................................................................................. 10
4. Session 2: Presentation on good practices by districts ..................................................................... 11
A. Nagpur District: Good Morning Pathak to prevent open defecation ........................................... 11
B. Gadchiroli District: Engaging School Children in the campaign ................................................... 12
C. Raigad District: Letters to individual households - Innovative way to create awareness and
generate demand.............................................................................................................................. 13
5. Session 3: Group discussion and presentation on key themes......................................................... 15
Annexure 1: Workshop Schedule.................................................................................................. 25
Annexure 2: Presentation of Dr. Swati Mohapatra, UNICEF, Mumbai ......................................... 26
Annexure 3: Presentation of Mr. Yusuf Kabir, UNICEF, Mumbai .................................................. 33
...................................................................................................................................................... 47
Annexure 4: IEC Action Plan Template ......................................................................................... 48
Report: Information, Education and Communication for Sanitation and Water Quality 1
1. Background
Information, Education and Communication (IEC) is one of the key components under the
Total Sanitation Campaign (TSC) which has potentially the most crucial role in achieving the
open defecation free India. IEC activities intend to create demand for sanitation in general
and for toilets at household, school, anganwadi and community level in particular and to
generate awareness on importance of hygiene practices among communities. IEC activities
do not just focus on creating demand for sanitation infrastructure but can also ensure that
the infrastructure created is used for the intended purpose, its operation and maintenance,
up-gradation, etc is ensured appropriately and sustainably. There are various tools and
techniques which can be used in various conditions depending on socio economic strata,
region, preferences, etc by the community. IEC tools are very sensitive to factors such as
language, culture, creed, age, gender, socio- economic situations, region, etc and therefore
while designing a communication strategy and programme all these factors must be
considered in addition to approprptiateness of the medium itself. As per the GOI guidelines,
up to 15% of the funds may be allocated for IEC activities. IEC activities shall be designed in
such a way that promotion of sanitation and adaptation good water handling practices,
source protections, which has impacts health of individuals and community at large are
ensured.
In order to have focussed IEC interventions in the districts and to review progress of
preparation of Annual Action Plans (AIP) for IEC and to share best practices across the
State to amongst the district IEC team, a workshop was oragnised jointly by WSSO under
Water Supply and Sanitation Department, Government of Maharashtra and UNICEF,
Mumbai on December 1st 2011 at Hotel Ambassador, Aurangabad.
Officers from WSSO, IEC specialists from all districts and other key members from the
department and UNICEF team participated in the workshop. The entire workshop was led by
Principal Secretary, Water Supply and Sanitation Department.
Key partcipants:
a) IEC Experts from all districts
b) Officials from WSSD, WSSO including Principal Secretary, Deputy Secretary and
Director WSSO
c) Divisional Commissioner, Aurangabad
d) Deputy CEOs ( Village Panchayat)
e) Officials from UNICEF
List of participants is attached at the end of the report.
2. Objectives of the Workshop

a) Strengthening the IEC efforts being taken up across all districts in the State
b) Orienting IEC specialist on various elements of communication strategies, social
norms and elements for preparation of output based District IEC Action plans
c) Sharing of best practices from the districts
Detailed workshop schedule is attached as Annexure 1.
Registration and Inauguration

The workshop started at 9.00am with the registration of all the participants who attended the
workshop, wherein all the participants were given reading material along with information kit.
Mrs Malini Shankar, Principal Secretary, WSSD made workshop lively by lighting inaugural
lamp who was joined by Mrs A Shaila, Deputy Secretary and Mr Yusuf Kabir, WASH Officer,
UNICEF, Mumbai
Mr. Kumar Khedkar, State IEC Consultant anchored the workshop and invited Dr. Chetan
Gajabhiye, Director WSSO to deliver introductory speech and introduce the participants to
the theme.
3. Session 1: Introduction and Presentation
09.30 – 09.45am
a. Introduction to the workshop by Dr.
Chetan Gajabhiye, Director, WSSO
Dr. Chetan Gajabhiye, Director WSSO welcomed all the participants and introduced them to
the objectives and purpose of the workshop and elaborated the day long programme.
Dr. Gajabhiye briefed about the role of IEC in generating awareness and creating demand
for sanitation. He invited
all participants to gain as
much as possible from
the workshop and
suggested to make use
of the opportunity not
just to clarify doubts
related to the
preparation of IEC
Annual Action Plans but
also to share learning
(best practices) amongst
the districts and practice
what is best suitable for
their district.
b. Inaugural Speech by Mrs. Malini Shankar, 9.45 – 10.15am
Principal Secretary, WSSD
 Mrs. Malini Shankar, Principal Secretary, WSSD emphasized the important role that
IEC activities played in achieving the objectives of total sanitation.
 Principal Secretary elaborated on the qualitative and quantitative role of IEC activities
and suggested that it is a myth that IEC activities can not be measured.
 It was emphasized by PS that the IEC requirements for NGP and non NGP villages are
different and such needs and requirements have to be identified while designing an IEC
Action plan
 Efforts now should not focus just around individual household latrines but school and
anganwadi toilets and their operation and maintenance must also be looked at. While
elaborating on importance of toilets in schools and anganwadis, reference was made to
the affidavit filed by Chief Secretary in response to Hon Supreme court order to construct
separate girl toilets in all rural schools of Maharashtra.
 It was also pointed out that in addition to toilets in household, school, anganwadis and
toilets in common locations, toilets at offices and institutions and workplace, across the
State have to be looked into as the status of toilets in many of these locations are in the
status dismal. Toilets at all such locations have to be maintained in order to provide
improved sanitation facilities to all. A GR suggesting follow up actions and monitoring of
all institutional toilets has been issued by the Government so that toilets are maintained
and usable to the employees.
 Principal Secretary expressed dissatisfaction with the way progress has been reported
by the districts. It was pointed out by PS that the information submitted by the districts
was not reliable and suggested that districts check the authenticity of the information.
 Coverage in schools and Anganwadi was also said to be wrongly reported by the
districts
 Regarding the monitoring format, PS suggested the introduction of sustainability
indicators to ensure that the
factors that promote
sustainability are captured and
sustainability of use is ensured
 PS also raised concerns about
selection of Swachata Doot and
suggested that children may be
promoted as Swachhta Doot
c. Presentation by UNICEF on Communication and
10.15 – 10.40
Social Norm by Dr. Swati Mohapatra, Communication
specialist, UNICEF, Mumbai
 Dr. Swati Mohapatra made a presentation on Social Inclusion and Communication for
Development Perspectives in Sanitation and emphasized how the communication
strategy should be developed giving due consideration to the social and cultural norms
and barriers and key elements of consideration while designing communication strategy.
 The most common mistakes committed while developing a communication strategy
include the following:
o Deciding the solution and developing the communication strategy on WHAT is
happening; e.g. Open defecation (how many and who) → Latrines (how many
and for whom)
o Instead one should focus on why it is happening (reasons, perceptions) open
defecation and WHY the solution is not being adopted (reasons, perceived plus
and minus)
 It was also suggested – what factors should be considered in order to frame a
communication strategy:
o Why is the situation arising?
o What are the groups to be addressed and which criteria should be used to
segment them?
o What is the perception at the individual level?
o What are the norms (not clear)?
o What are the services/infrastructure needs?
o What are the legal implications?
 Key areas of the communication strategy include:
o Awareness raising
o Advocacy
o Social and Behaviour Change
 It was also suggested that the
behaviour objectives must be specific,
measurable, appropriate, realistic and
time bound
 The process of creating communication
and becoming an effective advocate of
change was also touched upon.
 Copy of the presentation is attached as annexure 2.
d. Presentation by UNICEF on IEC in
10.40 – 11.20
Sanitation and Water Quality by Mr. Yusuf
Kabir, WASH Officer, UNICEF, Mumbai
Mr Kabir in his presentation briefed about the sanitation scenario in the State and covered
the following aspects related
to sanitation and water quality:
 Cumulative progress in
sanitation coverage
against IEC
expenditure
 Key activities under
social mobilization
process
 Findings of TNA of
District Sanitation
Managers
 Evidence based IEC
planning
Brief issues covered during the presentation include:
 There is a negative correlation between IEC expenditure and sanitation coverage, which
is not so pleasant scenario for the State.
 Washim District, followed by Parbhani and Yavatmal, are found to manifest the lowest
performance -most the in terms of negative correlation with sanitation coverage against
IEC expenditure Raigad found to be number 1 the in terms of positive correlation with
sanitation coverage against the IEC expenditure followed by Bhandara and Gadchiroli
 Thus trend across the districts is not uniform
 Key activities for social mobilization process include discussion with Gram Sabha,
speeches by political leaders and discussion with SHGs and local level meetings.
 Among the most importance motivating factor for toilets construction – a push by PRI
members, Govt. officials, SHGs/ NGOs emerged as key factor; followed by safety and
security of women and adolescent girls and need of privacy and dignity
 Interestingly heath benefits is not the main motivator for toilet construction
 Community is waiting for more subsidy to adopt safe sanitation practices and in the
process even if they are capable to own their facilities, there is a deliberate delay in
having it
 Issue of monitoring the status of NGP awarded GPs was also touched upon- where it
was evident that in most cases there is no one to monitor what happens to the GPs after
they get an award, whereas monitoring before awarding by PRI was very strong
 It was also suggested how to prepare evidence based IEC plan so that to quantitative
aspects of the IEC Plan are captured well and interventions are planned in a better
manner
Copy of the presentation is attached as annexure 3.
Mr Kabir also oriented about the precautions to be taken while preparing IEC Action Plan.
The IEC Action template was explained to the participants is attached as Annexure 4.
e. Speech by Shri. Bhaskar Munde, Divisional 11.20 – 11.45
Commissioner, Aurangabad
 Divisional Commissioner Shri Bhakar Munde made a very lively speech with his
unique style and charm and influenced thinking of the participants as to how the real
IEC should be carried out.
 He specifically said that we should not look for any fixed formula to succeed while
implementing the IEC campaign and promoting sanitation as there is no answer to
this question. And what might work in one situation mostly does not work in another
situation. Each situation has got a set of conditions which are different from other set
of conditions and therefore replication of IEC efforts is not easy.
11.45-12.00 f. Message by Hon Chief Secretary, Shri Ratnakar Gaikwad,
noon Government of Maharashtra via Chief Secretary, GoM
video conferencing using Skype
 Chief Secretary addressed the participants via skype and informed the participants on
importance of IEC in achieving total sanitation.
 He drew the attention of the participants to the importance of sanitation in life and its
links to health, poverty and environment and suggested that investment in sanitation
can yield positive economic and health benefits.
 He pointed out and emphasised effective engagement of all stakeholders including
community based organisations (CBOs) for better results. He suggested that CBOs can
be an important link between community and the Government and being close to
community can pass on the message with more effectiveness.
 He also made reference to promotion of community toilets in the situations where
individual toilets are not feasible. He also suggested to adopt Pune model of Community
sanitation complexes, where needed.
4. Session 2: Presentation on good practices by districts
12.00 – 12.10pm
A. Nagpur District: Good Morning
Pathak to prevent open defecation
 The initiative was piloted in 16 Gram Panchyats,

where programme was initiated from district level
 District Police force was approached for
supporting the programme and 16 GPs from
Hingana Block were selected.
 A team was selected to carry out the Campaign
 GP level action force was created and all selected
GPs were asked to start the programme, where
awareness about sanitation was created by using
various IEC tools.
 School, colleges and villages were visited to
create positive environment and convince the
community about importance of toilets
 The Good Morning pathak started their tasks of
identifying individuals who defecate in the open by
surprise visits to the target GPs. This created a
kind of fear among the community, which in turn
created demand for toilet construction, resulting in
construction of as many as 470 toilets within a one
month period.
 Many members started using community toilets,
which was otherwise not used
 Many members who constructed toilets during the
process started motivating others and thus the
momentum began
Detailed presentation is attached as Annexure 5.
12.10 – 12.20pm
B. Gadchiroli District: Engaging School
Children in the campaign
Approach:
 Effective engagement of school children in
promoting sanitation.
 Rally was found to be the most effective medium
to pass the message to the community, where
awareness about various aspects of sanitation
was created.
 Hand washing campaigns , Essay writing contests,
human chains as a tool to create awareness,
drawing competition, exhibitions, practical
demonstrations etc were organised for children so
that they are become fully aware of the real issues
 All 1532 schools and Children were involved in
creating awareness among community which has
yielded good results in terms of increased
attendance in Gram Sabha, increased discussion
and dialogue about sanitation and toilet
construction, increased participation by women,
shopkeeper started user dust bins, people started
using soak pits for waste water disposal, schools
started promoting kitchen gardens, decision on not
issuing certificates to the households not having
toilets were passed in Gram Sabha, students in
schools started using toilets, provision of Rs 100
as fine was instituted for individuals defecating in
the open, proportion of people washing hands
before eating and after defecation started
increasing
 Rigorous monitoring at various levels was
practiced to ensure that expected progress is
made
12.20 – 12.30pm
C. Raigad District: Letters to individual
households - Innovative way to create
awareness and generate demand
Situation Before:
 Excessive open defecation, large number of
households using community toilets, no facilities
for disposal of waste water, many people use to
fall sick and large proportion of income was spent
as health expenditure
Approach and strategy
 Zilla Parishad adopted an approach of personally
targeting households by writing letter which was
signed by CEO and Deputy CEO (VP).
 The letters were delivered to households not
having toilet facilities . Gramsevak and Extension
officer personally handed over the letter to
households and explained them importance of
toilets.
 All such households were explained about the
linkages between health and lack of sanitation
facilities.
 They were also informed about legal penalty
provision made under Mumbai Police Act 1951,
section 115 and section 117 which could be used
against the households lacking toilets and
defecating in open.
 While delivering letters, it was counter signed by
the head of the household to make sure its
delivery
 This has created multiple effects among the
community and they started constructing toilets
 The entire process was rigorously monitored by all
officials involved in the programme and within a
year 14257 toilets were constructed across the
district.
This session was followed by discussions and question answer session, which mainly
included the following issues:
 It was suggested that IEC tools such as Good morning Pathak presented by Nagpur
districts can have negative impacts if the tools are not handled sensitively. A
participant quoted that such tools if not handled properly can lead to adverse impacts
to the extent of death. It was suggested that assessment must be done before
initiating such sensitive tools.
 It was also elaborated that tools such as Good morning Pathak cannot always yield
positive results as the team was manhandled in few places. In some case penalty
provisions worked better
 One participant raised a question whether any district has experience of promoting
different strategies for GPs with different sanitation coverage
Snapshots of the Workshop Sessions
5. Session 3: Group discussion and presentation on key
themes
Group discussion on key them as given below was organised to ensure that real issues from the
field emerge and they are then deliberated with all other participants.
Group Topic
Group-1 Mechanism to sustain NGP villages and how to ensure usage of toilets
Group-2 Reviving Swachhata Doot campaign
Group-3 Strengthening the monitoring mechanism at all levels, Strengthening the

reporting mechanism at all levels & Intra- departmental coordination
Group-4 Effective IEC strategy to make a village open defecation free
Group-5 Effective IEC Strategy on Water Quality
Group-6 Convergence of MGNREGA & TSC
Each of the topics is discussed in details in subsequent section.
Group 1:
Mechanism to sustain NGP villages and how to ensure usage of
Topic
toilets
Participants
Satara, Kolhapur, Jalgaon, Amaravati, Hingoli, Raigad
Districts
1. Reason for slip back
Points 2. How to use IEC and different medium
Discussed 3. Role of different stakeholders
4. How to incentivize villages after NGP to motivate further
Facilitators  Shri. Shivajirao Mane and Shri. Sandip Tendolkar
1: REASON FOR SLIP BACK
 Lack of appropriate technical options
 Political will and changes
 Negligence after receiving NGP Award
 Water Scarcity
 No future development plans for NGP GPs
 Non functional community toilets and no efforts made to provide individual toilet to
such households
2. HOW TO USE IEC TOOLS AND OTHER MEDIA

 Preparing list of households not having toilets and also finding/ listing out reasons
for not constructing toilets
 Ensuring provision of toilet while permitting construction of new house
 Ensuring usage of toilets in housing constructed under Indira Aawas Yojana
 Encouraging Swachhta Doot activity
 Encourage Good Monrning Pathak and CLTS/CATS approach where appropriate
 Visit of officers to the households not having toilets

3. ROLE OF STAKEHOLDERS
 Gram Sevak: Not issuing certificate to the households not having toilets
 Teachers: Encouraging Students
 Doctor: Counselling patients on importance of toilets in avoiding diseases
 Youth: House-to-house visits
 Officials: House-t- house visits
 TSC Cell: Monitoring and facilitation
4. HOW TO INCENTIVE VILLAGERS TO MOTIVATE FURTHER

 Prioritizing NGPs villages for development funds
 Schemes benefits and priority to such GPs under DPDC
 Felicitation of GPs who maintain NGP status for two years by President of Zilla
Parishad
 Felicitation of GPs who maintain NGP status for Five to Ten years by Guardian
Ministers
Group 2:
Topic Reviving Swachhata Doot campaign
Participants
Chandrapur, Nanded, Yavatmal, Beed, Wardha
Districts
 Current status of Swacchata doot
Points  What should be the strategy to revive this campaign at household,
Discussed community and school level?
 How do we incentivize these sanitation messengers
Facilitators  Shri. Tanaji Patil and Miss. Bharathy Tahiliani
1. Current status of Swacchata doot
 School selects Swachhata Doot in proportion to number of families from Senior
Classes
 Training is given at district level, block level and school level
 House visits made: Five families per one student
 Reporting: Student=> Teacher => Center head => Block Panchayat Office => Zilla
Parishad
 Expenditure: Training and printing cards
 Problems: Trained teachers get transferred frequently and no follow up mechanism
2. What should be the strategy to revive this campaign at household, community
and school level?
 Selection: Through Gram Sabha
 Selection Criteria:- Locals, needy, knowledge about sanitation
 Honorarium: Through GPs income and motivational incentive Rs. 50 per family
 Responsibilities: Creating awareness about sanitation, house to house visits, Visit
to schools and Anganwadis and providing information and guidance, supporting the
system in case of disease outbreaks including distributing required material and
submitting report to GP.
3. How do we incentivize these sanitation messengers
 By encouraging and facilitating them to build individual toilets, encouraging use of
toilets through house to house visits, ward meetings, etc
 Conduct community level films show, Gram Sabha, etc
 Constitute committee at school level and orienting children on importance of
sanitation
Group 3
Strengthening the monitoring mechanism at all levels, Strengthening
Topic the reporting mechanism at all levels & Intra- departmental
coordination
Participants Group 3 and 4: Ahmadnagar, Nagpur, Washim, Solapur, Latur,
Districts Nandurbar, Buldana, Bhandara
 What is the current practice of monitoring?
 What could be done to improve the monitoring process?
 Who should be involved in the monitoring mechanism?
 How can we involve DWSM and BRCs
Points
Discussed  What is the current practice of reporting?
 What could be done to improve the reporting process?
 Who should be involved in the reporting mechanism?
 Strengthening Intra-departmental coordination, especially with school
and anganwadi sanitation
Facilitators  Shri. Pramod Dabrase and Shri. Vijay Mohebey
1. What is the Current Practice of Monitoring
C.E.O.

DY C.E.O.

TSC CELL Z.P

B.D.O.

TSC CELL T.P.O.

VILLEGE CO-ORDINATOR

GRAMSEVAK

GOVERNMENT SERVENT
2. WHO SHOULD BE INVOVED IN MONITORING MACHANISM

 Collector should conduct a monthly review meeting (on 1st Monday of every
month) of all heads of the department related to TSC programme
 District Planning Committee should call for meeting of all office bearers and
heads of the department related to TSC programme
Group 4
Topic Effective IEC strategy to make a village open defecation free
Participants
Gondiya, Pune, Sangli, Thane, Sindhudurg
Districts
 Loopholes in the existing IEC strategy and Capacity Building system
 How the strategy can be participatory in nature
Points
Discussed  Ways to strengthen the existing IEC and Capacity Building efforts
 What should be the comprehensive strategy for IEC /BCC and
capacity building?
Facilitators  Shri. Kumar Khedkar and Dr. Shailesh Kanade
1. Loopholes in the existing IEC strategy and Capacity Building system
 IEC and capacity building programmes are conducted without considering social,
geographical, religious, cultural, educational issues and constraints
 No coordination and prioritization of activities among the various Government
employees
 Excessive Political difference at local level
2. How the strategy can be participatory in nature?
 Regular follow up of the IEC activities that have been initiated
 Increasing capacity of folk artists engaged in the programme
 Encouraging functionaries involved at various level by encouraging, appreciating
and felicitating them appropriately
 Use of advance technologies such as Internet, mobile/ SMS, etc
 Use of spiritual, social and religious gurus to create awareness and pass message
3. Ways to strengthen the existing IEC and Capacity Building efforts
 Orienting and engaging Doctors, Media persons, Bankers, Police, people engage in
scrape business, higher educated persons, social organizations on importance of
the issue
 Increasing participation of para-professionals, schools, colleges in the programme
 Involvement of local Government institutions such as ASHA, Jalsurakshak, data
entry operators, Etc with a new and effective manner
 Coordination among different Government schemes such as ECO Village, NRHM,
IYA, SGSY, Watershed development, Tantamukta Village
 Encouraging functionaries/ individuals informally involved in creating NGPs so that
they carry such activities
Group 5
Topic Effective IEC Strategy on Water Quality
Participants
Akola, Ratnagiri, Aurangabad, Nashik, Gadchiroli, Parbhani
Districts
 Loopholes in the existing IEC strategy and Capacity Building system
Points  Ways to strengthen the existing IEC and Capacity Building efforts
Discussed
 What should be the comprehensive strategy for IEC /BCC and
capacity building?
Facilitators  Dr. Umesh Tagade and Smt. Snadhya Jagtap
1. Loopholes in the existing IEC strategy and Capacity Building system
 Low awareness
 Low training support
 Low coordination among different departments (Health, Rural Development, Water
Supply)
 Inactiveness of VWSC of the GPs
 Low review at GP, Block and District level
 Low quality of TCL powder
 Faults in sanitation Surveys
 Dissatisfaction about water quality at all level
2. Ways to strengthen the existing IEC and Capacity Building efforts
 Effective training
 Demonstrations
 Flow charts
 Exposure visits
 Awareness generation at schools level
 Exhibitions on water quality
 Women meetings, groups discussions
3. What should be the comprehensive strategy for IEC /BCC and capacity building?
 Needs based Training even to the already trained personal
 Demonstration
 Reviews
 Rallies
Group 6
Topic Convergence of MGNREGA & TSC
Participants/ Mr. Nitin Mane, Anup Shengulwar, Asok Sirse, Santosh Dhotre, Nikhil
Districts Roundalkar, Milind Vyavhare, Osmanabad
 How to convergence both schemes
 Convergence for IHHL construction
Points
 Convergence for SLWM
Discussed
 Convergence for School & Anganwadi Toilets
 IEC action Plan for Convergence for both Schemes
Facilitators Shri. Nitin Vhatkar and Dr. Satish Umarikar
1. Inclusion of other TSC activities viz. SLWM. Also consider,

 IHHL: Leach pit
 School Toilets = drainage line
 Anganwadi Toilet : Compost pit
 Community Toilets : NADEP etc.
2. Inclusion of additional beneficiaries
 SC/ST/BPL + Inclusion of other i.e. APL
3. Convergence with other works such as Nirmal vatika for toilets and parks,
maintaining 60:40 ration under MGNREGA
4. Maintenance of Community toilets under MGNREGA
5. Payment mode - Along with subsidy. There be no delay
Key Outcomes of the Groups Discussion
Group Topic Key outcomes
Group-1 Mechanism to sustain  Key reasons fro slip back emerged

NGP villages and how to
 What kind of IEC to be used emerged
ensure usage of toilets
 Role of different stakeholders clarified
 How to incentivize villages after NGP to motivate

further clarified
Group-2 Reviving Swachhata Doot Strategy to revive this campaign at household,

campaign community and school level emerged
Group-3 Strengthening the  Current practice of monitoring revisited

monitoring mechanism at  Suggestions to improve monitoring process
all levels, Strengthening emerged
the reporting mechanism  Who should be involved in the monitoring

mechanism revisited
at all levels & Intra-
Group Topic Key outcomes
departmental coordination
Group-4 Effective IEC strategy to  Loopholes in the existing IEC strategy and
Capacity Building system identified
make a village open
defecation free  Ways to make the strategy participatory in
nature suggested
Group-5 Effective IEC Strategy on  Loopholes in the existing IEC strategy and
Capacity Building system identified
Water Quality
 Ways to strengthen the existing IEC and
Capacity Building efforts suggested
 Comprehensive strategy for IEC /BCC and
capacity building suggested
Group-6 Convergence of  Ways to convergence both schemes suggested

MGNREGA & TSC
Annexure 1: Workshop Schedule
09.00 – 09.30 Registration CCDU and WSSO Desk
Introduction
09.30 – 09.45 Director, WSSO
09.45 – 10.00 Inauguration & Welcome Hon. Dignitaries
10.00 – 10.10 Speech by Divisional Commissioner Hon. Bhaskar Munde
Guidance by Hon. Principal Secretary Ms. Malini Shankar

10.10 – 10.20
PS, WSSD
Dr. Swati Mohapatra,
10.20 – 10.40 Communication and Social Norm Communication specialist,
UNICEF, Mumbai
Mr. Yusuf Kabir
10.40 – 11.00 Presentation by UNICEF WASH Officer, UNICEF,
Mumbai
11.00 – 11.15 (Tea Break)
11.15 – 12.05 Presentation of good practices by districts CCDU, WSSO
12.05 – 12.35 IEC action plan by District & Discussion
12.35 - 13.00 Discussion and briefing for post lunch group work CCDU,WSSO,UNICEF
Lunch Break (13.00 – 14.00 Hrs)
14.00 – 15.00 Group Work UNICEF,WSSO,CCDU
15:00-15:15 (Tea Break)
15:15-16:15 Group Presentations Participants
16:15-16:35 Discussion Open forum
Ms. Shaila A.
16:35-17:00 Summary & Vote of Thanks
Dy. Sec, WSSD
Tea
Annexure 2: Presentation of Dr. Swati Mohapatra, UNICEF, Mumbai
Social Inclusion and Communication for Development

Perspectives in Sanitation
1st December 2011

Dr. Swati Mohapatra
Communication Specialist
… Socio-Cultural Norms
Socio-Cultural Norms are the agreed-upon rules by which a culture guides the
behavior of its members in any given situation. Interdependent expectations
are what makes a norms strong.
UNICEF
Behaviour Change
Change of social and cultural norms is not just the sum of individual
behaviour change. Change of individual behaviours rarely, if ever,
occurs in a vacuum. Behaviours can be considered the result of a
network of social interactions, many of which rely on interdependent
expectations.
UNICEF
The most common mistake in

developing a communication strategy
• Deciding the solution and developing the communication

strategy on WHAT is happening; e.g. Open defecation
(how many and who) → Latrines (how many and for
whom)
• Instead we should focus on why it is happening (reasons,

perceptions) open defecation and WHY the solution is not
being adopted (reasons, perceived plus and minus)
UNICEF
Defining the situation determinants
• Why is the situation happening
• What are the groups to be addressed (and which criteria

should be used to segment them)
• What is the perception at the individual level?
• What are the norms about the issue?
• What are the services/infrastructure needed?
• What are the legal implications?
UNICEF
A communication objectives usually
addresses change in …
Awareness, Knowledge, Attitude,

Practices/Behaviours
But also in ..
Collaboration, Participation, Social

Norms, Empowerment
UNICEF
Key areas of the communication

strategy
Refining the Communication Objectives
Take each phase separately and based on the

previous discussion define at least two main
communication objectives, specifying what you
want to achieve, the audiences, and the
timeframe
UNICEF
MAKING BEHAVIOURAL OBJECTIVES

SPECIFIC AND PRECISE
 The 4 + 1 Ws
SMART Who will do What,
Where, When,
S = Specific ….and, by the way,
Why?
M= Measurable
A= Appropriate •Apply Mantra #2:
R= Realistic SMACK the
T= Time-boun behaviour
UNICEF
The Behaviour Change Continuum
- Ask user to speak about the benefits. What should they say?
ge
- Make a plan with the users to approach other people 6. Becomes advocate
s? to
sta
- Make a plan with the users to speak of their experiences
e, ep do
la e s tor rs
h
s
ac
a u
ce
o
- Find all the positive aspects the current user and other users have had
te
th th ni m
vi
sa
about repeating the behaviour
ru
er
c
5. Maintenance
ur
ps t
- Arrange for current user to meet other long term users
fs
eslo mm ith
o
u
i
to
- Identify the barriers and brainstorm together about solutions
w
av
rees
ec g
eh
en
th alin
-Provide user further information on correct use
lb
e
o
em
ofng
er
e
- Praise user on the correct use
e
od
othv oul r d
ov
us
4. Action
- Identify problems with use and offer suggestions
om
usa
w
pr
fo
ne
d
ur e ecm
Im
st
a
ha ism
he
tie
tthh
et
W an
tom sh
ni
ag
- Predict together the kind of problems that may arise and
eer
u
3. Decision
h
t
rt
ec
think about how to solve them

po
co
ge
m
- Link the new behaviour to social norms

op
en
ra
ze
- Find Satisfied Acceptors or Positive Deviants to give

d
,
ns
o
ly
n
Fi
gy
io
testimonials
a
An
ut
te
ol
2. Contemplation- Tell them the risks and benefits

ra
E
ss
PS
St
an
LA
- Connect recommended behaviour to social norms

pl
RE
- Look for ways and other people to model recommended behaviour
1. Pre- contemplation
- Provide information - Recommend solutions
The behaviour change continuum

Small group meetings?
6.
Mapping?
Becomes
House-to-house?
5. Advocate
Community Main-theatre?
Communication tainance
Testimonials?
inform
4.
campaigns Elders lending support?
2.3
Action
3. Local health workers?
to support
Mass Media? Deciding

mobilize,
“Spots” to Model
to act
2. Integrated Approaches
Behaviours?
(e.g. Community Radio Listening Groups)
What intervention
Contem
Sporting Events? Community-
1.
-plation
Community-based
stimulate,
Fairs?
Pre-
Concerts? communication
contem
plation
Marketing?
2.4
Conferences?
self-
self-efficacy,
2.3 What agency,
community lead – commitment, ownership
driven - intervention should be in place?
The behaviour change continuum
Small group meetings?
6.
Mapping?
Becomes
House-to-house?
5. Advocate
Community Main-theatre?
Communication tainance
Testimonials?
4.
campaigns Elders lending support?
inform,stimulate,mobilize,
Action
ne 3. Local health workers?
w
Deciding
te
to act c
2.
h
Mass Media?
“Spots”?
Contem
-plation
Sporting Events?
1. Community-
Community-based
Pre-
Fairs? communication
contem
Concerts?
plation
Social Marketing?
Conferences?
self-
self-efficacy, ownership, commitment, empowerment
Annexure 3: Presentation of Mr. Yusuf Kabir, UNICEF, Mumbai
State IEC workshop on Sanitation and

Water Quality
Yusuf Kabir, WASH Officer, UNICEF, Mumbai

1st December, Hotel Ajanta Ambassador, Aurangabad
Content
1. Cumulative progress in sanitation coverage
against IEC expenditure
2. Key activities under social mobilization

process
3. Findings of TNA of District Sanitation

Managers
4. Evidence based IEC planning

UNICEF
10/02/2012
2
Percentage of expenditure incurred on IEC to total
budgeted amount for IEC
State Average : 56.6 %
Highest: Wardha (97.9%) Number of districts

02
Lowest: Raigarh (15.8%) 10
11
Source: www.ddws.nic.in as on Nov.2011 12
Physical Cumulative Sanitation Coverage against IEC

Expenditure in % since the TSC inception
Overall it gives a negative correlation in terms of IEC expenditure over sanitation

coverage th
(As on 10 November 2011; Source DDWS.NIC.IN)
Is there any relationship between IEC and sanitation
Coverage ?
IEC
Sanitation
Coverage
Source: www.ddws.nic.in as on Nov.2011
Districts with higher IEC expenses Districts with higher sanitation

against low sanitation coverage coverage against IEC expenditure
Wasim found to be lowest most the in Raigad found to be number 1 the in

terms of negative correlation with terms of positive correlation with
sanitation coverage against the IEC sanitation coverage against the IEC
expenditure followed by Parbhani and expenditure followed by Bhandara and
Yavatmal Godchiroli
Districts with <50% IEC Expenditure
Districts with >70% IEC Expenditure
Therefore, it is clear that the trend is not uniform across the districts
IEC cost – Per HHL toilet (in Rs)
State Average : 133
Highest: Washim, 325
Lowest: Raigarh, 45
Number of districts
02
10
15
08
Source: www.ddws.nic.in as on Nov.2011
Key activities- social mobilization process
Motivation for toilet construction
Source: TARU,UNICEF Study 2008
Motivation behind construction of toilets
Motivation behind
construction of toilets Chandrapur Latur Nandurbar
Safety and security of women &

adolescent girls 45 66 49
Need for privacy/ dignity 50 52 55

Awareness about health benefits of toilet
22 41 30
use
Motivated by panchayat members 31 38 44
Motivated by NGO/ CBO/ local club 1 1 2
Motivated by policital leaders 2 2 1
No open space for defecation 2 0.3 1
Money recieved by panchayat after being
3 0.3 1
declared ODF
Source: UNICEF-GfK Mode Survey 2011
HEALTH IS NOT THE MAIN MOTIVATOR
THEN WHY ALL OUR CAMPAIGN IS ABOUT HEALTH

IMPROVEMENT WHEN PEOPLE MOSTLY ASPIRING FOR
SANITATION FACILITIES FOR SOME OTHER REASONS?
ACCESS AND USAGE OF TOILETS IS MORE ABOUT

CONVENIENCE, ASPIRATION & PERSONAL CHOICES
We heard this…
Community waiting for more

subsidy to promote sanitation
We also heard this…
Latrines are not a purchase priority
Principle: Product Affordability is NOT the
most important design element
The “Sweet Spot”

Affordability
Aspiration Accessibility
Is there any system to monitor open

defecation ??...
System to monitor open defecation
Need Assessment Study on Media and Communication on WASH
Learning Needs of Participants in the area of media and communication
• Effective facilitation skill in individual, group &

community meetings
• Developing content and script
• Design activity as per the community need
• Initial triggering techniques
• Behavioral Change Communication
Source: Effective usage of WASH IEC tools: UNICEF and Abhyivyakti Media for development 2011
HOW DO WE PREPARE IEC PLAN NOW?
WE CONSULT AS A TEAM AFTER
CONSOLIDATING THE FEEDBAK FROM BLOCK
AND VILLAGE
OR
PLANNING BASED ON SITUATIONAL
ANALYSIS AND AVAILABLE DATA
OR
BASED ON THE BUDGET AVAILABLE AND LIST
OF PAST ACTIVITIES
OR
REFERRING TO THE AIP/PIP
What is evidence based IEC Planning??
State wise Project Performance against Project Objectives
as on 26th September 2011
Individual Household Latrine Coverage
BPL Household APL Household
< 60% 60% - 70% > 70%
Sanitation Coverage
State Average : 70 %
Highest: Bhandara, Number of districts

Sindhudurg (100%) 02
09
Lowest: Beed(39.2%) 07
Source: www.ddws.nic.in as on Nov.2011 17
District wise Project Performance against Project Objectives
as on 26th September 2011
Individual Household Latrine Coverage

BPL Household APL Household
50% 50% - 70% 70%
Block Level Sanitation Coverage of BPL Families ( % of Achievements w.r.t. Targets)
• 24 blocks <25% coverage

• 80 blocks within 25-50% coverage
< 25% 25% - 50% 50% - 75% > 75%

Source: Department of Drinking Water & Sanitation, GoI
Block Level Sanitation Coverage of APL Families ( % of Achievements w.r.t. Targets)
• 41 blocks <25% coverage

• 78 blocks within 25-50% coverage
< 25% 25% - 50% 50% - 75% > 75%

Source: Department of Drinking Water & Sanitation, GoI
Bacteriological Contamination found in Drinking Water samples

(Talukas of Maharashtra)
State: Maharashtra
=0% 1 % to 8 % 9 % to 14 % > 14 %
Data not Available
Source: District Health Lab, August, 2011
Talukas where samples of Bleaching Powder were found to have
Chlorine below 20%
State: Maharashtra
=0% 1 % to 8 % 9 % to 14 % > 14 %
Data not Available
Source: District Health Lab, August, 2011
QUESTIONS???..................
1. DO WE HAVE ANY SEPARATE PLAN FOR APL
FAMILIES?
2. DO WE HAVE ANY PLAN FOR NGP VILLAGES?
3. HAVE WE EVER THOUGHT OF INTEGRATING
SAFE WATER SOURCES AND HOUSEHOLD
HANDLING OF WATER ALONG WITH
SANITATION PLAN?
4. ARE WE THINKING OF INTEGRATING OTHER
SCHEMES AND PROGRAMMES TO STRETGTHEN
TSC IMPLEMENTATION?
5. ARE WE READY TO CHANGE AND WORK
DIFFERENTLY??
Annexure 4: IEC Action Plan Template
1. Name of the District: Aurangabad

2. Financial Year :- 2011-2012
3. Number of GP :- 858, Habitations:- Families to be covered :- 168700
4. Number of Schools to be reached :- 2138
5. Number of Anganwadis to be reached:- 2325
Sr. Sanitation District Target Activities * No of Increased Suggestive

No Village coverage Norms
(March 2011) (Be specific) and after IEC
baseline
(Sanitation
and Water
Quality)
1 Target X Number of new 1. Sarpanch and Gramsevak 100 44.94 100%

achievement as HHLT constructed Workshop
per Annual Action 2. School rally and Swchata Doot
Plan ( IHHL) :- APL :- 6591 Training
22000 3. Door to Door Visit
BPL :- 3296 4. Exposer Visit
APL- 12000 5. Kalapathak programme arrange
TOTAL :- 9887
in GP
BPL- 10000 6. Mession Training
7. NSS camp
TOTAL :- 22000
8. Hand Bill Papmlet etc.
2 GPs and Block X numbers of GPs 1. Sarpanch and Gramsevak Training 1/3 of
applied for NGPs become ODF and Pending
blocks applied for 2. Kendra Pramukh and Supervisor GPs or 30
NGPs :- 100 GPs Training. per Block
3. School teacher and Anganwadi Worker
Training.
3 Girls toilet units X number of 1. Swchata Doot Training 1787 1787 100% as
constructed in primary, middle and per target
primary. middle high schools are
and high school provided with
(Achievements of separate toilets for
annual target) girls :-
100% Achived
4 Achievement of 32.2 % of GPs 1. Sarpanch, Engg. and Gramsevak 30 30 100% as
SLWM activities initiated SLWM Training. per target
against the Action activities against 2. Exposuer Visit.
Plan :- 30 GPs action plan 3. Hand Bill and Leaflet
(As per the GR of

SLWM)
5 Decrease in Reduction of water 1. Jalsurakshak Training. 25%

incidence of borne diseases, 2. Gramsevak Workshop Reduction
diarrhoea and especially during
water borne monsoon and post
diseases by X % monsoon.
over last year.
Effected
2010-2011 –3250
2011- 2012 –
3201
6 School and 2138 schools and 100% as

anganwadis 2325 anganwadis per target
covered with water with running water
supply supply
100% Coverd
7 Nirmal GPs 17.48 % of applied 1. Sarpanch and Gramsevak Training 70%

achieved GPs selected for
NGPs 2. Kendra Pramukh and Supervisor
150 Nirmal Gram Training.
Achived
3. School teacher and Anganwadi Worker
Training.
Water
8 % Reduction in 24 % decrease of 25%

red card GPs red card GPs Reduction
over last
Over Last Year year
2010-2011 – 254
2011 till date – 61
9 Bacteriological Decrease in 37 % 1. Awarness Comapgin 25%

contamination of of bacteriologically 2. Medicoler kit distrubations Reduction
samples Every contaminated 3. Exbhitions over last
months taken near samples at block 4. PHC level ANM and MPW Workshop year
about 5582 level
samples.
2010-2011 : 5582
2011-2012 : 3484
10 Number of Number of total 80% Total
sources tested for sources tested for 4 Sources
bacteriological and times for
chemical bacteriological
contamination contamination and
two times for
Total taken 15010 chemical
samples contamination 8903
List of participants
Sr. District Name Name E-mail Mobile No.
1 Ahmednagar Sachin Thorat sachsachin@yahoo.com 9765244999
2 Dhule Santosh Nerkar santoshnerkar@rediffmail.com 9421851142
3 Jalgaon Sanjay Bhikardue Bhokardaesanjay@gmail.com 9370673579
4 Nandubar Vishnu Saindone vishuvds@rediffmail.com 9588002076
5 Nashik Sachin Gavali gavali.sachin@gmail.com 9890988173
Nashik Division
1 Akola akolatsc@gmail.com 9763535177
2 Amravati Pradip N. Badre pradipbache@rediffmail.com 9421641496
3 Buldhana Sandeep M. Patil sandeep.patil1@gmail.com 9422184740
4 Washim Ram Shringare ramyashwant@rediffmail.com 9822215321
5 Yavatmal Mahendra Gulhene mahendra_gulhene@rediffmail.com 9423435090
Amravati Division
1 Aurangabad Sanjay Wagh sanjaypw@rediffmail.com 9960372472
2 Beed Satish tsciec_beed@rediffmail.com 9423448787
3 Hingoli Sumeet Dodal sumeetdk@rediffmail.com
4 Jalna Bhagwan Tayad bhagwantayad@gmail.com 9890570761
5 Latur Udhav Phad udhav.phad@rediffmail.com 9765588800
udhavphad@gmail.com
6 Nanded Milind Waghmare milind_vyawhare@rediffmail.com 9422188094
7 Osmanabad Hemmant Gadge gadge.hemmant@rediffmail.com 9850981451
8 Parbhani Arun Rasal arunrasal999@gmail.com 9423141005
Aurangabad
1 Bhandara D.S. Bisen dilipbisen@rediffmail.com
2 Chandrapur Krushnakant krushnakant_k@rediffmail.com 7588890278
Khanzode
3 Gadchiroli Amit V.Manusmare amit.manusmare007@gmail.com 9822688335
4 Gondia Disha Meshram 9423673185
5 Nagpur Nikhil S. Roundal kar nikhilroundalkar@gmail.com 9421740490
6 Wardha Vindo P. Khobragade vpkhobrgae@rediffmail.com 9665304343
Nagpur Division
1 Kolhapur Chandrakant Kabade chandukabade@gmail.com 9423814764
2 Pune Viksas M. Kudwe mevikasmk@gmail.com 9011030255
3 Sangli Satish Jadhav sanglitsc1232@yahoo.co.in 9921566857
4 Satara Dhanaji Patil nirmalsatara@rediffmail.com 02102-236569
5 Solapur Sachin S. Jadhav sachinpandharpur@gmail.com 9881933933
Pune Division
1 Raigad Suresh R. Patil sureshkolhapur@gmail.com 9881712585
2 Ratnagiri sarjerao Patil patilsarjerus306@gmail.com 9594939655
3 Sindhudurg
4 Thane Amit Sayyad amitsayyad@rediffmail.com 992323546-----
Dy.CEO / CDCB Expert
Sr.No. District Name Name E-mail Mobile No.
1 Ahmednagar Jagannath Bhoir ahmednagartsc@gmail.com 9881999786
2 Dhule S.V.Dhotre santoshvdhotre@yahoo.com 9421060248
3 Jalgaon Rajan Patil rajan.patil75@gmail.com 9423238400
4 Nandurbar Tushar Mali ttmalimds@gmail.com 8888151100
5 Nashik P.R.Chavan dy.dsk@gmail.com 9423732848
Anant M. Mahajan 9423487603
Nashik Division
1 Akola Pramod Gaikwad 9421894208
2 Amravati Prashant Sahu 8278229408
3 Buldhana Santosh Sakhane santoshsbs.200922@rediffmail.com 9028418613
4 Washim Prafula V. Kuse 9423620760
5 Yavatmal Bharat M. Kuse 9420039754
Amravati Division
1 Aurangabad Sandeep G. Malode smalode76@gmail.com 9422767048
2 Beed M. H. Chavan mhduce@gmail.com 9422241491
3 Hingoli Kalpana k. Shirsagar kbksagar1@gmail.com 9764745150
4 Jalna Sanjay T. Don------ std_3288@rediffmail.com 9822461843
5 Latur D. A. Wankhede dyceovplatur@gmail.com 9404381617
6 Nanded J. D. Gore gorebdo@gmail.com 9921139963
7 Osmanabad
8 Parbhani
9 Bhandra Yogesh she---- yogesh_bhd@rediffmail.com 9049757767
10 Chandrapur sanjay J. Dhote tsczpchandrapur 9421718550
dhote.sanjay@rediffmail.com
11 Gadchiroli
12 Gondia Ajay B.Gajapure tsczpgondia 9421713859
gajapureajay@yahoo.com
13 Nagpur Anjali Patankar 9420565788 /
9422189935
14 Wardha sampada sampada_ardhapurkar@rediffmail.com 9890709151
Ardhapurkar
Nagpur Division
1 Kolhapur Nitin Mane bhoiyamane@hotmail.com 9921193999
2 Pune Medha Yede tscpunezpo@gmail.com
3 Sangli
4 Satara Dhanaji Patil 9423034670
5 Solapur
Pune Division
1 Raigad Jaywant N. Gaikwad raigadtsc@yahoo.co.in 9422495840
2 Ratnagiri
3 Sindhudurg
4 Thane Dattatray Solanke 9987858097

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WORKSHOP ON

REPORT COMUNICATION STRATEGY DEVELOPMENT

Information, Education and Communication for Sanitation and Water Quality

2. Objectives of the Workshop ........................................................................................................... 2

3. Session 1: Introduction and Presentation....................................................................................... 4

a. Introduction to the workshop by Dr. Chetan Gajabhiye, Director, WSSO ..................................... 4

b. Inaugural Speech by Mrs. Malini Shankar, Principal Secretary, WSSD ........................................... 5

c. Presentation by UNICEF on Communication and Social Norm by Dr. Swati Mohapatra,

e. Speech by Shri. Bhaskar Munde, Divisional Commissioner, Aurangabad....................................... 9

4. Session 2: Presentation on good practices by districts ..................................................................... 11

A. Nagpur District: Good Morning Pathak to prevent open defecation ........................................... 11

B. Gadchiroli District: Engaging School Children in the campaign ................................................... 12

5. Session 3: Group discussion and presentation on key themes......................................................... 15

Annexure 1: Workshop Schedule.................................................................................................. 25

Annexure 2: Presentation of Dr. Swati Mohapatra, UNICEF, Mumbai ......................................... 26

Annexure 3: Presentation of Mr. Yusuf Kabir, UNICEF, Mumbai .................................................. 33

Annexure 4: IEC Action Plan Template ......................................................................................... 48

2. Objectives of the Workshop

Registration and Inauguration

Copy of the presentation is attached as annexure 3.

 The initiative was piloted in 16 Gram Panchyats,

Snapshots of the Workshop Sessions

Group-2 Reviving Swachhata Doot campaign

Group-3 Strengthening the monitoring mechanism at all levels, Strengthening the

Group-4 Effective IEC strategy to make a village open defecation free

Group-5 Effective IEC Strategy on Water Quality

Group-6 Convergence of MGNREGA & TSC

Each of the topics is discussed in details in subsequent section.

2. HOW TO USE IEC TOOLS AND OTHER MEDIA

4. HOW TO INCENTIVE VILLAGERS TO MOTIVATE FURTHER

2. WHO SHOULD BE INVOVED IN MONITORING MACHANISM

Facilitators Shri. Nitin Vhatkar and Dr. Satish Umarikar

1. Inclusion of other TSC activities viz. SLWM. Also consider,

Group-1 Mechanism to sustain  Key reasons fro slip back emerged

 How to incentivize villages after NGP to motivate

Group-2 Reviving Swachhata Doot Strategy to revive this campaign at household,

Group-3 Strengthening the  Current practice of monitoring revisited

the reporting mechanism  Who should be involved in the monitoring

Group-6 Convergence of  Ways to convergence both schemes suggested

09.45 – 10.00 Inauguration & Welcome Hon. Dignitaries

10.00 – 10.10 Speech by Divisional Commissioner Hon. Bhaskar Munde

Guidance by Hon. Principal Secretary Ms. Malini Shankar

11.15 – 12.05 Presentation of good practices by districts CCDU, WSSO

12.05 – 12.35 IEC action plan by District & Discussion

Lunch Break (13.00 – 14.00 Hrs)

14.00 – 15.00 Group Work UNICEF,WSSO,CCDU

15:00-15:15 (Tea Break)

15:15-16:15 Group Presentations Participants

16:15-16:35 Discussion Open forum

Social Inclusion and Communication for Development

1st December 2011

The most common mistake in

• Deciding the solution and developing the communication

• Instead we should focus on why it is happening (reasons,

• Why is the situation happening

• What are the groups to be addressed (and which criteria

• What is the perception at the individual level?

• What are the norms about the issue?

• What are the services/infrastructure needed?

• What are the legal implications?

Awareness, Knowledge, Attitude,

Collaboration, Participation, Social

Key areas of the communication