Unit – 4

4.1 Define Information Education Communication (IEC): Concept and Functions

By Dr. Saima Pervez

1.1 Information, Education and Communication (IEC): Concept

• Information, Education and Communication means sharing of information, ideas, or opinions with
others. With the help of IEC we encourage people to develop the confidence and skills regarding
health care practices to help themselves. Without the involvement of the media, we cannot
effectively educate/inform the general public on health issues or involve the community in health
care activities. The meaning of Information, Education and Communication is follows as:
1. Information and communication fall on the two extremes of the communication continuum.
Information giving is simple, requires minimum interaction and it could be one way.

2. Communication is more than just giving instruction. It means mutual understanding between the
sender and the receiver of the message, and educating the community. The communication must help
the people to acquire the full information and a support that enable them to arrive at right decision and
practice. Effective communication means information given to the right person at the right time through
right channel/media.
• Education is a learning process. It brings about a change in the behaviour of people leading to
better health and well being of the society. Education makes people think for themselves.
• Communication can be direct or indirect. Direct communication means face-to-face interaction with
the village community members/ leaders/ opinion leaders, religious priest etc. Indirect
communication includes mass media e.g. TV, radio, newspapers etc.
• An operational definition of ―IEC‖ refers to a public health approach aiming at changing or
reinforcing health-related behaviours in a target audience, concerning a specific problem and within
a predefined period of time, through communication methods and principles. - WHO EMRO,
Information, Education & Communication
Approaches of IEC Programme
• IEC programme has to be area specific and addressed to the problems of the area. This requires decentralized
planning approach in deciding IEC programmes. Health functionaries require motivational and communication skills
to motivate community in order to implement the following IEC approach:
• Shift focus from awareness creation to behaviour change.
 Focus on audience not on media
 Seek community participation in discussion, planning, supervision and monitoring for RCH.
 IEC intervention should be need and situation specific.
 Focus on social pressure at the group level to create new social norms.
 Generate demands.
 Identify unmet needs.
 Increase RCH services utilization
 Change their attitude, social norms, cultural patterns and undesired RCH behaviours.
 Facilitate empowerment of women.
 Encourage inter-spouse communication and male participation
Resources & tools for IEC

• Traditional Media – Face to face communication; events such as fairs & festivals, health
melas/camps; songs & drama; puppetry shows etc.
• Print Media – Posters, flip charts, booklets, brochures, pamphlets, newspapers, magazines etc.
• Electronic Media – Audio visual programs such as documentaries, interviews, infotainment
programs, advertisements broadcasting through radio & television.
• Digital Media – websites, social sites, e-mails, mobile phones, display boards etc.
• Outdoor Media – Hoardings, banners, kiosks etc.
Activities
• The notable contributions made by IEC activities can be seen in following national health
programmes:
 Revised National Tuberculosis Control Programme (RNTCP),
 National Vector Borne Disease Control Programme (NVBDCP),
 National Leprosy Eradication Programme (NLEP),
 National Programme for Control of Blindness (NPCB),
 National Iodine Deficiency Disorders Control Programme (NIDDCP),
 National Cancer Control Programme (NCCP),
 National Mental Health Programme (NMHP),
 National Tobacco Control Programme (NTCP) and the list go on …
Structure of IEC
• District level: District Education Media Officer (DEMO) is the only officer responsible for carrying out IEC activities at the
district level. He is responsible for training, planning, development and distribution of audio-visual material, supportive
supervision, monitoring, evaluation and coordination of IEC activities at block, PHC and sub-center level. District Health Officer
(DHO) is also in planning team. He has to provide budget for IEC activities and review IEC in monthly meetings. He also
facilitates intra and inter-sectoral coordination.
• Block level: Extension officer at block level has to plan, implement, supervise, monitor and coordinate IEC activities at PHC
and sub-center level. He is accountable to DEMO.
• PHC level: Health assistants/ supervisors will supervise IEC activities carried out in the area under her control. They will
coordinate with block and district level IEC officers.
• Sub-center level: The MPW (M) (Multi-Purpose Health Worker) will be responsible for IEC activities during home visits and
group meetings for increasing male involvement and participation in health and family welfare programmes/ RCH programmes.
• MPW (F) will be responsible for IEC during clinics, home visits, group meetings and counselling to needy mothers/ clients.
AWW worker and helper will help the male and female health workers and also carry out IEC activities at her own level at
Anganwadi regarding mother and child health.
• Village level: we must emphasis decentralized IEC strategy for human resource development and mobilize village community,
volunteers and community level workers.
Responsibilities of Health Workers for IEC
• Promote effective interaction with community through different media channels.
• Communicate in regional/simple language with people for better comprehension (understanding)
• Gain confidence, interest and motivate them to change their behaviour, habits and ways of living.
• Establish good rapport and seek their full participation and help them to meet their health and
family welfare needs.
• Communicate with village leaders, religious leaders, panchayat members, mahila mandals, youth
clubs, and school children.
• Plan, organize and implement IEC programmes on different topics e.g. immunization, family
planning, child care, balanced diet, environment and personal hygiene, prevention of
communicable and non-communicable diseases etc.
• Give incidental health message to general public with special care to vulnerable groups e.g. ante-
natal mothers, infants and geriatrics at various situations.