Information education communication

Information education communication

1. INFORMATION EDUCATION AND COMMUNICATION

2. MEANING OF……. IEC SYSTEM: It combines strategies , approaches & methods that enables individuals, families , groups, organizations & communities to play active roles in achieving, protecting and sustaining their own health. INFORMATION: It is the news or intelligence communication by words in writing.

3. Contd….. EDUCATION: It is a process by which behavioural changes take place in an individual as a result of experience which has undergone. COMMUNICATION: It is a 2 way process of exchanging ideas, feeling and information.

4. DEFINITION INFORMATION: It is to describe is a s one or more statements or facts that are received by a human which have some of worth to him. EDUCATION: It is the process by which behavioural change take place in an individual as a result of experience which he has undergone. It’s learning process thro’ which an individual informs and orients himself to develop skills & intelligent action.

5. Contd….. COMMUNICATION: It is the process of attempting to change to behaviour of others thro’ exchanging news, facts, opinions and messages between the individual.

6. HISTORICAL PERSPECTIVE OF IEC

7. HISTORICAL PERSPECTIVE OF IEC FIRST FIVE YEAR PLAN (1951-1956) su pply limited number of posters for distribution among people. 2 nd FIVE YEAR PLAN (1956-1961): The concepts holding Orientation training camps was introduced with family planning education leaders. 3 rd FIVE YEAR PLAN(1961-66): Family planning workers required. Two mass media units were created. Family program symbol of “inverted red triangle ‘’ was introduced.

8. Contd….. 4 TH FIVE YEAR PLAN(1969-1974): Birth spacing & permanent method of family planning was introduced. The linkages b/w man media & education was emphasized & strengthened. Male contraception “NIRODH” as a social marketing product was introduced. Each state appointed the mass education & media officer in 1960. Each District In 1970 at block level , one block extension educator was appointed.

9. 5 th FIVE YEAR PLAN (1974-79): Providing appropriate knowledge about methods of contraception & place of availability. It also envisaged covering all media of mass communication such as radio, press, song & drama, exhibition, group discussion through extension educator & field workers. 6 th five year plan(1980-85): Child survival, states of women literacy & socio–economic development were added to promote family planning pg. Contd…..

10. Contd…… 7 th FIVE YEAR PKLAN(1985-90) They concentrated in Two-child norms Increase age at marriage Male participation in family planning were the areas concentrated. systemic use of mass media channels ,TV, radio , films , & print media were emphasized. 8 TH FIVE YEAR PLAN(1992-97): Social mobilization activities , participation of NGOS, community participation through women’s groups. 9 TH FIVE YEAR PLAN(1997-2002): The main focus of new IEC strategy for RCH pg is an promotion behavioral changes & to introduce a well defined & culturally appropriate pg for specific regions & population system.

11. TRENDS IN IEC Earlier IEC activities retied on simple dissemination of information primarily in one-to - one class room situation or clinical setting or small group in a village. New approaches like social marketing claimed success in promoting product such as niroth, malaD , oral rehydration salts , & vitamin solution.

12. SCOPE / IMPORTANCE OF IEC Motivating people to use health services Co-operate with concerned health programs Make all individual to have health conscious Community participation

13. It means facts or figures received by human. These information to be true and factual to be labelled as information. lies, flask, counterfactual information is called as misinformation. Therefore information is intangible news & facts, which an individual uses to bridge discontinuities and gaps that are prevent in his mind, Process which are seen or perceived by an individual called information. INFORMATION

14. BENEFITS OF RIGHT INFORMATION Eliminate social & psychological barriers of ignorance, misconceptions that the people may have above health matters. Increase the awareness of the people to the points that they are able to perceive the health needs. Influence the people to the extent that unfelt needs becomes felt needs & felt needs become attitudes.

15. EDUC A TION DEFINITION: Health education is a process that informs, motivate and helps people to adopt & maintain healthy practices & lifestyle advocates environmental changes as needed to facilitate this goal. According to JOHN.M.LAST: the process by which individual & groups of people learn to behave in a manner conducive to the promotion, maintenance of restoration of health.

16. AIMS & OBJECTIVES To encourage people to adopt & sustain health promoting lifestyle & practice. To promote the process use of health services available to them. To arouse interest, to provide new knowledge, improve skills & change attitudes is making rational decisions to solve their own problems. To stimulate individual & community self-reliance & participation to achieve health development thro’ individual & community involvement at every step from identifying problems to solve them.

17. HEALTH EDUCATION & CHANGING BEHAVIOR Information , motivation & guidance the 3 objectives of health education .those are the components of the process of change in behaviour. The process of change of behaviour can be described to occur in the following phases: Awareness Interest Evaluation Trial Adoption Conviction

18. DYNAMICS OF BEHAVIOURAL CHANGES NEEDS FELT TENSE INDIV IDUAL M O T IVA T IO N DEVELOPS SATISFIED QUITE IN D IVID U AL TENSE M O T IVA T E D INDIVIDUAL BHAVIO U R A L CHANGES OCCUR

19. PRINCIPLES OF HEALTH EDUCATION The aim of health education is to bring about a change in health behaviour. Health education is not an artificial teaching learning exercise. Health education should involve free discussion Tell only what is needed. Don’t give conflicting information. Try to change only what needs to be changed The educators should make himself acceptable.

20. Contd….. Use audio visual aids whenever possible Choose a proper medium of communication Communication must be good Health education must be planned Health education should be provided is graded doses The health educators should put in to the practice the principles of community organisation

21. LEVELS OF HEALTH EDUCATION

22. COMMUNITY APPROACH It’s to encourage the people to find out their own needs & then in planning , execution & evaluation of their schemes. A health education program should includes educational efforts aimed at making the people aware of their own responsibility in obeying the laws.

23. Contd….. Following principles of community approach: A) contact the people that matter in the community, such people are….. Elected leaders Local officer is BDO, police Local medical practitioners Local voluntary & other health agencies. B). Utilise all potential teaching opportunities C). Contact a needy & suitable party. Eg: rich person in village who need latrine give awareness abt that.

24. Contd….. Immediate provision of services Mobilise community forces: at this stage start a campaign and competition for healthy living Form a healthy committee

25. GROUP APROACH The group approach save times includes acceptance of ideas, Makes the people responsible about their own health & lets them adopt preventive & curative measures. eg: clups, social organizations , pg mothers , school children, factory workers, manila mandhals,etc.. Steps of group approach are : Introduction Modification of attitude & behaviour Communication

26. FAMILY APPROACH If the mother , father , child all are given same health education message through their respective channels. The health education will be much more due to synergistic effect.

27. INDIVIDUAL APPROACH Based on the age group and their needs the health education is giving.

28. CONTENT OF HEALTH EDUCATION

29. CONTENT OF HEALTH EDUCATION THESE ARE…………. Human biology Structure & function of body How to keep physically fit Reproductive biology includes: Child spacing Breast feeding Safe motherhood Immunization Weaning & child growth

30. Contd….. NUTRITION: Choose Optimum and balanced diets Nutritional problems Value of breast feeding Misconceptions about weaning HYGIENE: Personal hygiene Environmental hygiene

31. Contd….. FAMILY HEALTH: It promote the family self-reliance, especially Family responsible in child bearing , child raising, self-care & influencing their children to adapt a healthy life style. DISEASE CONTROL & PREVENTION: Educate about the prevention & control of locally endemic disease MENTAL HEALH: Make the people mentally healthy Prevent mental break down in certain situation eg: mother after child birth, child entry to the school, future career , starting new family. The health worker show the sympathy , understanding

32. Contd….. PREVENTION OF ACCIDENT: Educate the safety measure (home , road, pace of work) USES OF HEALTH SERVICES: Inform the people about the health services that are available. (Rural)

33. EDUCATIONAL AIDS

34. EDUCATIONAL AIDS Audio aids Megaphone, microphone , radio. Tape-records Visual aids a. Un-projected Black board, flannel boards Pictures,posters,charts Graphs,maps,flash cards Printed materials, 3 dimensional aids. Cartoons,ptograph

35. Contd….. b. Projected Epidiascope Transparencies Projection slides Film strip Audio Visual Aids Television, Video Tape slides Cinema Traditional media Puppet Folk Songs & Folk dances Drama

36. COMMUNICA T ION It is two way process Communication & education interwoven. The goal of communication is to bring about a changes in the desired direction of the person who receives the communication. this may be at …. Cognitive level: increase the knowledge Affective level: changing patterns of behaviour & attitudes. Psychomotor level: acquiring new skills

37. GOOD COMMUNICATION SKILLS Effective active listening along with some feedback Rephrasing to clients words that ensure it understands Asking open-ended question Making eye-to-eye contact Providing compute attention

38. COMMUNICATI O N PROCESS/COMP O NE N TS SENDER MESSAGE CHANNEL RECEIVER FEEDBACK

39. Se n der Originator of the message, must know about Clearly defined objectives. Interested & needs of the audience Message Channels Professional abilities & limitations.

40. Message (Content) A good message must be In line with objectives Meaningful Based on felt needs Clear & understandable Specific & accurate Timely & adequate Fitting the audience Interesting Culturally & socially appropriate

41. Channel (medium) 3 types of mediums… Interpersonal: face to face media Mass media: Tv, Radio, printed media Traditional or Folk media: R/t cultural values of the rural population.

42. Receiver (Audience) 2 types of audience… Controlled audience Un-controlled or free audience

43. Feed b ack Flow of information from audience to the sender. It’s the reaction of audience to message.

44. TYPES OF COMMUNICA T ION one-way communication (didactic method) Two-way communication (Socratic) Verbal communication Non-verbal communication Formal & informal communication Visual communication Telecommunication Internet communication

45. BARRIERS OF COMMUNICA T ION Physiological barrier: eg:- vision problems, hearing impaired Psychological barrier: eg:-delirium, confused, depressed pts. Environmental barrier: eg:-noise, invisibility, congestion Cultural barrier: eg:- illiteracy, customs & beliefs, lanuage.

46. Health belief model Communication model Theory of reasoned action Trans theoretical or Stages of change model Proceed / Process model THEORIES OR MODELS IN IEC

47. Contd….. Diffusion of innovations model Social learning theory Behavioural analysis model Behavioural change communication model Health communication model Emphasis behaviour or path to survival model.

48. IEC TRAINING SCHEME The information Education and communication training scheme was launched by the ministry of health & family welfare on November 17 th , 1987.

49. OBJECTIVIES Increase the reach of services by making visits of worker and supervisor more predictable or regular. Improve quality of service thro skill & knowledge development of worker Make supervision more oriented towards problem solving

50. Contd….. Link supervision with training at various levels. Concentrate on local field problem Combine interpersonal communication with mass media approach. Establish relationship between various levels & elements of systems.

51. MAJOR COMPONENTS (four) 1.visit schedule: Visit the village Establish link b/w villagers & workers Village divided into 20 households Each households a female is identified, trained her Involve her in heath & family welfare activities.

52. Contd….. 2.Training : Focus on problem solving skills of workers Training given in the work situation with immediate supervisions Two types of training: Initial training of longer duration Regular training for short duration

53. Contd….. 3. SUPERVISION: Each supervisor should concentrate 3 aspect i.e. : Records. Target achievements, New instruction. 4. MONITORING & EVALUATION: Success of the pg depends on ability to monitor & evaluate p adequately & accurately & to take correct action.

54. SOCIAL MARKETING

55. SOCIAL MARKETING It’s merely the application of commercial marketing principles to advance a social causes , issues , behaviour , product of services . the process involving 6 steps : 1.analysis 2.planning 3.deveopment 4.Testing & refining elements of plan 5.Implementation 6.feedback

56. ELEMENT OF SOCIAL MARKETING Understands customer needs Distribution channels In urban In Rural Pricing Opportunity costs

57. IEC ACTIVITIES IEC activities combines strategies, approaches & methods that enable individual, family, groups organisation and communities to play active role in achieving, protecting and sustaining their own health.

58. STANDING COMMITTEE ON MEDIA To facilitate information and implementation of appropriate IEC strategy, there is a standing committee on media in the ministry under secretary of rural department, thro’ different models of communication such as print, electronic and out door publicity.

59. STEPS IN DEVELOPING IEC ACTIVITIES Conduct a needs assessment. Set the goal. Establish behavioural objectives Develop the IEC activities and involve as many other partners as possible. Identify potential barriers Identify potential partners, resources. Establish an evaluation plan.

60. OBJECTI V ES S pecific (what & who) M easurable (something you can see, hear, touch usually exposed with an action verb.) A rea specific (where) R ealistic (achievable) T ime-bound (when)

61. IEC MESSAGE IEC message should be.. Good in nature Short Accurate Relevant

62. COUNSELLING Counselling is a key component of an IEC programme. A good counsellor should be: A compassionate non-judgmental, verbal and non-verbal communication skills knowledgeable concerning RH issues, respectful of the needs and rights of the users. Maintain confidentiality Provide privacy Maintain dignity Provide safty,choice,& comfort to the customers

63. Contd….. However, at a minimum, counsellors should strive to ensure that every service user has the right to the following: Information: to learn about the benefits and availability of the services. Access: to obtain services regardless of gender, creed, colour, marital status or location. Choice: to understand and be able to apply all pertinent information to be able to make an informed choice, ask questions freely, and be answered in an honest, clear and comprehensive manner. Safety: a safe and effective service.

64. Contd….. Privacy: to have a private environment during counselling or services. Confidentiality: to be assured that any personal information will remain confidential. Dignity: to be treated with courtesy, consideration and attentiveness. Comfort: to feel comfortable when receiving services. Continuity: to receive services and supplies for as long as needed. Opinion: to express views on the services offered.

65. THE ROLE OF COUNSELLER To provide accurate and complete information to help the user make her/ his own decision about which he will use. The role of the counsellor is not to offer advice or decide on the service to be used For example, the counsellor will explain the available family planning methods, their side effects and for whom they are considered most suitable. The user then makes a decision, based on the information given, about which method she/ he wishes to use.

66. IEC TRAINING SCHEME

67. IEC TRAINING SCHEME It was launched by MOH & FW with financial assistance from USAID on Nov-1987 in 4 Hindi speaking states of India – UP, MP, Rajasthan and Bihar in phased manner by covering… 3 dist. In phase-1, 6 in Phase-2, 8 in Phase-3. Later MOH approved the plan and made budgetary provisions.

68. OBJECTIVES OF IEC TRAINING SCHEME Increase the reach of services by making visits of workers & supervisors more predictable & regular. Improve the quality of service thro’ knowledge & skill development of workers. Combine interpersonal communication strategy with mass-media approach. Establish relationship between various levels & elements of the health-care systems.

69. BOTTLENECK IN IMPLEMENTING I EC PROGRAMME Target audiences are nor defined with clarity as specificity in most of the IEC material. IEC strategies under family welfare programme, very often adopt a top-down approach. Message are not monitored systematically to determine other they are acceptable to target audience. No routine IEC needs assessment exercise.

70. Contd….. Inadequate IEC skill of IEC personnel Inadequate use of AV aids Inadequate institutions capacity in terms of quantity & quality for undertaking IEC activities Lack of creativity Lack of effective monitoring and evaluvation.

71. IEC SET-UP Centre Level State Level Primary health Centre health State health Education bureau  Mass education & media  Ministry of Information & Broadcasting  Media Unit  Field survey study & demonstration centre  Student health education unit  State health museum  District extension media officer  deputy district extension media officer  Multipurpose health education officer

72. CHILD TO CHILD PROGRAM Child to child prgm started by David Morly & his colleagues at the institute of Child health and institute of education – 1997.

73. OBJECTI V ES Improve the levels of health, nutrition & development of school going children To make learning a relevant, meaningful & enjoyable experiences for children To enable school going children to make qualitative improvement in the life of the younger sister, brother, parents & neighbours To improve the school & neighbourhood environment thro’ organised activities.

74. ACTIVITIES Child to child Child to family Child to community Child to environment