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IEC.pdf

IEC.pdf

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Published by Sagarsingh Thakur
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Published by: Sagarsingh Thakur on Apr 15, 2011
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IEC JALSWARAJYA
 
1
 
IEC in Jalswarjya- A guiding light for WSSD, Govt. of Maharashtra
 
(An article Based on vibrant experience of Jalswarajya Project)
Prabhakar S. Mishra
IEC specialist, Nagpur
Introduction 
Whenever we are working ondevelopment front we need to putcommunication at heart place. Worldwidepast experience suggest thatmodernization approach of developmentcommunication fail to sustain impact onstakeholders due to its vertical one wayformat based on prejudice which fixresponsibility of being backward on underdevelop class. Till end of 20
th
centurymostly communication in developmentsector was argument and advocacy based.Also efforts initiated with expectation ofswitch effect behavioral change, thatoutcast trust from communication.Last decade observe substantialshift in paradigm of developmentcommunication. Now days participative,both way and horizontal communication isgaining acceptance worldwide. Saga ofJalswarajya project is a milestone inparticipative approach toward developmentcommunication, which is also recognizedby World Bank by awarding People firstaward. Information Education andcommunication (IEC) in Jalswarajya intendto create sustainable behavioral change,not just to facilitate project implementation,but to ensure long term successful watersupply scheme run by village itself andhygiene practice in village.Participative approach ofdevelopment communication is moredemocratic, logical and scientific thenmodernization model. Conversation,discussion, and exploration of audiencefrom initial stage make communicationprocess more reliable and effective.Voluntary sustainable change in behaviorcan only being obtained by activeparticipation of audience duringcommunication. Audience cannot betreated as passive recipient of message.There feedback and perception need to beconsidered for success of communicationprocess.
 
 
 
IEC JALSWARAJYA
 
2
 
IEC in Jalswarajy 
 IEC in Jalswarajy project is landmark to show a path to other suchinitiatives. Past experience of viciousfailure of water supply and sanitationsector result in adoption of new demanddriven and public contribution base system.Also first time due emphasis was given tosocial processing. IEC and capacitybuilding activities were recognized asfoundation for sustainability. But it is justfirst step toward a long journey ahead.In Jalswarajya IEC includedeveloping strategies, approaches,campaign and methods that enableindividual, families, groups, organizationand community to play active role inachieving sustainable development. On thebasis of experience of Jalswaajya project itcan be said that IEC have very wideperspective and Need of communication isvast and multi dimensional for water supplyand sanitation department.
Dimension of IEC in WSSD 
o
Behavioral change communication
o
Public relation.
o
Publicity-
o
Advocacy communication
o
Documentation
o
Advertising
o
Event management
o
Literature development
o
Communication researchThere is need of IECstrategy to cover all dimensions efficientlyto compliment organizational objective.
Fundamental concepts 
In development communication fieldthere are varieties of literature availablemaking contradictory claims about basicconcepts of fundamental. It is almostimpossible to generalize one experience toworld at large. For WSSD followingconceptual guidelines can be draw on thebasis of vibrant experience of Jalswarajyaproject.
How does behavior change occur?
 This question probably has as manyanswers as there are diverse populationsand cultures. Some key factors are asbelow.
Feeling need to change, perceivedthreat or benefit.
Self efficacy
 –
belief in self executioncapability and surety about outcomeand consequences.
Adoption from environment- byobserving what others do.
Public opinion or social pressure.
Logical convenience to change.
 
 
IEC JALSWARAJYA
 
3
 
What lead IEC to behavioral change?
 
Information-
Proactive awarenesscampaign and social marketing.
 
Education-
How to do, What to do,Why to do.
 
Communication-
Persuasivecommunication to build trust andfacilitate convenience.
Prerequisite for behavioral change:
Building trust and understanding.
Engaging community member incommunication process.
Use local language with relevantexample.
Two way communication.
Proper answer to feedback(responding to misconception)
Correlate massage drafting withaudience interest.
Use media having localized impact.
Findings of IEC in Jalswarajya
Need base local micro IEC plan ismore effective then unique centralizemacro plan.
Participative model of developmentcommunication is adoptable. (eg.Community audit and cross learning,Jalmitr)
Free hand at local level to determinemedia, tools and contain of massageaccording to environmental factorproduce better result.
Patience should be kept for behaviorchange induced voluntarily. Fear ofpunishment or attraction to perk can
invite desired behavior but can’t
sustain it.
Social, political and culturaldiagnosis is necessary beforeplanning IEC strategy.
Communication strategy should beintegrated with operational targetsand implementation plan.
Awareness of issue is not guaranteeof behavioral reflection.
Some suggestions 
To make an effective IEC strategyfor water supply and sanitation sectorfollowing measures are suggested.
o
Structure strengthening
o
Perception repairing
o
Independent Web portal for IEC.
o
Correlating effort- avoid duplication
o
Human resource development
o
Research cell
Structure strengthening
Present institutional structure for IECin WSSD is a simple two step structure. InTSC, Jalswarajy and other such projectsthere is one coordinator at state level andan IEC specialist at district level. But if we

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