O

N
I-INFORMATION
E- EDUCATION
C-COMMUNICATION

Presentation By :
Subhadra Ekka
M.Sc Nursing 1st Year 2022-2023
Definition – IEC
Definition IEC can be defined as an approach which attempts to
change or reinforce a set of behaviors in a target audience
regarding specific problem in a predefined period of time.
Reproductive health and research, WHO
Information, Education and Communication is the most important
to bring about the behavioural changes of the people. It is a broad
term, it comprises of approaches, activities and output. .
Information – Informing People
Education – Educating People
Communication – Communicating with People
IEC concept

I – E- C Dynamics

INFORMATION EDUCATION COMMUNICATION

1 Facts 2 “Activated “ 3 Dissemination using

various Channels
Data (Statistics) Knowledge
Socio-Economic-
Political Profile
Aims - IEC
 To change the health behavior of individuals, family and
community.
 To prepare background or basis for change in health
behavior.
 To change the norms of the community.
 To facilitate education for audience about public health and
to create awareness in public opinion.
 To obtain social, political support for health activities.
Scope or Fields of IEC in relation to Health
Approaches of IEC
The approaches of IEC are
based upon following fields or
subjects
 Diffusion theory
 Social marketing
 Behavioural analysis
 Instructive design
 Anthropology
Information - IEC

This consists of providing

scientific knowledge to the
people about the health
problems and how to
prevent them and promote
and maintain health.
Definition - IEC
Health education can be defined as a process aimed
at encouraging people to want to be healthy, to
know how to stay healthy, to do what they can
individually and collectively to maintain health
and to seek help when needed..

The Declaration of Alma Ata(1978)

Aims and objectives - IEC
 To encourage people to adopt and sustain health promoting life
style and practices.
 To promote the proper use of health services available to them.
 To arouse interest, provide new knowledge, improve skills and
change attitudes in making rational decisions to solve their
own problems.
 To stimulate individual and community self reliance and
participation to achieve health development through individual
and community involvement at every step from identifying
problems to solve them.
Approaches to Health Education - IEC

 Regulatory
 Service approach
 Health education
approach
 Primary health care
approach
Models of Health Education

MEDICAL MODEL
Assessing problems and matching them to the
diagnostic construct using pattern recognition of
clinical features.

MOTIVATION MODEL
Conceptualizes that people are motivated to
change behavior to healthy practices ​.

SOCIAL INTERVENTION MODEL

Examines all the factors which contribute to health
such as social, cultural, political and the
environment.

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Principles of Health Education
1. Credibility
2. Interest
3. Participation
4. Motivation
5. Comprehension
6. Reinforcement
7. Learning by doing
8. Known to unknown
9. Setting an example
10. Good human relations
11. Feed back
12. Leaders
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Communication
Communication The Process of Communication
 The word communication is
derived from latin word,
communicare which means
to participate, to inform, or
impart.
 Communication can be
regarded as a two way
process of exchanging or
shaping ideas, feelings and
information.
Types of Communication
 One way communication

 Two way communication

 Verbal communication

 Non verbal communication

 Formal and Informal

communication
 Visual communication

 Tele communication and

internet
Communication
Barriers of Communication AUDIO-VISUAL AIDS

 Physiological  Auditory aids

 Linguistic barriers  Visual aids
 Psychological o Not requiring projection
 Organizational barriers o Requiring
 Environmental projection
 Cultural  Combined AV aids
Functions of Health Education
1. Information
2. Education
3. Motivation
4. Persuasion
5. Counseling
6. Raising morale
7. Health development
8. Health organization
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METHODS IN HEALTH COMMUNICATION

Individual Group Approach Mass Approach

approach

1 2 3
Measures for Successful Communication
 Clarity of thought with simple and understandable language.
 Use two way communication
 Usefulness of health message
 Proper use of audio visual aids, gestures, words and pictures.
 Credibility and genuiness of communication.
 Topics for health education according to requirement, feelings,
beliefs and experiences of people.
 Latest and reliable information.
 Correct medium or method of communication.
 Appropriate attention to verbal as well as non verbal messages
Measures for Successful Communication
 Increase communication skill by
 Be confident in your ability to relate people.
 Be honest with your feelings.
 Be sensitive to the needs of others.
 Be consistent and know yourself.
 Recognize symptoms of anxiety.
 Recognize differences.
 Use words carefully.
 Recognize and evaluate your actions and responses.
 Be careful in non verbal communication
STEPS FOR HEALTH EDUCATION PROGRAMME
Need Assessment

Content

Process

Evaluation
Process of Health Education

 Giving information/questioning
 Contracting
 Demonstration and return demonstration
 Environmental cuing
 Group Norms
 System change
IEC STRATEGY

Monitoring
Planning Implementing
and Evaluation
strategy strategy
of strategy
BEHAVIOUR CHANGE COMMUNICATION (BCC)
BCC - Definition Steps for BCC Programme

 BCC can be defined as  Analysis

a process that motivates  Strategic design
people to adopt and  Development and
sustain healthy behavior pretesting
and life styles  Implementation and
monitoring
 Evaluation
HEALTH EDUCATION AGENCIES
International level National level

 International union for  Central Health Education

health education Bureau (CHEB)
 Health Education and  Under the Ministry and
Health Promotion Broad casting, different
HEHP(WHO) division or units are playing
 Division of Public important part in providing
information and Public health education to
relation(WHO) community.
Central Health Education Bureau (CHEB)
Objectives
 To make available facilities of communication for health
education.
 To carry out training and research in health education.
 To exchange latest information about the development and
programmes.
 To publish and distribute various health bulletins, magazines
and information.
 To provide technical support to central and state health
services and various health organizations
Central Health Education Bureau (CHEB)
1. Training division
2. Publicity division
3. Editorial division
4. Health education division
5. Regional study division
6. Exhibition center division
7. Professional syllabus division
8. Research and evaluation
division
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Under the Ministry and Broad casting, different division or units

1. Press information Bureau(PIB)

2. Directorate of field publicity
3. Directorate of advertising and
Visual publicity
4. Prasar Bharti
5. Songs and Drama division
6. National medical Library

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Under the Ministry and Broad casting, different division or units
State level
 State Health Education
Bureau
 IEC bureau under their
health ministry.
 Besides the state
agencies, the
divisions/wings/units of
central health education
agencies
District level
 All district level health
officers
 Family planning officers
 RCH wings
 District information centres
 District Collector
Under the Ministry and Broad casting, different division or units

Local Level
1. In cities; Municipalities, municipal corporation,
development authorities etc
2. In villages panchayats, Block development officers
3. Beside these various NGOS and voluntary organizations,
health and nursing professional associations

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NURSES RESPONSIBILITY IN IEC
1. The nurse should consider the following points in health
education
2. To gain confidence of people.
3. To arouse the interest in people about good health.
4. To motivate them to bring about changes in habits for
healthy life.
5. To prepare them for utilization of available health services.
6. To develop a sense of responsibility among people towards
good health of the whole community
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NURSES RESPONSIBILITY IN IEC
1. A friendly and cooperative feeling should be kept for
health education.
2. The opportunities for health education should be widely
used.
3. It is necessary to select the subject matter cautiously. The
nurse should be proficient in the art of incidental and
timely health education.
4. It is necessary to use appropriate audio visual aids to
enhance the effect of health education

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NURSES RESPONSIBILITY IN IEC
5. The sufficient preparation and cooperation of the
government and voluntary agencies, central health
education bureau, state health education bureau, directorate
of audio visual publicity, local leaders, teachers, health
workers etc.
6. It is necessary to remove various obstacles in
communication.
7. Health education should be planned and continuous.
8. Periodical evaluation and expected correction of health
education programmes with the help of various tools and
observation are also the responsibilities of a nurse. 33
Thank You All !

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