Anemia Mukth Poshtika Karnataka

Communication Campaign for

Demand Generation

Manoj Sebastian
State SBC Consultant –UNICEF
Karnataka
 Communication Objectives
• To increase awareness about anemia among
the target population
• To increase number of people getting tested
for anemia
• To increase the importance of treatment and
compliance to IFA/Treatment
• To increase demand for curative or
preventive services
• To develop and sustain inter department
coordination to combat anemia
 Key Behaviours &
Demand for Supplies ,Services
Family/Community Service Provider
Demand
Level Level

Compliance to
Delayed cord
IPC IFA and
clamping
Deworming

Optimal IYCF Early Initiation

Home Visits
Practices of BF

Intake of iron,
IFA, Deworming protein, Vit-C
Tab rich food and/or
fortified food

Fortified Food
 •Factors at multiple levels affect
human behavior
Public Policy (National, State,
Local laws and regulations •Essential to understand and
address barriers/constraints and
drivers to change at multiple
Institutional (PHC/CHC/ levels
School/ Panchayat)
•Unrealistic to expect
individuals to change their
Social (Norms/Economic behavior if barriers at higher
conditions / Institutions) levels are not removed

•Interventions should address

Interpersonal
relevant levels of the SEM as
(Family, Partner,
Peer) possible

•Communication can help to

overcome barriers at each level

Individual
(Knowledge,
Attitude, Skill)

Socio – Ecological
Model
 Factors that matter for SBC

Individual Interpersonal Social Institutional Structural

Attitude Family Socio- PHC / CHC

economic Legislation
conditions
Knowledge

Friends School
Beliefs
Social Norms Policies
Emotions
Peer Panchayat

Perceived Risk
Social Capital
Social Laws / GOs
/ Institutions AWWC
Personal Skills Networks
 AWW told me
that its important
to have IFA
tablets regularly
SBC
VISION The last time I
My friends don’t
had the IFA
have IFA they look AWW told me tablet I did not
and feel fine that its feel so good
important to
Barriers have IFA
tablets
go beyond regularly
knowledge Watch the
younger
siblings when
I go out to
work in the I am sick,
fields what do I
need to have
School tablets
exams are
coming .

When will I
wash my
Do the clothes ?
house-
hold You need to
work go the fields

7
 Dropout
s
1
AWARENESS
Project, request
Discuss
to become our
benefits
advocate
7 and risks
SUSTAIN

2
Dropouts DESIRE

BEHAVIOUR
6 CHANGE Provide skill
MAINTAIN
and support
PROCESS
Motivate Reinforce,
Maintain Supportive
3
KNOWLEDGE
environment /SKILL

5
Dropouts REPEAT
Dropouts
4
TRY OUT
Motivate, Create
supportive
Motivate, Maintain environment
supportive environment,
Handling of problems Dropouts
 360° Approach – Various Tools/ Methods
One-On-One Discussions
Group Meetings
Community Meetings
using Leaflets, IPC Videos &
Flipbooks

Posters, Pamphlets,
Website, SMS and Flipbooks, Hoardings,
Mid Banners, Flex boards,
WhatsApp campaigns, Media
Online advertising, Balloons, Walking Billboards,
promotions etc Folk Shows
Digita
Social
l
Media
Media
IPC Facebook,
Twitter,
Youtube
Mass News
Media Media PIB Press updates, Opinion
TV/Radio Spots, articles, Press interviews post
News Paper Ads , Launch with the People
Representatives and
Government officials
 Interpersonal Communication
• Three approaches to
Communication
1. One-to-one or
Interpersonal
Communication
2. Conducting small group
meetings and
community meetings
3. Advocating with local
influencers for
mobilizing community
participation
 What should be
Smart Mind
the ,Solid Body,
Communication
communication Campaign
To improve parents
knowledge on Child care
 Answer questions
regarding Anemia that
parents may have WHAT are the 4 Mantras for
 If there are myths in the adolescents to be solid and
smart?
community seek support • To stay healthy, well-nourished and
from community members full of energy during adolescence:
to address • Eat healthy and iron-rich balanced
diet
 Parents must always be told • Prevent anemia and iron-deficiency
where they can get help • Stay healthy by preventing worm
infestation
from • Maintain personal hygiene and
Target audience: Adolescent girls, women of reproductive age, and pregnant
women
What stops them from getting tested What they need to hear

Perceived threat:
• Ignorance about anemia  Anemia is harmful; Many people are
anemic; many don’t know they are anemic.
• Not perceiving that they could be at risk you could be anemic. Get tested.
Anticipated outcomes:
• Don’t know how to get tested  If you get tested, you can be treated on time;
it saves you money and pain.
• Can’t be bothered to get tested  Treating anemia makes me healthy and
productive and successful.
• Not have supportive environment for getting Self-standards
 A responsible student/ mother/ wife/
tested daughter shouldn’t be a burden on the
family. (or ensures that she is healthy to take
• Govt facilities are not reliable to get tested care of self and others) Get tested.
Social norms
• Fear of finding out that they could be anemic  Your neighbors are getting tested and
getting healthier. Are you doing it too?
• Don’t have resources – time, money – to get  By getting tested, I will be appreciated by
others and they approve of it
tested Self-efficacy
 Even if you are anemic, the treatment is free
• Thinking “No one is getting tested, why should and you can prevent it at home itself.
Access Issues
I?”  It doesn’t take any time or effort to get
tested. Here is where you can go and get
tested.
 What stops them from What they need to hear
Audience helping others get tested

Husbands/family  Ignorance about anemia and Perceived threat:

members its importance  Anemia is harmful; Your family member could be anemic.
 Not perceiving their female Get them tested.
family members at risk Anticipated outcomes:
 Don’t know how and where  If you get them tested, you can be get them treated on
to take them for testing time; it saves you money and pain.
 Perceived cost of finding out  Treating anemia keeps female family members healthy,
and treatment productive and successful.
Self-standards
 A responsible husband/family member get their family
members tested to keep them healthy.
Social norms
 Your neighbors are getting their family members tested.
Are you doing it too?
 By getting your family member tested, you will
appreciated by others
Self-efficacy
 Even if they are anemic, the treatment is free and you can
prevent anemia at home itself.
Access Issues
 It doesn’t take any time or effort to get tested. Here is
where you can go and get tested.
Community leaders • Ignorance about the Share a leaflet on
importance of anemia testing • Importance of addressing anemia (how it affects them and
and how it can affect the their community)
community • Importance of testing
• Not talking about anemia • How to generate demand for testing
testing with the community • How they can disseminate campaign materials
• Not creating supportive • How to report the indicators, if any
environment for testing
 Inter Personal Communication

• What do we mean by
IPC Skills?
• What do we mean by
GATHER?
• Explain
 GATHER
• G Greet the mother
well
• A Ask about her
issues/problems/need
s
• T Tell her about
issues/problems/need
s she has raised
• H Help her make an
informed choice
• E Explain if required
• R Return for follow
up, Refer if required
 Check yourself
• How will you
show the mother
from your body
language that you
are listening to
her?
 Listen attentively

Nod your head

Maintain eye Lean forward to show

contact you are listening
COMMUNITY MEETING
 Effective Community Meetings

• Why do we require effective

Community Meetings?
• Discuss
 What to remember while
conducting a meeting
• BEFORE
 Prepare and have an
agenda for the meeting.
Why am I calling this
meeting and what am I
going to talk about.
 Arrange for seating of all
participants
 Ensure that all IEC
materials are displayed
properly and if any
equipment for showing
films etc is required, it is
tested for use.
 What to remember while
conducting a meeting
• DURING
 Welcome participants and inform on what
you are going to talk about
 Talk less, listen more
 Encourage women to speak. Encourage
questions
 Use your communication materials to
support the communication
• CONCLUDING
 Repeat your main take away messages
 Give time, place, contact for follow up
where required
COMMUNITY
MOBILIZATION
COMMUNITY MOBILISATION

• In the previous session, who were the

people in the meeting?
• Why did we choose to have these?
 Types of influencers

 Religious leaders

 Local Medical

 practitioners

 PRI members

 Family elders
 WHO ARE YOUR INFLUENCERS?
• How to Identify:
 They have influence in
community, people listen to them
 People seek their advice and
opinions on important matters
 If they say something it is
believed by most people a larger
part of your target community
 They are willing to act on their
own
 They do not seek any return
favours from you
 Support in removing myths
PROCESS OF USING AN INFLUENCER

Outcome
• Social Mobilization
• Dealing with
Seek
Identify
support
Educate Engage resistance
• Supporting FLWs
• Creating enabling
environment
• Supporting AMPK
 Month wise AMPK SBCC Plan
Behaviour Focus
1.Home visits 1.Home visits 1. Home visits
2.Annaprasan as 2. Community Based 2. CBE- Annaprasan,
Community Based Event Godbharai, Poshan
Event -Godbharai diwas
3. Community
Month 1/IYCF

Month 2/Diet

Month 3/Compliance
-Poshan Diwas/Men
3.Monthly meetings engagement sensitization meetings
by ASHA 4. State AMB
3. School Assemblies
4.Feeding Ambassador on
demonstrations 4.Mass Media- compliance and diet
maternal nutrition
5.Mass media TVC 5. Mass Media- VC
TVC/Radio Spot and Radio spot
5.Social media
6.Social media 6.Social media
6.Community media,
7.Community media, outdoor media 7.Community media,
outdoor media outdoor media

Month 4 to 6 - Repeat the cycle. Use IEC materials like story card, four Mantras in
IPCs
 Usage of Communication Tools
Approach/Platform Materials /Tools Audience

Awareness Generation:
Pregnant women and lactating mothers,,
SHG meetings, AWCs, VHSND, CBEs Badge, poster, recipe booklet, job aid,
Community members, PRIs, Influencers,,
(Religious and Cultural events), brochure
mothers-in-law, husbands, faith leaders
Schools

Inter-Personal Comm (IPC): Posters for community – pregnant women,

Pregnant women, mothers-in-law,
Home visits, small group meetings, lactating women), do’s and don’t leaflets,
husbands.
VHSND, AWCs. dialogue cards, playing cards

Mid Media: Community members, influencers,

Nukkad natak, IEC vans, folk songs/art,
Community Based Events (Religious pregnant women, mothers-in-law,
wall painting.
and Cultural events) husbands, influencers

Community members, influencers,

TV spots, radio spots, Meena radio
Mass Media pregnant women, lactating mothers,
episodes.
mothers-in-law, husbands, influencers

Social Media WhatsApp posts, Twitter, Service providers, families, influencers.

T3 Camps (Test, Treat, Talk) Banner, guidance note, slip, standee, film on Service providers, pregnant women,
Talk gets missed guidelines, training film community members
28
 We are
in the
boat
together
We are in
the boat
together

with
C2IQ

 Coverage
 Continuity (round the year, all dose, daily healthy diets,
no breaks, no stock outs)
 Intensity (no left out, unserved areas/pockets) and
 Quality (C2IQ)
 Rs.
984
in economic
returns could
potentially be
produced

Rs.
82
World Bank (2017)
estimates investment in
reducing anemia

Solid Body, Smart Mind

Thank you