Brief Report

State Communication Workshop

Held at “The Pride” hotel at Kolkata

On 21st & 22nd December, 2016

Brief Report

State Communication Workshop for Mission Nirmal Bangla

Background:

National SHACS (Sanitation & Hygiene Advocacy Communication Strategy) for 2012 to 2017

was launched in September, 2012. After that State Consultation was held, taskforce was

established, strategy & implementation plan was developed; District consultation held for

developing district specific communication implementation plan for 2013 -2017 and finally West

Bengal launched State specific SHACS in February, 2013. West Bengal was the first State in the

Country to formulate State specific SHACS. All the districts also developed their district specific

SHACS in tune with the State SHACS. On 2nd

October, 2014 Swachh Bharat Mission Gramin

[SBM (G)] was launched. On 19th November, 2013, prior to the launching of SBM (G) the

Government of West Bengal constituted Mission Nirmal Bangla. A State specific operational

guideline and State specific Communication Strategy for Mission Nirmal Bangla was formulated

to achieve its Mission Objective i.e. to achieve ODF West Bengal within 2nd

October, 2019. A

Set of communication materials (print, audio and audio –visual) bearing different messages was

developed and distributed to all districts for 360 degree communication activities

implementation.

The progress of implementation of Mission Nirmal Bangla has been satisfactory after three (03)

years of its inception. Four (04) districts viz. Nadia, Hooghly, North 24 Parganas and Purba

Medinipur districts have already achieved ODF Status. Burdwan, Coochbehar and South 24

Parganas are likely to achieve ODF within March, 2017. It has been observed that most of the

districts have developed a variety of innovative approaches and methods for communication

activities and implementing those in their concerned districts whereas at the same time some

districts are still not focused on communication activities and giving more priority to construct

toilets.

In order to widen the range of options for implementing communication activities for all districts

and to expand capacities of adopting effective 360 degree communication strategy for their

concerned districts, the State Mission conducted two days consultation workshop on

Communication for Mission Nirmal Bangla. The workshop was held at Hotel “The Pride” at Salt

Lake, Kolkata from 21st to 22

nd December, 2016. There were 66 participants on the 1

st day and

73 participants on the 2nd

day of the said workshop. Sri Dibyendu Sarkar, Commissioner, P&RD

Department, Smt Sonali Datta (Ray), Joint Secretary to the Government of West Bengal, P&RD

Department, Shri Gabriel Rozario, WASH Specialist, UNICEF, Kolkata, Sri Deb Kumar

Chakraborty, Senior Consultant, UNICEF (MNB), Consultants from UNICEF, Sri Chandi

Charan Dey from RKMLP. Officials, State Sanitation Cell and State Mission Office, P&RD

Department, Additional Executive Officers, Zilla Parishad, Mahakuma Parishad, Project

Director,DRDC,GTA, Nodal Officers (Sanitation), District Co-ordinators/Assistant District

Coordinator(Sanitation) from all districts, NGO representative from each districts also attended

the said workshop.

The objectives of this Workshop were:-

1. Better understanding of 360 degree communication approach in context of West Bengal

and developing effective communication strategy and implementation plan for all 20

districts

2. Developing communication Strategy & implementation plan for post ODF stage.

3. Cross sharing and learning from other districts

Inaugural Session:

The Workshop was inaugurated by the Commissioner, P&RD Department and the Joint

Secretary lighting diyas. The inaugural session was followed by the speech of Commissioner,

P&RD Deptt. He said that the Mission Nirmal Bangla Program is different from other programs

in approach. The main objective of this program is to happen behavioral change in the people for

adoption of good sanitation practices. State Specific SHACS, 2013- 2017, communication

strategy and implementation plans are well in place. All the districts are conducting

communication activities, using the set of communication materials already developed by the

State Mission. Some districts are using community triggering approach; others are focusing on

demand generation for construction and use of toilet through SHGs, AWCs, ASHAs and other

grass root level workers. At the same time social mobilization activities such as oath taking,

Workshops and advocacy with line department are being used very strongly by different districts.

Still gaps are surfacing in communication activities. Districts Communication Plans are not

followed by many districts. Allotted IEC expenditure is not being used optimally. Some districts

are still using old Mission Nirmal Bangla logo. He suggested the districts to identify the

prevailing gaps in their communication plan and its implementation. The total IEC expenditure

earmarked for per toilet construction is Rs. 450. At least half of that amount should be used for

the IPC activities at village levels. He mentioned that district may adopt community approach

may engage incentive based motivators at focused village or may engage support organizations

(NGOs/CSOs) for providing technical support. In those cases districts may use that half of the

earmarked IEC expenditure i.e. Rs 225 as incentive for payment to support organization

including motivator.

Documentation of best practices/innovation etc. is an integral part of the communication plan.

Districts are doing much good works but due to lack of proper documentation it often remains

unreported. Documentation is very important

for felicitating, cross sharing and learning.

There are many good stories including stories

of ‘Change Agent’ which are being shared in

different social media platforms. These stories

are lost due to lack of proper documentation.

He also suggested being choosy on good

photographs. District may engage

professional agencies for proper

Documentation (both for print & AV media).

Sri Deb Kumar Chakraborty, Senior

Consultant, UNICEF Kolkata in his

presentation delineated the effectiveness of

different communication tools / approaches in

the sanitation programme in and outside of

state. He said that use of communication in

Sanitation programme is “quarter of a

century” old thing now. West Bengal adopted

all possible traditional methods of

communication in this program. Still it has

been observed that the involvement of

community is less in the program, which needs to be enhanced and recognized. He expressed his

concern about communication measures regarding sustainable ODF. He shared success stories

of Rajasthan, Himachal Pradesh and Chhattisgarh.

Communication approaches adopted by Nadia, Malda & Coochbehar district also shared in the

workshop.

Reference Presentation: Annex-1

Next session: Sharing of innovations in communication:

Nodal Officer (Sanitation) Coochbehar, South 24 Parganas and Bardhaman District shared their

communication activities in detail through power point presentation.

The main innovative approaches came out from the presentation of Coochbehar district are as

follows:

• Coochbehar district encouraged construction by individuals rather than construction by

any agency or mart. No specific model was imposed to the individual but technically

strong substructure was the main priority in toilet construction. Durability of toilets was

also one of the concerns but individuals were not forced to build concrete superstructure.

As a result many innovative models were constructed .IHHLs with commode fitting was

installed for differently abled and aged persons.

• Community was encouraged to give leadership in sanitation

programme. Community has not only owned the

progamme but also has participated actively in

construction process and communication

activities.

• Natural leaders were felicitated and recognized.

They became changing agent in the sanitation

movement. They were actively involved in

triggering process also. Shri Tarini Barman (Zilla

Parishad member) has now become a sanitation

champion and now a national level resource person.

• Institutional setup from district to para level was

formed for effective implementation of the programme.

.

• District specific logo & mascot was developed.

• ODF War room was established for advocacy. Nirmal

hour meeting held from 4.30-5.30 pm/5.00 am to 8.00 am at regular basis at District,

Block, Gram Panchayat, Gram Sansad and Para level.

• Innovative IEC activities were conducted :-

• Innovative posters were developed such as considering toilets as a family hospital

• Inter GP exposure visit was organized

• SHG Janasabha was organized

• Gandhigiri – morning and evening follow up was

conducted on a regular basis at villages involving

officials and community members.

• Nirmal Prajukti Bahan – demonstration of toilet

technology on mobile van.

• Recognition of SHGs

• Public miking by community members, PRI

members and pradhans was organized.

• Nirmal Chai- Shit free tea- Government officials

trigger villagers assembled in tea stalls for taking tea for achievement of ODF and

also take tea with the villagers at tea stalls after achieving ODF status.

• Banshi Sena- Children group for morning/ evening vigilance

• Nirmal register at school

• School Nazardari committee

• Kacha Paikhana Toro - All insanitary toilets were broken by the community

members

• Shit free Puja – Achieving ODF before Durga Puja

• Nirmal Calendar- activity calendar for triggering and IEC activities

• Development of posters by children

• Nirmal Pravat

• Honour board & Smarak – A board containing name of ODF Gram Panchayats

placed at the office of the District magistrate for recognition

• Nirmal Chai with DM at his office

• Mukti- an initiative for converting OD places into eco- tourism parks. it also

mentioned by the Nodal officer , Coachbehar that the district is giving incentives

community. Rs 6000 to the Gram Panchayats, Rs 1000 to the Gram Sansads and

Rs 5000 as individual incentives. Another special initiative has been taken in the

enclave areas.

The presentation is attached in the annex-2 for detail information.

The Nodal Officer, Sanitation, Bardhaman district

presented the district specific communication approach.

The district is generating demands through communication

and with the help of its strong supply chain system the

district is constructing toilet in the households. Following

are the highlights of the Burdwan district’s presentation:

• Para Nazardari committee was formed involving

PRIs, SHGs, AWW, Teachers, religious leader folk artist etc.

• Para Nazardari Committee conducting morning follow up and door to door visit.

Government officials including District Magistrate are actively participating in morning

follow up activities. Youth volunteers & NYK, NSS personals are associated in the

morning vigilance committee. During morning vigilance various problems were solved,

which were emerging and becoming barriers for program implementation.

• Special communication activities are :

• Lajya Yatra- Rally in OD Villages involving open defecators

• Orientation at schools involving children

• Awareness generation workshop at all level with other stakeholders such as folk

artists, religious leaders, SHG members etc

• Using media effectively -Media Buzz- News paper coverage

• Putting open defecators on board (future plan)

• Nirmal darbar: District magistrate and other officials conducting meeting at

villages and consulting various issues of sanitation with villagers at night.

• Developing District specific logo

Reference Presentation: Annex-3

The Nodal Officer, South 24 Parganas District presented

the district specific communication approach. Followings

are the important highlights of the presentation.

• Branding the program as ‘Amar Souchagar’,

district specific logo was developed.

• Convergence of Mission Nirmal Bangla program

with Anandi-(Institutional delivery &

Immunization) & Sundoini program

• Mass mobilization of various stake holders

including elected members & religious leaders.

• Every Monday pledge is been taken by the students & every Saturday cleanliness drive is

taking place at schools.

• WASH registrar maintained at school, teachers were involved during various activities

such as hand washing, quiz etc.

• Conducting Mothers meeting and door to door visit by SHGs, AWCs, ANMs

• Involving faith based organizations and involvement of religious leaders in the programs,

propagating sanitation messages at the time of prayer and different religious occasions

• Orientation of Medical practitioners and disseminating message through them

• Formation of Para Nazardari committee

• ODF plus activities- fringe area intervention

• IEC materials developed specially for religious places, river, ghat, tourist place,

brick kiln, roadside dhabas etc

• Souchagar express- awareness generation through mobile vans

• Folk performance

• Pride board, pride gate

• Banner with technical specification for twin pit toilet construction

• Posters

• School specific posters and leaflet

• Cleanliness drive at rivers, ghats

• Wall writing competition

• IEC calendar- activity chart

• Torch rally

• Using ICT (Information Communication Technology)- District specific Website has been

developed, monitoring dashboard was introduced, Amar Souchagar Apps was developed

for feeding block wise photographs

• Various social media platforms such as Face book, WhatsApp, YouTube, are in use.

Presentation: Annex-4

. The Nodal Officer, Sanitation, North 24 Parganas

presented their district specific communication

approach for ODF sustainability. The district has

taken following initiatives to sustain their ODF

status.

• Eight week long campaign including

maximum number of stakeholders

• Development set of communication materials

for ODF Plus activities.

• Special campaign- Hand Washing day celebration on 4th

December, 2015 including 25

lakhs peoples.

• Convergence with other departments such as ICDS, Schools, health department, religious

leaders etc.

• IEC through Public transport system.

• Massive cleanliness campaign conducted at Dakhinneswar temple involving huge no of

pilgrims.

• Regular monitoring (morning vigilance) by VHSNC at village level -

• New initiative launched -Amar Swasthya Amar Haate

• Awareness campaign for safe drinking water

Reference presentation: Annex-5

� Two agencies (IDS-K and Hijli Inspiration) engaged by the State for ODF verification

shared their area of concern with regards to the ODF sustainability. They explained the

process and methodology of their study during ODF verification in Hooghly, North 24

Parganas and East Medinipur districts. Three aspects were covered during ODF

verification. These are 100% access of toilets, 100% use of toilets and no visibility of

open defecation. During the area of concerns are as follows:

Different IEC materials of North 24

� One courtyard one toilet arrangement – Dissatisfactions of the user is 70% for those

household of having 12 members and they cited

that they will appeal for more toilets to

panchayats.

� Tagged toilet: Dissatisfaction of user is 84% and

they cited that they will go for open defecation if

the authorities do not solve their issues.

� Community toilets: Dissatisfaction of user is

52%. Rural people said that they will go for

open defecation if authorities do not solve their issues.

Reference presentation: Annex -6

Smt Sonali Datta (Ray), Joint Secretary to the Government

of West Bengal, P&RD Department delineated the

overview of State Communication Strategy. As per AIP and

as per allocation of fund, the IEC expenditure of the

districts is not up to the desired mark. She expressed her

concerns over the percentage of expenditure incurred by the

districts under IEC head. It was observed that 6 districts

namely Bardhaman, Coochbehar, Howrah, Purulia, Uttar –

Dinajpur, South 24 Parganas has not reported their IEC expenditure in the IMIS, MDWS portal.

The format for IEC activities monitoring in IMIS, MDWS is not comprehensive. The executions

of IEC activities are not reflected in the MDWS portal. The State is not imposing any specific

communication strategy on the districts; flexibility is given to the districts for adapting

community approach or conventional IEC/IPC approach or mixed approach as per their

suitability. She suggested to use all possible Media of Communication (mass media, mid media

& IPC) and encouraged to use different social media platforms to get maximum output. She

urged the districts to maintain a balance while using IEC funds intervention, as per the following

scale i.e. 60% for IPC, 15% for Mid-media activities, 15% Mass-media activities and rest 10%

for monitoring and survey/studies. Capacity Development Plan should also be done concurrently

with Communication Plan. Proper documentation of success stories, best practices, innovation

etc to be incorporated in the Communication Plan.

Reference presentation- Annex -7

Based on the ODF achievement status participating districts were divided into three (03) groups.

They were asked to share (in group) their good practices and suggestive communication

activities to achieve ODF, what they have gathered from the workshop and which they want to

include in their district specific communication plan.

Districts were divided into following three

groups:

Group –A: Coochbehar, South 24 Parganas

& Bardhaman.

Group-B: Nadia, North 24 Parganas, &

Hooghly

Group C- Rest 14 districts.

1st days sessions ended after the group activities.

2nd

day:

Sessions starts with the recap of the previous day’s activities. Nodal officer, South 24

Parganas beautifully captured the previous day’s business. Above three groups presented

their group activities:

Group –B:

Pre ODF activities:

• Demand Generation, Construction and IPC/IEC, Mass Triggering

• IEC for technological options – Para Nazardari Committee formation ,

religious leaders orientation, Tableau , Folk, Human Chain, celebrating

Hand Washing day, sharing documentation, exposure visit , participation

of PRI members and strong supply chain mechanism

• Documentation

Post ODF activities:

• Involvement of Religious

leaders, development of

appropriate IEC materials

for post ODF, conducting

feasibility survey for SWM

& LWM, organizing sports events , use of social media, conducting ODF

Olympics , involvement of VHSNC

• Use of mid-media activities & evaluation.

Group- B

• Lajjya Jatra, Janata Darbar, Nirmal card, Punitive measures

• GP level Recognition , Nirmal Hour, Nirmal Cha, Mukti, Nirmal Pravat- Morning

surveillance, Sports activities , Social Media, Amar souchagar Apps, Live feeds for

photo download,

• Convergence with other programs such as ODF plus activities & Anandi, Sudorini,

• Implementing modified CLTS approach for sustainability, development of portal for

monitoring

The Commissioner suggested the districts to develop messages for different audience for post

ODF sustainability and develop communication activity plan keeping this in view.

17 districts presented their communication plan with Communication cost involvement.

• South 24 parganas said that the district is developing Amar Souchagar Apps, Dashboard

for monitoring. To capture the entire ODF journey a short film will be produced.

• Malda has branded the programme as “Janam Hasa”( English meaning of this Santali

phrase is freedom from open defecation).GIS mapping will be done for Open Defecation

area monitoring. Dashboard for ODF village monitoring. Malda also initiated many

innovative approaches viz. “Nirmal Saloon”, Nirmal tea stall, Nirmal Adda, Nirmal

Utsab etc to facilitate ODF achievement. Malda has involved Youth clubs, ICDS,

Education departments, Health departments, WBSEB, LPG Dealers and all relevant

stakeholders in the movements.

Communication plans of 17 districts are attached in the annexure for further reference.

Shri Gabriel Rozario, WASH Consultant UNICEF, Kolkata shared his experience on how other

countries have achieved success in sanitation coverage using the Communication. He also

expressed his hope that all the districts will achieve their feat within the stipulated time limit

using the different approaches of Communication.

After going through all 17 presentations, Commissioner,

P&RD Department said that the plans are containing

proposed activities to be done and its cost involvement

thereto. The plan should contain development of appropriate

message for different stakeholders also.

Commissioner, P&RD Department delivered a presentation

on ODF sustainability and Communication wherein he

stressed the need for dedicated communication activities to

sustain the ODF status and also to promote ODF Plus activities. Message designing is an

important element in any communication programme. He gave thrust on that point also.

Messages on ODF sustainability needs to be developed.

Districts should organize district level Communication workshop within 15th

January, 2017.

The workshop was concluded with the propsed vote of thanks.