seminar mies

8/6/2019 Seminar Mies

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MASTER PLAN

ON

MONITORING OF INFORMATION AND

EVALUATION SYSTEM (MIES)

INFORMATION EDUCATION &

COMMUNICATION (iec)

presenter

Ms.Hannah Ranjani.A

Msc (nsg)Iyr student

bstetrics and gynecological Nursing department .

(the author duely recognizes the various sources of information from internet and

journals. This is not an original document)


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MONITORING OF INFORMATION AND EVALUATION SYSTEM (MIES)

INTRODUCTION

Existing system

National Rural Health MissionRaising fund allocations.

Streamlining of interventions.

Reports and reviews.

Monitoring & Evaluation under RCH-II/NRHM

The elements of MIES

(a) Quality Assessment Mechanism (QA)

(b) Programme Management Evaluation

(c) Community Monitoring

Decentralization

Validation of data through Triangulation Methodology

Evaluation Surveys

Population Research Centre (PRCs)

Regional Evaluation Teams (RETs)

Area Specific studies and concurrent evaluation

Significance of MIES

WEAKNESSESS IN THE PRESENT M&E SETUP- A report of the Task Force on HMIS in

March, 2006

(i) Legislative.

(ii) Administrative and Organizational

(iii) Upward flow of information

(iv) advances in Information Technology

(v a nodal Health Information Officer

(vi) the data reporting system by integration

Essentials of PROPOSED HMIS STRATEGY

(A)Identifying Nodal Information Officer at all levels

(B)Structuring the Information flows

(C)Infrastructural strengthening- IT, Networking, Manpower


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(D)Information flows from the private sector

(E)Earmarking upto 3% of the States Budget in Information Technology interventions

INFORMATION EDUCATION & COMMUNICATION

Introduction

Red triangle

Landmark strategy

Knowledge of contraceptive methods

New initiatives

Decentralized strategy

Three tier approach

IEC at state level

IEC at district level

\Non governmental efforts

Population education

Project on School education.

Project on post-literacy & continuing Education

Project on Higher Education

Project on Vocational Training(

Project for involvement of Elected Representatives

Project for involving journalists

REFERENCES

http://www.mohfw.nic.in/dofw%20website/family%20welfare%20programme/iec.htm

.http://nrhm-mis.nic.in/Training_HMIS_Portal/MEActivities.aspx
http://nrhm-mis.nic.in/Training_HMIS_Portal/MEActivities.aspxhttp://nrhm-mis.nic.in/Training_HMIS_Portal/MEActivities.aspxhttp://nrhm-mis.nic.in/Training_HMIS_Portal/MEActivities.aspx


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MONITORING OF INFORMATION AND EVALUATION SYSTEM

A. INTRODUCTION

1.The Statistics (Monitoring & Evaluation) Division in the Ministry of Health & Family Welfare

is responsible for monitoring and evaluation of the National Family Welfare Programmes in the

country. The information flows from the primary levels and is consolidated at the State level on amonthly basis before the information is sent to the centre for the national level consolidation. The

system for capturing information on Family Welfare programmes has evolved over the years

based on the changing needs of the Ministry. Similarly, for the National Health programmes likeTB, Malaria, Leprosy etc, the respective Divisions in the Ministry have evolved their data

reporting system. The Department of AYUSH and National AIDS Control Organisation also

have their own reporting system.2.The Government of India launched the National Rural Health Mission (NRHM) in April, 2005

with an aim to achieving the targets set by the Millennium Development Goals (MDGs) 4, 5 and

6 and making the health delivery system more responsive to the health care needs of the peopleof India. The Reproductive and Child Health Phase-II (RCH-II) is a critical programme under

the National Rural Health Mission (NRHM). The NRHM has a pro-poor focus and aims atestablishing bottom up planning and monitoring processes and systems so as to enable increased

peoples participation, decentralization of health services and accountability of health deliveryand care personnel.

3. The Government of India is committed to raising public expenditure on health from the current

0.9% of GDP to 2-3% of GDP and substantial inputs are being infused into Public Health Systemso that adequate capacities are created in the health sector. The NRHM aims to undertake

architectural correction of the health system to enable it to effectively handle increased

expenditure allocations and promote policies that strengthen public health management andservice delivery in the country. It has, as its key components, provision of a female health activist

in each village (ASHA); a village health plan prepared through a local team headed by the Health

and Sanitation Committee of the Panchayat; results and outcome based management and

performance based funding; feedback through regular monitoring and evaluation; strengtheningof the rural hospital for effective curative care and accountable to the community and integration

of the National Health and Family Welfare Programmes and funds for their optimal utilisation in

the delivery of primary healthcare.4.With the launch of the NRHM, there has been a concerted effort towards streamlining and

convergence of the various interventions for Health, Family Welfare, AYUSH and NACO. In

this context, the Statistics Division has integrated the key indicators for these interventions in acommon MIES format that would facilitate efficient monitoring of these programmes. The State

Governments also need to revise the primary registers for capturing of the required information

at the disaggregate level.5. In the meanwhile, we are continuing to receive the information on the National Family

Welfare Programmes in the pre-revised format. The reports/information is received monthly,

quarterly and annually as per requirement for monitoring the schemes/programmes. A monthly

performance Review is prepared on the basis of the reports for monitoring the monthly progressof the programme. Besides, annual returns on socio-economic and demographic particulars of

Vasectomy, Tubectomy and IUD acceptors viz. (i) number of living children (ii) age of wife of

acceptors etc, are also collected and published in the annual publication Year Book. In addition,the M& E Division also organises the conduct of various surveys like National Health Family

Survey (NFHS), District Level Household Survey (DLHS) etc. This Division is also responsible


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for conducting the activities of the Population Research Centres (PRCs), Regional EvaluationTeams (RETs), NIHFW and IIPS, all of which are associated with the research activities to

support the statistical and demographic activities of the health sector.

B. Monitoring & Evaluation under RCH-II/NRHM

6. The Monitoring & Evaluation Strategy of Ministry of Health and Family Welfare (MOHFW)

for the National Rural Health Mission (NRHM) and Reproductive and Child Health ProgrammeII (RCH-II) programme increasingly focuses on achieving output/outcome results and has clearlyarticulated the set up of monitoring and evaluation system. The technical strategies in

NRHM/RCH II are designed to increase access and improve service quality for specific evidence

based interventions. In line with principles of RCH-II/NRHM, most of the states have preparedtheir Programme Implementation Plans (PIPs) and have also worked out in detail the logical

framework wherein output/outcome indicators have been spelt out. Like wise under NRHM, the

district plans are to be evolved with the district specific objectives/goals. Since the financial

disbursement from GOI to the State and from State to districts are all linked to the performanceand achievement of the proposed objective/goal, M & E Division is in the process of evolving an

effective MIES to track the progress of the various initiatives under RCH-II/NRHM.

7. Besides, the MIES strategy under NRHM the emphasis is not only on monitoring the physicalperformance but also to evaluate the quality of services and to conduct the management

evaluation assessment of institutional arrangements for delivering the services. The elements of

MIES are classified into three distinct components of programme inputs, monitoring and trackingand quality assessment review and evaluation.

(a) Quality Assessment Mechanism (QA)

8.Assessing and continuous improvement in the quality of RCH services is one of the thrust

priorities of NRHM/RCH II programme. The MOHFW intends to undertake a process ofevolving a methodological framework for accessing maternal health, child health and family

planning services being provided by the public health system in RCH II programme. Since,

quality assessment and improvement is in nascent stage, it was decided to adopt a simplisticapproach and confine to a few selected indicators of reproductive and child health programme so

that the health system is able to absorb and internalise QA activities as part of the routine

activities. Being a new concept, it has been decided to pilot QA in some selected districts beforeup scaling at the national level. On the basis of the pilot, the details of assessing and evaluating

quality of services will be worked out and appropriate parameters will be devised. However, as

this activity is going to be initially through external facilitation, the methodology of conducting

the study, details of number of health institutions to be covered, frequency of visiting theinstitutions and undertaking the activity will be finalized after the pre-testing exercise.

b) Programme Management Evaluation

9. One of the initiatives in RCH-II includes creating new management support structures at

centre, state and district levels. Under programme management, evaluative studies will be piloted

to assess the management capacity of the public health system. Subsequently, appropriate tools

will be designed for enhancement of management skills of public health personnel. IIM,Ahemdabad was identified as the nodal institute for preparing the tools for assessing the

institutional arrangement for service delivery in the states. The Institute conducted a pilot study

in Gujarat and Rajasthan and submitted report/instruments to the Ministry which were circulatedto the States.

(c) Community Monitoring


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10. The National Rural Health Mission (NRHM) and the Reproductive and Child HealthProgramme (RCH-II) have articulated the need for decentralization of health programmes and

strongly advocated community management of the health programmes. Keeping this in view, M

& E Division is in the process of developing a framework and tools for implementingTriangulation of Data involving Community Monitoring, which is to be piloted initially before

up scaling at the national level. As this is a new concept in the public domain, appropriate tools,methodology and frame work are to be prepared and tested. The Development partners areproviding technical assistance for this aspect.

(d) Validation of data through Triangulation Methodology

11. MIES under RCH-II/NRHM also envisages the need for validation of data by triangulation tominimize the potential of misreporting. To be effective for policy development and programme

management; triangulation data generated will allow for comparisons over time and lateral

comparisons between target groups simultaneously. At the same time, it will enable increased

participation by all stakeholders in managing and developing accountable and responsiveservices and supports, participatory decision making based on data reflecting enabling factors

and implementation bottlenecks. Given these advantages of the approach, there is a consensus

within the M&E division of GOI to experiment this method but an appropriate methodology oftriangulation of data in reproductive health is yet to be formalized. As a matter of fact two

sources of information- one from MIS and the other through surveys are often available.

However, the third component of community reporting in a formalized manner is a new conceptthat has to be evolved. A methodology for community monitoring mechanism and later

triangulation process are going to be piloted. On the basis of the experience gained in the pilot

study, a practically feasible methodology for triangulation will be evolved and introduced as part

of the MIES.

(e) Evaluation Surveys

12.Besides having regular Monitoring and Evaluation mechanism in house as well as through

Population Research Centres (PRCs) and Regional Evaluation Teams (RETs) in respect ofongoing interventions, M&E Division also organizes large scale surveys namely National Family

Health Survey (NFHS) on the lines of Demographic and Health Surveys conducted in the other

countries, Districts Level Household Surveys (DLHS) Facility Survey to assess and evaluate theoutcome/impact of the programmes /interventions from time to time. The surveys through data at

district/state level covering the areas viz Family Planning, Immunization, Maternal Health &care,

Infrastructure facilities available at various health facilities levels including trained /skilled

manpower (medical and paramedical) in the country. The Survey data also gives information bysocial groups viz SC, ST, OBC, Others. In pursuance to the decisions of the National

Commission on Population, the Ministry is now actively considering to conduct an Annual

Health Survey so that the District Health Profile of each district could be prepared and used as aninput for policy initiatives. In the meanwhile, the DLHS would aim to provide the baseline,

midline and endline surveys for assessing the impact of the health interventions on the

community.

(f) Population Research Centre (PRCs)

13.The Ministry of Health and Family Welfare established a network of 18 Population Research

Centres (PRCs) scattered in 17 major States. These PRCs are located in various Universities (12)and other Institutions (6) of national repute and are under the administrative control of M&E

Division. The Centres are responsible for carrying out research on various topics of population

stabilization, demographic, socio-demographic surveys and communication aspects of population

and family welfare programme. The PRCs have been operated as a Plan Scheme which has been


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continuing and it is being proposed to extend the same in the subsequent Plans.

(g) Regional Evaluation Teams (RETs)

14.RETs are responsible for monitoring and evaluating the programme implementation of Health

and Family Welfare services provided to the community in the country and to check thereliability of information on Family Welfare Programmes. The seven RETs are located in the

Regional Offices of the Ministry of Health & Family Welfare. Each Evaluation team is supposedto undertake tour of 20 days every month and cover 2 districts having 6 centres (2 rural familywelfare centers and urban F.W. Centres in each districts) selected randomly covering on an

average of 700 acceptors of family planning including RCH beneficiaries for field verification.

Sample verification is done by the team members contacting personally the selected acceptors ofFamily Welfare Services who are selected from the registers maintained in the Health Centres.

The RETs are functioning under the guidance and supervision of M & E Division but their

administrative control rests with their concerned Regional Offices for Health and Family

Welfare.

(h) Area Specific studies and concurrent evaluation

15.The M&E Division provides technical inputs in formulating studies to conduct concurrent

evaluation of various Programmes implemented by the Ministry under NRHM as well ascoordinates the same with the field organization involved in fieldwork etc. Most of the studies

are allocated to the 18 Population Research Centres, International Institute for Population

Sciences, Mumbai, National Institute for Health & Family Welfare. In addition the M&EDivision is underatking a scheme for concurrent evaluation of the NRHM by independent

agencies that would be entrusted with the task of evaluating the impact of the Mission in its

various dimensions across various States.

C. Significance of MIES

16.It may be appreciated that monitoring and evaluation is a key component of the NRHM as it

aims to provide critical indicators that would assist in identifying and developing mid course

corrections so that the goals of the NRHM and the Millennium Development Goals are achieved.In particular the MIES framework under the NRHM would have the following advantages once it

is in position and fully operational:

Addresses community needs and expectations

Helps in preparation of Annual Action plan based on the community needs.

Facilitates amalgamation of districts plans with state PIPs Addresses unmet need for services and provides insight on the extent of met services

Creates a system approach for monitoring and evaluation of RCH-II programme.

Evolves a system of community monitoring Flexible in approach and allows decentralizedplanning

Helps incorporation of state-specific indicators

Allows for finalizing list of indicators upfront

Adaptable to incorporate the next level of health revision-NRHM. Provides all requisite information to all stakeholders i.e. community, district,

State, Centre, donor partners and all other agencies.

Increases accountability of programme managers in monitoring and strengthens feedbackmechanism

Provides mechanisms for institutionalization managers


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Strengthens the hands of programme

D. WEAKNESSESS IN THE PRESENT M&E SETUP

17.The weaknesses in the data reporting system in the States has repercussions in theconsolidation of health related information at the National level. The Ministry appointed a Task

Force on HMIS in March, 2006 and this has gone in depth into the weaknesses in the system andmade several remedial suggestions. Briefly, the weaknesses are listed below:(i) Legislative Health being in the State List, leads to coordination problems in implementing

the health interventions in the states as also for monitoring of information.

(ii) Administrative and Organisational this emanates from having different Departments forHealth and Family Welfare in the States and also multiple reporting on various issues from the

primary health institutions.

(iii) Upward flow of information There is an inherent bias in the upward reporting of

information which needs to be corrected by providing critical feedback down the system to theprimary interface. This would not only improve the accountability of the information but also its

ownership. PIPs

(iv) There is an urgent need to leverage the advances in Information Technology so that data canflow more quickly and be easily validated. A GIS based application would be useful in mapping

the resource availability with the needs.

(v) There is also a need to designate a nodal Health Information Officer at all levels who wouldbe mandated to ensure the flow of information in both directions.

(vi) Strengthening and streamlining the data reporting system by integration of the parallel efforts

by different agencies.

18.One of the new initiatives under the NRHM is to have a well established M &E System at all

the levels in the health system starting from block level onwards. This was also recommended by

the HIMS Task Force. For a better M&E System, the following broad areas are essential:-

(A)Identifying Nodal Information Officer at all levels

(B)Structuring the Information flows(C)Infrastructural strengthening- IT, Networking, Manpower

(D)Information flows from the private sector

(E)Earmarking upto 3% of the States Budget in Information Technology interventions

PROPSED HMIS STRATEGY

(A) Identifying Nodal M&E Information Officer at all levels

19.1At the Central level, it is proposed to integrate the data collection machinery in the various

Programme Divisions by establishing a National Bureau/Centre for Health Statistics (NBHS).The proposed NBHS would essentially be a Resource Centre for the collection and dissemination

of all statistics related to Health & Family Welfare and also coordinates the statistical activities

for the Ministry. The NBHS may be headed by the Statistical Adviser of the MOHFW in termsof the recommendations of the National Statistical Commission. Thus the proposed NBHS would

be responsible for integration of all information that is being presently collected by the M&E

Division, CBHI, NICD (including IDSP), NACO, and AYUSH etc. It is also proposed toaugment the manpower and upgrade the infrastructure at the national level to meet the data

requirement of various stakeholders.

19.2At the State level, this task could be performed by the State MIS Officer in the State

Programme Management Unit (PMU) where ever they exist. In States that are yet to establish the


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PMU, they need to create such a position and the qualifications; eligibility and emolumentswould be the same as that of the State MIS Officer.

19.3Some States have already appointed a District Data Assistant at the District PMU level.

These could be re-designated as the District M&E Officer. For States that do not have a PMU inposition, they need to create such a position and the qualification, eligibility and emoluments of

the District M&E Officer would be the same as that of the existing District Data Assistant.19.4Thus at the PHC and CHC levels, an M&E Officer is to be identified or appointed to handlethe flow of information through the specified reporting forms for the various NRHM

programmes.

(B) Structuring the Information flows

19.5The success of the proposal is integrally dependent on the key stakeholders providing and

making available the NRHM related information with the Nodal M&E Officer (at any level).

Thus it will be necessary to ensure that the respective Programme Officers (RCH, RNTCP,

NVBDCP, NLEP, IDSP etc) simultaneously endorse a copy of the compiled data to the NodalM&E Officer at that level (State, District or Sub-District). The Nodal M&E Officer will ensure

that the analysis of this data is sent to the State/District Mission Director and also fed back to the

lower and parallel formations so that they are aware of their status and how they are performingvis--vis their peers. The Nodal M&E Officers will be encouraged to leverage the advances in

Information Technology in establishing an intelligent and responsive database.

(C) Infrastructural strengthening - IT, Networking, Manpower etc at all levels

19.6Adequate support for reinforcing the hardware and software support and manpower is to be

given/established at the District and State level statistical units/divisions in the Health & Family

Welfare Department. This will also require integration and merger of health and family welfare

statistical units in the States.

(D) Information from the private sector

19.7Presently, Health Statistics are compiled in the Government Health Sector only as an

offshoot of the administrative data collection. In the last few years, the private sector has beenproviding health facilities in a big way, not only in the urban areas but also in the rural areas. The

NRHM envisages involvement of the private sector in improving the health care delivery systems

through various interventions like NGO involvement, PPP initiatives, community mobilisationetc. In the process, several private health care facilities are also being accredited for providing

services on a payment basis. It is contributing significantly towards meeting the basic health care

needs and in providing other specialised medication and diagnostic services. However, there is

no systematic collection of information regarding these private health establishments, as these arenot required to be registered. The guidelines for accreditation by GOI/State Govts in

standardizing the quality and scope of services are being finalized. In the process of

accreditation, the following issues need to be considered while framing the Guidelines foraccreditation:

(1) The M&E Division had evolved a format for capturing data on the NRHM/RCH-IIinterventions in consultation with the various Programme Divisions and it includes information

to be captured from the private sector also. Presently there is no formal mechanism to capture

information from the private sector. To begin with, information from the accredited institutionscould be captured through statutory/mandatory returns.

(2) Thus while accrediting the institutions, it may be ensured, as a part of the accreditation

exercise, that these institutes report data on the key parameters (indicated in the format) to the


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NRHM Mission Director in the State/District as a mandatory exercise.

(3) (3) In addition, the incentives being proposed for these institutions by the various Programme

Divisions should be invariably linked and be dependent on the institutions providing the data onthese key parameters.

(4) Appropriate forms for data reporting by these Institutions could be especially designed tocapture both physical and financial performance.

19.8As brought out above, most States have not evolved a holistic Monitoring and Evaluationstrategy for the health programmes. Some States have confined their M&E strategy to hiring

Consultants and procuring computers. Although Monitoring and Evaluation is IT intensive and

requires capital investment in a planned manner, only a few States have paid adequate attention

to this activity and have bundled it as an integral component in the implementation of the healthprogrammes. Moreover, at the time of approving the budget, it is usually the M&E component

that gets marginalised and so also does the data and information flows. It is thus proposed that

while approving the budget outlay for the State, if they have undertaken a holistic approachtowards M&E, keeping in view points (A) to (D) above, the outlay for M&E may be preserved as

per their PIP proposals upto 3% of the total outlay, which will be in line with the IT Action Plan

of the GOI towards IT investments. This will ensure that the monitoring and evaluation systemsin the States are continuously kept in view as an integral part of the PIPs.

20.The Empowered Programme Committee of the NRHM, in January, 2008, approved the above

strategy for improving and strengthening the Monitoring and Evaluation framework under

NRHM.

INFORMATION EDUCATION & COMMUNICATION

Introduction

The communications media have played an important role in promoting the family welfare

programme. Following the pattern of the successful agricultural extension services, during the

third Five Year Plan, a strategy shift from clinic approach to extension approach was adoptedand family planning workers were required to visit people in their homes to inform and educate

them about various aspects of the Family Planning programmes.

Family Planning communication received a new impetus with the creation of the Mass EducationMedia(MEM) division within the Department of Family Welfare during the Inter Plan period of

1966-69. Simultaneously, the media units of Information and Broadcasting Ministry were

strengthened for Family Planning communication. The objective was to evolve a differential

communication strategy. Simple messages with simple pictures were selected for widerdissemination and through media which were easily visible and audible.

Red Triangle

It was during the Fourth Five year Plan that communication efforts began to be much more

meaningful. The famous Red Triangle symbol for family planning was conceived during this
http://www.mohfw.nic.in/dofw%20website/family%20welfare%20programme/iec.htm#i1http://www.mohfw.nic.in/dofw%20website/family%20welfare%20programme/iec.htm#i2http://www.mohfw.nic.in/dofw%20website/family%20welfare%20programme/iec.htm#i1http://www.mohfw.nic.in/dofw%20website/family%20welfare%20programme/iec.htm#i2


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period and a national campaign was launched for advocating " two or three children- enough".The campaign for male contraception-the Condom under the brand name Nirodh as the first

social marketing effort which carried professional communication orientation was also initiated

about this time. Films were seen as a major vehicle of communication and the district units of theMEM division were equipped with audio-visual vans for exhibiting a series of motivational

films. The Satellite Instructional Television Experiments (SITE) programme helped assess theimpact of TV programmes about family planning on the beliefs and practices of the ruralcommunities.

Knowledge of Contraceptive Methods in States/Uts

States/Uts Any Method Any Modern Method

Delhi 99.7 99.7

Haryana 99.9 99.8

Himachal 100.0 100.0

Jammu Region 98.8 98.8

Punjab 100.0 100.0

Rajasthan 98.8 98.7

Madhya Pradesh 97.8 97.8

Uttar Pradesh 98.4 98.3

Bihar 99.2 99.2

Orissa 98.6 98.3

West Bengal 99.6 99.4

Assam 98.4 98.3

Gujarat 98.5 98.3

Maharashtra 99.4 99.4

Andhra Pradesh 98.9 98.9

Karnataka 99.4 99.3

Kerala 99.7 99.7
http://www.mohfw.nic.in/dofw%20website/family%20welfare%20programme/iec.htm#i3http://www.mohfw.nic.in/dofw%20website/family%20welfare%20programme/iec.htm#i3


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Tamil Nadu 99.9 99.9

India 99.0 98.9

Source: National Family Health Survey, India 1998-99,

Landmark strategy

During the Fifth Five year Plan, the Government of INDIA executed an agreement with the

Advertising Agency Association of India to design a communication strategy for the states ofUttar Pradesh, Andhra Pradesh and West Bengal and this agreement is still considered a

landmark in evolving communication strategies in Family Planning programme. The objectives

of the strategy were to provide appropriate knowledge about methods of contraception, allay

fears among the people, provide accurate information as to where one can have family planningservices, and finally stimulate inter-personal contacts. Finally the strategy was required to

motivate people for increasing the practice of Family Planning.

The gains of such strategies were fairly obvious as during this time multi-media approach was

put into practice, different messages were evolved for different audience and in almost all cases,local languages received due importance. Around 400 prototype materials were prepared and sent

to Uttar Pradesh, Andhra Pradesh and West Bengal for use. The strategy also envisaged covering

all media of mass communication such as radio, press, song and drama, exhibition, groupdiscussion through extension educators and field workers. Eminent lyricists like Prem Dhawan

and singers like Lata Mangeshkar and Asha Bhonsle were utilised. The involvement of voluntary

organisations was much wider and special campaigns were organised to ensure greateracceptance of Family Planning by minorities. Considerable efforts to involve scholars, writers,

journalists, doctors, opinion leaders for promoting Family Planning programme were alsoinitiated.

New Initiatives

As part of the new IEC strategy in tune with the Reproductive & Child Health Programme, it has

been decided by the Centre to utilise private professional agencies for creating audio-visual and

Advertising campaigns for the mass media. For effective communication and optimal impact, it

has been decided to utilise the services of eminent filmmakers for producing full length featurefilms with sensitive depiction of messages on Reproductive Health and Population issues.

In the new strategy, the Centre has chosen a few specific channels of communication viz.Television, Radio, the Song and Drama Division, Directorate of Field Publicity and the Print

media for promoting the Reproductive Health and Population issues.

Television: Beside utilising the services of eminent filmmakers for production of films, the

Department utilises the services of creative producers in the making of Video spots, arranging

interactive panel discussions with opinion leaders of district and region and audiences and paneldiscussions on important RCH issuses with subject specialists.


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Radio:Apart from revamping of old programmes, a new folk song programme has been launchedon AIRS Vivid Bharti channel from August 1999.Audio spots are produced and broadcast by the

All India Radio and inserted in the popular sponsored programmes. To maximise the audience

only the channels like Vividh Bharati and National channel are used.

Song and Drama shows: Song and Drama division of the Ministrey of Information &Broadcasting(MIB), whose troups perform live shows in the villages have been asked to intensify

coverage by assigning one troupe the responsibility of covering 2-3 districts in a phased manner

with their live shows on Reproductive Health and Population issues.

Field Publicity: The Directorate of Field Publicity, another media unit of the MIB, which have

been organising a variety of programmes such as film shows, song and drama shows, special

plays, photo exhibitions, seminars, symposia, debates, baby shows and other contests through its

field units at the district level, have been asked to involve women, students and youth in a bigway.

Print media: Advertisement campaigns on Reproductive Health issues are being designed fromtime to time and released to all major news papers in 13 languages viz. English, Hindi,Assamese, Oriya, Bengali, Marathi, Gujarati, Urdu, Punjabi, Kannada, Malayalam, Telugu and

Tamil. Recently,the RCH Newsletter has been started in Assamese,Oriya,Hindi and English.The

copies of this newsletter being sent to Health functionaries in the district on a regular basis.

At the State level, similar activities are being undertaken by the States Governments. Funds formaintenance of Mahila Swasthya Sangh-womens groups are being provided by the Centre.

States are being encouraged to open separate IEC Bureaus for better planning and evolve local

specific media strategies.

Decentralised strategy

An important initiative of the new IEC strategy is to decentralised IEC efforts to the level ofdistrict, so that every district is able to plan and implement local specific IEC keeping in view the

cultural, ethnic, linguistic requirements. IEC through Zila Shksharta Samitis (part of the National

National Literacy Mission) are new thrust areas aimed at for integrating education with FamilyWelfare by utilising the already existing network. Under the ZSS scheme, the concerned districts

are to plan and implement their IEC plans, with a thrust on the folk media, design and display of

posters, wall writing and paintings and specific cultural medium in their respective areas.Decentralisation of IEC campaign is giving the District much more flexibility to work with

freedom and creativity. When compared with the top-down approach from either the Centre or

the State Govt.,the decentralised efforts have the potential of opening up unlimited, region

specific possibilities in the sphere of inter-personal and group communication as well.

Three-tier approach

While the IEC division of the Ministry of Health and Family Welfare, Department of family

Welfare, Government of India has the overall responsibility for planning major IEC activities and

national compaigns, the implementation is being largely carried out by the States and Union


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territories, various media units of Ministry of Information and Broadcasting (MIB) andprofessional agencies. District becomes focal point for local IEC compaigns as well as a sub-

centre of activities in the surrounding rural areas.

IEC at State level

Each State/UT has State Directorate of Information and Publicity, which plays the same role asthe MIB at the Central level. The responsibility of planning and conducting IEC activities rests

with the State IEC division headed by the State Media officer.

IEC at District Level

At the district level, there is a District Extension & Media Officer. There is a block extensioneducation officer, and at the sub centre level IEC is combined with clinical service delivery and

is carried out by multipurpose workers. Community workers/health functionaries used for IEC

and advocacy activities in most States include Auxilliary Nurse cum Midwives (ANMs),

Multipurpose workers, Male Health Workers and Mahila Swasthya Sanghs.. Rajasthan and a fewother states have developed special networks such as the Jan Mangal and Swasthya Karmi.

Unfortunately, the understaffed IEC structure in the field has often been found overworked and

used for other activities and projects. It is assumed with the introduction of independent DistrictIEC efforts, these personnel will not be used for other activities any more.

Non Government IEC efforts

In addition to the Government initiatives, a large number of NGOs at the national, state and

district levels carry out IEC activities independently. Prominent NGOs who have contributedsignificantly to the IEC campaigns include the Family Planning Association of India, Bombay,

Voluntary Health Association of India, New Delhi, Society for Services to Voluntary Agencies,Pune and Gandhigram Institute of Rural Health and Family Welfare Trust who cover vast areas

independently.

Population education

Population education programmes are implemented through cells in the Centre and the States at

the primary, secondary, post-literacy, Higher education and vocational training programme levels

. Presently, four national projects on Population and Development with the assistance of UNFPAare in progreess.

Project on School education is being implemented with the help of the National Council ofEducationResearch and Training (NCERT) in 30 out of a total of 32 States/ U.T. In this project,

over 2.2 million teachers and educational functionaries have been oriented in Populationeducation. Over 540 titles on various themes have been published in 17 Indian languages. .

Introduction of Adolscence Education in school curricula, which already includes Population

related messages, have been introduced.


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REFERENCES

http://nrhm-mis.nic.in/Training_HMIS_Portal/MEActivities.aspx

http://www.mohfw.nic.in/dofw%20website/family%20welfare%20programme/iec.htm
http://nrhm-mis.nic.in/Training_HMIS_Portal/MEActivities.aspxhttp://nrhm-mis.nic.in/Training_HMIS_Portal/MEActivities.aspx

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