Filed level implementation of IEC/BCC activities will be priority activity for the Mission. For this there will be specific communication plan and implementation of the communication plan will be closely monitored.

The thrust for achieving ODF villages will require extensive mobilization of the community through different means of communication. Out of the programme fund, 4.5% will be utilized at the district and sub-district level for community mobilization and capacity building activities. An additional 0.5 percent of the programme fund will be available at the state level for implementation of the State Communication Plan. Out of the IEC & CB fund apportioned for the district and down below, 0.75% will be for capacity building activities. Out of remaining 3.75% again 60% would be utilized for IPC, 15% for Mid-media activities, 15% of the fund for Mass Media activities, 5% for M&E and 5% for KAP studies.

In the field the major focus of communication will be on the following:

  1. Inter-personal communication at the household and village level for generating mass awareness on perceived threats of lack of sanitation facilities and its comprehensive use as well as the expected benefits of conforming to the practice of close quarter defecation and other safe hygiene practices. Social mobilizers through CBOs would be associated with the procsss of reaching out to the community on the basis of an incentive structure.

  2. In Gram Panchayat  having extremely low coverage as yet, community processes in sanitation would be spearheaded through use of community triggering and other participatory tools and techniques. A part of IEC fund would be earmarked for such community processes.

Development of communication materials for wide scale replication, printed, audio visual, electronic will be the responsibility of the State Mission which will thereafter be duplicated/utilized by the districts and the field units. For development of the prototypes support from professional agencies would be taken. Both World Bank and UNICEF would be approached to help the state Mission develop the prototype communicating materials. The State Mission will be coordinating the roll out of the entire Sanitation Hygiene Advocacy & Communication Strategy (SHACS) with support from UNICEF and the World Bank.

SHACS roll out will be coordinated. Extensive inter-personal communication, community triggering and other community processes, development and use of communication materials, communication through school students, using frontline workers of different allied programmes and extensive use of NGO network will be major means of reaching out to the community.

Using icons for communicating the messages, extensive use of the digital media reach out to the youth and increase visibility and a pulse polio like campaign will be some of the thrust areas of the communication strategy.

Massive drive will also be undertaken periodically by using services of some identified icons to promote safe sanitation practices by using the television and cable channels.

FM radio as well as the conventional All India Radio will be used on a sustained basis to promote sanitation.

Digital media will be increasingly used to reach out to the niche and audience using internet. The website of the Mission will be refurbished and will be made more interactive. Facebook page of the Mission will be created and will be constantly fed with inputs from the field. Other form of social media like twitter account, WhatsApp would be extensively used.

There will be comprehensive Media Plan for the Mission spread over the entire project period. Following is the brief outline of the proposed media plan:

Target Groups

For systematic communication of the messages of Mission Nirmal Bangla, focus will be given on two kinds of target groups —

Panchayat representatives, political leaders , religious leaders, frontline¬† workers of different departments, community-based organisations like clusters and federations of SHG’s medical practitioners etc.

Communication Action Flow

The flow will be three steps with specific objectives for each of the steps

Communication approach