IEC/BCC District Planning Guidelines

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PART A
  1. Open Defecation Elimination Plan
  2. Creating Team Swachh Bharat
    • Panchayat Raj Institutions
    • School Management Committee and Teachers
    • Development Partners
    • Media Houses
    • Non - Governmental Organizations
    • Children and Child Cabinets
    • Faith Leaders
    • Self - Help Groups
    • Youth Groups
    • The Private Sector
  3. Develop an IEC/BCC Plan
  4. Phased Approach for ODF under IEC/BCC
  5. Advantage of creating Team Swachh
  6. Seven key IEC/ BCC interventions to attain an ODF district
    • ADVOCACY
    • MASS MEDIA & DIGITAL COMMUNICATION
    • SOCIAL MARKETING
    • SOCIAL & COMMUNITY MOBILIZATION
    • INTER PERSONAL COMMUNICATION
    • ENTERTAINMENT EDUCATION
    • CAPACITY BUILDING
  7. Monitoring and Evaluation
  8. Bottlenecks and Solutions

DISTRICT WHICH IS IN THE ODF/ PLANNING / IMPLEMENTING STAGE

  • A step by step process of how to plan for ODF
  • Key IEC/ BCC approaches to be adopted for Behavior Change
  • Open Defecation
    Elimination Plan
  • Creating Team
    Swachh Bharat
  • Develop an
    IEC/BCC Plan
  • Phased Approach for
    ODF under IEC/BCC
  • Advantage of creating
    Team Swachh
  • Seven key IEC/ BCC interventions to attain an ODF district
  • Monitoring and
    Evaluation
  • Bottlenecks and
    Solutions

OPEN DEFECATION ELIMINATION PLAN

The ODEP approach each district will adopt will depend on the sanitation status and specific challenges in the district. The key parameters will include:

  1. The percentage of sanitation coverage in the district
  2. Level of awareness of communities towards safe sanitation practices
  3. Infrastructure facilities in the district
  4. literacy and income profile of the district and the general human development index of the district

STEP 1:

Do a Situational Analysis/ Baseline survey.
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STEP 2:

Based on the survey fix your ODF target for the current financial year
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STEP 3:

Identify GPs/ Blocks to be made ODF and work on a route map
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STEP 4:

Identify programme priorities at Block /GP levels and strategic interventions
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STEP 5:

Develop a district action plan
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STEP 6:

Develop an M&E plan at the district level
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OPEN DEFECATION ELIMINATION PLAN

  • STEP 1
  • STEP 2
  • STEP 3
  • STEP 4
  • STEP 5
  • STEP 6
STEP 1:
Do a Situational Analysis/ Baseline survey.

The OEDP process should be initiated with a situational analysis of the sanitation scenario in the district. This will help the District Administration understand the existing toilet coverage, the obstacles that exist, the support system (stakeholders) in the district, and the steps that need to be taken to develop a sustainable ODE plan.

The Situational Analysis will give you a clear sanitation profile of the district in terms of existing sanitary infrastructure/ population not eligible for subsidy/ used toilets/ migrant population/ barriers in people adopting sanitation practices/ preferred IEC tools, etc.

STEP 2:
Based on the survey fix your ODF target for the current financial year

Will the district attain full ODF status or will it aim for 70% toilet coverage? The decision has to be taken by the District Administration in consultation with the state SBM based on the ground realities (funds/ infrastructure/ partnerships/ manpower etc) facing the district.

STEP 3:
Identify GPs/ Blocks to be made ODF and work on a route map

Focus on partnerships/ manpower/ financial viability (revolving fund under SBM / corporate/ private sector, etc.)

STEP 4:
Identify programme priorities at block /GP levels and strategic interventions
a.
CAS approach and triggering of communities
b.
Supply of sanitation materials
c.
Creating a demand for sanitation
d.
IEC/BCC for sensitising people about safe sanitation
e.
Creating partnerships with stakeholders for accelerating SBM interventions.
STEP 5:
Develop a district action plan
a.
establishment of partnerships, /roping in stakeholders
b.
infrastructure creation
c.
Supply of sanitation materials and management
d.
IEC/SBCC Plan and interventions
e.
Training needs and Capacity building
f.
Monitoring and Evaluation of SBM interventions.
STEP 6:
Develop an M&E plan at the district level

The M&E plan should have both process monitoring (whether activities were carried out as per the plan) and outcome monitoring indicators (whether targets have been achieved as per the deliverables and objectives outlined for the current financial year).

CREATING TEAM SWACHH BHARAT

The success of the SBM movement and turning it into an ODF district will rest on how fast the district administration is able to convert the sanitation drive into a people’s movement.The key for the district administration is to identify the active stakeholders in the district and assign them specific roles to attain ODF in the District. The Best option for the District Administration is to create a Team Swachh Bharat (TSB) at the District Level. Under TSB.

A stakeholder chart has been developed for the District Administration to identify key stakeholders in the District.
The IEC/ BCC guidelines have identified ten stakeholders who can play a key role under SBM. Their roles may vary from state to state and District to District.
  • Panchayat Raj
    Institutions
  • School Management
    Committee and Teachers
  • Development Partners
  • Media Houses
  • Non - Governmental
    Organizations
  • Children and Child Cabinets
  • Faith Leaders
  • Self - Help Groups
  • Youth Groups
  • The Private Sector

PANCHAYAT RAJ INSTITUTIONS

The PRI institutions have been recognised as the prime implementers of the Swachh Bharat Mission Interventions. The Zilla Parishads, Block Level PRIs and the GP Level PRIs have been identified to play specific roles under SBM.

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Key Tasks assigned for PRIs under SBM :
  • Zilla Parishad and block level PRIs have been identified for framing and regularly monitor the implementation of the SBM interventions at the ground level. They have also been given the responsibility of organising social audits of SBM
  • GP level PRIs have to play the key role in implementing the programme at the ground level.
    All the three tier PRI institutions (Zilla Parishads, Block level and GP level PRIs have to coordinate with each other in attaining their objectives
Roles to be discharged by PRIs
  • Initiate a planned social mobilisation approach at the district level by identifying the key stakeholders based on their presence in the district, strengths, areas of expertise, and networking skills. They have also been given the responsibility of organising social audits of SBM
  • Orient Swaachhagrahis/ motivators/ Zilla Swachata Preraks on Community Approaches to Sanitation ( CAS) interventions
  • Organize groups/ teams at district and block level ( advocacy/ social marketing/ social mobilisation/ mass media/ IPC/ entertainment education/ capacity building) for implementation of SBM interventions
  • Make the community aware of the SBM and the various incentives and schemes that have been made available by the government.
  • Hold regular meetings and group discussions and organise events around sanitation.
  • Organise group meetings/ undertake rallies on sanitation to mark key days/ festivals.
  • Ensure convergence of ministries on SBM intervention, including health, education, rural development, agriculture, information and public relations department, women and child development, youth affairs and sports, and irrigation.

SCHOOL MANAGEMENT COMMITTE AND TEACHERS

Schools and Teachers have a major role to play under the SBM programme. The school structure which comprises of the School Management Committee (SMC) and Teachers can motivate children to take on the role of change agents to influence parents and the community to adopt safe sanitation practices.

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Key Tasks envisaged for SMC and Teachers :

The School Management Committee and Teachers can help the District Administration in Social Mobilisation, Interpersonal Communication, Entertainment Education and Capacity Building activities

School-level Interventions
  • Disseminate sanitation messages before or after morning assembly/ prayer session
  • Constitute child cabinets in schools to address sanitation related issues/ Children to be made responsible keeping the school premises clean
  • Ensure that children have access to clean toilets and clean drinking water
  • Hold painting/ drawing competitions in schools to create awareness on sanitation
Interpersonal Communication Interventions
  • Hold sanitation events (skits/ debates/ games) in schools and involve participation of the community in these events
  • Hold rallies / programmes for a school children during world water/ sanitation/ toilet day and during sanitation weeks etc.
  • Counsel families of children who do not have a toilet to build and use toilets
Social Mobilisation Activities
  • Help the administration in mobilising communities for community approaches to sanitation
  • Become members of ‘Nigrani Committees’ which will be formed in GPs
  • Allow schools to be used for holding stakeholder meetings/ debates/ cultural programmes/ being organised under SBM

DEVELOPMENT PARTNERS

Development Partners/ International NGOs can play a critical role in improving sanitation outcomes in the country. Their main role would be to work closely with the state government and also with local NGOs mainly in streamlining process implementation, introducing innovative approaches, building capacities and monitoring and evaluating the progress of the intervention.

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Key Tasks envisaged for Developement Partners :

International organisations will take on key roles in capacity building of stakeholders.
They can also be involved in mass media and advocacy interventions.

Capacity Building
  • Conducting a training needs assessment of the identified stakeholders, based on their strengths and roles.
  • Plan for separate district level and block level training of various stakeholders
  • Identify KRCs and organisations for conducting the capacity building of key stakeholders
  • Oversee the development of training materials and training of trainers (ToT) workshop formats for the training of stakeholders on key issues.
Mass Media
  • Give inputs in creating a mass media plan.
  • Help in outsourcing/ creating mass media tools like ( TV spots/ radio jingles/ flip charts/ digital IEC materials).
Advocacy
  • Assist the District Administration in finalizing an ODEP plan for the district
  • Facilitate partnerships with corporate bodies (CII/ FICCI/ ASSOCHM) and corporates working in the district.
  • Help in streamlining engagements with various stakeholders under SBM intervention at the district level

MEDIA HOUSES

Media can be a strategic and influential partner and an important stakeholder for the District Administration. It can play a big role in advocacy efforts and also in creating awareness on sanitation issues as well as providing technical support in creation of media material and providing air time/ space at subsidized rates.

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Key Tasks envisaged for Media :

The media can help in Advocacy interventions as well as in Mass Media and digital media interventions.

Mass Media
  • Provide technical help in developing mass media materials like TV adverts/ radio jingles/ newspaper adverts/ hoardings
  • Provide free media time/ space for airing adverts in district based editions/ networks
  • Give programme-specific information (availability of raw materials/ masons/ sanitation events) for free.
Advocacy
  • Highlight the need for stakeholders to join Team Swachh movement through news
  • Highlight success stories of corporate/ NGO / Development Partner involvement in various parts of the country
  • Cover sanitation related programmes in the District and highlight the role played by stakeholders thus giving them publicity as encouragement.

NON-GOVERNMENTAL ORGANIZATION

The NGOs have a very good understanding of issues at the community level and have experience of working on different issues at the grass root level. Under Team Swachh, NGOs could take a lead role in implementing Mass Media/ Digital Media Interventions, oversee Capacity Building interventions and assist in Social Mobilisation, Social Marketing and Interpersonal Communication.

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STRATEGY PLAN

It is suggested that the District Administration should involve three prominent NGOs active in the district for sanitation interventions. The key activities can be divided among them. One NGO can be given the responsibility of Mass Media while another can be given the task of Capacity Building while the third can be given the responsibility of Social Mobilisation activities.
The NGOs can be assigned the particular roles based on their strengths

Mass media/
Digital Media
  • Help in conducting a communication needs assessment for the district
  • Coordinate in developing an IEC action plan based on the district swachhata plan (form no b-09 on the SBMG MIS) with the appropriate media mix.
  • Help in coordinating the mass media resources at the district level (creating print adverts, cable TV spots, radio jingles, talk shows).
  • Provide help in running a social media and digital media campaign.
Social
Mobilisation
  • Help in CAS interventions like triggering and PRA exercises at the GP level
  • Constitute Nigrani Committees at the village level for ODF monitoring
Capacity
Building
  • Identify district level and block level training needs of various stakeholders
  • Identify KRCs and chalk out training schedules
  • Monitor the progress of the training schedules with proper feedback and take corrective measures if needed.
Cross cutting
responsibilities
  • Coordinate in creating an IPC network with adequate manpower.
  • Provide technical help in creating an IEC tool kit with flip charts, posters, fact sheets, pamphlets, audio visual pen drives on SBM.

CHILDREN AND CHILD CABINETS

School children and children in general are the primary focus of ‘Team Swachh’ to bring about behavioral change in communities. Children are perceived as change agents and mandated to play a key role in influencing decision making of families and communities to adopt safe sanitation practices.

To become change agents, children need to get convinced about the benefits of adopting safe sanitation practices. For this purpose, Team Swachh has developed a Team Swachh Vidhyalaya Action Kit , an activity based learning kit consisting of games and activities which will induce the children to understand, learn and practice healthy sanitation approaches.

Children have not been mandated any lead roles under Team Swachh. But they have been given supporting roles

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Key Tasks envisaged for Developement Partners :

International organizations will take on key roles in capacity building of stakeholders. They can also be involved in Mass Media and Advocacy interventions.

At School
  • Say sanitation pledge before or after morning assembly/ prayer session
  • Keep the school premises clean
  • Always use a toilet to answer nature’s call
  • Wash hands before and after having food
  • Enthusiastically participate in any painting / drawing competitions in schools to create awareness on sanitation
Inter Personal Communication
  • Tell parents and neighbors about safe sanitation practices ( what you have learnt at school and from TSAK kit)
  • Persuade parents, neighbors and relatives to build and use toilets.
Social Mobilization
  • Persuade family members and relatives to participate in any sanitation programs like meetings, cultural activities, entertainment education activities being organized in the village
  • Take pride in talking about sanitation issues and the need to maintain cleanliness.

FAITH LEADERS

Faith based organizations can play a big role in convincing families and communities to adopt safe sanitation practices. They can help the government and civil society to reach out to unreached and excluded populations through their strong networks across, cities, towns, villages, rural hamlets and among tribal populations.

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Key Tasks envisaged for Faith Leaders :

Faith leaders can play key roles in social mobilisation and Interpersonal communication interventions at the district level.

Interpersonal Communication
  • Disseminate safe sanitation messages during religious gatherings in places of worship ( Friday prayers in mosques/ Sunday mass in churches/ Temple festivals/ gurudwara congregations)
  • Administer sanitation pledge during religious congregations.
  • Release statements ( posters/ video clips/ digital messages) endorsing safe sanitation practices
  • Make loud speaker announcements before and after religious announcements
Social Mobilization
  • Encourage people/ communities to participate in sanitation based cultural programmes/ discussions
  • Release posters / endorsements asking people to take part in sanitation based activities like triggering/ meetings/ film shows etc.
  • Take part in rathri chaupals, Group meetings/ cultural events on sanitation being organized by the DA

SELF HELP GROUPS (SHGS)

SHGs have cross cutting roles in all the above key interventions. The main tasks are given below.

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Key roles envisaged for Self Help Groups :

The SHGs can help the district administration in key tasks like:

Social
Marketing
Community
Mobilisation
Interpersonal
Communication
Entertainment Education Interventions
Supporting role for SHGs
  • SHG members will construct a toilet in their house and take responsibility of the same
  • The SHG members will take the initiative to set up Rural Sanitary Marts in areas where they are strong in the district.
  • SHGs will undergo training and take on the role of trained masons in select GPs of the district
  • SHGs will also take on the role of lending credit/ loans to families who are economically weak to construct toilets
  • They will play a key role in community approaches especially in Community Mobilisation activities.
  • They would take on key responsibilities in IPC interventions like persuading families to build and use toilets through house to house visits.

YOUTH GROUPS

Youth groups can be actively involved in SBM activities. They can be involved In IEC/ Social Mobilisation and M&E activities like awareness rallies, Prabat Pheris, spots competitions, debates, performing street plays, undertaking wall writings, organising IEC activities, etc. in various development programmes like health and sanitation. In some states like West Bengal, Youth Groups have ventured into income generation activities like establishing sanitary marts, etc.

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Key Tasks Envisaged for Youth Groups :

Youth Groups have been identified to play key roles in Entertainment Education interventions. They can also support Social Marketing / IPC and Social Mobilisation interventions.

Entertainment Education
  • Assist in implementing an Entertainment Education campaign with a mix of popular traditional folk media tools.
  • Coordinate the use of traditional media tools of the community to disseminate sanitation messages through folk songs, puppet shows and Nukkad Nataks.
  • Use the services of local artists, Naatak Mandalis (dance drama troupes) and members from the third gender for song and drama performances in the villages and GPs.
Social Marketing
  • Explore and if possible, take on the role of establishing Rural Sanitary Marts
  • Take on the role of being masons after being trained by District authorities Interpersonal Communication
Interpersonal
Communication
  • Carry out Independent IEC interventions like awareness rallies, wall writings, organise sports based activities
  • Take on the role of IPC volunteers in the community
  • Become members of ‘Nigrani Committees’ and evaluate the ODF progress in the district.

THE PRIVATE SECTOR

The Private Sector through their CSR interventions can contribute to the SBM through a host of activities like financial assistance, help in building infrastructure, creating communication materials, help in technical intervention related to Waste Management, and Menstrual Hygiene and play a key role in Capacity Building and training related activities.

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Key Tasks envisaged for the Private Sector:

The role of corporate houses under Team Swachh would mainly be centered around :

Social Marketing/ Supply Chain
Management
  • Ensure supply of sanitation materials to Rural Sanitary Marts through their existing distribution networks
  • Train SHGs/ Youth Groups to run a sustainable sanitary marts in the GPS distribution networks
IEC Activities
  • Provide technical assistance in planning of IEC/BCC interventions and creating print/ audio visual and digital communication materials.
  • Spread sanitation awareness through their distribution networks through audio visual/ printed materials
  • Provide financial support in running a mass media campaign by sponsoring advertisements
  • Provide manpower for IEC/BCC interventions
Capacity
Building
  • Help in providing trainers for key capacity building workshops
  • Financially support training logistics in Capacity building interventions
  • Provide technical assistance in developing training materials on key areas like SLWM, IEC/BCC

DEVELOP AN IEC/BCC PLAN

Every district administrationwhich has an ODEP plan in place will have to de- velop an IEC/BCC plan which is a key component of ODEP. Changing behav- iors is the key to sustainable sanita- tion outcomes and preventing inci- dents of slip backs.

STEP 1:

Frame communication goals and objectives
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STEP 2:

Identify your IEC resources/ and time frame of the campaign
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STEP 3:

Identify the messages
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STEP 4:

Identify your media
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STEP 5:

Identify your stakeholders/ manpower
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STEP 6:

Identify Capacity building needs/ material
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STEP 7:

Frame your communication budget
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STEP 8:

Monitor your communications plan
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DEVELOP AN IEC/BCC PLAN

  • STEP 1
  • STEP 2
  • STEP 3
  • STEP 4
  • STEP 5
  • STEP 6
  • STEP 7
  • STEP 8
STEP 1:
Frame communication goals and objectives.

Based on the situational analysis/ baseline survey of the ODEP plan, the district administration will have to define its communication goals and objectives’ For example the goal could be to achieve 60 % coverage by 2018 while your objective could be ensuring use of toilet by every member of the family who has a toilet.

STEP 2:
Identify your IEC resources/ and time frame of the campaign.

Work out your IEC budget ( 3,75%) of your total SBM district budget and create a tentative time frame to run the campaign.

STEP 3:
Identify the messages

Identify the key messages you want to convey in your sanitation campaign according to the media through which you want to convey them.

STEP 4:
Identify your media

To be effective in your outreach communication activity, you should list the media you plan to use as per the messages, timeframe and most importantly the budget you have at hand.

Eg : IPC - 60% / Digital media - 30% / Entertainment education - 10%
STEP 5:
Identify your stakeholders/ manpower

The key is to identify various stakeholders/ manpower (Women’s groups/ Youth groups/ Private Sector) for carrying out the communication campaign and fix responsibility.

STEP 6:
Identify capacity building needs/ material :

One of the key aspects is to define key roles for various stakeholders/ manpower and build their capacities to perform their tasks at the most optimum manner.

STEP 7:
Frame your communication budget:

Develop an IEC/ BCC budget based on the media materials that need to be developed and the media tools as per frequency of the campaign.

STEP 8:
Monitor your communications plan:

Develop a monitoring and evaluation framework based on Plans, activities and achievements.

PHASED APPROACH FOR ODF UNDER IEC/BCC

IEC /BCC interventions are one of the key approaches for any district to achieve sustainable sanitation outcomes. Any district which is launching its SBM initiative in the district is advised to adopt a phased approach to achieve its goals. The phased approach for achieving sustainable sanitation is based on the Sanitation and Hygiene Advocacy and Communications Strategy (SHACS) framework, the official SBM guideline recommended by SBM-Gramin for IEC/BCC interventions.

ADVANTAGE OF CREATING TEAM SWACHH AT THE DISTRICT LEVEL

The need for a proper structure to oversee and implement the SBM is crucial if the district wants to achieve ODF status and sustainable sanitation in a specific planned time frame. TSB is built around the concept of a “team” where Stakeholders/ Groups with different background and skills come together and combine their expertise and resources in the best possible manner to achieve ODF for the district.

The USP of creating a TSB structure at the District Level:
The SBM approach is focused around two basic components
Construction of toilets

Team Swachh Bharat can help the government build partnerships with the relevant stakeholders to address key issues like reconstruction of defunct toilets, easy access and availability of sanitary materials in the community and explore possibilities to access to additional funds for SBM interventions.

Creating a demand for toilets

Team Swachh Bharat can take care of the planned IEC/BCC activities at various levels to bring about a behavior change among communities leading to demand and 100% utilisation of facilities.

Team Swachh Bharat Cells at District, Block and GP levels.

To achieve sustainable sanitation in the district, the IEC/BCC guidelines advocates setting up of a Team Swachh Cell at the District, Block and GP level which would focus on executing and coordinating the various IEC /BCC interventions.

DISTRICT LEVEL

The District Administration can create a TSB District Coordination Cell at the DSBM office under the supervision of the District Collector/ CEO(ZP)/ DDO/ CDO/ DRDA or the District official in charge of SBM in the district. They would be assisted by the IEC consultant and Zilla Swachhata Preraks in implementing the IEC activities.

BLOCK LEVEL

A Block Programme Management Unit (BPMU) could be set up at the block level. This would work as a bridge between the districts and the GPs and would be headed by the Block Development Officer and assisted by a local NGO.

GRAM PANCHAYAT LEVEL

At the Gram Panchayat level, the Village Water and Sanitation Committee will take on the task of IEC interventions with the Village Development Officer taking charge. He would be assisted by the Swachhgrahito coordinate the IEC Interventions.

SEVEN KEY IEC/BCC INTERVENTIONS TO ATTAIN AN ODF DISTRICT

To attain ODF, a district should ideally follow the seven key steps under IEC/BCC . This includes Advocacy, Mass and Digital Communication, Social Marketing, Social and Community Mobilisation, Interpersonal Communication, Entertainment Education and Capacity Building.

A stakeholder chart has been developed for the District Administration to identify key stakeholders in the District.

ADVOCACY

Advocacy will create the right climate and a platform to bring about a vision, objective and direction to the ODF drive and effective implementation of sanitation interventions to achieve SBM goals by the District Administration.

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ADVOCACY

Advocacy will create the right climate and a platform to bring about a vision, objective and direction to the ODF drive and effective implementation of sanitation interventions to achieve SBM goals by the District Administration.

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The TSB District Coordination Cell will create
an Advocacy Team to work on Advocacy initiatives.
  • Key Tasks
  • Skills Required
  • Composition of the Team
  • Coordinate with the State Government to facilitate a proper flow of funds allocated under SBM to the district.
  • Work on fostering collaborations at the district level with key national level stakeholders.
  • Work on establishing partnerships with the private sector for financial support to address critical issues such as accessing funds for defunct and non-existent toilets, supporting IEC campaigns and capacity building initiatives in the district.
  • Work on forging partnerships with state level groups for strategy, planning, IEC, capacity building, and M&E interventions.
  • Work towards establishing partnerships with media to highlight and amplify sanitation interventions being undertaken in the district.
  • a:

    Knowledge
    Base
  • b:

    Communication
    Skills
  • c:

    Network
    Base

They should be able to help the District Administration in networking, drafting reports and making presentations and producing policy documents.

The Advocacy Team at the district level should preferably consist of:

  • Assistant Collector
  • Zilla Parishad Representative
  • International developement partners who have presence in the state, national/state level NGOs and national/state level media representatives in the district.

MASS MEDIA & DIGITAL COMMUNICATION

The District Administration need not create any Mass Media tools as it is quite expensive and need technical expertise. They can use mass media tools created by the State SBM or download a large number of topical TV/ Radio spots from the link
(tinyurl.com/sbmiec and tinyurl.com/sbmiec2).

Instead of Mass Media what they can work on is a strong social media campaign through website, Facebook/ Twitter/ Instagram, the District Administration can develop unique Mobisodes (short AV Clips) highlighting key issues and local success stories.

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MASS MEDIA & DIGITAL COMMUNICATION

The District administration need not create any Mass Media tools as it is quite expensive and need technical expertise. They can use mass media tools created by the State SBM or download a large number of topical TV/ Radio spots from the link( tinyurl.com/sbmiec and tinyurl.com/sbmiec2).

Instead of Mass Media what they can work on is a strong social media campaign through website facebook/ twitter/ instagram, the district administration can develop unique Mobisodes (short AV Clips) highlighting key issues and local success stories.

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The TSB District Coordination Cell will create an Mass Media
AND Digital Communication team to work on initiatives.
  • Key Tasks
  • Skills Required
  • Composition of the Team
  • Initiate a communication needs assessment to understand the practices and myths relating to sanitation and the preferred media tools in various parts of the district.
  • Create a detailed IEC action plan with a balanced media mix including mass media, direct media, digital media, folk media and IPC.
  • Explore possibilities with the State Government/ stakeholders to broadcast existing spots and advertisements on local TV stations, cable networks, local radio stations and local newspapers.
  • Create a separate SBM content page on the district website/ SBM Facebook profile/ Twitter account etc.
  • Develop mobisodes(highlighting key issues, district specific approaches / success stories etc.).
  • Oversee creation of WhatsApp groups at GP levels to share updates of progress and achievements to create a sense of healthy competition among stakeholders in the district.
  • Explore possibilities with international NGOs and national NGOs to create digital content, communication needs assessments, media planning, etc.

Required skills for Team Members:
The mass media group should preferably consist of stakeholders who are specialised in the subject.

  • a:

    Structured
    Communication
    Interventions
  • b:

    Techincal
    Knowledge
  • c:

    Audio - visual
    & Digital Media
    Expertise

Composition of Mass/Digital Media Team:

  • District IEC Consultant / Zilla Swachhata Prerak
  • Private Sector Partners
  • International Development Partners
  • National and State level NGO / Local Media representative

SOCIAL MARKETING

Social marketing is a very important step for ODF as it addresses issues of infrastructure and supply of sanitation materials in the community including information flowregarding products, services and service providers, and availability of sanitation materials at affordable prices. It also focuses on partnerships and corporate engagementsto address financial gaps in the SBM.

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SOCIAL MARKETING

Social marketing is a very important step for ODF as it addresses issues of infrastructure and supply of sanitation materials in the community including information flow regarding products, services and service providers, and availability of sanitation materials at affordable prices. It also focuses on partnerships and corporate engagements to address financial gaps in the SBM.

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The TSB District Coordination Cell will create a Social Marketing Team to work on Social Marketing campaigns :
  • Key Tasks
  • Skills Required
  • Composition of the Team
  • Encourage the Private/ Corporate sector and international NGOs to provide support to Social Marketing initiatives.
  • Activate SHGs and Women’s Groups to open Rural Sanitary Marts at various places under the Social Marketing initiative.
  • Encourage the private sector to provide help in creating distribution networks of sanitary materials in the district.
  • Encourage the Private Sector to establish partnerships with SHGs, women’s groups, and Youth Groups to facilitate setting up of Sanitary Marts.
  • Raise funds to address the issue of converting defunct toilets in to sanitary toilets
  • Engage the private sector to help in creating design creative advertisements under direct media, mobisodes, scripts and content for various communication campaigns.

Required skills for Team Members:
They should have persuasive and communication skills to forge partnerships for SBM at the district level.

  • a:

    Knowledge about
    Sanitation approach
  • b:

    Marketing and
    Distribution networks
  • c:

    CSR
    Initiatives

Composition of Social Marketing team:

  • MPs of the District
  • Corporate representative
  • MLAs of the district
  • Respectable or eminent
    personalities of the district
  • Self Help Groups and Youth Groups

SOCIAL & COMMUNITY MOBILISATION

The SBM advocates total participation of the community in the ODF drive and stresses the importance of undertaking Community Approaches to Sanitation by conducting community engagements, triggering/ PRA exercises, celebration of sanitation weeks and involving the community in monitoring and evaluation of SBM interventions.

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04

SOCIAL & COMMUNITY MOBILISATION

The SBM advocates total participation of the community in the ODF drive and stresses the importance of undertaking Community Approaches to Sanitation by conducting community engagements, triggering/ PRA exercises, celebration of sanitation weeks and involving the community in monitoring and evaluation of SBM interventions.

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The TSB District Coordination Cell will create a Social and Community Mobilisation team to work on Social and Community Mobilisation campaigns :
  • Key Tasks
  • Skills Required
  • Composition of the Team

The TSB District Coordination Cell will create a Community Mobilisation
team to work on community engagement at the district level.

  • Create processes for community engagement at the ground level
  • Contact, engage and raise awareness with social networks that exist in the villages, including Youth Groups, Community Leaders, School Teachers, Children and Child Cabinets, Health Workers, Faith Leaders, and Medical Practitioners.
  • Undertake Community Approaches to Sanitation by encouraging active community participation in triggering/ PRA exercises
  • Encourage active participation of the communities in M&E by activating Nigrani Committees.
  • Ensure convergence of the various relevant Government departments, including education, health, rural, agriculture, information and public relations, women and child development, youth affairs and sports, and irrigation.
  • Create localised What'sapp groups to share updates/ videos/ content on a daily basis to keep the momentum going and creating regular information flow in the districts.

Required skills for Team Members:
They should have persuasive and communication skills to forge partnerships for SBM at the district level.

  • a:

    Grass-root level
    work experience
  • b:

    Networking
    Skills
  • c:

    Direct communication
    to the community

Composition of Social Marketing team:

  • Zilla swacchataprerak
  • School Teachers
  • IEC Consultant
  • Media, Faith Leaders
  • State level NGOs
  • GP PRI’s

INTER PERSONAL COMMUNICATION

The main focus should be centered on IPC activities. Apart from counseling and community meetings, the stress should be on undertaking community approaches like Triggering, PRA and frequent community engagements like ‘Chaupals’ to create awareness and bring about a gradual behaviour change in the community. The key to successful IPC interventions is the availability of trained manpower at the district, block and GP level (Swachhagrahis) to disseminate messages and address misconceptions, doubts and SBM related matters.

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05

INTER PERSONAL COMMUNICATION

The main focus should be centered on IPC activities. Apart from counseling and community meetings, the stress should be on undertaking Community Approaches like Triggering, PRA and frequent community engagements like ‘chaupals’ to create awareness and bring about a gradual behavior change in the community. The Key to successful IPC interventions is the availability of trained manpower at the district, block and GP level( Swachhagrahis) to disseminate messages and address misconceptions, doubts and SBM related matters.

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The TSB District Coordination Cell will create a
Inter Personal Communication team at the district level.
  • Key Tasks
  • Skills Required
  • Composition of the Team
  • Create a separate sub-plan for IPC in the IEC action plan.
  • Identify volunteers and multiple social networks, including religious groups, clubs and community gatherings to promote sanitation and hygiene using IPC.
  • Adopt community approaches by involving and engaging the communities/ groups especially in triggering and Nigrani activities
  • Focus on creating trained manpower like IEC/ BCC consultants at the District level, Zilla Swachhata Preraks at the Block level and Swachhagrahis at the GP/ Village level.
  • Develop an IEC tool kit consisting of flipcharts/ pamphlets/ SBM schemes/ fact sheets/ toilet technologies/ relevant guidelines
  • Coordinate with the Mass Media team as IPC interventions should be preceded by a strong Mass Media/ Direct Media campaign
  • Engage continuously with the community through group meetings, Rathri Choupals community engagements and IPC activities.

Required skills for Team Members

  • a:

    Excellent
    communication skills
  • b:

    Excellent
    managerial skills
  • c:

    Sound knowledge about SBM

They should be familiar with IEC and BCC techniques and should be willing to put in a lot of time at the field level.

Composition of Inter Personnel Communication Team

  • District IEC Consultant
  • Zilla Swachhata Prerak
  • NGOs
  • School Teachers
  • Faith Leaders
  • PRIs

ENTERTAINMENT EDUCATION

Entertainment Education plays a key role in changing and sustaining sanitation behaviors with particular focus on preventing slip backs into Open Defecation. Entertainment Education tools like Song and Drama activities, Plays, Exhibitions, Melas, SwachhataRaths( mobile SBM exhibitions) would go a long way in changing sanitation behaviours in the community.

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05

ENTERTAINMENT EDUCATION

Entertainment education plays a key role in changing and sustaining sanitation behaviors with particular focus on preventing slip backs into Open defecation. Entertainment education tools like Song and Drama activities, Plays, Exhibitions, Melas, SwachhataRaths( mobile SBM exhibitions) would go a long way in changing sanitation behaviors in the community.

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The TSB District Coordination Cell will create
an Entertainment Education team at the district level :
  • Key Tasks
  • Skills Required
  • Composition of the Team
  • Develop and execute a proper entertainment education campaign with a mix of popular traditional folk media tools.
  • Introduce Swachhata Raths(mobile exhibition vans with print / audio/ video communication materials )
  • Coordinate the use of traditional media tools of the region(folk songs, puppet shows and Nukkad Nataks) for information dissemination.
  • Use the services of local artists, Naatak Mandalis(dance drama troupes) and members from the third gender for song and drama performances in the villages and GPs

Required skills for Team Members:

  • a:

    Good knowledge of
    traditional media toolss
  • b:

    Community engagement
    practices and interpersonal skills
  • c:

    Familiar with the area and
    the practices followed by the local communities

They should be familiar with IEC and BCC techniques and should be willing to put in a lot of time at the field level.

Composition of Inter Personnel Communication Team

  • District IEC consultant
  • Zilla Swachhata Prerak
  • PRIs
  • Women’s Groups
  • Youth Groups
  • NYK and NSS volunteers and NGOs

CAPACITY BUILDING

Capacity Building has been identified as a key activity under SBM and separate funds have been earmarked for this activity under SBM budget head. Training and Capacity Building of stakeholders will help them engage effectively with each other and perform their roles and responsibilities under the project. It will lead to collective ownership of SBM initiatives among team members and sharpen their vision to achieve their goals.

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07

CAPACITY BUILDING

Capacity Building has been identified as a key activity under SBM and separate funds have been earmarked for this activity under SBM budget head. Training and capacity Building of stakeholders will help them engage effectively with each other and perform their roles and responsibilities under the project. It will lead to collective ownership of SBM initiatives among team members and sharpens their vision to achieve their goals.

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The TSB District Coordination Cell will create a
Capacity Building Team to work on Capacity Building initiatives.
  • Key Tasks
  • Skills Required
  • Composition of the Team
  • Conduct a needs assessment and identify Capacity Building needs of all identified stakeholders with reference to their roles.
  • Identify District level and Block level training needs and chart out separate training schedules
  • Identify organisations and KRCs to impart training and build capacities of various stakeholders.
  • Create a pool of trainers for key issues like (a) sustainable sanitation, (b) BCC, (c) advocacy, and (d) IPC.
  • Draw out a training schedule at District, Block and GP levels
  • Monitor the progress of the training schedules with proper feedback and take corrective measures if needed.

The Capacity Building Team should have the following skills:
They should have persuasive and communication skills to forge partnerships for SBM at the district level.

  • a:

    Sound knowledge about
    Sanitation, the SBM approach,
    and Government schemes
    in sanitation
  • b:

    Understanding of
    communication and
    BCC approaches
  • c:

    Experience in capacity
    building and training
    interventions.

Composition of the Capacity Building Team:

  • International organisations
  • Large national NGO that has presence in the district

MONITORING & EVALUATION

Monitoring and Evaluation is an important part of the management of any structured intervention. It helps the implementers track the progress of their intervention with respect to

  • (a) whether planned process has been followed.
  • (b) Have targeted outcomes been achieved
  • (c) Does the outcomes achieved match with the final objectives.
The M&E framework in the guideline consists of four key parameters, namely
TASKS

Details the key activities that have been planned under various activities.

RESULTS

The results the District Administration wants to achieve through the SBM intervention.

INDICATORS

Benchmarks against the success of the results can be measured and evaluated in an objective manner.

MEANS OF VERIFICATION

The tools that can be used to verify what results have been achieved.

MONITORING & EVALUATION

MONITORING & EVALUATION FRAMEWORK

  • Process Indicators
  • Output Indicators
  • Outcome Indicators

BOTTLENECKS AND SOLUTIONS

The Guidelines suggest strategic approaches and provides the District Administration with a road map for advocacy, mass media, social marketing, community mobilisation, IPC, entertainment education and capacity Building to achieve an ODF district. But the path is not easy and the District Administration could face challenges and bottlenecks while driving these interventions.

Some of the Potential bottlenecks
the District Administration can face
are listed below:
  • Difficulty in establishing partnerships with Corporate Partners/Private sector who have no direct stake in the sanitation sector.
  • Initiating a communication needs assessment study in the district.
  • How to ensure regular supply of sanitation materials in the community during the construction phase
  • How to attain synergy between various stakeholders under SBM at the district level
  • How to create capacity Building infrastructure including training materials, ToTs, coordination of training schedules and evaluations of trainings.

BOTTLENECKS AND SOLUTIONS

POTENTIAL BOTTLENECKS & SUGGESTED SOLUTIONS

The Guidelines suggest strategic approaches and point out a route map to be adopted by the district administration under advocacy, mass media, social marketing, community mobilisation, IPC, entertainment education and capacity Building to achieve an ODF district. But the path is not easy and the district administration could face potential challenges and bottlenecks while driving these interventions. Listed below are some perceived bottlenecks the district administration might have to overcome under the key approaches.

  • Advocacy
  • Media Communication
  • Social Marketing
  • Social Mobilization
  • Inter Personal Comunication
  • Capacity Building