a pilot block level iec strategy supporting l 2 l programme iec division mord govt. of india
TRANSCRIPT
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A PILOTBLOCK LEVEL IEC STRATEGY SUPPORTING L 2 L PROGRAMME
IEC Division
MoRD Govt. of India
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WHAT IS AIMED TO BE ACHIEVED
Setting up of information hubs at Block levels that enable rural families access a basket of modern information and communication technologies Training educated youth,
especially women, in rural areas in operating information shops; Training the rural youth in the organization and maintenance of a system that Generates locally relevant information from generic information; Maintenance, updating and dissemination of information on entitlements to rural families using an appropriate blend of modern and existing channels of
communication; Conducting impact assessment based on organization of surveys, participatory
rural appraisal, and other appropriate methods of data gathering; Building of a model in information dissemination and exchange in rural areas that uses advanced information and communication technologies.
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BACKGROUND
• L2L initiative endeavours to build:• a cohesive Knowledge & Innovation
Community comprising policy makers, implementers, academia, financial institutions, experts, NGOs and international bodies & over all the end users
• build collaborations, overcome the challenges
• bridge the urban & rural development gaps
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BACKGROUND Access to information by all becomes key
to ensure a vibrant and efficient knowledge community
Meeting information needs of all constituents of the community is a challenging task
A COMMUNICATION NEEDS ASSESSMENT(CNA) IS THE FIRST STEP TOWARDS MEETING THE CHALLENGE.
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WHY CNA IS CRITICAL ?? Yawning gaps between planners’
perception of a Scheme / Programme & the frontline implementers’
understanding vitiates whole implementation process and outcome.
Lack of knowledge regarding entitlements among end users results in low demand for service & lack of transparency
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COMMUNICATION ALIGNS
vs.
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IDENTIFY KEY STAKEHOLDERS
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LIST OUT THE INFORMATION & COMMUNICATION NEEDS
Undertake a situation analysisConsultations & Interviews with service providers (officials/implementers )Focus group meetings with service usersCollection of secondary data and documenting the village profiles
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LIST OUT THE INFORMATION & COMMUNICATION NEEDS
Document theme wise (agriculture,animal husbandry, health, education,income generating activities, etc.) information needs of the community.
Prepare resource directory
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CONSULTATION PROCESS FOR INA
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PRIORITIZE THE INFORMATION REQUIREMENTS
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CREATE AN INFORMATION CREATE AN INFORMATION WAREHOUSE WAREHOUSE FAQs on Government Schemes, Book of
Entitlements , Guidelines & Forms, Bank loans, Cultivation Practices of different crops, quality of
seeds ; Prices of farming and fishing equipment ,fertilizers, seeds
Awareness News and Information – based on season, government announcements, current trend, etc.
Collection of ready use information from, various organizations and government departments
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INFORMATION WARE HOUSE
Agro-meteorological information that is indispensable to food safety and agriculture in general
Information on Early Warning System (IEWS)
Information on market prices, which are of considerable importance to farmers and businessmen
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CHART OUT THE COMMUNICATION TOOL & THE USAGE PATTERN
0
50
100
150
200
250
300
350
No
. Res
pn
den
ts
TelephoneEmail
Telegram FaxOthers
Not Applicable
Communication Means
Chart Showing the Distribution of Respondents' Means of Communicating with People outside their Environs
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0
50
100
150
200
250
300
350
400
No
. of
Rep
on
dn
ets
MobilePhone
Fixed LinePhone
Television Radio Computer FaxMachine
Video
Gadget
Chart Showing Respondents' Accessibility to Communication Gadgets
Yes No
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ENGAGE KNOWLEDGE WORKERS Identify people who can work as knowledge workers
- VLWs, Asha, Anganwadi workers , NYK volunteers, students etc.
- Train and orient them in information need assessment of the community, collection of relevant information, maintenance of information inventory
- Use of simple dissemination methods , To report and produce programmes for the Community Radio Making programmes and interview techniques in Radio programming Creating archives and maintaining data base To report and edit content based on the needs of the community for the
Community News Paper (CNP) Usage of photography while writing content for CNP Layout making and participatory work strategies in developing CNP features Reinforcing and recapitulation mechanisms for creating impact activities Documentation of success stories for motivating others to involve
themselves into media Marketing strategies Feedback of the end users and incorporation for increasing the audience
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USE SIMPLE COMMUNICATION TOOLS
Posters , hoardings, messages of wall paintings , bus shelters, leaflets
Above all inter personal communication.
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FOLK & TRADITIONAL MEDIUMS
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CONTACT PROGRAMMES & DEMONSTRATIONS
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VKCs can provide villages with knowledge that the local community needs and it uses information and communication technologies (ICTs) todeliver the knowledge when it is needed. The aim is to bridge the digital divide and thus address the social exclusion and poverty associated with it.
A Knowledge centre for
every village
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demand-driven and timely ,locale-specific and relevant to the day-to-day life. Address to season based queries
• community newspaper readers opinion• user register analysis• findings from village profile• thematic wise segregation• need based user meetings • government announcements• area specific• target group
The information provided should be:
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NEW ICT TOOLS : A REVOLUTION IN RURAL COMMUNICATION
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SOLAR OPERATED RURAL TELE-MARTS
Tele-centre on Wheels : A new way to access information in rural India
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INFO THELA & INFORMATION KIOSKS
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INTERNET RADIO THROUGH MOBILE PHONE
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DIRECT 2 HOME LOCAL LOW COST TV
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COMMUNITY RADIO