IEC

1. ARMY INSTITUTE OF NURSING
SEMINAR
ON
IEC/BCC:PRINCIPLE AND
STRATEGIES
PRESENTED BY-
PINKI BARMAN
1ST YEAR M.SC
NURSING
AIN, GUWAHATI

2. INFORMATION,EDUCATION AND
COMMUNICATION(IEC)

3. INTRODUCTION
 We all communicate all the time; there is not a
single moment when we are not communicating.
Communication plays a vital role in our day-to-day
life.
 An important purpose of communicating with
people is to enable the members of the community
to understand their problems and take appropriate
action to solve them collectively
 Information, education and communication are
interrelated to each other. IEC strategies involve
planning, implementation, monitoring and
evaluation.

4. What is Information????
It is defined as one or more statements or
facts that are received by a human which have
some form of worth to him.

5. What is Education???
It is a learning process or a series of learning
experiences through which an individual
informs and orient himself to develop skills and
intelligent actions.

6. What is Communication???
 communication is process by which two or
more people exchange ideas, facts, feelings,
or impressions in way that each gains a
common understanding of meaning, intent and
use of message.
-Paul Leagens

7. DEFINITION
 Information, education and communication:
IEC is an approach which attempts to change
or reinforce a set of behaviour in a target
audience, regarding a specific problem in a
predefined period of time
-Reproductive health and research, WHO

8. INFORMATION
 The word 'Information' in Social Interaction.
 Information is about something, it can be about
an object, people, situation or events etc
 The information involves informants, advisers,
reference book compilers as well as those act
on the information

9. Function of Information
1. Reduces uncertainity or disorganization.
2. Regulate the level of social tension .
3.Fill the gap in knowledge and create
awareness
4.Inspire people to move.

10. EDUCATION
 Education is concerned with opening out the
horizons to choose his interests and mode of
living. It is a process of continuous interaction
in which both teachers taught and get
benefitted. It helps to mould the behaviour
pattern of man and to adjust himself.
Educational process is a planned effort to
achieve pre-determined objectives related to
thinking, feeling and practices.

11. HEALTH EDUCATION
 Health education is a process that informs,
motivates and helps people to adopt and
maintain healthy practices and lifestyles,
advocates environmental changes as needed
to facilitate this goal and conducts professional
training and research to the same end.

12. OBJECTIVES OF HEALTH
EDUCATION
 Informing People
 Motivating People
 Guiding into Action

13. PRINCIPLE OF HEALTH
EDUCATION
 The community health nurse as an educator must
identify his/her client’s health problems, health
needs and understand these in context of socio
economic-cultural conditions, values systems and
interest of people.
 The community health nurse must involve clients
to comprehend their health problems and health
needs and prioritize them according to their felt
needs.
 She needs to plan and organize the health
education programme on the basis of clients, felt
needs and problem by involving them as feasible.
 The health education content must be based on
intended health behavior related to identified
learning needs of clients. It should be accurate,

14.  The content must be properly designed and
organized to attain intended health behavior.
 There should be bi-way face to face effective
communication of health education content.
 The community health nurse/health educator must
communicate the content clearly. He/she should
use proper verbal and non verbal languages.
 A variety of health education methods and
teaching aids should be used depending upon the
intended behavior, content, groups, and existing
circumstances.
 The environment must be conductive for
conducting health education. It should be suitable
and comfortable for both health educator and the
clients. .
 The community health nurse as a health educator
must reflect her professional image.
 Learning should be reinforced through practice

15. HEALTH EDUCATION PROCESS
 Establish communication
 Assessment and diagnosis of learning needs
 Setting goals and objectives
 Planning of teaching plan
 Implementing Teaching plan as planned
 Evaluation

16. HEALTH EDUCATION METHOD
 Lecture method
 General group discussion

17.  Symposium
 Panel Discussion

18.  Interview-
 Dialogue

19.  Buzz session
 Open forum
 Demonstration
 Case study
 Field trip
 Role play

20. APPROCHES OF HEALTH
EDUCATION
 Mass level
 Community level
 Group level
 Family level
 Individual level

21. COMMUICATION
 Communication is a process in which people
affect one another the exchange of
information, ideas, and feeling. The word
communication is derived from Latin word ‘
communils’, meaning
“common”.Communication is an interaction
between two or more persons that involve
exchange of information between a sender
and receiver .

23. TYPES OF COMMUNICATION
 Verbal communication
 Non-verbal communication
 Two –way communication
 One –way communication
 Formal and informal communication
 Visual communication
 Telecommunication

24. BARRIERS OF
COMMUNICATION
 Physical Barriers
 Perceptual Barriers
 Emotional Barriers
 Cultural Barriers
 Language Barriers
 Stereotyping
 Wrong channel

25. Communication skills
 Communication skills are the ability to send
messages that are properly an entirely
received and understood by the target
audience.

26. INFORMATION,EDUCATION,COMMUNIC
ATION
 It is a public health approach aiming at
changing or reinforcing health-related
behaviours in a target audience, concerning a
specific problem and within a pre-defined
period of time, through communication
methods and principles.

27. OBJECTIVES OF IEC
 Increase reach of services by making visits of
workers and supervisors more predictable and
regular .
 Improve the quality of services through knowledge
and skill development of workers.
 Make supervision more oriented towards problem
solving
 Link supervision with training at various levels.
 Concentrate on local field problems both for
development of training materials and their user.
 Combine interpersonal communication strategy
with mass media approach

28.  Streamline supply systems to meet the local
needs of health and family welfare units.
 Establish relationship between various levels
and elements of the system.
 Improve performance levels through
continuous interaction with village community
volunteers.

29. MAJOR COMPONENTS OF IEC
 Visit schedule
 Training
 Supervision
 Monitoring and Evaluation

31. PLANNING STRATEGY
 IEC succeeds when it is planned with a
comprehensive strategy. This means having
clearly articulated objectives, keeping the client at
the centre of what is being designed, conducting
appropriate research, undertaking audience
segmentation, carefully crafting and testing
messages, knowing and using appropriate channel
choices, and planning for monitoring and feedback
 Know the community traditions.
 Give emphasis on long term capacity building.
 Plan sufficient time, to foster changes in social and
behavioral.
 Link the IEC programmes with health care
services delivery programme.
 Always emphasize positive behavior change .

32. Implementing a Strategy
 Support of community leaders, public opinion leaders
and decision-makers can lead to stronger results.
 Actively involving the target audience in the design,
implementation and monitoring of a project is critical.
Listen to local language, custom, and experience.
 Establish linkages and relationships with, and actively
involve, traditional healers, local nongovernmental
organizations (NGOs) and local support groups, and
recognize the important role each plays. Share
information with them.
 The interaction between health care providers (at all
levels) and clients is important for successful IEC
interventions.
 Multimedia campaigns are most effective when mass
media and popular
 traditional channels are used in combination with
person-to-person interactions

33. Monitoring and Evaluating a
Strategy

34. Steps in Developing IEC
Activities
 Conduct a needs assessment.
 Set the goal.
 Establish behavioural objectives that will contribute to
achieving the goal.
 Develop the IEC activities and involve as many other
partners as possible. After their successful
implementation, you should be able to have a
significant impact on achieving the behavioural
objectives.
 Identify potential barriers and ways of overcoming
them.
 Identify potential partners, resources, and other forms
of support for your activities and gain their sustained
commitment.
 Establish an evaluation plan.

35. BEHAVIOR CHANGE
COMMUNICATION
 Behavior Change Communication has been
defined as an interactive process with
communities to develop tailored messages and
approaches using a variety of communication
channels to develop positive behaviors; promote
and sustain individual, community and societal
behavior change; and maintain appropriate
behaviors. Behavior change communication is the
strategic use of communication to promote positive
health outcomes, based on proven theories and
models of behavior change. BCC also employs a
systematic process beginning with formative
research and behavior analysis, followed by
communication planning, implementation, and
monitoring and evaluation.

36. PRINCIPLE OF BCC
 BCC should be integrated with the goal and
objective of the program.
 Formative BCC assessments must be carried out
while developing BCC messages.
 Target population must participate during BCC
development.
 Key and direct stakeholders need to be involved
from the design stage of BCC.
 Pre-testing must be done for effective BCC
materials.
 BCC programs must involve planning for
monitoring and evaluation.
 BCC strategies must be positive and action
oriented

37. The Process of Change in
Behaviour
 Create Awareness
 Create Interest
 Evaluation of Practices
 Try out Decisions
 Adoption of Practices

38. Steps of BCC programme

39. STRATEGY OF BCC
 User identification
 Community Mobilization: Mass media for
making mindfulness for national projects like
adolescent wellbeing, MCH wellbeing
administrations, and so forth.
 Platform: Home visits, gatherings
 Target population: Identify the key target
population of the message
 Advancement of healthy behavior messages:
MCH, Nutrition, Contraception, Adolescents,
Health, Hygiene, Sanitation, Epidemics, and so
on.

40. IMPORTANCE OF BCC AT
DIFFERENT LEVELS
 At individual level
 At community-level
 At national level

41. ROLE OF COMMUNITY HEALTH
NURSE IN IEC
 The community health nurse should communicate the
people in such a way to bring changes in health
behaviour and life style that promote their health .
 The community health nurse should irrespective of her
designation and place of work, it is important for her to
understand the various aspects of practice of health
education and training.
 The community health nurse should include various
methods for successful health education such as
lecture, discussion, demonstration, case study
interview, leaflets and pamphlets.
 The community health nurse has to use various health
education aids/materials to make the learning more
effective, the AV aids materials includes auditory aids,
visual aids, audiovisual aids and folk media.

42.  The community health nurse should consider
following factors while she plans for health
education such as felt breed of the people
time, place and method.
 The community health nurse while planning
and implementing health education, she may
come across various constrains such as
organizational support, equipment supplies,
time and place.

43. CONCLUSION