: Presentation during the Cluster 1 training on the "5Rs of IEC" for participants from Cebu Technological University, Davao Oriental State College of Science and Technology and Masbate School of Fisheries. The training was under the project "Integrated Coastal Resources Management" of the Department of Environment and Natural Resources, conducted on a loan from the Asian Development Bank and a grant from the Global Environment Facility.
2. What is IEC? Information, Education and Communication WHO â an approach which attempts to change or reinforce a set of behaviors in a âtarget audienceâ regarding a specific problem in a predefined period of time.
3. I-E-C Dynamics Information Education Communication Information â facts | data (statistics) | socio-economic-political profile Education â âactivatedâ knowledge Communication âdissemination using various channels
4. I-E-C Dynamics: Deliberate Information Education Communication Information â ability to acquire and select Education â ability to appreciate and direct understanding Communication âability to package/customize, share and influence
5. 5Rs of IEC Relate Realize Reform Retain Replicate
6. R1: Relate IECâs ability to assist audience in initially locating their role (contributor or solution or observer) in the issue/message Who am I? Who am I in the issue? What does the issue mean to me? Focus: Self | Family
7. R2: Realize IECâs ability to facilitate the process of understanding the issue more, evaluating the stakeholdersâ and actorsâ role in it, and assessing their practices and behaviors against greater common goals Who am I to my community? What does the issue mean to my community? What am I here for? Focus: Self vis-Ă -vis Community
8. R3: Reform IECâs ability to effect favorable change in practices and behavior, ensuring the same is community-oriented and âdriven. Focus: Community (ânowâ mindset) vis-Ă -vis Issue
9. R4: Retain IECâs ability to sustain favorable change in practices and behavior by taking ownership of such change, developing within the target audience the passion to pursue best and sound practices Focus: Community (âfutureâ mindset) vis-Ă -vis Issue
10. 5R: Replicate IECâs ability to inspire target audience to share their best and sound practices, extending their reach and relevance. Focus: Immediate Community vis-Ă -vis Extended community
11. 7 IEC âKnowâ Steps Know the problem Know your audience / market Know your objectives Know your strategies Know your messages Know your channels Know your success indicators (evaluation tools)
13. 2 âKnowâ : Audience | Market Market Identification General: Who plays a role in this problem? Market Segmentation Split: Gender | Interest (Contribution, Impact) Specific: Who comprise my market? What role does each play? By virtue of what factor does each play a role? And to what extent is their participation relevant, based on the same factor?
14. 3 âKnowâ: Objectives What do you seek to achieve? Product-related? Process-related? People-related? When do you want them achieved? (timeline)
15. 4 âKnowâ: Strategies Advocacy (For Policy Implementation and Program Resources) Public Information and Communication Social Mobilization (Based on the ICRMP ComPlan)
16. 5 âKnowâ: Messages Message Development Based on your problem, objectives Based on your market segmentation (language) Based on your sectoral profiling (approach) Written, Verbal, Visual, Online, Mobile
17. 6 âKnowâ: Channels Used for data gathering, info dissemination, consultations, advocacy, planning, âwatchdogâ, and decision-making Face-to-Face Interpersonal | Small Group (FGD) | âTown Hallâ Media Print, Broadcast, TV Internet âAlternative Packagingâ Visual & Performing Arts * Channelâs based on limitation/preference of market segments
18. 7 âKnowâ: Indicators Output Indicators Result Indicators Impact Indicators (Based on the ICMRP ComPlan)