SWACHHA ANDHRA MISSION GUIDELINES ON IEC PUBLIC AWARENESS

SWACHHA ANDHRA MISSION GUIDELINES ON IEC & PUBLIC AWARENESS 2 nd May, 2015 Swachha Andhra Corporation Municipal Administration & Urban Development Department Government of Andhra Pradesh

Overview Ø Introduction Ø Behavioral change Objectives Ø State level Initiatives Ø City level (ULB) Initiatives Ø IEC Activities Ø Communication Phases and Objectives Ø Implementation Framework (May-June 2015) Ø Mode of Execution Government of Andhra Pradesh

INTRODUCTION Ø An important aspect of the Swachha Andhra Mission is promoting changes in behavior related to practice of personal hygiene and demand for sanitation products and services. Ø The benefits of toilets and other hardware can be achieved only when communities and households adopt good sanitation and hygiene behaviors. Ø Willingness to use, maintain and pay for sanitation products and services is critical for success of the total sanitation program. Ø Sanitation in personal and public life is the joint responsibility of individual, community, city and state. 3 Government of Andhra Pradesh

INTRODUCTION Ø A variety of measures need to be taken at multiple levels with several stakeholders in an integrated manner to achieve behavioral change objectives: Ø To generate awareness about sanitation and linkage to public health Ø Facilitating awareness and proactive behavior towards improving community sanitation Ø To bring about behavioral change in citizens towards improving personal hygiene and improving community sanitation. Ø To generate demand for ecologically safe and sustainable sanitation systems 4 Government of Andhra Pradesh

STATE LEVEL INITIATIVES Ø Advocacy: Sustained focus and measures to Ø Create awareness on sanitation and hygiene Ø Mainstream sanitation into all policies, plans and programs Ø Sensitize development agencies, business organizations, media, local bodies and the public to garner support for achieving total sanitation Ø Capacity Building: Develop capacity of program implementers with regard to Ø Relevant approaches to promote hygiene and sanitation Ø Communication strategy planning, implementation and evaluation; 5 Government of Andhra Pradesh

STATE LEVEL INITIATIVES Ø Technical Assistance: Ø Provide guidelines for development of communication material to better suit local needs Ø Provide standardized communication material for dissemination throughout the state to achieve consistency in messaging and to ensure high recall 6 Government of Andhra Pradesh

CITY LEVEL INITIATIVES Ø Communication Needs Assessment by conducting baseline studies on Ø Awareness of importance of sanitation and hygiene Ø Attitude towards sanitation; motivation and demand for sanitation products and services Ø Identifying key influences and forming City level task forces to drive behavioral change initiatives Ø Implementation of IEC initiatives in line with the guidelines issued by the state Ø Monitoring the effective implementation of promotion strategy and assessing the impact to inform changes in measures 7 Government of Andhra Pradesh

IEC ACTIVITIES Ø IEC objectives - To become an Open Defecation Free and Safe Sanitation Ø Build awareness, interest and demand for access and use of toilets Ø Promote and reinforce practice of safe Sanitation and Hygiene behaviors Ø The strategic focus therefore is to: Ø Increase knowledge about sanitation, hygiene related products and services Ø Increase perceived importance of sanitation and hygiene practices Ø Provide knowledge and clarifications related to the scheme Ø Develop demand for sanitation products and services Ø Bring positive change in practice of behaviors related to Sanitation and Hygiene Government of Andhra Pradesh 8

Communication Phases and Objectives Immediate (3 months) Awareness Medium Term (12 months) Advocacy Long Term (5 years) Change in Behavior and Social Norms 9 Government of Andhra Pradesh

COMMUNICATION OBJECTIVES Ø Phase 1: Immediate (3 months, May- August 2015) Ø Mass awareness about Ø Swachh Andhra Mission Ø Importance of Sanitation and Hygiene. Ø Mass movement for identification of open defecation as a problem by the citizens Ø Identification of insanitary and unhygienic practices by the citizens Ø Information about access to toilets – schemes, technologies and support mechanisms Ø Generating demand for sanitary and hygiene products and services Ø Bringing in support for Swachh Andhra Mission from various stakeholders Government of Andhra Pradesh 10

Implementation Framework (May- June 2015) Ø Generate interest and curiosity about Swachha Andhra Mission Ø Generating Demand for Toilets Ø Branding to create a buzz and pride in the mission Ø Community Participation Ø Private Sector Involvement for funding and promotion 11 Government of Andhra Pradesh

Implementation Framework (May- June 2015) Objective Activity Radio Publicity (Newspaper and Digital) – what does sanitation and hygiene mean to public in Andhra Pradesh? Publicity (Newspaper and Digital) – Generate interest and About Swachh Andhra Mission and curiosity about Inauguration Swachha Andhra Billboards – Inauguration by Mission Honorable CM Date 4 -11 May 7 -9 May 10 -11 May 7 -11 May Pamphlets (with newspaper) – About inauguration and mission 11 May Publicity (Newspaper and Digital) Logo, mascot, Pledge 12 May 12 Government of Andhra Pradesh

Implementation Framework (May- June 2015) Objective Activity Pamphlets (with newspaper) – Information about scheme, process, support mechanisms, technical specifications Billboards and posters– Logo, Generating Demand mascot, Pledge, Scheme for Toilets Door to door campaign – pamphlets based + FAQs Publicity (newspaper and Digital) FAQs , Hotline; Interviews with officials with regard to schemes; articles by known writers on the merits of the scheme Date 12 , 17, 24 May 12 May onwards 12 -29 May onwards 12 – 29 May 13 Government of Andhra Pradesh

Implementation Framework (May- June 2015) Objective Activity Posters - Mission, logo, mascot to be displayed at Government offices, public places Campaign 1: City Level Event + newspaper: Announcement of Celebrity Brand Ambassadors. Messages, Branding to create a buzz and pictures Event + Newspapers: Announce Brand pride in the Ambassadors from SLF, TLF, Self Help Groups, mission health workers Campaign 2: City Level Newspaper + Social Media: Messages by celebrity ambassadors urging people to maintain cleanliness, construct toilets, maintain facilities, pictures, activities Government of Andhra Pradesh Date 12 May onwards 12 May – 29 June 14

Implementation Framework (May- June 2015) Objective Activity Date Campaign 3: State Level Radio + Social Media + Newspaper: Call for Citizen Brand Ambassadors 15 – 20 May Branding to create a buzz and pride in Campaign 4: State level the mission Radio + Newspaper + Social Media: Celebrate good initiatives 5 June Onwards 15 Government of Andhra Pradesh

Implementation Framework (May- June 2015) Objective Community Participation Activity Campaign 1: City Level Schools and Colleges: Essay, poetry, drawing competitions on importance of cleanliness, sanitation and Hygiene Schools and Colleges: Cultural and sports event Date 15 May 15 June Campaign 2: City level 20, 27 May; 3, 10, Small group interactions with citizen 17, 24 June brand ambassadors, Activists and NGOs, Women Organizations, SLFs, Youth Federations, community clubs, colony/ apartment associations, religious groups etc 16 Government of Andhra Pradesh

Implementation Framework (May- June 2015) Objective Private Sector Involvement for funding and promotion Activity Campaign 1: City level Exhibitions, Demonstrations of sanitary products and services Campaign 2: City Level Fund Raising Meet- PPP , CSR Date 23 -24 May 30 -31 May 6 -7 June 13 -14 June 24 May 31 May 7 June 14 June 17 Government of Andhra Pradesh

MODE OF EXECUTION Ø Materials would be provided by the State Government in soft copy form Ø The IEC activities have to be implemented and monitored under the leadership of the District Collector 18 Government of Andhra Pradesh