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

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

3. INTRODUCTION
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.
The benefits of toilets and other hardware can be achieved only when communities and households adopt good sanitation and hygiene behaviors.
Willingness to use, maintain and pay for sanitation products and services is critical for success of the total sanitation program.
Sanitation in personal and public life is the joint responsibility of individual, community, city and state.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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