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

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

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.

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

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;

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

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

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

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

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

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

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

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 12 -29 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

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

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

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

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

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