Strategic communication plan for Mahatma Gandhi NREGA

West Bengal -2013-2014

The broad framework

• The broad framework shared by the Ministry – Focuses on three components of IEC (Sec. 2.1)• Information component• Education component and• Communication component

– Identifies the communication need (Sec. 2.2)– The target audience, especially the vulnerable

groups(Sec. 2.3)– Key messages (Sec. 2.4)

The broad framework• The broad framework shared by the

Ministry –Communication management (Sec. 3)–Linkages and convergences for IEC

(Sec. 4)–Monitoring and evaluation (Sec. 5)–Use of social media (Sec. 6)–Best practices and dissemination (Sec. 7)

What the State Government has done so far?

• Identified activities under all three components– Information component• Opening of Facebook account of the State,

districts, blocks and Gram Panchayats• Developing the website of the State MGNREGA

Cell– In the process of development–Some of the districts have developed their

NREGA websites

What the State Government has done so far?

• Identified activities under all three components– Education component

• Capacity building of all the stakeholders through training interventions

• Newly elected Pradhans and members of the Gram Panchayat oriented

– Communication component• Prepared behaviour change communication plan

through IPC and social mobilization at the household/ community level

• Some districts developed folk media utilization plan• Developed flexes/ printed leaflets in mid-media category

What the State Government has done so far?

• Developed key messages for different stakeholder groups including Gram Panchayats

• Identified materials to be developed• Prepared the implementation plan with

timeline• Finalized the IEC Matrix

What are we looking for from the Ministry?

• Templates for AV spots• Templates for the mid- media

interventions• Comprehensive guidelines on IEC/ BCC

What are we doing in the field?• Till the comprehensive strategy is

implemented in the field, we have started –Doing intensive social mobilization through

Gram Rojgar Diwas, Social Audit Gram Sansad meetings–Doing IPC during preparation of labour

budget, especially preparation of habitation-based planning.

EVIDENCES FROM THE FIELD

INFORMATION, EDUCATION AND

COMMUNICATION (IEC)

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SOCIAL MOBILISATION

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SOCIAL AUDIT GRAM SABHA

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Using Folk media for awareness generation

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INTER-PERSONAL COMMUNICATION

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NO ONE CAN DEVELOP PEOPLE; ONLY PEOPLE CAN DEVELOP THEMSELVES

PROSPERITY THROUGH PARTICIPATION