A PILOTBLOCK LEVEL IEC STRATEGY SUPPORTING L 2 L PROGRAMME

IEC Division

MoRD Govt. of India

WHAT IS AIMED TO BE ACHIEVED

Setting up of information hubs at Block levels that enable rural families access a basket of modern information and communication technologies Training educated youth,

especially women, in rural areas in operating information shops; Training the rural youth in the organization and maintenance of a system that Generates locally relevant information from generic information; Maintenance, updating and dissemination of information on entitlements to rural families using an appropriate blend of modern and existing channels of

communication; Conducting impact assessment based on organization of surveys, participatory

rural appraisal, and other appropriate methods of data gathering; Building of a model in information dissemination and exchange in rural areas that uses advanced information and communication technologies.

BACKGROUND

• L2L initiative endeavours to build:• a cohesive Knowledge & Innovation

Community comprising policy makers, implementers, academia, financial institutions, experts, NGOs and international bodies & over all the end users

• build collaborations, overcome the challenges

• bridge the urban & rural development gaps

BACKGROUND Access to information by all becomes key

to ensure a vibrant and efficient knowledge community

Meeting information needs of all constituents of the community is a challenging task

A COMMUNICATION NEEDS ASSESSMENT(CNA) IS THE FIRST STEP TOWARDS MEETING THE CHALLENGE.

WHY CNA IS CRITICAL ?? Yawning gaps between planners’

perception of a Scheme / Programme & the frontline implementers’

understanding vitiates whole implementation process and outcome.

Lack of knowledge regarding entitlements among end users results in low demand for service & lack of transparency

COMMUNICATION ALIGNS

vs.

IDENTIFY KEY STAKEHOLDERS

LIST OUT THE INFORMATION & COMMUNICATION NEEDS

Undertake a situation analysisConsultations & Interviews with service providers (officials/implementers )Focus group meetings with service usersCollection of secondary data and documenting the village profiles

LIST OUT THE INFORMATION & COMMUNICATION NEEDS

Document theme wise (agriculture,animal husbandry, health, education,income generating activities, etc.) information needs of the community.

Prepare resource directory

CONSULTATION PROCESS FOR INA

PRIORITIZE THE INFORMATION REQUIREMENTS

CREATE AN INFORMATION CREATE AN INFORMATION WAREHOUSE WAREHOUSE FAQs on Government Schemes, Book of

Entitlements , Guidelines & Forms, Bank loans, Cultivation Practices of different crops, quality of

seeds ; Prices of farming and fishing equipment ,fertilizers, seeds

Awareness News and Information – based on season, government announcements, current trend, etc.

Collection of ready use information from, various organizations and government departments

INFORMATION WARE HOUSE

Agro-meteorological information that is indispensable to food safety and agriculture in general

Information on Early Warning System (IEWS)

Information on market prices, which are of considerable importance to farmers and businessmen

CHART OUT THE COMMUNICATION TOOL & THE USAGE PATTERN

0

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350

No

. Res

pn

den

ts

TelephoneEmail

Telegram FaxOthers

Not Applicable

Communication Means

Chart Showing the Distribution of Respondents' Means of Communicating with People outside their Environs

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No

. of

Rep

on

dn

ets

MobilePhone

Fixed LinePhone

Television Radio Computer FaxMachine

Video

Gadget

Chart Showing Respondents' Accessibility to Communication Gadgets

Yes No

ENGAGE KNOWLEDGE WORKERS Identify people who can work as knowledge workers

- VLWs, Asha, Anganwadi workers , NYK volunteers, students etc.

- Train and orient them in information need assessment of the community, collection of relevant information, maintenance of information inventory

- Use of simple dissemination methods , To report and produce programmes for the Community Radio Making programmes and interview techniques in Radio programming Creating archives and maintaining data base To report and edit content based on the needs of the community for the

Community News Paper (CNP) Usage of photography while writing content for CNP Layout making and participatory work strategies in developing CNP features Reinforcing and recapitulation mechanisms for creating impact activities Documentation of success stories for motivating others to involve

themselves into media Marketing strategies Feedback of the end users and incorporation for increasing the audience

USE SIMPLE COMMUNICATION TOOLS

Posters , hoardings, messages of wall paintings , bus shelters, leaflets

Above all inter personal communication.

FOLK & TRADITIONAL MEDIUMS

CONTACT PROGRAMMES & DEMONSTRATIONS

VKCs can provide villages with knowledge that the local community needs and it uses information and communication technologies (ICTs) todeliver the knowledge when it is needed. The aim is to bridge the digital divide and thus address the social exclusion and poverty associated with it.

A Knowledge centre for

every village

demand-driven and timely ,locale-specific and relevant to the day-to-day life. Address to season based queries

• community newspaper readers opinion• user register analysis• findings from village profile• thematic wise segregation• need based user meetings • government announcements• area specific• target group

The information provided should be:

NEW ICT TOOLS : A REVOLUTION IN RURAL COMMUNICATION

SOLAR OPERATED RURAL TELE-MARTS

Tele-centre on Wheels : A new way to access information in rural India

INFO THELA & INFORMATION KIOSKS

INTERNET RADIO THROUGH MOBILE PHONE

DIRECT 2 HOME LOCAL LOW COST TV

COMMUNITY RADIO