Innovative Communication Method for Village Sanitation – Dr Satyajeet Nanda and Dr Meena Nair

One of Public Affairs Centre’s flagship project is ‘Improving Consumer Voices and Accountability in Swachch Bharat Mission- Gramin’. This 3-year project aims at empowering citizens on their rights under this project. A large part of this study involved in enhancing methods of communication that would make the most impact among community members. While developing various Communication materials, a very successful method of dissemination is a tool we implemented in Odisha known as the ‘Advanced media Mix.’

A paper written by Dr Satyajeet Nanda and Dr Meena Nair in the implementation of the Media Mix strategy in Odisha has been published in the ‘Social Welfare’, a journal by the Central Social Welfare Board, an autonomous body under the aegis of Ministry of Women and Children, Govt. of India.


Given that many government program persons expect tangible products out of research than mere reports, it is an endeavour to go beyond research project that would produce mere reports; rather to come up with innovative products that are tangible, more or less scalable by policy and program people, and target users find it easy and conformable to use. PAC used various tools such as CRC, CRC+, CSC and an innovative and almost pioneering tool ‘Advanced Media Mix’ for evaluation of Government of India’s major programme on rural sanitation—the SBM. The current paper mainly focus on this innovative and pioneering tool ‘Advanced Media Mix’ which was used for developing demand-driven IEC material for Government of India’s programme SBM. Through 4 systematic and successive steps it physically places the IEC materials which are demand driven, stakeholder’s oriented, combined community-provider ownership and hence with higher chance of sustainability. With a massive drive, PAC (Public Affair Center- a non-profit Think tank) along with district administration and CBOs produced and put in place total of 118 wall paints and 34000 leaflets across 6 districts of Odisha state. This will definitely go along way not only as an innovative approach but also as guidance for program improvements.

To read the full paper in ‘Social Welfare’ ISSN 0037-8038 Vol. 64 No.3 (June, 2017) click HERE

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