TALK ANEMIA

National level Training of Master Trainers

6 December 2019
New Delhi

1
AMB Guidelines – Equal Weightage to BCC
Communication Objectives

Increase in knowledge Increase in risk perception

about anemia of anemia

Increase in motivation and

self efficacy for required Increased social support for
behaviours to prevent/treat anemia management
anemia
 Demand

Key Behaviours &

Demand for
Supplies & Services
Counselling Services Home Visits IFA, Deworming Tab Fortified Food

Dialogue on Anemia
SBCC on Solid Body, Smart Mind
campaign for service providers
& field functionaries

5
 dgkuh dkMZ 1%

jkeiqj xkao dh mi LokLF; dsaæ dh vk'kk dk;ZdrkZ

iwue bl ckr ls fpafrr Fkh fd Cy‚d esa cM+h la[;k esa
efgyk,a vkSj fd'kksfj;ka ,uhfed Fkha vkSj dbZ
f'k'kq dqiksf"kr FksA muds xkao ds yksx tc Hkh mi
dsUnz tkrs vk'kk mUgsa ges'kk çsfjr djrh jgrhA
mUgksaus ;g fu'p; fd;k fd os xkao okykssa dks
fu;fer :i ls vk;ju dh xksyh ysus vkSj vk;ju ls Hkjiwj
vkgkj ds egRo ds ckjs esa crk,axhA mUgksaus
xHkZorh vkSj Lruiku djkus okyh efgykvksa vkSj
muds ifjokjksa dks fu;fer #i ls vk;ju dh xksyh ysus
ds fy, vius {ks= dh dbZ vk'kkvksa dk lg;ksx fd;kA
 dgkuh dkMZ 2%

'kkark] viuh xHkkZoLFkk ds pkSFks eghus esa

çloiwoZ tkap ds fy, ikl ds xk¡o ds izkFkfed LokLFk
dsUnz xbZA mldk ifr Hkh mlds lkFk FkkA
xHkkZoLFkk dk iathdj.k djkus vkSj lHkh vko';d
tkap djus ds ckn] izkFkfed LokLF; dsUnz esa
dk;Zjr ,,u,e iwtk us 'kkark dks xHkkZoLFkk dss
nkSjku gj jkst 180 fnuksa rd yh tkus okyh vk;ju dh
yky xksyh dh vko';drk vkSj ykHk ds ckjs esa
crk;kA 'kkark us dgk fd og fu;fer :i ls vk;ju dh
xksyh ysus ds Qk;nksa dks le>rh gSa ysfdu 'kkark
us iwue dks crk;k fd muds ifjokj] fo'ks"kdj mudh
lkl] vk;ju dh xksyh ij Hkjkslk ugha djrh gSaA mldh
HkkHkh ftlus viuh xHkkZoLFkk ds nkSjku vk;ju
xksfy;ksa dk lsou fd;k Fkk] mUgsa feryh dh f'kdk;r
Fkh vkSj dkys jax dk ey Hkh fudyrk Fkk] blfy,
mUgksaus vk;ju dh xksyh ysuk can dj fn;k FkkA
 dgkuh dkMZ 3%

,d lgsyh dh rjg vkSj ns[kHkkydrkZ ds #i esa] iwtk us

'kkark dks le>k;k fd vk;ju dh xksfy;k¡ fu;fer :i ls ysuk ek¡
ds vPNs LokLF; ds lkFk&lkFk xHkZ esa iy jgs cPps ds
fy, Hkh cgqr t:jh gSA mUgksaus mls vk;ju dh xksfy;ksa
dk ,d iÙkk fn;k vkSj vk;ju ;qDr vkgkj tSls fd gjh iÙksnkj
lfCt;ka] lkcqr vukt ,nkysa vkSj frygu vkSj ;fn ifjokj
ekalkgkjh gS rks ekal] vaMs] dysth vkSj eNyh vkfn
[kkus dh lykg nhA mUgksaus vkxs crk;k fd foVkfeu lh ls
Hkjiwj [kk| inkFkZ tSls uhacw] VekVj] ve:n] larjs vkSj
vadqfjr vukt 'kjhj esa vk;ju ds vo'kks"k.k esa enn djrs
gSaA mUgksaus izlUurkiwoZd le>k;k fd vk;ju dh xksyh
ds lsou ls 'kq# esa dqN vlqfo/kk,a gks ldrh gSa tks vkxs
pydj Bhd gks tkrh gSaA 'kkark us iwtk dks vk'oklu fn;k
fd og vk;ju dh xksfy;ka [kkus nsus ds fy, viuh lkl dks
eukus dh dksf'k'k djsxhA
 dgkuh dkMZ 4%

yxHkx nks lIrkg ckn] iwtk us ,d lgk;d Ik;Zos{kd ds

#i esa vk'kk ds lkFk 'kkark ds xk¡o dk nkSjk fd;kA
iwtk us xk¡o dh xHkZorh efgykvksa dh fLFkfr ds
ckjs esa iwue ls ckrphr djrs gq,] 'kkark dh tkap ds
ckjs esa ;kn fnyk;kA iwue us mUgsa crk;k fd og
'kkark ds ?kj xbZ Fkh vkSj mlus gj jkst fcuk Hkwys
vk;ju dh ,d xksyh ysuk 'kq: djus ds fy, mls dgk
FkkA iwue us iwtk dks ;g Hkh crk;k fd 'kakrk
ges'kk ls xksyh ysuk rks pkgrh Fkh] ysfdu og
fgpfdpkrh Fkh] fQj mlus 'kkark ds ?kj tkdj 'kkark
dh lkl dks vk;ju dh xksyh ysus ds Qk;nksa ds ckjs
esa crk;k rks vc os xksyh ysus esa 'kkark dh lgk;rk
djrh gSaA iwtk us iwue ds lkFk 'kkark ds ?kj tkus
dk QSlyk fd;kA
 dgkuh dkMZ 5%

'kkark dh lkl ds lkFk [kq'kh&[kq'kh ckrphr djrs gq,]

iwtk vkSj iwue us 'kkark ds ckjs esa iwNkA 'kkark
dh lkl us muls f'kdk;r djrs gq, dgk fd 'kkark dks
vk;ju dh xksfy;ka ysus ds ckn fljnnZ vkSj feryh tSlk
yxrk Fkk vkSj og ugha pkgrh Fkh fd bu lc
leL;kvksa dh otg ls mlds vkus okys iksrs ij dksbZ
eqlhcr vk,A mlus iwtk vkSj iwue dks crk;k fd 'kkark
us vc 'kkark vk;ju dh xksyh ysuk can dj fn;k gSA tc
os ckr dj jgs Fks] 'kkark nksuksa dks ikuh nsus
vkbZA 'kkark dk 'kjhj cgqr ihyk vkSj Fkdk gqvk yx
jgk FkkA
 dgkuh dkMZ 6%

iwtk vkSj iwue nksuksa us ,d ckj fQj vk;ju dh

xksfy;ksa ds ykHk ds ckjs esa crk;k] tks xaHkhj
[krjksa ls eka vkSj cPps nksuksa dh j{kk djrk
gSA mUgksaus viuh Lo;a dh xHkkZoLFkk dk
mnkgj.k fn;k vkSj crk;k fd dSls vk;ju dh xksfy;ka
ysrs le; leku leL;kvksa dk lkeuk djuk iM+k vkSj
dqN le; ckn os muds fy, vH;Lr gks xbZaA dqN
le; esa xksfy;ksa ds nq"çHkko Hkh de gks x,A
iwue us vius lkFk j[ks laokn dkMksaZ ds ,d lsV
dk izHkkoh bLrseky djrs gq, mUgsa crk;k fd
D;ksa fu;fer #i ls vk;ju dh xksfy;k¡ vkSj foVkfeu
lh ls Hkjiwj vkgkj ysuk ek¡ vkSj cPps ds LokLF;
ds fy, cgqr egRoiw.kZ gSA
 dgkuh dkMZ 7%

blds ckn] iwtk vkSj iwue us 'kkark ds ifr jkeyky ls

feyus dk QSlyk fd;k] tks xkao esa gh ,d NksVh lh
nqdku pykrk FkkA os nksuksa xkao ç/kku th dks
lkFk ysdj mlls feyus xbZ] ftudh cgw us gky gh esa
izkFkfed LokLF; dsUnz esa ,d LoLFk cPps dks tUe
fn;k FkkA mUgksaus 'kkark ds ifr dks fu;fer #i ls yh
tkus okyh vk;ju dh xksyh ds lHkh ykHkksa dks
/kS;ZiwoZd le>k;k vkSj muls vuqjks/k fd;k fd os
lqfuf'pr djsa fd 'kkark ;s xksyh fu;fer :i ls ysA
mUgksaus ;g Hkh crk;k fd ,d ,uhfed O;fä lqLr eglwl
dj ldrk gS] lkal dh rdyhQ ;k detksjh dk vuqHko dj
ldrk gS vkSj vklkuh ls Fkd ldrk gSA xk¡o ds ç/kku
us 'kkark ds ifr dks crkrs gq, dgk fd mudh cgw vkSj
uotkr nksuksa dSls LoLFk Fks D;ksafd mUgksaus
vk'kk vkSj ,,u,e nhnh }kjk nh xbZ lHkh lykg dk ikyu
fd;k FkkA iwue us jkeyky ls vuqjks/k fd;k fd og
 dgkuh dkMZ 8%

vxyh ckj tkap ds fy,] jkeyky vkSj mldh ek¡ nksuksa

'kkark ds lkFk izkFkfed LokLF; dsUnz x, tgk¡ vU;
psd&vi ds lkFk iwtk us 'kkark ds gheksXyksfcu ds
Lrj dh tk¡p Hkh dhA lHkh ifj.kke larks"ktud
FksA ;g lc 'kkark ds gj jkst vk;ju dh xksyh ysus dh
otg ls gh gks ldkA vc 'kkark dk ifjokj gj jkst vk;ju
dh xksyh ds lkFk vk;ju ;qä vkgkj ysus esa mldh enn
djrk gSA
 dgkuh dkMZZ 9%

'kkark us dqN eghuksa ds ckn izkFkfed LokLF;

dsUnz esa ,d LoLFk cPps dks tUe fn;kA LoLFk
tPpk cPpk ls lacaf/kr lHkh pj.kksa tSls fd xHkZ uky
dkVus esa foyEc vkSj eka dk igyk ihyk xk<+k nw/k
vkfn t#jh ckrksa dks fpfdRlk Vhe us 'kkark dks
crk;kA iwtk us 'kkark vkSj mlds ifjokj ds lnL;ksa
dks 180 fnuksa rd vk;ju dh xksyh gj jkst [kkus dk
lykg nsrs gq, mUgsa crk;k fd Lruiku djkus okyh
ekrkvksa ds fy, vk;ju dh xksyh ysuk mruk gh
egRoiw.kZ gS ftruk fd xHkZorh efgykvksa ds fy,A
vc u dsoy 'kkark viuh vk;ju dh xksfy;ka fu;fer :i ls
ysrh gSa] cfYd og vius xkao esa vU; xHkZorh
efgykvksa vkSj Lruiku djkus okyh ekrkvksa dks
Hkh xHkkZoLFkk vkSj Lruiku ds nkSjku vk;ju dh
xksfy;ka ysus ds fy, çsfjr djrh gSaA
 Dropouts
1
AWARENESS
Discuss benefits
Project, request
to become our
7 and risks
SUSTAIN
advocate
2
Dropouts
DESIRE
Dropouts

BEHAVIOUR
6 CHANGE Provide skill and
MAINTAIN
support
PROCESS
Motivate Reinforce, 3
Maintain Supportive KNOWLEDGE
environment /SKILL

5
Dropouts REPEAT
Dropouts
4
TRY OUT
Motivate, Maintain
Motivate, Create
supportive environment,
supportive
Handling of problems
Dropouts environment
The AMB Communication
Package

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 One stop
shop for all
resources in
one place

Dashboard URL: https://anemiamuktbharat.info/dashboard/#/

Communication Package
• Play the AMB Material AV
https://anemiamuktbharat.info/dashboard/#/
Usage of Communication Tools
Approach/Platform Materials /Tools Audience
Awareness Generation: Name slips, badge, poster, recipe booklet, docket, job aid, Pregnant women and lactating mothers,
SHG meetings, AWCs, VHSND, Gram brochure adolescent girls, Community members, PRIs,
Sabha Meetings, youth clubs, CBEs Influencers,, mothers-in-law, husbands, faith
(Religious and Cultural events), leaders, school Children.
Schools
IPC: Posters for community – (6-59 months, 5-9 years, 10-19 Adolescents, pregnant women, lactating mothers,
Home visits, small group meetings, years, women of reproductive age, pregnant women, parents and family members, mothers-in-law,
VHSND, AWCs, adolescent platforms lactating women), do’s and don’t leaflets, 4 mantras booklet, husbands.
like Meena Manch. dialogue cards, playing cards
Mid Media: Nukkad natak, IEC vans, folk songs/art, wall painting. Community members, influencers, adolescents,
CBEs (Religious and Cultural events) pregnant women, lactating mothers, parents and
family members, mothers-in-law, husbands,
influencers
Mass Media TV spots, radio spots, Meena radio episodes. Community members, influencers, adolescents,
pregnant women, lactating mothers, parents and
family members, mothers-in-law, husbands,
influencers
Social Media WhatsApp posts, Twitter, Service providers, families, influencers, teachers
T3 Camps Banner, guidance note, slip, standee, film on guidelines, Service providers, adolescent girls, women of
training film reproductive age, pregnant women, lactating
women, community members

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IPC
Materials
IPC
Materials
Mass Media
Tools
Mass Media
Tools
SBCC for AMB -
Planning &
Implementation

24
AMB SBCC 6 Milestones
1 State communication/IEC plan [solid body smart mind] developed for the year - Y/N
2 AMB Communication Package adapted and available in State language - Y/N
3 AMB Communication Package printed and distributed to health facilities and ANM,
ASHAs - Y/N (Attach executed distribution list)

4 State media plan (electronic, print) approved and implemented for a full year -Y/N
(Attach media plan)

5 District outdoor media plan (wall writing, bus panels, hoardings) approved and
implemented for a full year - Y/N (Attach outdoor media plan)

6 District community media plan (community radio station, folk groups) approved and
implemented especially for hard to reach villages - Y/N (Attach community media plan)
SBCC Plan for AMB

National State
1. Finalise and execute mass media plan – IEC
Division 1. IEC plan/budget as part of PIP
2. Finalise and execute social media plan – IEC 2. Language adaptation of AMB package
Division with social media person
3. Finalise and execute plan to engage community
3. Regular editorial/op-ed on AMB media and outdoor media
4. Regular panel discussion/talk show on AMB 4. Orient stakeholders in State and HPD/AD
district workshops
5. Initiate Anemia discussion in school assemblies
Month wise AMB SBCC Plan – Behaviour Focus
1.Home visits 1.Home visits 1. Home visits
2.Annaprashan as 2. CBE 2. CBE –
Community Based Annaprashan,
-Godbharai
Event (CBE) Godhbharai, Poshan
-Poshan Diwas
3.Monthly Diwas/Men’s 3. Community
meetings by ASHA
engagement sensitisation
4.Feeding 3. School
Mo meetings
demonstrations nt 4. State AMB
assemblies
5.Mass media – Ambassador on
Mo Madhuri Dixit MAA
Mo 4.Mass media- h compliance and diet
nt TVC/radio spot nt ‘Pooja’ maternal 3/C 5. Mass media-
nutrition TVC ‘Toofan Mail’ TVC
h 6.Social media h 5.Social media
om and Radio spot
1/I 7.Community 2/ pli
media, outdoor 6.Community 6.Social media
YC Di media, outdoor an 7.Community media,
media
media outdoor media
F et
Month 4 to 6 – Repeat the cycle ce
District Level AMB
Communication Plan
A Sample

28
Sensitisation and awareness building at community
and school levels; mid-media/folk media
Communication Platform/Medium/Target Audience and Frequency Unit Cost Total Cost
Approach (whole year)
Group Quarterly sensitisation workshop for media in district 6,000 24,000
communication
Annual sensitisation workshop for teachers and administration in schools 500 5,00,000
Annual sensitization workshop for parents and teachers (SMC and PTM in schools) 500 5,00,000
Community meetings with: 250 30,00,000
Faith leaders, Panchayat leaders, VHSNC, women’s groups, adolescents’ groups etc.
during:
Gram Sabha/Panchayat meetings, religious and cultural events, VHSNC meeting, AHD,
CBE and VHSND (monthly and periodically for festivals)
Monthly ASHA, AWW and mothers' group meetings, private sector engagement with 150 18,00,000
mothers (including lactating), pregnant women, mothers-in-law, husbands
Mid-media such as nukkad nataks, local art forms, folk songs for engagement with 5,000 50,00,000
faith leaders, Panchayat leaders, VHSNC, women, adolescents etc.
Annually
 Sensitization and awareness building at community
and school-level; mid-media/folk media
Communication Platform/Medium/Target Audience and Frequency Unit Cost Total Cost
Approach (whole year)
IPC and counselling ASHA home visits to engage with mothers (including lactating), pregnant 0 0
women, mothers-in-law, husbands
T3 Camps (covering women, adolescents, children, men) 224000 4,48,000
School based Engaging with students and teachers during morning assemblies 500 5,50,000
communication Engaging with students, parents and teachers during youth festivals
Engaging with students, parents and teachers during AHDs
Facility based Bimonthly awareness building sessions for facility level functionaries - 500 36,00,000
communication including doctors, nurses, MOs, ANMs, birth attendants, ASHAs, private
sector doctors and clinics
 Year-round broadcast of messages on AMB
Communication Platform/Medium/Target audience and frequency Unit Cost Total Cost
Approach (Whole
year)
Mass media Electronic and print media to engage (year-round) with general public (TV * *
and radio channels)
Social media WhatsApp, Twitter, Facebook to engage with general public (Year-round) * *
Text messages covering 10,000 mobile users 0.06 24,000
Community media Community Radio stations to engage with community (Year-round) * *

* Will be part of state level plan

 Year-round broadcast of messages on AMB
Communication Platform/Medium/Target Audience and Frequency Unit Cost Total Cost
Approach (Whole year)
Mass media Electronic and print media to engage with general public during National * *
Nutrition Week, National Deworming Day, Women's Day, World
Breastfeeding Week, World Health Day, Poshan Maah, Poshan Pakhwada
Social media WhatsApp, Twitter, Facebook to engage with general public during * *
National Nutrition Week, National Deworming Day, Women's Day, World
Breastfeeding Week, World Health Day, Poshan Maah, Poshan Pakhwada
Local celebrity based Special Days targeting Government, NGO, private-public sector, general 40,000 2,80,000
events public during National Nutrition Week, National Deworming Day, Women's
Day, World Breastfeeding Week, World Health Day, Poshan Maah, Poshan
Pakhwada

* Will be part of state level plan

THANK YOU

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