Iec cet( b.sc.m ii yr)

Information, education

and communication (IEC)

1R DH@KER, Asst. Professor, PCNMS

Introduction

• the words "information", "education", and

"communication" have individual meanings.

• when grouped together as "IEC", they are

familiar to many within the field of health

communication.


Cont… Introduction

• Information, education and communication

(IEC) combines strategies, approaches and

methods that enable individuals, families,

groups, organizations and communities to

play active roles in achieving, protecting and

sustaining their own health.

• IEC creates awareness –

– Increase knowledge

– Change attitudes

– Move people to adopt an innovation. 3R DH@KER, Asst. Professor, PCNMS

Definition • WHO – an approach which attempts to

change or reinforce a set of behaviors in a

“target audience” regarding a specific

problem in a predefined period of time.


This definition helps emphasize the need for

IEC initiatives to:

• have a clear objective (the specific behaviour to

change or reinforce);

• target a specific audience (e.g., mothers of children

below five years old);

• set a timeframe within which the results (“change

in behaviour”) are expected to occur.


Cont… This definition helps emphasize the need for IEC initiatives

to:

• address a “specific problem” (e.g., offering

increased fluids and continuing feeding a child with

diarrhoea), rather than attempt to change many

problems at the same time.


I-E-C Dynamics

Information Educatio

n

Communicatio

n

Information – facts | data (statistics) | socio-economic-political

profile

Education – “activated” knowledge

Communication –dissemination using various channels 7R DH@KER, Asst. Professor, PCNMS

I-E-C

Concept

Information – ability to acquire and select

Education – ability to appreciate and direct understanding

Communication –ability to package/customize, share and

influence

Information Education

Communication


5Rs of IEC

• Relate

• Realize

• Reform

• Retain

• Replicate


• To change the health behaviour of

individuals, family and community

• To prepare background or basis for change in

health behaviour

• To change the norms of community

• To facilitate education for audience about

public health and to create awareness in

public opinion

Aims and scope of

IEC


• To obtain social, political support for health

activities

• Primary health care

• Prevention of diseases/ control on

communicable diseases

• Reproductive health/ maternal and child

health services

• Family welfare nutritional services

• Personal hygiene

CONTD…. Aims and scope of IEC


Major Component Of IEC

• Visit schedule

• Training

• Supervision

• Monitoring and evaluation


Planning & Strategy- IEC

• IEC success when it is planned with a

comprehensive strategy.

• Gain knowledge and incorporate community

tradition.

• There must be true dialogue.

• Everything cannot be changed at once and

focus on relevancy.13R DH@KER, Asst. Professor, PCNMS

Cont…Planning & Strategy- IEC

• It should be cost effective.

• Campaign for preventive behavior.

• Fear arousal needs to be used with caution.

• The timing should be appropriate.

• Information overload is to be avoided.


Process Of Implementing

Strategies

Support of community

leaders

Involve target audience

Establish linkage and

relationships with NGO and

others15R DH@KER, Asst. Professor, PCNMS

Multimedia campaign

Anticipate

Anticipate trouble and crisis

communication plan

Monitoring and evaluation

Interactions between health

workers and clients


• It’s a multidisciplinary and client centred in its

approach. The approaches of IEC are based

upon

– Diffusion theory

– Social marketing

– Behaviour analysis

– Instructive design

– Anthropology

Approaches of IEC


Resources For IEC

• Print media

• Mass Media

• Television

• Radio

• Internet


Print media


Mass Media


Television


Radio


Internet


IEC IN NURSING

• At individual level

• At community level


At individual level

• Provides opportunity to develop personality,

knowledge, skills and confidence.

• It increase awareness.

• Reinforcement to sustain behavioral change.

• Communication is very important in nursing

practice.


At community level

• The role of a nurse in family planning

programs with IEC are:-

• Informing

• Persuading

• Motivating

• Encouraging


5Rs of IEC

• Relate

• Realize

• Reform

• Retain

• Replicate


7 IEC “Know” Steps

• Know the problem

• Know your audience / market

• Know your objectives

• Know your strategies

• Know your messages

• Know your channels

• Know your success indicators (evaluation tools)

Steps for IEC

• Know the problem

• Know your audience / market

• Know your objectives

• Know your strategies

• Know your messages

• Know your channels

• Know your success indicators

(evaluation tools)


Health

Education


Health + Education


• Health Education is concerned with establishing

changes in personal and group attitudes and

behavior that promote healthier living.

• It is the foundation of a preventive health care

system.

• Correct info. is the basic part of health education


Cont….. Introduction

• The most cost-effective intervention.

• A large number of diseases could be prevented

with no or little medical intervention if people are

informed about them and if they are motivated to

take necessary precautions in time.


DEFINITION

• “Any combination of learning experiences

designed to facilitate voluntary adaptation of

behavior conducive to health”.

- The word “designed” refers to planned, integral, intended

activities rather than casual, incident, trivial experiences

