Information, Education & Communication (IEC)

Information, education and communication 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.
Information, Education and Communication, abbreviated as IEC, is a strategy to spread awareness through
communication channels to a target audience to achieve a desired positive result. It is a strategy of sharing
information through the broadcast or the print media, or interpersonal communication in a manner,
appropriate to the target group’s culture and values. It is intended to instill positive knowledge for
appropriate behavior in the community which will promote preventive health measures and development.
These channels of communication or IEC materials are either printed or broadcasted media such as
posters, flyers, leaflets, brochures, booklets, radio broadcast or TV spots.
IEC is a strategy comprising a range of approaches, activities and output. IEC activities may include
designing and providing training in communication skill, and carrying out research on audience to
determine what information is needed and the most effective way of delivering it, as well as designing and
producing the materials to support activities.
The IEC strategy aims to create awareness and disseminate information regarding promotive & preventive
health, benefits under health schemes/programs, and to encourage build-up of health seeking behavior
among the rural and urban masses through the various techniques and tools for communication.
Concept of IEC
 Information: ‘’Facts / Data’’ related health and illness
 Education: ‘’activation’’ of knowledge
 Communication: dissemination’ using various ‘’channels’’ and ‘’materials’’

Why Information Education and Communication (IEC)? / Purposes of IEC

1. IEC strategy is proven powerful tools for bringing social change and development. These strategies
are research based consultative processes designed for addressing knowledge, attitudes and
practices to bring positive changes in the behaviors and attitudes of the target groups.
2. They define a community’s needs, create awareness, promote health education and guide them on
how to exercise their rights.
3. An individual’s behavior is shaped by the social, cultural, economic and political systems. With well-
defined strategies and participatory practices, these strategies of communication sustain and
encourage positive behavior, eliminating social disparities.
Preparation of IEC Messages for communication
1. Develop IEC messages: A good message is short, accurate and relevant. The points to be
remembered while preparing messages are –
 It should be disseminated in the language of the target audience and should use vocabulary
appropriate for that audience.
 The message tone may be humorous, didactic, authoritative, rational or emotionally
appealing.
 It may be intended as a one-time appeal or as repetitive reinforcement. It is often necessary
to develop several versions of a message depending on the audience to whom it is directed.
2. Pre-testing: by trying out the materials with small groups from your larger target audience, is an
essential part of developing messages and educational materials. Pre-testing will ensure that people
understand the message as intended. It may need to be repeated frequently until the information is
being conveyed as desired.
3. Determine suitable methods and channels of action and communication : Once the target audience
is identified and the key messages have been chosen, it is time to decide which media and
combinations of information channels that reaches the target group; both formal and informal
groups. The choice of messages and media will be influenced by many factors; cost, literacy levels,
artistic style within the community, familiarity etc.

Materials Used in IEC Program

 Printed media: includes; Posters, Flash Cards, Flip Chart, Leaflets, Booklets, Pamphlets, Brochures,
Newsletters, Newspaper, magazines, etc.
 Broadcasted media: includes; Radio Broadcast and Television
 Social Media: Instagram, Face Book, Twitter, Whatsapp etc.

Channels / approaches of communication in IEC

1. Individual Approach / Face to Face Approach : it includes; Personal contact, home visits, personal
letter etc.
2. Group Approach: includes; Group Discussion, Community Meetings, demonstrations etc.
3. Mass Approach: includes; Broadcasted media, Printed Media, Social Media, Role Play, Folk Methods
like; Drama, Puppet Show, Folk Songs/Dance etc.
Steps in Developing IEC Activities / How to Develop IEC program
The information gathered through the needs assessment provides the framework for the development of
suitable IEC activities. Any activities and materials must always be culturally sensitive and appropriate. The
major steps IN designing an IEC activity are:
1. Conduct a needs assessment
2. Set the goal. This is a broad statement of what you would like to see accomplished with the target
audience in the end
3. Establish behavioral objectives that will contribute to achieving the goal
4. Develop IEC activities and plan to involve many other partners as possible. After their
implementation, it should have a significant impact on achieving the behavioral objectives
5. Identify potential barriers and ways of overcoming them
6. Identify potential partners, resources, and other forms of support for your activities and gain their
sustained commitment
7. Establish an evaluation plan
Strategies of IEC Program Implementation
The various health and developmental programs intended for rural areas under IEC strategies.
 The effective strategies are building a good rapport with the community, the message appeal, the
medium of communication, the feedback and the provision of supplies.
 Presentation of message in a factual, accurate, and easy manner to understand. Pictorial
representations for texts as they have lasting memory impact.
 Selection of an appropriate medium to convey the message to the right audience.
 Taking on board the various levels of government, NGOs, and local support groups, liaison with
media for extensive coverage, providing supplies, and training IEC for a successful IEC campaign.

Attributes of IEC / Characteristics of IEC Strategies

1. Variety of Channels: IEC programs engage on different channels of communication, which is
exceedingly advantageous for the dissemination of message to varied target groups.
2. Cost Effective: Printed IEC materials are cheap and inexpensive, thus are suitable for low budget
programs. Messages intended for the masses are conveyed on broadcast medium like television,
which are effective in disseminating the information to a large audience.
3. Building Capacity: IEC programs ushers in information, skills and knowledge to the target groups
which is essential for positive health measures.
4. Target Specific: The participatory nature of IEC programs provide a sublime opportunity to engage
with the local communities, establish good rapport and to define their specific needs. This enhances
the effectiveness of the programs, provides ambient environment for evaluation and improvement.
 5. Feedback: IEC programs have feedback which is vital for clarifying questions, reinforcement and
solving issues.
6. External Support: These programs can avail support from other counterparts, government,
community leaders, opinion leaders, and local support groups which are tremendously helpful in
monitoring, sustaining and achieving success of the programs being implemented.
7. Logos and symbols: Certain IEC campaigns have established outstanding logos and symbols, which
has helped sustain their movements and campaigns. The ‘Red Ribbon’ and the ‘White Ribbon’ logos
are instrumental in spreading awareness about HIV and AIDs.
8. Entertainment: Messages catering to the needs of the individuals and groups can be conveyed
through the channels in an entertaining manner captivating the attention of the audience. Jingles in
radios, bulletins in televisions, or pictures and graphics are entertaining.

Role of IEC in Rural Development in India

The government and social organizations, coupled with the health agencies, have extensively used IEC as
an integral medium for social change and development, especially in the rural areas. In the rural areas, the
dire need for resources, unsuitable economic conditions, lack of awareness and illiteracy have made these
communication programs inevitable. IEC has become an effective medium for bringing awareness,
providing information, eradicating mythical beliefs, and championing the cause for health and
development.

Role of IEC in Health Sector

In the health sector, IEC has played a pivotal role in spreading awareness and taking preventive measures.
Through radio jingles, phone in programs, TV slots, and printed materials, people have been made aware of
swine flu, malaria, and other infectious diseases.
Awareness on hygiene and sanitary, nutritional diets and other health programs have been generated
among the vulnerable sections in the rural areas through the IEC materials. Besides, information for safe
drinking water, hygiene and sanitation are done extensively through various IEC programs.
Polio vaccination and immunization programs are widely posted and distributed in public spaces for
spreading awareness. One of the most remarkable achievements of the IEC strategy is the campaign
against stigmatization of HIV affected patients.
Through the IEC programs, the government and health service agencies have orchestrated a much needed
campaign about the condition and its vulnerabilities, which is instrumental in eliminating preconceived
notions and quenching rumors.