SBCC in PM-JAY
Awareness is not enough to create impact
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SOCIAL AND BEHAVIOUR CHANGE
COMMUNICATION
CONTEXT
AB PM-JAY has paved the way for India’s Despite roll-out of several IEC and
journey towards UHC & noteworthy awareness campaigns, the scheme is
achievements have been made since the yet to achieve significant card creation &
launch of the scheme uptake of services
Indo-German Programme on Universal Health Coverage
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PROBLEM STATEMENT
ENCOURAGMENT & MOTIVATION
To increase utilization, just awareness is not enough
SHAPING OPINIONS & PERCEPTIONS
So far, awareness generation at national and state
PERSUASION
level through mass media and mid-media
INFORMATION
Communication strategies must be adopted to PROMOTION
positively influence knowledge, attitude & behavior
ADVOCACY
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COMMUNICATION
Communication is a science, not an art.
In a scheme of such magnitude, IEC only aid in awareness
generation.
A well-thought, scientific communication strategy has the
potential to greatly impact scheme utilization and bring
about a behavioural change.
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WHAT IS SBCC?
Social and Behaviour Change Communication
(SBCC): It is the systematic application of
interactive, theory-based, and research driven
communication processes and strategies to address
change at the individual, community, and social
levels.
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WHAT SHOULD WE DO?
Understand the health seeking behavior of the population
Address the information asymmetry and associated issues
Support and encourage acceptance for the change
Bring about behavioral change
Increased utilization of the scheme
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CORELATION BETWEEN AWARENSS &
UNDERSTANDING
SBCC uses a 360-degree approach that utilises mid media and interpersonal
communication to influence social and individual behaviours.
Communication Methods Awareness Understanding
Mass Media ++++++ ++
Mid Media ++++ ++++
Interpersonal Communication (IC) ++ ++++++
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WHAT SHOULD WE DO?
Understand the health seeking behavior of the population
Address the information asymmetry and associated issues
Support and encourage acceptance for the change
Bring about behavioral change
Increased utilization of the scheme
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ROADMAP TO ACHIEVE GREATER IMPACT
Understanding the Field testing of the Implementing the Evaluating the
situation & context option created action plan Impact
1 3 5 7
2 4 6
Designing a Selection of best Regular
communication campaign communication creative(s) Monitoring
with multiple options The criteria for selection: a. The readability
of the message; b. Understanding (+) vs
Mis-understanding (-); c. Emotional
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STRATEGIES
SBCC workshop to strengthen capacities of the selected state IEC
resources
Attain a clearer understanding of the existing communication strategy,
issues and challenges faced by the states to chalking out an actionable
strategy
Supporting states in preparing communication action plans
Plan a strategic awareness roadmap to influence the beneficiaries positively
and sensitize them about the scheme
Encourage beneficiaries to avail benefits from the scheme, thereby
contributing to achieving UHC
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TARGETED APPROACH FOR IMPROVING
DEMAND OF SERVICES
Developing a Scalable Model for Improving
Card Generation: Key Characteristics:
Data Analysis and selection of region
Utilization of the Antyodaya Ana Yojana (AAY) beneficiary
data
Stakeholder identification
Focused interventions in 5 blocks across 3 districts
Liaising with the Civil Supplies Department & Gram
Multiple creatives developed as a part of Panchayat
communication strategy
Field testing of design and feedback
Liaising with Field Level Workers- ASHAs, BDOs, & CHOs
Building capacities of SHA, DIUs and FLW
Roll-out of interventions Innovative strategies and tools for engagement: LED bikes,
Street plays, Flip books, Pamphlets, etc.
Impact analysis and process documentation
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SCALABLE MODEL FOR ADOPTION
Targeted population base:
Approx. anticipated cost (excluding
any incentives): ~ INR
Cost per beneficiary: ~ INR
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TARGETED APPROACH FOR IMPROVING
SUPPLY OF SERVICES
Strategies adopted for increasing the Why specifically urban regions?
uptake of services in urban areas Higher migratory population
Leveraging on the existing public infrastructure for
community engagement activities (training centers, PHCs,
VLEs) Reliance on the already existing infrastructure
Handholding support to stakeholders PMAMs and Medcos at
Challenges in accessibility and availability of services
public hospitals
Engagement strategies for private EHCPs and non- Hence, the need for a customized intervention plan.
empaneled hospitals
To ensure Continuity of Care by means of strategic
Leveraging the community connect and building capacities of communication, information exchange, use of technology
FLWs- ASHAs & MAS and capacity building
Strengthening the district level ecosystem for PM-JAY
Integration of a consistent indicator-based monitoring
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COMMUNICATION PRODUCT DESIGNS
Hoardings
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COMMUNICATION PRODUCT DESIGNS
Banners
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COMMUNICATION PRODUCT DESIGNS
Wall Painting
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COMMUNICATION PRODUCT DESIGNS
Flipbook
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COMMUNICATION PRODUCT DESIGNS
Pamphlet Poster
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THANK YOU!
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