Hindustan Latex Family Planning Promotion Trust

In order to address the community the main strategic components will be assessment of local level communication environment prior to developing the campaign, building easily accessible information nodes to stimulate community empowerment, building up community participation and ownership, making information and interaction on health a regular habit through health forums, using the religious platform to disseminate health information by identifying the religious preachers and educating them on health and finally integrating the panchayats with PHC services which is a very integral part of ownership of behaviour change program.

Strategies

Based on the analyses from the initial workshop with stakeholders, a detailed Behaviour Change Model was made for the states. In order to facilitate the BCS in the state technical assistance is to be taken from USAID for establishment of Health and Family Welfare Directorate and its other wings such as State Institute of Health and family Welfare, the IEC bureau and a State Resource Centre. The model addresses three components namely addressing the community, addressing the service provider and initiating enabling processes.

On the service provider side the major components will be branding of health programme that is the service provider to communicate even as he delivers services, training programmes to build capacities of service providers, building a client centered ownership where the service provider is sensitive to the needs of the community and carries a judicious combination of focus, flexibility and a strong sense of accountability to the community, branding and marketing of PHC and sub centers which would provide good hygienic environment, logistics and a brand through which they will gain confidence, promoting social franchising network which would strengthen the individual and scattered service providers into a chain of providers who would provide secondary and tertiary level services, social marketing of health care services and products this social marketing will involve local village level motivated couples/RMPs and wife/ICDS and husbands and finally building support from industrial and institutions as a health service provider outside the PHS.