Behavior Change Communication Strategy under the World Bank Assisted ICDS-II (Madhya Pradesh)

“The project aimed at reducing malnutrition amongst 0-6 year old children and infant mortality in the State. The vehicle used was the on-going ICDS programme which was to be strengthened to achieve programme objectives. Behavioral change and adoption of good child bearing and rearing practices of care providers was one of the key objectives of the project to be achieved through effective communication strategies.
Vimarsh developed a behaviour change communication strategy based on formative research amongst identified population segments and an implementation plan with corresponding budget.
Vimarsh carried out the following activities :
• Extensive formative research including qualitative studies and quantitative surveys to assess prevalence of selected practices, which resulted in selection of behavioral change objectives, which were prioritized in consultation with key stakeholders were conducted
• Defined Audience segments and developed message concepts targeting the relevant population segments for a specific behavior change.
• Developed a comprehensive State Communication Strategy for ICDS programme for the state of Madhya Pradesh.
• Prepared detailed implementation plans, campaigns schedules, and budgets for the entire State.
• Prepared Capacity building plans including strategic institutional development plans and budget estimates for the whole initiative.
•Conceptualized the now widely popular practice of “”Annparashan ceremonies”" at AWCs to promote timely weaning and piloted successfully in Madhya Pradesh under this initiative. In Madhya Pradesh a FEATURE SERVICE was also established to successfully garner media advocacy with minimal financial outlay. Job and refresher training curricula of the functionaries were reviewed and the communication component strengthened. “