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PHFI is helping to build institutional and systems capacity in India for strengthening education, training, research and policy development in the area of Public Health.
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Strategic Communication Unit PDF Print

The Strategic Communication Unit provides technical support on generating demand for immunization and enabling design and delivery of impact-driven behaviour change communication (BCC) interventions for improving access and uptake of Routine Immunization (RI) services. It supports MoHFW in developing communication tools and guidelines relevant to the Universal Immunization Programme (UIP) and works on addressing critical skills gaps by developing capacity building programs for frontline workers and programme implementers on methods and approaches in design and delivery of BCC interventions.

Strategic Focus

  • Generate demand for and increase visibility of the Universal Immunization Program (UIP).
  • Strengthen workforce skills by designing capacity building programmes on BCC to improve planning and implementation ofinterventions.
  • Promote discourse on existing and newer vaccines by facilitating advocacy and by engaging with key stakeholders including relevant government departments, civil society organizations and the media.
  • Enable cross-learning among key stakeholders by disseminating evidence and information and documentation of promising practices.
  • Periodic media outreach and engagement, with the national and vernacular media, to share latest scientific information on immunization through regular op-eds from eminent scientific experts.
  • Assessment of BCC interventions to identify supportive action needed to address gaps.

The unit has supported MoHFWto revise communication guidelines related to the UIP and in rebranding RI programme and to give it a distinct identity through a comprehensive visual and message-oriented branding exercise. A new logo and tagline along with two television commercials, radio spots and posters have been developed. Training programmes were conducted for state immunization officers (SIOs) and communications professionals at the state level to enhance their skills in developing, implementing and managing BCC activities at the state, district and community levels.

Guidelines on communicating effectively with the communities and media have been developed and disseminated to states officials. Standard Operating Procedures (SOPs) for producing communication materials and sample communication plans have been developed to support government officials at the national,  state, district, block and community level.  An advocacy film was developed on the electronic Vaccine Intelligence Network (eVIN) and job aides were designed for cold chain handlers to support vaccine logistics and cold chain management.

Partnerships have been initiated for policy and advocacy processes related to immunization programme with key stakeholders including CSOs, research institutions, funders and the private sector. Going forward, the unit aims to provide continued technical support to the MoHFW in rolling out a communication campaign for introducing newer vaccines and improving uptake of existing vaccines to strengthen the RI programme in India.

Last Modified : April 28, 2015, 12:37 pm