Information Education Communication

INFORMATION EDUCATION
COMMUNICATION
Definition
IEC can be defined as an approach which

attempts to change or reinforce a set of behaviors
in a target audience regarding specific problem in
a predefined period of time.
Reproductive health and research,

WHO
IEC concept
Aims
• To change the health behavior of individuals, family
and community.
• To prepare background or basis for change in health
behavior.
• To change the norms of the community.
• To facilitate education for audience about public health

and to create awareness in public opinion.
• To obtain social, political support for health activities.
Scope or Fields of IEC in relation to health
Primary health
care
P
r
e
v
e
n
t Reproductive
health/maternal
Personal hygiene i
and child
o health
n services.
/control on
communicable
diseases.
Nutritional services Family welfare
Approaches of IEC
The approaches of IEC are based upon following

fields or subjects
• Diffusion theory
• Social marketing
• Behavioural analysis
• Instructive design
• Anthropology
INFORMATION
This consists of
providing scientific
knowledge to the people
about the health problems
and how to prevent them
and promote and
maintain health.
Definition
Health education can be defined as a process aimed at
encouraging people to want to be healthy, to know how to stay
healthy, to do what they can individually and collectively to
maintain health and to seek help when needed.
The Declaration of Alma Ata(1978)
Aims and objectives
• To encourage people to adopt and sustain health promoting life
style and practices.
• To promote the proper use of health services available to them.
• To arouse interest, provide new knowledge, improve skills and

change attitudes in making rational decisions to solve their
own problems.
• To stimulate individual and community self reliance and

participation to achieve health development through
individual and community involvement at every step from
identifying problems to solve them.
Approaches to health education
• Regulatory
• Service approach
• Health education
approach
• Primary health care
approach
Models of health education
• Medical model
• Motivation model
• Social intervention model

Principles of health education
1. Credibility
2. Interest
3. Participation
4. Motivation
5. Comprehension
6. Reinforcement
Principles of health education
7. Learning by doing
8.Known to unknown
9.Setting an example
10. Good human

relations
11. Feed back
12. Leaders
COMMUNICATION
• The word communication is derived
from latin word, communicare which
means to participate, to inform, or
impart.
• Communication can be regarded as a two
way process of exchanging or shaping
ideas, feelings and information.
The process of communication
Types of communication
• One way communication
• Two way communication
• Verbal communication
• Non verbal communication
• Formal and Informal communication
• Visual communication
• Tele communication and internet

Barriers of communication
• Physiological
• Linguistic barriers
• Psychological
• Organizational barriers
• Environmental
• Cultural
Functions of Health communication
• Information
• Education
• Motivation
• Persuasion
• Counseling
• Raising morale
• Health development
• Health organization
AUDIOVISUAL
AIDS
• Auditory aids
• Visual aids
o Not requiring projection
o Requiring projection
• Combined AV aids
METHODS IN HEALTH COMMUNICATION
• Individual approach
• Group approach
• Mass approach
Measures for successful Communication
• Clarity of thought with simple and understandable language.
• Use two way communication
• Usefulness of health message
• Proper use of audio visual aids, gestures, words and pictures.
• Credibility and genuiness of communication.
• Topics for health education according to requirement, feelings,

beliefs and experiences of people.
• Latest and reliable information.
• Correct medium or method of communication.
• Appropriate attention to verbal as well as non verbal

messages.
Measures for successful Communication
• Increase communication skill by
 Be confident in your ability to relate people.
 Be honest with your feelings.
 Be sensitive to the needs of others.
 Be consistent and know yourself.
 Recognize symptoms of anxiety.
 Recognize differences.
 Use words carefully.
 Recognize and evaluate your actions and responses.
 Be careful in non verbal communication.

STEPS FOR HEALTH EDUCATION
PROGRAMME
Need assessment
Content
Process
Evaluatio
Process of health education
• Giving information/questioning
• Contracting
• Demonstration and return
demonstration
• Environmental cuing
• Group norms
• System change.
IEC STRATEGY
Monitoring
Planning Implementing
and evaluation
strategy
of strategy
strategy
BEHAVIOUR CHANGE COMMUNICATION
(BCC)
BCC can be defined as a process that motivates

people to adopt and sustain
healthy behavior and life styles
Steps for BCC Programme.
• Analysis
• Strategic design
• Development and pretesting
• Implementation and
monitoring
• Evaluation
HEALTH EDUCATION
AGENCIES
International level
• International union for health education
• Health Education and Health

Promotion HEHP(WHO)
• Division of Public information and
Public relation(WHO)
National level
• Central Health Education Bureau (CHEB)
• Under the Ministry and Broad casting,

different division or units are playing
important part in providing health education
to community.
Central Health Education
Bureau (CHEB)
Objectives
• To make available facilities of communication for health education.
• To carry out training and research in health education.
• To exchange latest information about the development and

programmes.
• To publish and distribute various health bulletins, magazines and
information.
• To provide technical support to central and state health services and
various health organizations.
Central Health Education Bureau
(CHEB)
Divisions
1. Training division
2. Publicity division
3. Editorial division
4. Health education division
5. Regional study division
6. Exhibition center division
7. Professional syllabus division
8. Research and evaluation division

Under the Ministry and Broad casting, different
division or units
• Press information Bureau(PIB)
• Directorate of field publicity
• Directorate of advertising and Visual publicity
• Prasar Bharti
• Songs and Drama division
• National medical Library
State level
• State Health Education Bureau
• IEC bureau under their health ministry.
• Besides the state agencies, the

divisions/wings/units of central
health education agencies
District level
• All district level health officers
• family planning officers
• RCH wings .
• District information centres
• District Collector
Local level
• In cities; Municipalities, municipal corporation,
development authorities etc
• In villages panchayats, Block development
officers
• Beside these various NGOS and voluntary
organizations, health and nursing professional
associations
NURSES RESPONSIBILITY
IN IEC
NURSES RESPONSIBILITY IN IEC
 The nurse should consider the following points in health
education
• To gain confidence of people.
• To arouse the interest in people about good health.
• To motivate them to bring about changes in habits for
healthy life.
• To prepare them for utilization of available health
services.
• To develop a sense of responsibility among people towards
good health of the whole community.
 A friendly and cooperative feeling should be kept

for health education.
 The opportunities for health education should be
widely used.
 It is necessary to select the subject matter
cautiously. The nurse should be proficient in the
art of incidental and timely health education.
 It is necessary to use appropriate audio visual aids
to enhance the effect of health education.
 The sufficient preparation and cooperation of the government

and voluntary agencies, central health education bureau,
state health education bureau, directorate of audio visual
publicity, local leaders, teachers, health workers etc.
 It is necessary to remove various obstacles in
communication.
 Health education should be planned and continuous.
 Periodical evaluation and expected correction of health

education programmes with the help of various tools
and observation are also the responsibilities of a nurse.

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INFORMATION EDUCATION

IEC can be defined as an approach which

Reproductive health and research,

• To facilitate education for audience about public health

The approaches of IEC are based upon following

• To promote the proper use of health services available to them.

• To arouse interest, provide new knowledge, improve skills and

• To stimulate individual and community self reliance and

• Social intervention model

10. Good human

11. Feed back

• Two way communication

• Non verbal communication

• Formal and Informal communication

• Tele communication and internet

• Use two way communication

• Usefulness of health message

• Proper use of audio visual aids, gestures, words and pictures.

• Credibility and genuiness of communication.

• Topics for health education according to requirement, feelings,

• Correct medium or method of communication.

• Appropriate attention to verbal as well as non verbal

 Be confident in your ability to relate people.

 Be honest with your feelings.

 Be sensitive to the needs of others.

 Be consistent and know yourself.

 Recognize symptoms of anxiety.

 Use words carefully.

 Recognize and evaluate your actions and responses.

 Be careful in non verbal communication.

BCC can be defined as a process that motivates

• Development and pretesting

• Health Education and Health

• Central Health Education Bureau (CHEB)

• Under the Ministry and Broad casting,

• To carry out training and research in health education.

• To exchange latest information about the development and

4. Health education division

5. Regional study division

6. Exhibition center division

7. Professional syllabus division

8. Research and evaluation division

• IEC bureau under their health ministry.

• Besides the state agencies, the

• family planning officers

• District information centres

 A friendly and cooperative feeling should be kept

 The sufficient preparation and cooperation of the government

 Periodical evaluation and expected correction of health

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