Tuesday, May 6, 2014

Rural Awareness Campaign

Communication for development (C4D) in rural areas employ same tools as MNCs but serve different purpose. Rural Communication campaign for awaring people by NGO/Government has to put forward facts before target audiences to appraise them with the Government scheme or value of Sanitation, Education, Health, Gender and Public Rights. The use of ICT like government department websites in distributing information is limited in English rather than local language. Searching and cutting parts of data from the web site is not easy for villagers using telephone based connectivity.

Mid-media activities such as street plays, mobile vans, screening of video films and even Puppet shows are used as medium of communication in the rural areas. Hoarding, Wall paintings & danglers in the local vernacular language also form an important part of the marketing communication strategies. They come at a low cost and the visibility is high, and so is the stickiness. Booklets, Pamphlets, Newsletter can be used in states with high literacy rate like Kerala. Social media such as Community Radio can be extremely useful and accelerate awareness of people. Community halls, Anganwadi centres, Health sub-centres, Schools, Bus-stops, Tea-stalls, dhabas, Dharamsalas (public rest-houses)and Private houses(with permission)are the centers for the campaign.

Motivational messages in Rural Odisha (Renga Village, Koraput District)

Sensitisation Program on NRLM at Bibhutia Village, Surada Block, Ganjam District.

'Ghanta Mrudunga' is the form of the art used here for the Information, education and communication (IEC) campaign. This type of event is helpful in channelizing the information on NRLM through street plays sessions. Partner agency has developed IEC material for creating awareness among the public as well as the targeted communities. This event has its drawback. It was organised in interior hamlet but no emphasis was given on the convenient time of women or daily wage labourers etc. The notable absence of target group in accessing information on importance of livelihood shows approach of government machinery. I was only monitoring campaign as it unfolds. The low turnout was a professional failure.

I am still searching for the outstanding examples concerning the use of communication to support rural development. As per me, grievance redressal and social audit are good examples of two way communication campaign. Against this rural background in Odisha, the question of rural development quickly gives way to a broader, even more difficult questions: Does communication matter for good governance? How can one way communication enhance good governance, participation and transparency? How do grassroot democracy evolve, how do they grow stronger?

1 comment:

  1. Hoarding advertising provides a boundless range of improvement as compared to other advertising mediums. The brand message conveyed through OOH media is also clutter-free.
    Hoardings Agency across India



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