Aga Khan Development Network (AKDN), Andhra Pradesh, Develops Behaviour Change Communication Strategy

Posted In:    Hyderabad    India    Behaviour Change Communication (BCC)    tsunami    Andhra Pradesh Relief to Development (APR2D) Programme    Aga Khan Development Network (AKDN)    Information Education Communication (IEC) Non-Government Organization (NGO)    Canadian International Development Agency (CIDA)    Use of purified water    English    Telugu    Multi-Media    Disaster Management    Health    Andhra Pradesh    2007   

To build on AKDN’s relief and assistance efforts, the ‘Andhra Pradesh Relief to Development Program’ (APR2D) develops a BCC strategy and communication materials on personal hygiene and sanitation for those affected by the 2004 earthquake in coastal AP


On 26th December 2004, the earthquake and resultant tidal waves along the eastern coastline of India caused widespread death and destruction. On the southern coast of Andhra Pradesh, 301 villages along the 1,030 kilometers coastline were affected by the Tsunami.  Krishna District was one of the worst affected areas in the state of Andhra Pradesh.

The Aga Khan Development Network (AKDN), through FOCUS Humanitarian Assistance India, delivered prompt and effective relief and aid to individuals and families affected by the Tsunami in two Mandals: Machilipatnam and Nagayalanka. Subsequent to the relief effort, Aga Khan Foundation, India provided post tsunami humanitarian assistance for immediate restoration of livelihoods through funding from European Commission’s Humanitarian Aid Department (ECHO) in ten tsunami affected habitations (villages) of Nagayalanka Mandal.

To build on AKDN’s relief and assistance efforts, the ‘Andhra Pradesh Relief to Development Program’ (APR2D) was initiated in 15 tsunami affected habitations of Nagayalanka mandal. This was a three year multi-agency project which aimed to enhance the state of disaster resilience and preparedness among coastal communities affected by the Tsunami. The project was funded by the Canadian International Development Agency (CIDA), FOCUS Humanitarian Assistance, Canada and Aga Khan Foundation, Canada.

One of the objectives of the APR2D programme was to reduce vulnerability from health and hygiene risks. Information, Education and Communication (IEC) form an important part of the APR2D programme. The BCC strategy was specifically focused on:
•    Creating public health awareness
•    Improving sanitation and hygiene practices
•    Information dissemination of health care needs, especially for children (0-6 age), adolescents and women.

New Concept was contracted by Aga Khan Foundation to develop the BCC strategy and materials for APR2D programme in Andhra Pradesh. For developing the communication strategy and materials, New Concept conducted needs assessment study on personal hygiene and sanitation practice. Apart from assessing the current knowledge levels, this assessment looked at issue of media exposure of the audience. Based on the assessment of current situation, New Concept developed the communication strategy for the development of the communication materials. The needs assessment study and BCC/IEC strategy (which included details on expected behaviour change as a result of effective implementation of the strategy) helped the team to develop the following communication materials:
•    Posters/ Hoardings/ Billboards
•    Stickers
•    Flip books
•    Pictorial booklets
•    Audio Jingles (without recording)
•    Kalajatha
•    Interactive game for children
The materials were pre-tested to find out whether the audience understood the messages provided in the materials or find them appropriate, relevant and persuasive.

Implementation strategy for using the BCC materials by the field personnel of AKDN was also developed by New Concept. New Concept conducted three-day training for the health volunteers, AWW and VDC members on using the BCC materials effectively. The training manual with detailed information on how the session with the target audience can be conducted in the field was developed and then pre-tested and finalized. New Concept team also undertook periodic review of the implementation through field visit to the project area.

Website: Aga Khan Development Network