THIRUVANANTHAPURAM: Aimed at taking the messages on sanitation, waste management, slaughterhouses and septage management to the masses, Suchitwa Mission is gearing up to launch an intensive IEC (Information, Education, Communication) campaign in all districts of the state with creative tools such as television advertisements, music albums and YouTube videos under a brand name and probably with a brand ambassador.
The task will be entrusted to one or more agencies who have come up with expressions of interest (EoI). Alongside, the Mission is fortifying target groups, by roping in the effective participation of schools and youth organisations.
The campaign aims to bring about a change in the attitude and behaviour of people towards waste management and environmental protection.
“The 12 agencies shortlisted after calling the EoI have been asked to submit proposals. Depending on the tasks to be completed, the selection of agency will be done and the tasks assigned. With the participation of target groups, an intensive campaigning will be conducted over a year with new techniques,” said V S Santhosh Kumar, director (operations) of Suchitwa Mission.
Activities of the target groups and agencies for creative work will go side by side.
Major groups is schools such as Student Police Cadets, Scouts and Guides, NCC and organisations like Youth Welfare Board and Kerala Mahila Samakhya Society would have participation in the campaign. As a prelude, workshops of state and district-level officers of the groups were conducted in Thiruvananthapuram and Thrissur. An action plan has to be formulated for implementation in all districts of the state. The plan is to carry out the IEC campaign along with the activities the target groups are already engaged in.
Funding for the entire project will come from the state government and through Nirmal Bharat Abhiyan (NBA), a comprehensive community-led sanitation programme of the Government of India.