Communication for Development (C4D)

Communication for Development (C4D)

The Indo German Programme on Universal Health Coverage (IGUHC) places a strong emphasis on fostering Social and Behaviour Change Communication (SBCC) and sharing best practices for effective implementation of Ayushman Bharat Pradhan Mantri Jan Arogya Yojana (AB PM-JAY) and Ayushman Bharat Digital Mission (ABDM). To this end, the project actively promotes the exchange of information and knowledge not only with its partners but also with the wider community through a range of targeted interventions.

Within our program’s Information, Education, and Communication (IEC) component, we craft tailored communication materials that align with the overarching program objectives and activities. A significant aspect of our dissemination approach is its sensitivity to gender, ensuring a supportive social environment free from discrimination and stigma.

In addition to offering technical guidance to the National Health Authority (NHA) for the successful execution of AB PM-JAY and ABDM, we also bolster their efforts through strategic IEC initiatives. These endeavours aim to instigate meaningful behavioural shifts among the population regarding the scheme and its associated benefits. Our support extends to the conception and execution of awareness campaigns targeting beneficiaries, as well as the creation of communication materials that highlight the scheme’s achievements. We also leverage innovative communication tools for the effective dissemination of information related to the scheme. This comprehensive approach ensures a robust and impactful communication strategy for PM-JAY.

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