GIZ India’s Indo-German Program on Universal Health Coverage (IGUHC) project supported the State Health Agency of Jharkhand to strengthen their awareness generation and outreach strategies by using focused IEC interventions in over 1,000 distant aspirational villages of Jharkhand.
To increase awareness and visibility about AB PM-JAY in the remote areas of Jharkhand, roadshows were organized for a period of 30 days by employing a total of 10 motorbikes fitted with TV screens to reach about 1090 villages in the region. The schedule was such that the motorbikes followed a unique route map, timeline, and stoppage points to ensure coverage in the above districts. For the purpose of monitoring, each rider was expected to maintain a proper record of their GPS coordinates, images, time, and date stamp.
The campaign, also called, “Ghar-Ghar Ayushman,” was flagged off on the 19th of December 2022, from the Khunti district. The campaign was divided into three phases:
Phase 1 – Khunti
Number of Villages – 341
Number of Blocks – 3
Phase 2 – West Singhbhum
Number of Villages – 345
Number of Blocks – 4
Phase 3 – Dumka
Number of Villages – 419
Number of Blocks – 10
In addition to this, mini gatherings were also carried out in each of the targeted villages, generally around the chowk, market, or Panchayat Bhawan. During the gatherings, villagers were shown short films on the TV screens about the benefits of PM-JAY scheme, along with the steps to make an Ayushman card and it was followed by a brief round of question & answers with the villagers. After each roadshow was concluded, an Ayushman card drive was organized by ‘Sahiyas’ (health worker) to ensure effortless card generation for the eligible beneficiaries. To make sure that every recipient of AB PM-JAY receives the cards, constant efforts are being made through IEC (information, education, and communications) programmes.
By the completion of the campaign phase, the motorbikes reached to 1.38 lakhs people and a total of 7500 Ayushman cards were created. Additionally, it was noted that the utilisation of audio-visual content carried on a motorcycle to reach out to inhospitable terrains was both unique and strategically sound.