The Indo-German Programme on Universal Health Coverage (IGUHC) project of GIZ-India has been providing technical cooperation to the Ministry of Health & Family Welfare (MoHFW) to implement Ayushman Bharat – Pradhan Mantri Jan Arogya Yojana (AB PM-JAY), the successor scheme of RSBY, India’s national health insurance scheme for the poor.
Over the period of scheme implementation, NHA and SHA have taken steps to carry out Information, Education and Communication (IEC) activities amongst targeted families such that they are aware of their entitlement, benefit cover, empanelled hospitals and process to avail the services under AB PM-JAY. This will include leveraging village health and nutrition days, making available beneficiary family list at Panchayat office, visit of ASHA workers to each target family and educating them about the scheme, Mass media, etc. among other activities.
BIS card issuance in advance not only ensures timely and hassle-free treatment to the eligible beneficiary but also give confidence among beneficiary that they are covered under the scheme and aware about the entitlements. In order to reach out to the beneficiaries in these areas it has been decided to focus on strengthening the IEC strategy of the identified states.
After conducting a successful Social and Behaviour Change Communication (SBCC) workshop in Ranchi earlier this year, GIZ has agreed to provide focussed support to the Uttar Pradesh State Health Agency (SACHIS) to improve their IEC, awareness generation and outreach activities thus resulting in increased beneficiary card generation.
To achieve this, GIZ will be conducting a pilot project to test and implement various communication interventions in the five aspirational blocks – Nindaura (Barabanki), Puredalai (Barabanki), Shukulbazar (Amethi), Jagdishpur (Amethi) and Biswan (Sitapur), recommended by SACHIS. The pilot will start from November 16, 2022 in all the above-mentioned blocks.
Under this pilot, various capacity building and IEC activities are planned such as information dissemination using wall paintings, hoardings, posters, pamphlets, organising card generation drives near Fair price shops to parallelly target Antodaya Ana Yojana (AAY) beneficiaries, training DIUs and field functionaries to conduct door to door awareness meetings with the beneficiaries etc. Of the several communication activities planned, nukkad nataks and roadshows using motorbikes fitted with LED screens displaying scheme related information, are expected to enhance the scheme visibility and generate curiosity while also raising beneficiary awareness around the scheme.
It is expected that the interventions will influence the beneficiaries and increase their awareness about the scheme benefits, thus improving the penetration of PM-JAY in the targeted blocks of Uttar Pradesh.