"INFORMATION EDUCATION COMMUNICATION IS A CONCENTRATED , PRE-PLANNED EDUCATIONAL ENDEAVOR WITH SPECIFIC OBJECTIVES , FOCUSED TOWARDS SPECIFIC PROGRAM GOALS IN ORDER TO REACH SPECIFIC AUDIENCE, INDIVIDUAL ,GROUPS OR IN MASSES , SETTING THROUGH SKILLFUL USE OF PROPER METHODS AND MEDIA."
THE CONCEPTS:
INFORMATION...... IS THE STATEMENT OF THE FACT . THE GOVERNMENT ,THE MEDIA AND HEALTH PROVIDERS HAVE AN IMPORTANT SOCIAL RESPONSIBILITY TO PROVIDE FACTUAL AND BALANCED HEALTH AND HEALTH RELATED INFORMATION TO THE PEOPLE AND AWAKEN THEIR INTEREST ON THE BASIS OF WHICH THEY CAN MAKE INFORMED DECISIONS
EDUCATION.....IS A CONTINUING PROCESS WHICH CAN HELP TO INCREASE KNOWLEDGE..IT IS ASSUMED THAT 'KNOWLEDGE DETERMINE ATTITIDE AND ATTITUDE DETERMINE THE BEHAVIOR'
COMMUNICATION .....IS A TWO WAY PROCESS OF EXCHANGING OR SHAPING IDEAS , FEELINGS AND INFORMATION ,NECESSARY TO PAVE WAY FOR DESIRED CHANGES FOR HUMAN BEHAVIOR AND INFORMED INDIVIDUAL AND COMMUNITY PARTICIPATION TO ACHIEVE PREDETERMINED GOALS.
IEC STRATEGY :
TO IDENTIFY THE COMMUNICATION NEEDS,
TO PLAN IEC ACTIVITIES BASED UPON IDENTIFIED COMMUNICATION NEEDS,
TO INVOLVE COMMUNITY AND NGO'S,
TO USE MASS MEDIA FOR EFFECTIVELY FOR BACK-UP,
TO STRENGHTEN INTER-PERSONNEL COMMUNICATION
THE IEC STRATEGY HAS TO BE --
RESEARCHE BASED,
MULTI-SECTORAL,
PARTICIPATORY.
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