Identifying target audience is a key step in the process of developing Advocacy, Communication and Social Mobilisation (ACSM) strategy.
Specific target audience need to be addressed to prevent hinderances in achieving the programme objectives.
Tribal people (10.4 Cr, 8.6% of total population) have higher prevalence (703 per 100,000) of TB compared to national average (256 per 100,000).10.4% of all TB notified patients are from tribal communities. The National TB program has prioritized this subgroup of population through Tribal Action Plans since 2005.
Information, Education and Communication (IEC) is defined as a comprehensive approach that spans across mass media, digital campaigns, strategic partnerships and inter-personal ground level activities.
Information, Education and Communication (IEC) strategies for Senior Treatment Supervisor (STS)
STS holds a key responsibility in planning and implementing IEC activities in the Tuberculosis Unit (TU). STSs help the Medical Officer TB of the TU to plan IEC activities across the TU.
STS should collaborate with the Block Education Officer or District IEC Officer in implementing the planned IEC activities.
Community meetings are organised by the Senior Treatment Supervisor (STS) or the partner Non-Government Organisation (NGO) under the supervision of the Medical Officer.
Community or peer-led measures penetrate better into the intricate layers of key population and facilitate Intensive Case Finding (ICF). Peer group support helps patients deal with challenges that they face during the treatment period. Several Tuberculosis (TB) patients find their treatment period stressful and having a peer to talk to, who has undergone similar challenges, and a doctor or counsellor to answer their questions, helps build confidence and realization that they are not alone in this journey.
Studies have shown that nearly half of all patients with TB in India first seek care in the private sector, where there are significant gaps across the patient-care cascade, notably diagnostic delays, irrational and non-standardized regimens, and under-reporting to authorities. As a result, over a million cases of TB are missed in India every year.