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Upping the antenna in rural Bihar and Jharkhand
Janani is ready to integrate a strong rural component in its IEC and
advertising campaigns. The plan will also provide tactical support to
the mobile clinic operations, which has begun in March.
Special films disseminating information on general
health and reproductive issues will be exhibited alongside films
that will promote services at Surya clinics and Titli centres. The
films were shot locally (in picturesque Bidupur village of Vaishali
district, close to Patna) and aim to enlighten rural communities
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Janani’s networks and the affordable
and accessible health and reproductive health care services available.
Vans, painted up with programme logos and promotional messages,
will visit Titli in the rural hinterlands,
focusing mainly on weekly markets (haats). Such a plan
fulfils our commitment to provide services close to the clients. |
The Surya clinic campaign will also undergo suitable modifications in
order to display the larger range of services and the benefits available
from the program’s decision to procure and distribute generic drugs. |
The Van with its fully equipped OT, is used to provide family planning services and also promote medical abortions.
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A wall painting promotes a Titli Centre in a Bihar village. With mass
media reach limited, the Janani programme depends on use of local media
and inter-personal communication.
Transparent pricing is the hallmark of the Surya campaign. The press ad
(left) promotes specific franchisees and defines quality to care available
at the clinics. Communicating norms ensures that clients are empowered
to demand standardized care.
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