STATE LEVEL WORKSHOP ON

STRENGTHENING COMMUNICATION SKILLS

AND PLANNING ON ROUTINE
IMMUNIZATION

September 5-6, 2013

Organized by:
Immunization Technical Support Unit - Ministry of
Health and Family Welfare
in collaboration with
Directorate of Family Welfare, Govt. of NCT, Delhi

Communication
Workshop Report

Strengthening Communication Skills and Planning on Routine Immunization

A brief synopsis of the workshop

A two-day interactive communication workshop on Strengthening Communication Skills and Planning

on Routine Immunization was organized by the Immunization Technical Support Unit (ITSU) of the
Ministry of Health and Family Welfare (MOHFW) in collaboration with the Directorate of Family Welfare,
Govt. of NCT, Delhi on 5-6 September, 2013.
The basic objective of the workshop was to strengthen and revitalize the communication skills of officials
and institutions at the district level, namely, the District Reproductive and Child Health (RCH) Officers (since
the District RCH Officer also handles immunization), District IEC officers and representatives from Nodal
agencies. As these officers are responsible for implementing communication interventions on Routine
Immunization (RI) at the district level, strengthening and revitalizing their communication skills would have
a direct bearing on successful implementation of the RI programme in the state.
46 participants comprising of District RCH Officers, District IEC Officers, Representatives from Municipal
Corporation of Delhi, Training Institutes and State Health Bureaus actively participated in the workshop.
The workshop was made interactive through energizers and group activities, covering topics such as,
developing communication action plans, how to develop a press release and equipping participants with
necessary skills of handling the media through a mock press conference.
The workshop was well received by the participants, who shared their learnings from the workshop
sessions and how it would help them to effectively plan communication interventions for reaching out to
families and communities for accepting Routine Immunization. Dr. D.K. Diwan, Director, Family Welfare,
Government of NCT, Delhi appreciated the efforts of ITSU team in conducting and facilitating the workshop.
Feedback received from participants would pave the way forward for conducting similar skill building
workshops for the high-focus states.

Day 1
The workshop commenced with a
welcome address by Dr. R.K Batra, State
EPI Officer, followed by a mutual
introduction of participants. Participants
introduced each other through an
interactive game where one half of a
picture was given to each participant and
they had to find their partners by
matching the other half of the picture and
introduce her/him in a few lines. The
introductory exercise also served as an
ice-breaker for the participants and set
the tone for the workshop. To help
facilitators
assess
the
existing

Communication Workshop Report

Dr. N. Vasantha Kumar, Mission Director (NRHM), Government

of NCT, Delhi with Dr. D.K Diwan, Director, Family Welfare (with
the mike) and Dr. R.K Batra, State EPI officer during the
inaugural session.

Strengthening Communication Skills and Planning on Routine Immunization

communication knowledge and skills of

participants, a pre-test assessment was done
wherein participants were asked to fill in a
questionnaire.
Thereafter, participants expectations from the
workshop were sought, which was noted and put
up on the soft board facilitators tried to weave in
these expectations during the workshop sessions
over the two-days.

Participants expectations from

displayed here on the board.

the

workshop

Participants introducing each other during the

introductory session.

Communication concepts
The session was facilitated by Ms. Monica
Chaturvedi,
(Senior
Advisor,
Strategic
Communication, ITSU). It focused on the basics
of communication the process, barriers in
communication, types of communication verbal
and non-verbal and gateway behaviors.
Participants also got an overview of the relevance
of behavior change in strategic communication,
the paradigm shift from IEC to BCC and need to
Session on Communication concepts
focus on methods for effective communication.
Participants played interactive Word Ball and Speaking Mirror games on effective communication, which
helped them focus on what the previous person said and make quick connections. They could relate with
both the games experience to basic principles of communication (see box).
Word Ball Game - The word ball game
encourages spontaneous communication and
helps connect a group of people. You'll need a
ball and participants form a circle. Someone
throws the ball and says a word. The next
person has to catch the ball and say a related
word. For example, the chain might go: SKY BLUE - OCEAN - WATER and so on.

Communication Workshop Report

Speaking Mirror Game It was an extension of

the previous game in which the participants had
to weave a story. While A speaks, person B
silently listens and then taking the lead from the
previous speakers and takes the story forward.

Strengthening Communication Skills and Planning on Routine Immunization

Channels of communication and

platforms for visibility & rebranding

networking
Energizer

The session was facilitated by Ms. Chailtali Mukherjee,

Manager, Strategic Communication, ITSU that focused on
identification of different channels of communication and
their relevance for specific target audiences which channel
works best, whether it is mass media, mid media or
interpersonal communication, and for whom?
The session helped participants identify structures and
networks within communities for social mobilization and
advocacy and how these could be tapped to stimulate and
bring about behaviour change at the family and community
level.

Post-lunch, an energizer was played

wherein participants were asked to
think of an adjective which describes
them or how they were feeling, but the
adjective should start with the same
letter as their name, for instance,
relaxed Rajani. In this way, they had
to recall names and adjectives of the
previous two participants in the chain.
The energizer rejuvenated the
participants and they were all focused
on post-lunch sessions with a fresh
mind!!

Participants shared their field level experiences on how they have been using different channels of
communication for various public health interventions.

Developing effective communication plans

The session facilitated by Dr. Subhadra Menon, Head Communication, Public Health Foundation of India,
gave participants an understanding of the important
steps for developing an effective communication action
plan, which is evidence-based and tailored to address
local needs and context.
Participants shared their experiences on how they had
handled difficult situations through simple but effective
communication in their day to day functioning. They
identified gaps and barriers in the communication
process and suggested ways of addressing them, such
as building trust and community mobilization for RI,
addressing parental perceptions and concerns,
attitudes of health care providers and addressing
systems and personnel issues.

Dr. Subhadra Menon speaking to participants on

developing effective communication action plans

Dr. Menon used her rich professional experience and shared personal anecdotes to make the session
interactive and facilitate better understanding amongst the participants.

Monitoring of communication interventions

The session was facilitated by Mr. Amit Sharma, Manager, Data Operations, ITSU which helped participants
understand the importance of monitoring and evaluation and how as programme managers, monitoring
helps them in assessing the status and progress of implementation of communication interventions. It was
emphasized to develop a monitoring plan along with communication plan for concurrent monitoring and
supervision. The session gave participants an overview of the M&E process - inputs, outputs, processes,

Communication Workshop Report

Strengthening Communication Skills and Planning on Routine Immunization

outcomes and impact. Participants also got an understanding of various IEC/BCC indicators that can be
included in a monitoring plan and what could be the monitoring tools. Draft monitoring templates, which
included field monitoring plan for IEC activity development and implementation, capacity building,
compliance activity and stock position of communication material, were shared with the participants.

Day 2
Day 2 started with a recapitulation of the previous days
proceedings and learnings. This was followed by a group
activity on Developing Communication Action Plans and
presentations by groups thereafter followed by discussion.

Group Work
Developing communication action plans
A participant sharing the recap of previous
Participants were divided into groups and a draft template
days sessions.
was shared with them, on which they were asked to design
a communication action plan for RI. The draft template (refer to annexure 2) had pointers for behavioral
analysis of different target groups, communication activities at primary, secondary and tertiary levels and
monitoring communication activities.
Outcome: Participants were able to strategize the communication plan and moderators pitched in with their
inputs to help participants get better understanding on key elements such as identifying target groups,
current behaviors, and barriers to appropriate behaviors, key messages for specific target groups,
identifying appropriate channels for reaching out to them, developing monitoring indicators and collection
of information/ data.

Participants working on group activity

Participants presenting their group work.

AEFI - Basic concepts and national surveillance

The session, facilitated by Dr. Jyoti Joshi Jain, Senior Advisor-AEFI, ITSU, gave participants an overview
of the basic concepts of AEFI the new WHO definition, impact of AEFIs on the immunization

Communication Workshop Report

Strengthening Communication Skills and Planning on Routine Immunization

program,lifecycle
of
vaccine
and
pre-licensure
assessment of vaccine safety. Participants also got an
understanding of AEFI case selection for investigation and
causality assessment.
Dr. M.K Agarwal, Deputy Commissioner- Immunization,
MOHFW, gave participants a snapshot of National AEFI
surveillance, outlining the purpose of AEFI surveillance,
major milestones achieved, and formation of the AEFI
secretariat. He also shared state-wise data on serious
AEFI reporting with the participants, current program on
vaccine pharmacovigilance and future plans.

Vaccine risk communication and handling media

during an AEFI

Dr. Jyoti Joshi Jain, Senior Advisor-AEFI, ITSU

discussing AEFI concepts with participants.

The session aimed at building participants understanding of the basic tenets of communicating with the
media during critical risk situations such as an AEFI. Participants were sensitized on the need for
communication around vaccine safety and understanding media perspective. Through case studies and
group exercises, efforts were made to build their skills on how to communicate with the media during crisis
situations through press interviews, press conferences, press statements and press releases. Participants
were briefed on the structure and important points to consider while writing a press release. This was also
reiterated through an interactive exercise.

Mock press conference

Press conference participants engaged in a mock session

A mock press conference was conducted based on a recent case study. Five participants, along with the
SEPIO, volunteered to be panelists/spokespersons to answer media queries. To give participants the feel
of the journalists, tags of various media houses along with some indicative questions were given to the
participants so they could put up to the panelists. The panelists were given a backgrounder to be better
prepared to answer the questions. The mock session gave participants a first-hand experience of how to
handle media queries during a crisis situation such as an AEFI.

Communication Workshop Report

Strengthening Communication Skills and Planning on Routine Immunization

Concluding session
A quick post-test assessment was conducted and
participants were asked to fill-in a questionnaire. A
comparative analysis of filled-in pre- and post-test
forms indicates that the workshop was successful
in addressing gaps in communication knowledge
and skills of participants. Participants also shared
their feedback on the workshop their major
learnings, which sessions they found to be useful
and suggestions for improvement in topics/
sessions for future workshops.

Feedback from participants

The workshop was well planned and met most of
their expectations, but the sessions were tightly
packed for 2-days. They felt the training should be
structured for 3-days, with more role plays and group
exercises.
The workshop gave them a platform to learn, share
and discuss field activities and incorporate
communication related interventions in their
programming.
The IPC films were appreciated and helped them
learn effective counseling and communication skills.
The session on developing effective communication
action plans would help them translate the acquired
knowledge in developing communication plans for
their districts.
Would adopt this training format to build capacities
of their field staff on BCC, develop key messages
and communication material for specific audiences,
and engage with local influencers and leaders for
mobilizing families/communities.
The workshop helped them understand the
importance of effective communication, giving out
the right messages, handling media during crisis
situations, writing press release and important things
to keep in mind during a press conference.

Communication Workshop Report

Dr. D.K. Dewan, Director, Family Welfare, Govt. of

NCT, Delhi (centre) during the concluding session.

Dr. D.K. Dewan, Director, Family Welfare,

Government of NCT, Delhi, thanked the ITSU
team and appreciated its efforts in successfully
organizing and conducting the workshop.

Acknowledgement from the Director, Family Welfare,

Government of NCT, Delhi.

Strengthening Communication Skills and Planning on Routine Immunization

Annexure 1- Agenda of the workshop

(Day 1 5th Sept 2013)
Time
09:30
10:00
10:00
10:05
10:05
10:25

Session
Registration of
participants
Welcome

Methodology
Pre-designed
format

Moderator / Facilitator
Nidhi Bisht (Research
Associate, ITSU)
Dr. Dewan, Dir. FW

Introduction of
participants

Interactive
game/exercise

10:25
10:40

Pre-test
assessment

Structured
questionnaire

Monica Chaturvedi (Sr.

Advisor, Strategic
Communication, ITSU)
Chaitali Mukherjee
(Manager, Strategic
Communication, ITSU)

10:40
10:50

10:50
11:10

Expectations
from the
workshop
Overview of
Immunization
Programme

Group exercise
using VIPP
cards
Presentation

11:10
11:20
11:20
12:00

Communication
concepts

Presentation,
group exercise
using games
and case
studies

Monica Chaturvedi

12:00
12:40

Presentation,
group exercise

Chaitali Mukherjee

12:40
1:10

Channels of
communication &
networking
platforms for
visibility &
branding
Designing
effective
communication
material

Presentation,
interactive
exercise

Chaitali Mukherjee

1:10
2:00
2:00
2:10

Energizer

Interactive
exercise

Nidhi Bisht

2:10
2:40

Developing
effective
communication
action plans

Presentation

Dr. Subhadra Menon

(Head
Communications, PHFI)

Monitoring of
communication
interventions

Presentation

Amit Sharma (ManagerData Operations, ITSU)

Group activitydeveloping
communication
action plans
Presentation by
groups on
communication

Group Work

Dr. Subhadra Menon/

Monica Chaturvedi/Amit
Sharma

Participants brainstorm and design an

effective communication action plan.

Presentation by
groups

Dr. Subhadra Menon/

Monica Chaturvedi/Amit
Sharma

Participants make group presentations

on communication action plans and also

2.40-3.00

3:10
4:30

4.30- 5.00

Monica/Chaitali (ITSU)
Dr. Ajay Khera (DC
CH & Imm.)

Outcome

The exercise would help participants

think creative and mutually introduce
themselves
Would help facilitators assess the
existing communication knowledge and
skills of participants and accordingly
adapt in the sessions
Would help facilitators understand
participants expectations from the
workshop
Participants get a complete
understanding and overview of the UIP

Tea break
Participants understand the basic
concepts of communication and the
relevance of Behaviour Change in
strategic communication, paradigm shift
from IEC to BCC, methods for effective
communication etc.
Participants understand different
channels for communication and identify
effective networks/ platforms for
implementation, advocacy and social
mobilization at different levels and
modes of engaging with them
Participants understand the important
points to consider while designing
communication material for effective
communication with the target audience

Lunch

Communication Workshop Report

Participants feel energized and

rejuvenated, with a fresh mind and focus
on post-lunch sessions
Participants understand important steps
for developing effective communication
action plans, which is evidence-based
and tailored to address local needs and
context and design an effective
communication action plan
Participants understand the important
indicators to consider for monitoring
communication interventions.

Strengthening Communication Skills and Planning on Routine Immunization

action plans
followed by
discussion

brainstorm on ideas/feedback to make

them more effective.

DAY 2 (6th Sept, 2013)

Time

Session

Methodology

Moderator / Facilitator

Jointly by
rapporteurs
Presentation by
groups

Rapporteurs/ ITSU

Outcome

09:30
10:00
10:00
11:15

Recap of day 1

Presentation by
groups on
communication
action plans
followed by
discussion

11:15
11:30
11.3011.40
11.40
12:00

Basic concepts
of AEFI

Presentation

Dr. Jyoti Joshi Jain (Sr.

Advisor AEFI, ITSU)
Tea Break

Participants get a basic understanding of

AEFI

National
Immunization
programme &
future plans
Vaccine Risk
communication
handling media
during an AEFI
Important steps
for a Press
Release

Presentation

Dr. M.K. Agarwal (DC

Imm.)

Participants have an overview of the

National immunization programme and
future plans

Presentation,
interactive
exercise

Monica Chaturvedi

Participants understand the basic tenets

of communicating with the media during
critical risk situations such as AEFIs

Presentation,
interactive
exercise using
case studies

Monica Chaturvedi

Participants understand the important

points to consider and the structure while
writing a press release

12:0012.30

12:30
1:00

1:00
1:45
1.45
2:00

Dr. Subhadra Menon/

Monica Chaturvedi/Amit
Sharma

Lunch
Energizer

Interactive
exercise

Nidhi Bisht

2.00-3.00

Press Interview
mock session

ITSU/PHFI

3.00-3.30

Consolidating
observes
feedback

Group exercise
using a case
study
Open session

3:30

3:45
3.45-4.45

ITSU/PHFI

Group exercise
using case
studies

ITSU/PHFI

4:45-5.00

Post-test
assessment

Structured
questionnaire

Chaitali/Nidhi

5:00-5.15

Distribution of
certificates
Vote of thanks

Participants feel energized and

rejuvenated, with a fresh mind and focus
on post-lunch sessions.
Participants get a hands-on experience
of handling a press interview
Participants understand the important
points to remember handling the media
during an interview.

Tea-Break
Press
Conference
mock session

5.15
5:30

Participants have a recap of the previous

days sessions
Participants make group presentations
on communication action plans and also
brainstorm on ideas/feedback to make
them more effective.

Communication Workshop Report

Participants understand the important

steps/points to remember while
conducting a press conference,
especially around an AEFI
Would help facilitators assess the preand post-workshop status of participants
whether the workshop has made some
impact on the communication
knowledge, understanding and skills of
participants

MD NRHM,Govt.of
NCT,Delhi/Dr.Dewan
Dr.R.K Batra, State EPI
officer, Govt. of NCT,
Delhi

Strengthening Communication Skills and Planning on Routine Immunization

Annexure 2: Communication Plan Draft Template

Objective of the communication action plan
1. Behavioural Analysis

Primary Target
Group
(Individual or
Household Level)

Secondary
Target Group
(Community
Level)

Tertiary Target
Group
(Policy/Decision
Level)

Primary Target
Group
(Behaviour Change
Com.)

Secondary
Target
Group(Social
Mobilization)

Tertiary Target
Group
(Advocacy
Communication)

Primary Target
Group
(Behaviour Change
Com.)

Secondary
Target
Group(Social
Mobilization)

Tertiary Target
Group
(Advocacy
Communication)

Who is the target group?

What is the current behaviour?
What is the recommended key behaviour?
What are the key barriers to the recommended
behaviour?
What current or traditional practice/s could enhance
promotion of the recommended behaviour?
2. Communication Strategy

Which barriers can be addressed through

communication?
What is the key message for each target group?
What are the supportive messages?
What are the available channels of communication?
Interpersonal communication
Mid media / reminder media
Traditional media
Mass media
Others
What are the suggested communication activities?
What communication materials can be used to support
the communication activities?
3. Monitoring

What are the SMART behavioural objectives?

What are the behavioural monitoring indicators?
How will you measure these?
Who will collect information/data?
4. Suggested Communication Activities

Budget

Timeframe
Q1

Q2

Q3

Q4

Q5

Q6

Interpersonal communication
Mid media / reminder media
Traditional media
Mass media

Communication Workshop Report

Strengthening Communication Skills and Planning on Routine Immunization

Annexure 3: Participants List

State Level Workshop on Strengthening Communication Skills and Planning on Routine Immunization
( 5-6 Sept 2013)
S.no

Designation

District

Name of the
participant
Dr. Indu Mehra

North-west

Phone
numbers
9868813421

CMO,MCD

Anil Kumar

Dr. Punit Jaitely

mtysec3rohini@gmail.com

D.T.C

North

8800948694

Social.anilkumar@gmail.com

Central

9911112567

dpmucentral@gmail.com

Harsh Bala

Program
officer,
NRHM
DTC

Central

9540702111

dpmucentral@gmail.com

Virender Singh

BCC

Central

9953636380

dpmucentral@gmail.com

Dr. Parul Gupta

MOIC

NDMC

9899010840

NA

Dr. Vishesh Kumar

Delhi

9871126034

srcdelhi@npsuindia.org

Ms. Chanchal Senger

North

9958336314

dpmunorth@gmail.com

Dr. Namrita Nayyar

North

9810536176

dpmunorth@gmail.com

10

Dr. Vinita Arora

North

9810536176

draroravinita@gmail.com

11

Dr. Monika Paweria

SRTLWHO,NPSP,
Delhi
PHN DPMU,
NRHM
Dist. RCH
Nodal officer
CMONFSG,MCD
MOIC

East Delhi

9911078406

12

Dr. Neeta Lal

CMO (SAG)

South Delhi

9818730327

saraimoholla2013@gmail.com,
ksjeetumoni@gmail.com
neetadeepak84@gmail.com

13

Ms. Priyanka Gusain

South Delhi

8860072004

southbcc09@gmail.com

14

Dr. Shilpi Kakar

North-East

9810431634

gautampuricentre@gmail.com

15

Mrs. Priti Rawat

HFWTC

99110855029

preetirawatlife@yahoo.com

16

Dr. Sonal Kumar

BCC officer,
DPMU
EDMC
GDMO-II
PHN
instructor
State trainer

HFWTC

9999461171

drsonal26@rediffmail.com

17

Mr. Krishan Kant Saini

PHN,DHS

North-East

9718055029

sainiswm1986@gmail.com

18

Dr. Shireen Lamba

MOIC

DFF

9868404361

rchimmunization@gmail.com

19

Dr. Amrita

CMO

DFW

9891872236

rch.immunization@gmail.com

20

Dr. Krishan

DIO

North-East

9868244710

krishandoushakya@gmail.com

21

Dr. Zarina Pereira

DIO

Central

9811265929

zarina@hotmail.com

22

Dr. Madhu Bala

CMO-BDMC

East

9868316164

NA

23

DIO

South-East

9999021201

drlalitkumarchauhan@hotmail.com

24

Dr. Lalit Kumar

Chauhan
Dr. Kavita Choudhary

M.O

East

9873270545

NA

25

Dr. Harleen

DHS

East

9810894541

NA

26

Dr. Shashi Verma

MO

DFW

9212721086

drshashiverma@yahoo.co.in

27

Ms. Mansi

DSHM

9911625310

bccspmu@gmail.com

28

Dr. Nivedita
Chakarvarti

Graphic
designer
DIO

Shahdra

9958964570

dpmushahdara@gmail.com

Communication Workshop Report

E-mail id

10

Strengthening Communication Skills and Planning on Routine Immunization

29

Mrs. Renu Kalia

DHN

North-East

8800759677

renuk.vip1@gmail.com

30

Dr. Manoj Gupta

West

9990696807

dpmuwest@gmail.com

31

Dr. Manju Singh

CDMO,
NRHM
CMO, MCD

Central west

9871542229

drmanjusingh1@gmail.com

32

Dr. A.C Batra

DIO,DHS

West

991130354

dpmuwest1@gmail.com

33

Dharmendra Sahu

BCC officer

West

8800834079

dharma.bcc@gmail.com

34

Dr. Anuradha

MOIC

Central

9899646904

mcwkatraneel@gmail.com

35

Dr. Mriganka Bora

MO, NDMC

West

8860333122

mriganka_bora@yahoo.com

36

Ms. Sonia Wadhwa

West

9899539535

dpmuwest1@gmail.com

37

Dr. Navneet Kaur

North

9873023878

neetujag@gmail.com

38

Dr. Pushpender

South- West

9891969923

dpmusouthwest@gmail.com

39

Dr. Rajni Bela

South

9810400286

rajni.bbaxla@gmail.com

40

Dr. O.P Aggarwal

DFW

9313381888

41

Dr. R.K Batra

Dist.
Training
coordinator
Medical
officer
RCH nodal
officer
Program
officer,
NRHM
Public
Health
specialist
SEPIO

DFW

9868393281

rch.immunization@gmail.com

42

Dr. Satya Jain

South-West

9868393281

drsatyajain108@gmail.com

43

Dr. Poonam Panwar

South-West

9958039393

drpoonampanwar@gmail.com

44

Dr. Ruma Sarkar

ProfessorDr. B.K
Homeopathi
c medical
college
Program
officer
NA

Shadhara

9868989269

rumasarkar69@gmail.com

45

Dr. Karuna Singh

CDMO

East

9899745900

dgdkalyanpuri.com

46

Dr. Abha

CDMO

East

9868109035

dpmueast@gmail.com

Communication Workshop Report

11

Strengthening Communication Skills and Planning on Routine Immunization

Prepared by:

Strategic Communication Unit,

ITSU-MOHFW
Address: 14, Community Center,
Pancsheel Park, New Delhi
Telephone: 011-41213100

Communication Workshop Report

12