The “5 Rs” of IECBy Mark Raygan E. Garcia

What is IEC? Information, Education and Communication

WHO – an approach which attempts to change or reinforce a set of behaviors in a “target audience” regarding a specific problem in a predefined period of time.

I-E-C Dynamics

Information Education Communication

Information – facts | data (statistics) | socio-economic-political profile

Education – “activated” knowledge

Communication –dissemination using various channels

I-E-C Dynamics: Deliberate

Information Education

Communication

Information – ability to acquire and select

Education – ability to appreciate and direct understanding

Communication –ability to package/customize, share and influence

5Rs of IEC Relate

Realize

Reform

Retain

Replicate

R1: Relate IEC’s ability to assist audience in initially

locating their role (contributor or solution or observer) in the issue/messageWho am I? Who am I in the issue? What does the issue mean to me?

Focus: Self | Family

R2: Realize IEC’s ability to facilitate the process of

understanding the issue more, evaluating the stakeholders’ and actors’ role in it, and assessing their practices and behaviors against greater common goalsWho am I to my community?What does the issue mean to my community?What am I here for?

Focus: Self vis-à-vis Community

R3: Reform IEC’s ability to effect favorable change in

practices and behavior, ensuring the same is community-oriented and –driven.

Focus: Community (“now” mindset)

vis-à-vis Issue

R4: Retain IEC’s ability to sustain favorable change in

practices and behavior by taking ownership of such change, developing within the target audience the passion to pursue best and sound practices

Focus: Community (“future” mindset)

vis-à-vis Issue

5R: Replicate IEC’s ability to inspire target audience to share

their best and sound practices, extending their reach and relevance.

Focus: Immediate Community vis-à-vis

Extended community

7 IEC “Know” Steps Know the problem

Know your audience / market

Know your objectives

Know your strategies

Know your messages

Know your channels

Know your success indicators (evaluation tools)

1 “Know”: ProblemProduct-related

Commodity, resources, materials; supply (vis-à-vis demand)

Ordinances, laws

Process-related Access Procedures

People-relatedAttitude | Behavior Culture | Religion

2 “Know” : Audience | Market

Market Identification General: Who plays a role in this problem?

Market SegmentationSplit: Gender | Interest (Contribution, Impact) Specific:

Who comprise my market?What role does each play? By virtue of what factor does each play a

role? And to what extent is their participation relevant, based on the same factor?

3 “Know”: Objectives What do you seek to achieve?

Product-related? Process-related?People-related?

When do you want them achieved? (timeline)

4 “Know”: StrategiesAdvocacy (For Policy Implementation and

Program Resources)

Public Information and Communication

Social Mobilization

(Based on the ICRMP ComPlan)

5 “Know”: Messages Message Development

Based on your problem, objectives Based on your market segmentation

(language)Based on your sectoral profiling (approach)

Written, Verbal, Visual, Online, Mobile

6 “Know”: Channels Used for data gathering, info dissemination, consultations,

advocacy, planning, “watchdog”, and decision-making

Face-to-Face Interpersonal | Small Group (FGD) | “Town Hall”

MediaPrint, Broadcast, TV

Internet

“Alternative Packaging” Visual & Performing Arts

* Channel’s based on limitation/preference of market segments

7 “Know”: Indicators Output Indicators

Result Indicators

Impact Indicators

(Based on the ICMRP ComPlan)