Strategic Communication
As a cross-cutting vertical within ITSU, the Strategic Communication vertical plays an important role at various levels- working closely with the Immunization Division of the Ministry of Health & Family Welfare and other partner organizations in developing communication strategies, curating media materials, communication mater plans and advisories to ensure that communication plans and messages are aligned to the overall GoI’s immunization aims and targets. The vertical also lends support to internal teams within ITSU for synergising various tasks.
Core Functions within ITSU Strategic Communication
Global evidence highlights that the success of well-performing immunization programs is largely driven by effective communication strategies. Without a well-planned, adequately funded strategic communication plan, immunization programs often fall short of meeting and sustaining coverage goals. Strategic communication plays a pivotal role in reaching hard-to-reach and underserved populations while fostering community trust in vaccination programs.
Successful vaccination campaigns require proactive communication strategies to inform the population and address vaccine concerns and hesitancy. Ensuring vaccines reach their intended beneficiaries requires planned outreach and targeted public messaging. Multiple factors influencing vaccine decisions, trust in the importance, safety, and effectiveness of vaccines, along with compatibility of vaccination with religious beliefs are essential ingredients to any vaccine communication campaign/advocacy effort.
Effective outreach and communication ensure that governments are aware of the various vaccine options and understand their role and thereby take ownership. Governments and large-scale programmes are seeing merit in revitalizing investments in communication for immunization. This encompasses communication in its broadest sense to include:F
Core Functions within Strategic Communication
The Strategic Communication Vertical has continued to accomplish various tasks as per the short and long-term goals in consonance with ITSU’s mandate and objectives.
Brand Communication
Branding of communication for top-of-the-mind recall and visibility has been at the heart of positioning immunization; introduction of mascots Teeki and Teeku, enlivening them through animation films with set roles to do the immunization talking, drawn and conceptualised specifically from programme objectives of RI (IMI, MR, Zero Dose. Films
Knowledge management and Documentation
Bringing out regularly quarterly newsletter IMMUNIZATION -INDIA UPDATE. The newsletter covers policy decisions, perspectives events at centre and states, progress reports from states, partner organizations’ achievements, empirical research papers, human-interest stories and much more.
Capacity Building and Training
Capacity building of regional/state trainers on risk communication/crisis communication during the regional/state AEFI workshops. The pedagogy encompasses participatory approach including interactive sessions, simulation and role play in IPC and Media interactions.
Daily Media Tracking & Analysis
Around 50 news portals including online edition of newspapers are scanned on a daily basis. Links are shared the same day with immunization division, MoHFW and other stakeholders, followed by sharing of fortnightly in-depth analysis of the coverage.
Social Media Engagement
The ITSU’s social media strategy aims to increase public awareness, encourage participation, and foster positive behaviour change to support immunization. This approach helps boost visibility for routine immunization programs, campaigns, and the introduction of new vaccines vide its handle @vaccinate4life.
Tasks
- Develop engaging and creative infographics/GiFs/short videos for social media on various themes.
- Develop innovative Social Media creatives for commemorative days
- Share short films and specially curated theme based series like Mummy Papa Sunno hamari Baat!; Shabashiya! Teekakaran Chale Nirantar and Let's Be Aware Series.
