The Centre for Science and Environment (CSE) organised an online IEC (Information Education Communication) Consultation workshop on 5th July 2024. The keynote speaker, Mr. P.K. Srivastava, Additional Mission Director of AMRUT from the Government of Uttar Pradesh, addressed ULB officials about the upcoming IEC campaign and AMRUT initiatives. Various states, including Uttar Pradesh, Maharashtra, Odisha, and Tamil Nadu, shared their strategies and experiences in using Behaviour Change Communication (BCC) as one of the enablers for sustaining FSSM initiatives.

Abhilaasha Nagarajan, Consultant from the IIHS Practice programme, presented the ‘Kakkaman’ campaign on behalf of Tamil Nadu. She detailed IIHS’ approach to understanding the need for BCC, devising targeted strategies for specific stakeholder groups, and developing campaigns in collaboration with the government. Her presentation included insights into creating simple yet impactful messages, a robust media plan, implementation guides, and ideas for institutionalising BCC efforts within existing systems.