Crafting the Programme

Problem Statement

Awareness of Viral Hepatitis as an issue meriting recognition as a major public health burden is abysmally low. This is compounded by poor and delayed visibility such as added barriers to a cogent, coherent and robust response and positioning of NVHCP.

Programme Description

A comprehensive communication strategy has been crafted. IEC campaign, held at iconic twin venues of Victoria Memorial and Nandan was based on some rapid dip-sticks and interviews, focusing on information blitz on Viral Hepatitis and its modes of transmission and manifestations, prevention, testing and treatment and access to services. The campaign messages are split into four key pillarsknow the facts, vaccination, testing and treatment and blood and injection safety. Campaign materials/routes are being used are posters, hoardings, tableaux, radio spots, plays (Third Theatre/Proscenium formats), info graphics and social media. IPC involved engagement of 966 counsellors across various programmes within the health system and beyond, a 10- point counselling tool has been developed as a job aid. A dedicated team of counsellors from designated treatment sites have been identified as touch points for all referrals, linkages and adherence. Special emphasis is being given to advocacy cum technical sessions focusing the programme in professional platforms like major events of API.

Programme Outcomes

Increased visibility and consequent increment in screenings and footfalls. The programme has come into public glare with large footfalls and media coverage of World Hepatitis Day. 60 counsellors especially trained for dedicated roles at treatment sites and surrounding health facilities, 1,14,598 attendees at AFHCs have been exposed to counseling, 221 counsellors already trained and content shared during their routine trainings. State is a regional hub catering to Viral Load Testing for States like Sikkim and Meghalaya.

Scalability

All districts are being progressively covered through the IEC campaign across the year. Taking it to scale is in tandem with programme expansion.

Implementation Partners

Liver Foundation West Bengal (for IEC campaign).

Financial Implications

1 crore.

Source : We Care Coffee Table Book - Good, Replicable and Innovative Practices 2019