strategic framework for targeted IEC activities encompassing mass media, along with mid-media and inter-personal activities so as to disseminate information about the various health schemes in the masses. The year-long IEC/Communication Plan had month-wise focus on health days and health themes. While some activities were taken up to coincide with ‘Health Days’, others were week and month long plans for focussed multi-media campaigns on schemes of the Ministry. These centered around topics such as Integrated Diarrhoea Control Fortnight (IDCF), Breastfeeding Week, Tobacco Control etc. Seasonal ailments such as Dengue, H1N1 etc., needed campaigns for a longer time

The objective is also to encourage build-up of health seeking behaviour among the masses in keeping with the focus on promotive and preventive health. The IEC strategy has catered to the different needs of the rural and urban masses through the various tools used for communication