Component 4: Programme Management and Implementation


This component will support the management and implementation of the project. Overall implementation responsibility for the project lies with the PRDD which will execute the project through the WBSRDA. The ISGPP Cell within the WBSRDA will be responsible for overall coordination, implementation, monitoring and the evaluation of project performance. Other agencies involved in project execution include STARPARD and other agencies.

  • I. Project Management Support

    This sub-component provides support to the management of the overall project and coordination of various activities. The main target group is the project implementing agency (PRRD) and its execution agencies (WBSRDA and STARPARD).

  • II. Project Information, Education, Communication

    The cultural diversity and geographical vastness sharpen the challenges of reaching the satisfactory parameters of developmental goals among the rural audience.

    Examining the West Bengal scenario it is seen that the first generation of the Panchayats has evolved from the West Bengal Panchayats Act, 1973 and since it had been a momentous journey the state government with its consistent strategy of need based reforms have pursued the mandate of rural decentralization, one of the area being that of giving increasing responsibility of implementing various rural developmental programmes to the GP machinery. Magnitude of the Panchayats responsibilities and spectrum of socio economic and developmental activity to ensure the environment as enabling to pursue positive and progressive goals and necessary policy formulation and implementation had been immensely widened with special focus on holistic social security policies and mainstreaming initiatives to backward and vulnerable communities, minorities and women. The state initiative had always focused on deliberating authority, decision making responsibility and that of required action taking abilities to the three tier Panchayati raj system with the objective of making them self sufficient , autonomous, self enabled units of local self governance functioning on participatory bottom up planning and implementation rationale. The vision of capacitating the machinery of the P.R.I right from the grass root entity i.e. the Gram Panchayat level for irreversible holistic progress through service delivery and mass empowerment through awareness as to their significance as chief planners and as well as beneficiaries of services and provisions has been more comprehensibly encompassed in the ideation of World Bank funded ISGP Project targeting a total of 1000 GPs in the state of West Bengal over a timeline of 5 years from now.

    The strategy of stressing on both citizens’s and project communication for a sustained attitudinal change

    The IEC strategy is implemented to attain the most prime objective of the ISGP project that is to bring about and sustain a comprehensive awareness of the Gram Panchayat functionaries on truly institutional strengthening issues. Such awareness initiatives which are a part of project communication will result in policy level implementation of the principle in the benefit of the citizens. Along with this the beneficiaries of the Gram Panchayats have to be completely aware of the chief functions of the Gram Panchayats and the offered plethora of services. IEC on such matters is ranged under citizen’s communication category. IEC in the context of reaching the above goal has included in its ambit traditional paper communication and the mode of innovative infotainment format based on IPC (Interpersonal Communication). IEC here stresses on generating awareness on the duties and the responsibilities of the primary target audience (the Gram Panchayat functionaries) as well as the secondary target audience (the beneficiaries or the citizens). For example awareness building on issues of resource mobilization by the Gram Panchayat is one such area where communication efforts will reach both the primary and the secondary target audience regarding ways of resource generation by a GP and the responsibility of the citizens to enable it through timely tax payment. IEC here is not only for information dissemination or that of awareness generation. It is more oriented towards the development of the long term goal of bringing about a mass attitudinal change for better practices. It is at here exactly where IEC becomes one of the pivotal component of ISGPP.

  • Multi-channel communication strategy will encompass the objectives of:

    a) Social mobilization among the general population &

    b) Advocacy among policy makers pursuing decision making in prioritization and implementation of agenda and resource allocation.

    The ultimate outcome will be the emergence of a more conscious and aware rural population who will exactly understand and demand their legitimate entitlements to services and also know about mutual responsibilities and duties between them and PRI and vis-à-vis.

    It is primarily a Communication for change – Change to be sustained and made permanent in the areas of :

    a) Perception and concept
    b) Attitude
    c) Practice
    d) Approaches, messages and methods:

    With adequate background information about the target groups and properly defined objectives, the motto is to develop a socially and culturally appropriate

    1. communication strategy, consisting of approaches, messages, and methods. Approaches chosen are those appropriate for each group. These could be a combination of any of the following: individual, group, or mass approaches using information, education/training, motivation, entertainment or advocacy. Messages vary according to the kinds of behaviour-change specified in the objectives, the available resources and services, technologies, other relevant information, participant needs, and method of delivery. In order that each approach be used, activities must be defined according to the programme objectives. Appropriate messages, media, and methods should be designed and pre-tested according to the audience's abilities, resources, and preferences.

    One of the significant examples will be to take up the Sahabhagi Pathan O Shikshan (Participatory Reading and Learning) methodology of participator group learning with the help of issue based modules in all ISGPP districts. The methodology expresses the efficacy of two-way communication strategy at its very best and in-house expertise is also available readily as it was one of the most significant and innovative initiative of the department itself implemented successfully throughout the past years of two-way mass awareness interventions.

    e) Strengthening community action and participation:

    IEC in ISGP is more of a multi-directional process which can cause a synergism among the target groups, field-workers, implementers, and local leaders, toward participation, empowerment, and sustainable development interventions. Participation happens when people concerned are committed to organise themselves so that they can collectively get involved in making decisions about various economic, social, environmental, and political spheres of community life. Participation helps them realise a true sense of empowerment when they are in control of their talents, time, resources, and achievements, that in turn ensures the sustainability of their initiatives

    f) Developing single message strategies in combination with the elaborative type. :

    g) The Specific Call for Action :

    In ISGPP the messages in posters and leaflets, banners or billboards will be light in content with a strong call for action. This will mean that after being exposed to the message the TG will also know about the area where to act upon and how to take control of a given situation. This means that the messages will not only inform and aware the rural populace but also empower them take steps if supposedly service delivery and infrastructure development in the area as mandated by ISGPP is taking a back seat. The messages will be in Bangla in a technically perfect format relevant to the objectives of IGSPP .Some of the key points include creating messages that are clear, concise, credible, and easy to remember, all from the target audience's perspective. Above all, the messages need to appeal to the target audience's perceived need for information. The most effective messages include a precise behaviour change /perceptional change recommendation, use a memorable slogan or theme, and are presented by a credible source in a positive, uplifting style that is not offensive to any member of the target audience Finally, a focus on motivation, not just information, is needed. Of course, all media should be thoroughly pre-tested with members of the target audience.

    h) Even the best designed message needs to be repeated many times if it is to build general public awareness or accomplish any other outcomes. Any form of mass media has a limited effect when it is delivered only once or for a short period of time. The audience needs frequent exposure to the message, even if it is familiar, but especially when it is new or novel to them. The greater the reach, frequency, and duration of a mass media message, the greater the number of people who will be reached and the greater the likelihood that change will occur.

    The gamut of IEC activities will be in developing issue based appropriate :

    1. Printed materials such as brochures, pamphlets, posters, leaflets, and flyers;
    2. Using the electronic media for airing of audio and video spots and jingles,
    3. Using the folk media maintaining regional contextuality to meet region specific linguistic and cultural needs of a geographically dispersed beneficiary profile
    4. The methodology of participatory Reading and Learning
    5. Utilisation of other communication platforms like display boards at public places, big junctions for Campaign visibility and presence
    6. Using the communication channel of SATCOM
    7. Internet website based information dissemination
    8. Self learning menu based presentation type module ( DVD)
    9. Other innovative mediums

  • III. Project Reporting

    This sub-component will support the preparation of annual project audit reports, consulting services for preparation and review of documents for the mid-term review of the project, the preparation of project completion reports, a workshop for the final evaluation of the project and activities related to the preparation of a follow-on project.

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