Man’s need for communication is as strong and as basic as his need to eat, sleep and love. The severest punishment for a child is to be isolated to be left alone, to be told “I refuse to talk to you” like that only for a short time can man do without communication. For modern man it would be impossible to function without the mass media of communication as they have become part of the fabric of modern civilization. Leaving people excommunicated means they are totally cut off from the society. For a project like ‘End to End computerization of  PDS in Kerala it is becomes essential to communication with the people about the project through, Interpersonal, Group and mass communication methods. The ‘message’ of the project may be transmitted over a channel to the people. It must be noted that transmission is not communication for effective communicate, the message has to reach the receiver and produce “an understanding response, preferably the one intended by the sender. Cultural diversity,  linguistic, psychological, unjust assumptions, resistance to change, the tendency to prematurely evaluate, communication, selectivity confused presentations and limitation of the receivers capacity are the main barriers of the effective communication. Here it may consider all these facts in the architecture of the IEC campaign. Information is power and in our country this is the era of right to information act. All the information about the project should be available to the society.  Communication and information must indeed be linked with development process. The images people have of the development process condition development itself. The place and role of communication and information in the new approaches to development is of vital significance. The information that reaches the people has to be meaningful to their own cultural situations. The approach to development depends upon the local cultural or natural situation. Keralites, are known to be smart hard working, highly volatile, sociable and full of adventure. So they will accept a social impact project like End to End computerization of PDS. The complex activity of public information campaign can be compared to the mass of an iceberg. The unseen mass below the surface that support the structure can be called the advertising program form which the campaign emerges. Since an advertising campaign probably will be a prime factor in the IEC module, rather large financial investment may be required for its conduct. Consequently the planning, spending, controlling and evaluation of an advertising campaign appropriation and budget become considerably important tasks.

Aim of the IEC

Primary goal of the IEC is that what to achieve is to inform all the stake holders and the society about intended change in the End to End computerization project. Through IEC we can ensure public support for the project and persuade   the stake holders to take part in the implementations process at many stages like Aadhar-RCMS seeding stage, POS devised introduction stage, Grievance Redressel and feedback system Launch etc. Important targets are as follows –

  • To clarify doubts of AWD elicit co-operation
  • To garner support & participation of AWD in End to End computerization
  • To inform the ARDS about change in End to End computerization and to ensure confidence that they are part of the change
  • To garner support and make ARDS the ‘Agents of change’
  • To inform the people representatives and senior officials who are the policy makers about the End to End computerization project and solicit their support.
  • To protect the project from the yellow Journalism of the mass media through Public Relation
  • Ensure the source of information should be regarded worthy of belief or credible by the receiver of information. Unless it is so, communication will not be effective as the message will also not be believed. That is nothing but credibility. Losing credibility can be disastrous for an public service campaign and the project.


A campaign of related advertisement and other mass communication methods will produce more peoples action than individual advertisement issued in isolation. A campaign is an intangible items of an IEC effort. The procedure for the conduct of a public service campaign is like that for any other type of campaign a theme is out lined, a goal determined, an advertising plan developed, message created advt. produced and media enlisted-IEC module of the end to end computerization project should provide an introductory interaction to new system proposed under the project, and the stake holders involvement in the implementation process of the project. As the first step a campaign theme is created in accordance to   the objectives of the End to End computerization of PDS in Kerala. Once an objective is formulated for the campaign the creation of a theme would seen relativity simple. And the message is created the next step involves the translation of the campaign theme for various media.


Different methodology is used to communicate with different types of target audience. But still there is common nature for the methodology for the IEC.

Major IEC Campaigns

Following are the major IEC campaigns conducted by the Department

  • A
  • B
  • C

 IEC Materials            Jingles 01      Jingles 02      Jingles 03