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Communication Resource Unit (A Joint Initiative of NIRD&PR and UNICEF)

About CRU

CRUCommunication Resource Unit (CRU) is a collaborative initiative of NIRD&PR and UNICEF to cater to the Social and Behavior Change Communication (SBCC) needs of various government departments in the states of Andhra Pradesh, Karnataka and Telangana.

CRU is led by the Prof. & Head, Centre for Human Resource Development, NIRD&PR and is equipped with a skilled team to deliver all types of SBCC related services.

Why CRU?

Social and Behavior Change Communication (SBCC) is considered to be a critical input for meeting the objectives of national flagship programmesand the Sustainable Development Goals. Historically, most of the development programmeshave suffered from a lack of theoretically-sound and evidence-based approaches to SBCC. Therefore, results for many flagship programmesoften remain unrealiseddue to lack of demand for services and desired behaviors.

The state governments require constant support for SBCC for their flagship programmes. With this backdrop, National Institute of Rural Development and PanchayatiRaj (NIRD&PR) and UNICEF have collaborated to provide need-based, strategic communication support to different government departments and NGOs.

How can CRU support you?

CRU is well positioned to extend the following technical support to SBCC for any development programme.

  • Formative research, baseline, monitoring and evaluation for SBCC
  • Culturally relevant, state/region specific, evidence based SBCC strategies and roll out plans
  • Training modules, ToTsand trainings of departmental staff, frontline functionaries and other stakeholders in SBCC on different issues
  • Design, adaptation and translation of key messages and IEC/SBCC materials

Who can benefit from CRU?

Government departments and programmessuch as

  • National Health Mission (NHM)
  • SarvaShikshaAbhiyan(SSA) Integrated Child Development Scheme (ICDS)
  • SwachhaBharat Mission (SBM)
  • Integrated Child Protection Scheme (ICPS)

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