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)