S M Sehgal Foundation
Despite India’s tremendous advances in the field of communication, most rural Indians remain information-poor and unheard. Penetration of mainstream communication media has failed to reach the most vulnerable and disadvantaged. Grassroots experiences reveal that this limited media outreach in the rural settings is largely linear, thus, preventing access to the ‘voices’.
For inclusive growth and development, the needs and aspirations of all sections of the society must be represented. Excluded sections of the society must have access to information and platforms for expression. Communication which is participatory and development oriented in nature can go a long way in empowering rural communities to manage and control the development process.
The Communications strategy at IRRAD involves dissemination of right information to the right set of target audience using the right medium. We follow a three dimensional communications strategy that is aligned with the vision and mission of the organization.
- It aims to work with and for the voiceless at the grassroots and provide them the medium to share.
- It helps in building the equity of the organization
- It supports and promotes the work of the other centers at IRRAD viz; Natural Resource Management, Policy, Governance and Advocacy, Capacity Building and Rural Research.
The fivefold communications plan includes internal and external communications (web and print publications), electronic communications (documentary films, website, and e-mailers), and media relations (press, TV and web coverage) collaborations (volunteers, interns and likeminded organizations).
To bridge the information gap, IRRAD has a number of community media initiatives in our intervention villages in Mewat district including a community radio station, a vernacular newsletter, wall paintings, street plays and the like.