This PowerPoint presentation was part of a March 2007 United Nations Children's Fund (UNICEF)-hosted meeting dedicated to examining polio communication efforts, in the context of the final global push towards polio eradication. State-specific presentations for India's polio-endemic states (Uttar Pradesh and Bihar) were given by in-country communication and health practitioners. These were assessed by an external Technical Advisory Group (TAG) panel of experts who provided communication strategy recommendations based on evidence presented and data gathered on field-visits to endemic states. Communication strategies presented at this meeting were primarily focused on:

1. Analysing the results of programmes implemented to March 2007.
2. Detailing activities on national and sub-national levels, specific to social mobilisation, community engagement, underserved areas and media and political advocacy strategies.
3. Suggesting a planned communication programme for the next 6-to 12-month period, designed to support India’s polio eradication efforts in the event of a resurgence of cases or population/programme fatigue.

This presentation looked specifically at the Indian state of Uttar Pradesh (UP) and outlines key strategies in engaging networks, groups, associations and individuals from underserved communities to broaden ownership and accountability for polio eradication, monitoring structures and outcome data.


Data from the 2006 polio outbreak in UP reflects that the majority of cases (61%) occurred within the Muslim minority. In response to this, the underserved strategy made efforts to map and network with over 300 key Muslim institutions throughout the state as of February 2007.


In addition, a range of strategies were employed to engage networks and broaden the polio campaign base within UP. The following are described:

• Leveraging the influence of Muslim universities.
• Leveraging the influence of other key Muslim institutions (All India Muslim Personal Law Board, Islamic Fiqh Academy, All India Hajj Committee etc.)
• Linking programme to key Sufi shrines and Khankas.
• Vaccination during key religious festivals.
• Field activities to ensure ownership and accountability.
• Rotary International support for strategic advocacy.
• Advocacy at social and cultural events (such as marriage functions and Ramazan).
• Increased ownership and support by clergy at mosques and madrasas.

The monitoring objectives of the underserved strategy relate to both operational components of vaccination teams in HRAs, as well as the identification and understanding of local influencers. The monitoring process relies on monitor training specific to the underserved strategy, and is given to field volunteers, district underserved coordinators and external monitors. Over 1,075 teams in UP are involved in the underserved monitoring process, as well as 856 influencers, 2,173 local practitioners and over 3,000 religious institutions. Detailed results of monitoring activities are illustrated here, and are stated as being shared with all partners from block, district and sub-regional levels.


In conclusion, the TAG panel was asked for advice in the following two areas:

• A strategy to close the gap between influencers who commit to helping the programme and those who actually do so during booth day and house-to-house activities.
• Process indicators to strengthen the level of commitment and drive by Muslim influencers/networks to support the polio eradication programme.

Click here to download the full PowerPoint presentation as a PDF document.

Click here to access summaries of, and full reports from, other presentations from the 2007 New Delhi, India TAG meeting.