Published on: 21/08/2012
Information, communication and education (IEC) is the longest existing approach to demand creation. The programmes use a mix of messages by mass communication media such as radio, TV, loudspeakers, wall writings and local theatre and personal contacts.
IEC programmes are generally better at informing and educating potential customers more than achieving behavioural results (building, using and maintaining hygienic toilets).
The reason is that conventional IEC programmes tend to use the change arguments of the implementing organisation, and not the reasons that made the different categories of customers buy, use and maintain toilets. And thus change the behaviours of the different types of householders, however, some IEC programmes also use participatory methods.