A formative evaluation of communication processes used for the National Measles Rubella vaccination campaign, for inclusion in Routine Immunization was conducted in Assam, Gujarat, Maharashtra, Odisha and Uttar Pradesh to determine if, and to what extent, the communication processes have been relevant, effective, efficient, and sustainable (4 OECD DAC criteria). The evaluation for UNICEF identified successful initiatives, collated lessons learnt and provided recommendations for inclusion of these processes in RI. It was to understand ‘what’ worked and what did not – and more importantly, ‘why’ and assisted in identifying and understanding how the campaign was designed to reach out to the farthest and most vulnerable population across the country. CMS conducted desk review, interviewed key informants at state, district and block levels from government and partners including WHO, IAP, IMA, UNDP, Lions Club, Rotary club, UNICEF etc. and conducted FGDs with CBPR among the community to understand the relevance, effectiveness and efficiency of the campaign. Content analysis of communication materials, plans, strategies, budgets were done to understand the sustainability and efficiency of the communication.
