Away in a rural hamlet in Bali block in the Pali district in Rajasthan, members of the self-help group Ghoomar Mahila Samiti are sensitising communities about COVID-19 appropriate behaviours (CAB), the importance of COVID-19 vaccination and, last but not the least, combating rumours and misinformation. These women are leveraging community engagement and communication tools to disseminate messages related to COVID-19 to hard-to-reach populations in tribal dominated areas of western Rajasthan.
They are among the millions of women being celebrated on International Women’s Day on 8 March for bringing ‘Gender equality today for a sustainable tomorrow’ to reduce climate impacts and health risks among vulnerable populations.
In 2021, these women leaders organised over 600 village level meetings and focused trainings to educate people on the 3 Ws (Wear a mask, Wash your hands, and Watch your distance) and 2Vs (Stay in well-Ventilated places; Vaccinate as your turn comes). Close to 20,000 people in 27 villages were reached through these interventions. These meetings were attended by members of village Panchayat and supported by the Village Swachhta (cleanliness) Mission Committee.
“We left no stone unturned. We made regular announcements in our villages, especially before festivals and events, to encourage people to follow CAB and to complete both the doses of vaccination,” said Somi Bai, a member of Ghoomar Mahila Samiti, which is a federation of 4 000 tribal women in Pali district. The group provides support for sustainable livelihoods, financial independence, and gender equality.
The programme provided a platform for young women and girls to take ownership of health promotion campaigns in their villages. Women and young girls are also taking turns to make community-level announcements in their neighbouring villages to encourage people to register for vaccination and reiterate the messages on 3Ws and 2Vs.
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Extensive poster campaigns and wall paintings were used to share information on safe behaviours. (Photo: Achin Phulre ©WHO India)
“As a commitment to fight against COVID-19, more than 4 000 women members of the self-help group cover their faces (nose and mouth) and wash their hands before attending the weekly meetings,” said Jirmi Bai, a member of the group. These interventions were widely featured in the local media and appreciated by elected representatives, village-level health care workers, and community members.
The groups also fought against misinformation. “Rumours like consuming alcohol to cure COVID-19, sitting in sun to protect against COVID-19, impotency from vaccines etc were adequately addressed. Providing the right information is key to protecting all members of the community,” said Ms Kamli Bai, president, Ghoomar Mahila Samiti.
As part of this collaboration, 10 public handwashing stations were installed in six villages and are now maintained by Ghoomar Mahila Samiti members, some of who were trained in basic plumbing.
Poster campaigns and wall paintings were used to share information on local concerns, such as washing hands after touching agricultural/ animal waste. Young girls from the community took the lead in developing short videos in the local dialect to amplify the reach of CAB messages.Poster campaigns and wall paintings were used to share information on local concerns, such as washing hands after touching agricultural/ animal waste. Young girls from the community took the lead in developing short videos in the local dialect to amplify the reach of CAB messages.
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Apart from messages painted on walls, young women went door to door to promote safe behaviours. (Photo: Achin Phulre © WHO India)
Young men and women were also informed on the science behind vaccines and trained on communicating the information to communities. These young ambassadors went door-to-door and organised neighbourhood meetings to encourage people to get vaccinated. “We are proud of our vaccine ambassadors. They not only assisted those without knowledge or access to the CO-WIN portal for registration for vaccination but also reminded people their vaccination dates and accompanied senior citizens to the vaccine centres, said Panri Devi, pradhan, Bali block.
“As vaccine ambassadors, we shared verified information from social media channels of Ministry of Health and Family Welfare, Rajasthan state health department, and World Health Organization. We actively scanned for any rumours and misinformation on vaccines and shared verified information to stop the spread of such fake news. Fake reports of impotency in young men and women, early aging, etc., were common and became a barrier to vaccination among young people. However, talking to peers helped them accept the science,” said Ms Sita Devi, one of the vaccine ambassadors.
“People-centered and community-led approaches result in increased trust and social cohesion, and ultimately a reduction in the negative impacts of COVID-19. Strategic partnerships with community-led institutions can improve health outcomes in the remotest parts of the country. Interventions aimed to strengthen such institutions play a pivotal role in building the resilience of communities,” Dr Roderico H Ofrin, WHO Representative to India.