Internal Branding Package for Health and Wellness Centres AYUSHMAN BHARAT

The program aims to end preventable child and maternal deaths within a generation by supporting high-impact health interventions in maternal, newborn, and child health, immunization, family planning, and reproductive health, nutrition, health systems strengthening, water/sanitation/hygiene, malaria, and pediatric HIV care and treatment. The MCSP is a United States Agency for International Development (USAID) Cooperative Agreement, and its programming is made possible by the generous support of the American people. The program's ultimate goal is to save lives by ensuring that all women, newborns, and children most in need have access to quality health care services. In India, the National Health Policy, 2017, envisions Health and Wellness Centres to provide an expanded service package to ensure last mile connectivity. The policy aims to upgrade 1.5 lakh Sub-Centres to Health and Wellness Centres by 2022. The Government of India developed a comprehensive external branding guideline to standardize health facilities and increase the visibility of newly established HWCs. The internal branding package for Health and Wellness Centres in Chhattisgarh includes facility branding and IEC material for sub-centre and PHC levels. The facility branding package details the various components, areas, and rooms within the facility, while the IEC posters list and package the material to be placed in different rooms. Each component is described in terms of design sample, dimensions, material used, location for placement, target audience, and uses for easy implementation in the field. The internal branding package is designed to increase the visibility of services provided at HWCs and streamline the beneficiary-service provider interface. The package is expected to serve as a useful guide to districts to standardize the internal IEC of facilities. The initiative is a collaborative effort between the State Government of Chhattisgarh, USAID-MCSP, and Jhpiego, with the goal of making health facilities user-friendly and increasing the uptake of services. The internal branding package includes detailed descriptions of the various components, areas, and rooms within the facility, as well as the IEC posters and material to be placed in different rooms. The package is designed to be easily implementable in the field, with clear instructions on design samples, dimensions, material used, location for placement, target audience, and uses. The initiative aims to promote health promotion, wellness, and awareness for yoga and wellness through comprehensive internal IEC. The State Nodal Officer, NCD & H&WC, Dr. Kamlesh Jain, expresses gratitude to Jhpiego and USAID-MCSP for executing the State's idea and providing a useful guide to districts to standardize the internal IEC of facilities. The internal branding package is expected to increase the visibility of services provided at HWCs and streamline the beneficiary-service provider interface, ultimately contributing to the goal of ending preventable child and maternal deaths within a generation.