Communication Resource Unit created to provide support to national flagship programmes

The National Institute of Rural Development and Panchayati Raj (NIRDPR) has joined hands with UNICEF (United Nations International Children's Emergency Fund) to establish a ‘communication resource unit’ (CRU) to act as an institutional mechanism for providing strategic communication support to national flagship programmes.

The Unit provides social and behavioural change communications (SBCC) to state governments as well as to central government schemes such as POSHAN Abhiyaan, National Health Mission and Swachh Bharath Mission among others.

It is currently operating in three states of Andhra Pradesh, Telangana and Karnataka. The aim is to cater to strategic communication needs of different government department through consultations, technical support and, capacity building.


Dr. Gyanmudra, professor and head, Centre for Good Governance and Policy Analysis (CGG&PA), NIRDPR will head the Unit. CRU is equipped with a skilled team to support SBCC strategies development, rollout plans, capacity building and developing IEC (Information Education and Communication) material, among others.

The CRU in collaboration with NITI Aayog and UNICEF has designed and in process to build the capacities of more than one lakh Panchayat Raj Institution (PRI) representatives in 25 aspirational districts under the control of NITI Aayog.