The multifaceted relationship between RTIs, STDs and HIV/AIDS and effect of communication initiatives is explored in terms of commonality in risk factor, information and treatment seeking behaviour, prevention aspects and IEC inputs received in this regard. ICPD (International Conference on Population and Development) recommendations brought a major paradigm shift in the whole scenario and consequently India adopted new communication strategies termed as IEC for its family welfare programme re - launched as RCH programme as part of its policy document. Many changes were made and implemented from top to the grass root level with new provisions and approaches. However, despite spending a lot on IEC efforts, the achievements were not found to be satisfactory in the initial reports. Findings reflected weak IEC activities having not much effect on behaviour change. Need for harnessing IEC efforts and strengthening certain specific IEC tools found to be effective along with betterment of quality of services, improving behaviour and approach of the doctors and changing the image of the programme and services at large is suggested

Keyword: RCH, IEC, Behaviour Change Communication, HIV/ AIDS, RTIs/STDs.