AMANI campaignاماني حملة

Interagency Child Protection and GBV

Inter-agency CP/SGBV awareness-raising

campaign

SESSION 5: COMMUNICATION FOR BEHAVIOURAL & SOCIAL CHANGE

SESSION OBJECTIVES

By the end of this session, participants will be able to:

Understand how communication for behavioural & social change contributes to developing positive behaviours & promoting individual & community change. Understand how to use community mobilization in AMANI campaign Explore how to use different tools of communication in the AMANI campaign Identify core elements of a communication strategy

PROCESS OF COMMUNITY MOBILIZATION

Our goal is to mobilize the community and we will explore in this session the tools you can use

to do so.

Why Communicate?

Remember we said communication for behavioural & social change aims to change individual and/or social attitudes, knowledge and practices.

For GBV and child protection the aim is to: -Increase community members knowledge on how to prevent and respond to GBV and CP issues,-Change community members attitudes and practices to better protect adults and children from all forms of violence, abuse and exploitation

Why Communicate?Communication, when it is done well, does not only benefit the ‘recipient’. It also benefits the ‘sender’.Communication is a tool to influence peoples livesCommunication is a continuous processTransmission of information, provokes debate, Involves people, influence,Promotes dialogue and debate on issues Informs and inspiresTo learnKnowledge, information, evidence , We tend to think of communication as a process ofteaching others – or of telling others everything we know (‘spread the good news!’). communication is also a process whereby the ‘senders’ themselves can learn a lot. If we think strategically about the communication process, we can maximise our own benefits too.

Role of Communication for Behavioral & Social

Change in GBV & CP• Increase knowledge• Stimulate community dialogue• Promote essential attitude change• Advocate for policy changes• Create a demand for information and services• Reduce stigma and discrimination• Promote services for prevention and care

How to Communicate

Do’s and Don’ts of communication for change

Discuss in Pairs

• “DO” 1 thing we should do in communicating on CP and GBV

• “DON’T”1 thing we should not do in communicating on CP and GBV

Discuss in Pairs. Write one response per VIPP card

Key Do’s for communicating on CP and GBV• Emphasis on debate & dialogue among community

members rather than transmission of information.• Importance of people understanding how they, their

families & communities will benefit.• Empowering - gives voice to unheard community

members• Involve the community in developing, testing and

delivering the messages• Interactive & involves high level exchange of ideas, tools

& experiences.• Ensure that information is easily accessible.• Assess the specific ways that people get informed and

who they listen to in order to select appropriate methods

Key Do’s for communicating on CP and GBV

• Use everyday language and pictures• Ensure sustainability & consistency of delivering

change messages (repetition is important).• Ensure that the person presenting the info (e.g. Radio

or TV) is well known & trusted• Identify and support influential change agents or role

models• Focus on positive values, behaviours, role models • Challenge existing traditions in sensitive way by

explaining laws, rights and negative effects of current practices

• Give people time to change especially if the change carries a cost.

Key don’ts

• Knowledge alone is insufficient for behavior change,

• Don’t use one-way communication channels alone

• Avoid lecturing , • Don’t focus exclusively on what you don’t

want to happen (e.g. “Stop violence against women”)

Positive values and messages

Exercise:

For each protection problem, reframe the message to focus on positive values/messages/role models. 1. Separated/unaccompanied children“Separated children are at risk of exploitation and abuse”

2. Rape and sexual violence“Stop rape of women”

3. Early marriage“Early marriage hurts girls’ health and future prospects ”

Plenary discussion

Who is the main perpetrator of violence?Who has influence in this community to contribute to the prevention of violence? Who believes in the change you want to make?

Key guidance for community dialogueالمجتمعي الحوار إلدارة االساسية االرشادات

Provide opportunity for dialogue and debate among community members Involve the community in developing, testing and delivering the messages Assess the specific ways that different groups get informed and who they listen to select

appropriate methods Identify and support influential change agents or role models When using multiple messages it is often good to start with the less sensitive messages

and move onto the more sensitive messages Challenge existing traditions in sensitive way by explaining laws, rights and negative effects

of current practices ،المجتمع أعضاء بين والنقاش للحوار فرصة بتوفير قم الرسائل وتوصيل واختبار تطوير في المجتمع بإشراك قم ألختيار وذلك المؤثرين، االشخاص تحديد بهدف المعلومات على الحصول وسائل بتقييم قم

المختلفة المجموعات على التـاثير طرق افضل القدوة أو التغيير وعمالء المؤثرين االشخاص ودعم بتحديد قم حساسية األقل الرسائل مع تبدأ أن الجيد من يكون ما غالبا متعددة رسائل استخدام عند

حساسية األكثر الرسائل إلى واالنتقال للممارسات السلبية واآلثار والحقوق القوانين شرح خالل من بحساسية القائمة للتقاليد تطرق

الحالية

Communication strategies for social change

• Vertical: top- down; one way communication; treats target group as recipients of message; no interaction; effect limited to Individuals

• Horizontal : based on dialogue; sharing of information; participation of all members; local ownership and empowerment

Three phases of the communication strategy

• Raise visibility of the importance of good sanitation and hygiene behaviors. Increase awareness on the risks and implications of open defecation

PHASE 1Awareness raising

• To provide influencers and decision makers with the information they need, encourage them to speak up take action for positive change. Get Support & create an enabling environment for change

PHASE 2Advocacy

•To empower individuals and families to make decisions based on correct information , Stigmatize risky practices, promote healthy norms and practices

PHASE 3Social and Behaviour

Change

Presentation 2

Process to community change

Recognition of problem ( identify,

assess)

Identify & involve

stakeholders

Clarify perceptions

clarify indiv & shared interest

Collective vision & clear objective

Internal Change agent innovation policies Technolog

yMass media

Community dialogue

Assign responsibilities

Mobilization of community & organizations

implement Assess outcomes & feedback Modify plans

media Community leaders Social media

Public & group Discussion meetings

Promotional materials

Collective Action plan

tools

Stimulus

Art , theatre

Steps in Developing Behavior Change Communication

Group Work

Break into groups of four Pick one message you would like to communicate to

achieve behaviour and social change. Follow the steps in the next slide and determine, who your

target group will be, stakeholders, goal, method of communication, etc.

When done, present & discuss in plenary

Steps in Developing Behavior Change Communication

1. State program goals2. Involve stakeholders3. Identify target populations4. Conduct formative BCC assessments5. Segment target populations6. Define behavior change objectives7. Define BCC strategy and M&E plan8. Develop communication products9. Pretest10. Implement and monitor11. Evaluate12. Analyze feedback and revise

STRATEGIES & TOOLS FOR DISSEMINATING THE MESSAGES

Brainstorm in plenary:

Do you know what tools can be used to disseminate the messages?

Don you know what strategies can be followed in disseminating messages?

Have you been involved in something similar in the past?

Strategies for mobilising community: Mass communication

الجماهيري والتواصل المجتمعية التعبئه إستراتيجيات

a. Mass media/public spaces العامه والمساحات االعالم وسائل• Radio الراديو• Television التلفزيون• Posters or murals in public spaces والمساحات الجدارية الملصقات

العامه• Launches/festivals واالحتفاالت / االفتتاح مناسبات

b. Internet/mobile phone/video / / الفيديو. افالم الجوال الهاتف االنترنت /ب• Social media االجتماعي التواصل صفحات

• Mobile phone messages الجوال عبر االلكترونية الرسائل• Video in registration centers etc. مراكز في فيديو أفالم بث

التسجيل

Strategies for Mobilising communityالمجتمعيه التعبئه استراتيجيات

c. Protection Structures and community networks• Protection committees (child protection

etc.)• Religious leaders• Community leaders/meetings

d. Arts and group activities• Use of theatre, photography, music,

dance etc.• Structured protection sessions with

parents or children• Group activities in CFS or womens

spaces

e. Interpersonal/individual• Peer-to-peer approaches• Individual discussions (e.g. community

outreach volunteers)• Distribution of flyers and contact cards

والشبكات. الحماية هيئات جالمجتمعية

الطفل ) حماية الحماية لجانوغيرها(

الدينيين الزعماءإجتماعات / المجتمع قادة

الجماعية. واألنشطة الفنون دوالتصوير المسرح إستخدام

الخ والرقص والموسيقىاآلباء بحضور منظمة جلسات

األطفال أومراكز في جماعية أنشطة

أو الغذائية المساعدات توزيعالنسوية المساحات

الفردية . / الشخصية ت - لصديق؟؟ صديق من منهجية

مثل ) الفردية المناقشات ) المجتمعية التوعية متطوعين

وبطاقات النشرات توزيعاالعنوانين

Communication ToolsHanan to provide general communication tools

What is Communication

message

sender

Channel

receiver

feedback

Communication requires

-sender: the person express idea, emotions, -Message: what we want to say-Channel: mean of communication, verbal, non verbal ..etc-Receiver: who we intend to convey the message, audience-Feedback: what receiver understands, perceives and react to our message

Types of Communication

االتصالغير لفظي

لفظي

مرئيمكتو ب

1- Verbal2- non verbal3- written4- visual

Communication types/Pros & ConsType details tools pros

Oral /verbal message transmitted verbally, face to face

-Meetings-Public gathering-Awareness sessions-Speeches-Radio

-immediate feedback. - -fast and easy to understand - less possibility of distortion of message- less costs

Written /verbal Messages transmitted verbally in writing

-letter- article- email- brochure- book-sms

- Messages can be edited and revised many time before it is actually sent.- Written communication provide record for every message sent and can be saved for later study.- A written message enables receiver to fully understand it and send appropriate feedback

visual Message transmitted by visual means

-TV-Cinema, Video-logos, photos-posters, charts, graphs

Fast t convey message-pictures stays in memory,- influence and moves people emotions,-convey clear message

Non verbal ( body language Messages transmitted using body ,sending or receiving of wordless messages (70%

-facial expression- body movement- eyes contacts- -

- Gives a lot of feedback-continues until purpose achieved- substitute for the verbal message especially if it is blocked by noise, interruption, long distance

Examples of non verbal communication

Effective verbal Communication • Clarity

Be as clear and as specific as possible in all verbal communications and especially when you are asking someone to carry out a task for you.

• SummarizeTo make sure people understood what you sad either summarize in different words, or ask people to summarize

your message in their own words.• Observe Responses

Observe response to your message. Read people’s thoughts by watching their facial expressions, • Background Noise

If there is background noise, speak loudly or move to a quieter area. Reinforce verbal communication, especially in noisy areas, with gestures.

• Pay attention to your body language and Use of Voice

• Undivided AttentionPay attention. Avoid interruptions. Don’t hold two conversations at the sameTime.

• Emphasize Important PointsTo communicate an important point, raise your voice slightly or speak deliberately. Let your body language

reflect your point.• Positivity

Begin conversations positively. If there is potential for conflict, start off withsomething on which you both agree to set a positive atmosphere.

• Choose your wordsAvoid using ‘but’ to join sentences. ‘But’ puts people on the defensive. Use “ and” to reflect on a subject

Effective non verbal communication • Pay Attention to Nonverbal Signals

pay attention to things like eye contact, gestures, postures, body movements, and tone of voice.

• Look for Incongruent Behaviors people tend to ignore what has been said and focus instead on unspoken expressions of moods,

thoughts, and emotions.• Concentrate on Your Tone of Voice When Speaking

Your tone of voice can reflect enthusiasm, anger, sadness ...etc try using tone of voice to emphasize ideas that you want to communicate.

• Use Good Eye Contactgood eye contact mean staring fixedly into someone's eyes intervals of eye contact lasting four to five

seconds.• Ask Questions About Nonverbal Signals

A good idea is to repeat back your interpretation of what has been said and ask for clarification. An example of this might be, "So what you are saying is that...“

• Consider Context: concentrate on ways to make your signals match the level of formality necessitated by the

situation.• misreading the Signals :

look for groups of signals to get feedback, A person's overall demeanor is far more telling than a single gesture viewed in isolation.

• Practice, Practice, Practice

you can build this skill by paying careful attention to nonverbal behavior and practicing different types of nonverbal communication with others.

Communication ToolsWork in groups:

Based on the previous slide, determine the pros & cons of each tool (e.g. Social media, etc)When done, discuss responses in plenary

Examples: - Salma campaign- GBV video- Animate It video- Tshirts- Song- Parents Awareness raising sessions

• Available Now• Key messages document

• Posters• Notebooks• Business cards• Children’s t-shirts • Caps• Animate it videos• Balloons• Brochures on early marriage

and prevention of violence (AWO) Flower petals (UPP/JWU)

• Under development

• Launch (World refugee day 20 June)

• Outreach workers guide

• Group facilitators guide

• Other animate it• Social media• Theatre

performance

Available toolsالمتوفره االدوات

تحت موادالتطوير،سيت

تجهيزها ميوم بمناسبهبتاريخ االجئ

20/6في العاملين دليل

التوعية مجالميسرين دليلالمجموعات

تصويري فيديواالعالم وسائل

اإلجتماعية مسرحي عمل

: حاليا متوفره موادالرسائل وثيقة

الرئيسيهجدارية ملصقاتمالحظات دفااتر

عناوين بطاقات المؤسسات

لألطفال باليزالفيديو أشرطة البالونات

الزواج عن كتيباتمن والوقاية المبكر

منظمة ) العنف) العربية المرأة

الزهور UPP) بتالت

• Pick one message and one target group and agree:

• Which of the supporting messages would you focus on?

• What methodology would you use to communicate this messages?

• Example target groups

• Men• Women• Boys under 12 • Girls under 12• Boys 12-18• Girls 12-18• Religious leaders• Community leaders

In pairs زوجية مجموعات فيالفئات من أمثله

المستهدفة:

رجالنساء

12ذكورتحتسن تحتسن 12إناث

بين ما 18-12ذكورعام

بين ما 18-12إناثعام

دينيون قادهمجتمع قادة

، الرسائل من رساله بـاختيار قمالفئات من وفئه

مع واالتفاق المستهدفة: على شريكك

الرسائل • من رساله أياكثر ستركز الداعمه

ستستخدمها • منهجية ايالرسائل هذه اليصال