Communication for Development (C4D)an Introduction

What is C4D?

A systematic, planned, evidence-informed strategic process that :

promotes positive & measurable behaviour & social change

is intrinsically linked to programme elements uses consultation & participation of children,

families, communities & networks privileges local contexts relies on a mix of communication tools, channels

and approaches.

C4D for Behaviour and Social Changeis Integral to Programmes

Coordination

mechanism

Communicationsituatio

nanalysi

s

Strategy

development

Creative

approach&

materials

development

Implementation

& monitor

ing

Evaluation Health &

Nutrition

ECD

Education

ChildProtection

HIV&AIDSPrevention

WASH

Emergency

Advocacy – link perspectives, concerns, voices of children, women, men from marginalized groups to upstream policy dialogue

Social Mobilization – engage civil society (NGOs, CBOs, FBOs) around common cause

BCC – Behavior Change Comunication: social marketing & participatory communication, to inform, influence households, opinion leaders

CfSC –Communcation for Social Change: engage & empower communities/networks to influence/reinforce social norms: human resource & time intensive

Key Components of C4D

ADVOCACY(Policies & Resource Mobilisation)

Policy makers & Planners

SOCIAL MOBILISATION

Partners - partnership building & capacity building

BEHAVIOUR & SOCIAL CHANGE

Children, women, caregivers, households,

families, community

Service delivery

CBOs/NGOs/ FBOs

Organized networks

C4D across all areas

UNICEF’s C4D Framework of Strategies

Civil SocietyMedia

National Political leaders

Donors, Private Sector

Principles

Facilitate enabling environments that: Create spaces for plurality of voices and promote narratives

of communities Encourage listening, dialogue and debate Ensure the active and meaningful participation of children

and women

Reflect the principles of inclusion, self-determination, participation and respect by ensuring that marginalized and vulnerable groups (including indigenous populations and people with disabilities) are prioritized and given visibility and voice

Principles – contd.

Link community perspectives and voices with sub-national and national policy dialogue

Start early and address the whole child — including the cognitive, emotional, social and spiritual aspects in addition to survival and physical development

Ensure that children are considered as agents of change and as a primary audience, starting from the early childhood years

Build the self esteem and confidence of care providers and children.

Information Education &

Communication

Trends in Communication for Development

Focus on Information Dissemination thru’ Mass/Traditional Media

Audience as ‘passive recipients’ of information

Behaviour Change Communication

Focus on Individual Knowledge, Attitudes and Behaviours

Audience input and feedback necessary for design of campaigns

Communication for Behaviour & Social Change

Focus on Individuals in context of socio-cultural norms, social networks

Emphasis on participatory approaches, community engagement in defining issues & identifying options for action

Communication Analysis KAP, socio-economic, cultural, political determinants, communication environment, audience/channel analysis

Communication StrategyCommunication objectives,

participant analysis, messages

and channels (mass/IPC)

Coordination Mechanisms

Partnerships, task forces

EvaluationProgress toward programme

goals, C4D outcomes: changes

in practices & social norms

Implementation & MonitoringMedia dissemination,

training& roll out of community-

basedapproaches

Creative Strategy & Materials Development

Design, pre-testing communication

materials; piloting approaches

Integrated C4D Programming Process

The ‘Science’

&the‘Art’

Messages & Materials

Creative Strategy• Tone• Visuals• Emotions• Music• Colours

C4D: both ‘Science’ & ‘Art’

Research & Audience Analysis

Planning & Management

Channel Analysis & Mix

Monitoring & Evaluation

Communication Channels

A comprehensive communication strategy uses:

•A combination of communication channels•Consistent messaging•Over a significant period of time

Mass media

New media - web 2.0

AI in schools

On the ground

Social mobilization

The community needs to be part of the solution in order to “buy in” to the issue. They will also provide input on how to best solve a problem and take responsibility for resolving it instead of relying on others.

Other forms of communication

Public events

Soap operas

Telenovelas in Latin America have been very succesfull in communicating key health messagesThe series “Accompany Me” which highlighted family planning issues found:

Increase in contraception use by 23% in one yearHotline increase from 0 calls to 500 a monthMore than 560,000 women enrolled in FO clinics - up 33%

C4D Strategic Partnerships

How can we work together to maximize our strength within the UN system?

•Research/studies•Advocacy to GoA•Social Mobilization•Support for messaging•NGO partnerships

Thank you