Effective Communication for Development

1. Principles of Effective Communication for Development

2. Five (5) steps to • Effective Communication • - A participatory examination of what • constitutes good and effective • Communication for development… • Facilitated by Tomas Jensen, UNICEF Cambodia

3. What to expect from today A participatory dialogue, and some ideas on: 1: What and why we want to communicate? 2: Who we want and should communicate with? 3: Which communication channels/materials we should use? 4: How to use the channels/materialsto communicate? 5: Monitoring communication, assessing impact, and why?

4. What not to expect from today A monologue that will lead you to: 1: Become communication experts! 2: Master a 5 step approach that will solve all your communication problems

5. The 5 steps to effective communication Step 1: Be clear about what you want to communicate and with what effect! Step 2: Research the communication situation and plan your communication! Step 3: Produce relevant and interesting communication materials! Step 4: Communicate with your participant groups! Step 5: Assess effects/impact and use lessons learned to improve your communication skills!

6. Behaviour Change Communication Social Marketing Development Communication Advocacy Communication for Behavioural Impact Social Mobilisation Programme Communication Strategic Communication Communication for Social Change Participatory Communication Communication for Behaviour Change Background Development Support Communication

7. Background All of these communication theories and approaches all share in common an attempt to explain: How to best communicate to achieve: An intended effect, a behavioural impact, a specific outcome….

8. Effect, behavioural impact, outcome….?

9. Effect, behavioural impact, outcome….?

10. Background How is change in behaviour explained?: Exposure Attention Interest Understanding Skills acquisition Attitude change Memorisation Recall Decision making Behaviour change Reinforcement Maintenance 12 steps!

11. Basic assumptions underlying the 5 steps to effective communication: Communication is complex Communication needs to be well planned Communication effects/impacts are not guaranteed by well planned and good communication Communication is a long term ongoing process

12. A key to understanding effective communication: Paulo Freire, Brazilian Educator By engaging in a communication (learning) process characterised by: Dialogue Action based on reflection Communication based on knowledge and understanding Dialogue can encompass complexities and becomes interesting and relevant to those communicating!

13. Dialogue

14. 2 important cross cutting principles Cross cutting principle 1. Consultation with and involvement of participant group representatives = relevance and interest Cross cutting issue 2. Coordination of activities with key partners working in the same field = standardisation of messages and activities and minimises duplication of activities

15. What do you want?

16. Step 1: Be clear about what you want to communicate and with what effect! Develop behavioural objective and indicator Develop communication objectives and indicators

17. Behavioural objectives and indicators: Are SMART: Specific Measurable Achievable Realistic Time bound

18. Behavioural objective example (ANC): To encourage all child bearing age women (age 15-49) who are married or have sexual partner and who missed their menstruation/period to visit the nearest health centre within one month of missing their period to receive a “package” of health care services (ANC package includes: 1- confirmation of the pregnancy, 2- medical check-up of the pregnancy, 3- vaccination against tetanus, 4- provision of iron/folate tablet, 5- other medical check-up, 6- health/nutrition education). In this way we will have possibly pregnant women visiting ANC within one month of missing their period increase to 60% by August 2009 (75% by August 2010 and 85% by August 2011)

19. Communication objectives: Are SMART and points towards: Themes Issues Messages That are needed for interesting and relevant communication with each of the identified participant groups

20. Listen and learn!

21. Step 2: Research the communication situation and plan your communication! Do situational/market research Analyse and segment participant groups Select communication channels Re-state your behavioural objective and communication objectives accordingly Write it all down in a communication plan/strategy explaining what you want to achieve, how you will achieve it and how you will measure/asses the effect/impact of the communication

22. 5 integrated communication action areas: Administrative Mobilization, Public Advocacy, and Public Relations Community Mobilization Advertising, Promotion and Incentives Personal Selling/Interpersonal Communication/Counselling Point-of- Service Promotion, emphasising easily accessible and readily available solutions to support behaviour.

23. Collaborate!

24. Step 3: Produce relevant and interesting communication materials! Develop messages Develop communication materials Pre-test communication materials Train key partners on use of materials prior to launch of communication activities Distribute materials in time to appropriate partners All in consultation with participant group representatives

25. Communication channels…. TV Radio Print media Theatre Music and songs Partners and professional Internet Cinema Tuk Tuks Colleagues Other…. Use multiple channels!

26. Communication?

27. Step 4: Communicate with your participant groups Communicate Monitor communication Have mechanisms in place to get feedback Make adjustments to your communication as necessary Sustain communication over time

28. Improve!

29. Step 5: Assess effects/impact and improve your communication skills Evaluate communication activities to document effects Learn from your experience Synthesise experience and use this to improve and continue your communication

30. Effective Communication Characteristics Communication is with participant groups! Linked to programmes and delivery of services Utilises multiple approaches and channels! Communicates standardised messages repetitively! 6 hits per day, 5 days a week, 3 months! Takes time!

31. Thank you