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Communication for Development for MDGs: UNICEF’s Global Overview. 10 th UN Inter-Agency Round Table on Communication for Development Addis Ababa, Ethiopia 12-14 February 2007. UNICEF and MDGs. Meeting the MDGs would transform:

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communication for development for mdgs unicef s global overview

Communication for Development for MDGs: UNICEF’s Global Overview

10th UN Inter-Agency Round Table on Communication for Development

Addis Ababa, Ethiopia

12-14 February 2007

unicef and mdgs
  • Meeting the MDGs would transform:

lives of millions of children, who would be spared illness and premature death, escape extreme poverty and malnutrition, gain access to safe water and decent sanitation facilities and complete primary schooling.

  • Achieving the MDGs the only way to achieve “A World Fit for Children.”

Communication for Development

unicef and mdgs1
  • UNICEF’s 5 strategic areas:

Young Child Survival and Development, Education and Gender Equality, HIV/AIDS and Children, Child Protection and Participation, and Policy Analysis, Advocacy and Partnerships for Children’s Rights

  • Makes a difference for children by supporting implementation of the Millennium Summit Declaration & MDGs.

Communication for Development

unicef and mdgs2

Meeting the MDGs for children require*:

  • ‘Quick impact initiatives’ to kick-start human development and poverty reduction.
  • Stepping up longer-term initiatives rooted in a human rights-based approach to development
  • Give special attention to the most vulnerable, to reach children who are most at risk of missing out on the Millennium agenda

All of which have implications for the way we

practice communication for development

* Source: Children and MDGs, UNICEF 2006

Communication for Development

mdgs could transform
MDGs could transform…

Communication for Development

but we are lagging behind
But we are lagging behind…

Communication for Development

c4d at unicef to achieve mdgs
C4D at UNICEF: To achieve MDGs

Four distinct areas:

(1) policy advocacy to garner political support

(2) community mobilization to organize civil society networks

(3) behaviour and social change communication

(4) media outreach with new forms of media

Communication for Development


UNICEF’s C4D Framework

Behaviour Change & Social Change Communication

Service delivery

Social Mobilization

Community participation

& dialogue


Social advertising – TV, radio & print

Decision-makers at different levels to shape and implement policies, allocate resources

organized networks

Interpersonal Communication (IPC)

CSOs /


Partners - partnership building & capacity building (of change agents)

Families, Caregivers (social networks and communities) – further segmentation

C4D across all areas

Service delivery

Planning & management continuum

Communication for Development

principles and shifts in c4d
Principles and Shifts in C4D
  • Shift One: From messages to dialogue
  • Shift Two: From focusing on individual behaviour to focusing on collective social change
  • Shift Three: From problems to appreciation
  • Shift Four: From expert-driven solutions to community-driven solutions

Communication for Development

unite for children unite against aids
  • Policy change by partnering with governments, UN agencies, and others including the youth.
  • A child-focused framework around ‘Four Ps’ -  prevent MTCT, provide paediatric treatment, prevent infection young people & protect children with AIDS

Communication for Development


Polio Eradication – SM Network

UNICEF-supported social mobilization network for polio eradication, Uttar Pradesh, India, February 2005.

3,313 trained community mobilizers working in villages at highest risk of ongoing polio transmission

Communication for Development


% of children immunized at the polio booth, U.P. June 2003 - January 2005 State average (yellow) versus UNICEF-supported areas with intensive social mobilization networks (blue)

Communication for Development

behaviour change avain influenza
Behaviour Change – Avain Influenza
  • Promote priority actions to prevent, control & contain avian & pandemic influenza
  • Report – Wash – Cook - Separate

Communication for Development

indonesia national ai campaign
Indonesia – National AI Campaign

Awareness of AI from TV Spots

Likelihood of taking preventive action over 2-3 months

Communication for Development

applying communication for social change to hiv prevention in ethiopia
Applying Communication for Social Change to HIV prevention in Ethiopia

Anti-AIDS Club in Addis Ababa

8,000 active clubs in Ethiopia

Communication for Development

youth dialogue creating social change
Youth dialogue: creating social change
  • Urban mapping in Addis Ababa
  • identifying areas of risk from HIV, like sex bars
  • youth action – patrolling areas where rape occurs
  • government action – youth proposal to provide sex workers

with condoms

Communication for Development

amplifying youth voices through media
Amplifying youth voices through media
  • Radio drama on issues raised in youth dialogue
  • Radio current affairs by youth for youth
  • Radio Ethiopia as a broadcast partner
  • Youth newspaper by and for young people

Communication for Development




of FGC


Participatory Communication


Communication for Development


Large scale social transformation led by community members themselves using non-formal education and non-directive, participatory communication.

Communication for Development

children s participation
Children’s Participation
  • Guided by the CRC, Voices of Youth links children and adolescents in different countries to explore, speak out and take action on global issues that are important to them.
  • Website is used regularly to dialogue and peer educate by 15-24 year olds from over 180 countries, more than 70% of whom are from developing countries and over half of whom are girls.

Communication for Development

voices of youth
Voices of Youth
  • Discussions are on:
  • Environment
  • Child Rights
  • Education
  • Commercial Sexual Exploitation
  • Etc

Discussion: What we can do to save our planet? Posted Jan 2007, China

Communication for Development

girl child rights
Girl Child Rights
  • Focused in Eastern & Southern Africa
  • Research-based entertainment-education strategy, deals with girls’ education to child protection to FGM/C
  • Sara used in schools and community-settings by peer-facilitators

Communities participate in developing Sara material

Communication for Development

girl child rights1
Girl Child Rights
  • Grounded in the South Asian context
  • Multi-media products impart life skills such as decision making, problem solving, communication and negotiation, critical thinking, assertiveness, and coping with feelings and relationships
  • Partnering with NGOs, Meena Clubs are in villages across South Asia where films are screened and peer-facilitated discussions held.

Communication for Development

meena communication initiatives girl child rights
Meena Communication Initiatives -Girl Child Rights

“The films gave our children a new life. They started discussing Meena in the classroom. They were so excited. After showing Meena and discussing the issues she raised, some 150 children came to school who had never been before or who had dropped out. The children have learned Meena stories by heart.”

Pramod Thakur, volunteer teacher, Bihar, India

Communication for Development

unite for children unite for peace
Unite for Children  Unite for Peace
  • Campaign with FIFA launched ensure that every child has the right to a peaceful world, free from conflict and abuse.
  • Development from early childhood happens not only in the classroom, but sports play a vital role.
  • Special initiatives such as ‘Sports-in-a-Box’ for countries affected by conflict

Communication for Development

  • UNICEF’s C4D framework results in changes at the national level by mobilizing and supporting media and forging partnerships, and the sub-national level by involving and reaching out to communities.
  • Multiple communication strategies create a favourable environment and accelerate expansion of development programs to achieve the MDGs.

Communication for Development