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What on Earth Is Communication for Development (C4D)?. Delivering as One Pilots Communications Workshop New York December 2009. What is C4D?. Strategic use of communication to influence policy and promote positive behaviour change and social transformation

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what on earth is communication for development c4d

What on Earth Is Communication for Development (C4D)?

Delivering as One Pilots

Communications Workshop

New York

December 2009

what is c4d

What is C4D?

Strategic use of communication to influence policy and promote positive behaviour change

and social transformation

Rights-based and gender sensitive approach

Individuals, households, communities, networks

Systematic & evidence-informed

Privileges local contexts

Uses consultation & participation

Relies on mix of tools, approaches, channels

slide4

Media/E.R.

C4D Unit

Differentiating Media Commsand C4D Practice

Media/E.R. & C4D

NATIONAL LEVEL

ADVOCACY – decision makers, donors: policy change, political will, resource mobilization

PARTNERSHIPS – mobilization of high level spokespersons, stakeholders, celebrities, INGOs, civil society, religious leaders

MEDIA MOBILISATION – appropriate engagement with media outlets, influence programming, editorial policy and direction

MASS MEDIA – promote positive social and behavioural norms, wide-spread diffusion of information and ideas

SUB-NATIONAL LEVEL

LOCAL LEVEL ADVOCACY – local authorities: local resource allocation, supportive environment for programme activities

SOCIAL MOBILIZATION – participation and action of community groups, service delivery systems, community support to households

COMMUNITY & HOUSEHOLD LEVEL COMMUNICATION – inform, influence, inspire and support communities/HHs for adoption and sustained practice of desired behaviors

C4D

slide5

UNICEF’s C4D Framework of Strategies

ADVOCACY

(Policies & Resource Mobilisation)

SOCIAL MOBILISATION

BEHAVIOUR & SOCIAL CHANGE

Media

Civil Society

National Political leaders

Donors, Private Sector

Organized networks

Children, women, caregivers, households, families, community

CBOs/

NGOs/ FBOs

Service delivery

Partners - partnership building & capacity building

C4D across all areas

Policy makers & Planners

c4d for behaviour and social change integral to all programmes

Health &

Nutrition

C4D for Behaviour and Social Change Integral to All Programmes

Governance

Labour

C4D Process for Behaviour and Social Change

Agriculture

Emergency

Early Childhood

Development

WASH

Education

HIV&AIDS

Prevention

Protection

slide7

Trends in Communication for Development

‘60s-’70s

Focus on information dissemination through mass/traditional media

Audience as ‘passive recipients’ of information

  • Information Education & Communication

‘80s-’90s

Behaviour Change Communication/ Social Marketing

Focus on individual knowledge, attitudes and practices

Audience input and feedback necessary for design of campaigns

Today

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

Focus on individuals in context of socio-cultural norms and social networks

Communication for Development

shifts in approaches

Evolving Communication for Development

Shifts in Approaches
  • 1. Messages dialogue and engagement
  • 2. Individual behaviour collective social change
  • 3. Beneficiary driven approach human rights approach
  • 4. Problem identification appreciation of context, facilitators
  • 5. Expert-driven solutions community-driven solutions
  • 6. Ad hoc strategic, systematic, evidence - based, longer-term
example child survival key outcomes
Example: Child Survival: Key Outcomes

Policies

Demand – “Pull”

Service Delivery – “Push”

Advocacy –

Community Voices

Improved health facilities

Availability of supplies & essential drugs

Improved health worker skills

Client-friendly health services

Awareness, improved knowledge & attitudes

Favourable environment – family & community support

Active participation

Confidence, self-efficacy

slide10

Measurement of C4D Outcomes/Impact

  • Reach of media and information
  • Increased knowledge and awareness
  • Improved and new skills
  • Increased delivery and demand for products & services
  • Changes in behaviour and practices
  • Improvements in interaction (service provider - client)
  • Shifts in attitudes, social norms and power relationships
  • Enhanced self esteem, self efficacy
  • Improvements in national government policies
  • Changes in community perceptions and participation
  • Adherence to basic human rights principles
slide11

C4D Process

  • Coordination Mechanisms
  • Partnerships, task forces

Monitoring & Evaluation

Progress toward

programme goals

Communication Analysis

Socio-economic, cultural,

behavioural, political,

communication, audience

The ‘Science’

Implementation

Media dissemination, training

& roll out of community

outreach activities

&

‘Art’

Communication Strategy

Communication objectives,

participant analysis,

messages

and channels (mass/IPC)

Creative Strategy & Materials

Development

Pre-testing of communication

materials

slide12

Challenges Ahead

Changing Physical, Socio-Political

& Economic Environment

  • Financial Crisis: what impact even if improvements in next year?
  • Demographics: Aging populations, youth ‘bulges’: what approaches, technologies, “languages”?
  • Rapid Urbanization, Conflict: how deal with politics of identity: religion, nationality, culture, ethnicity?
  • Climate Change: what impact on families, social structures; how design complex, multi-issue, multi-level strategies?
slide13

Challenges Ahead

Changing Development & Communication Environment

  • Science & Technology – Advances and Divides: how ‘democratize’ ICTs and ensure equal voice of minorities & marginalized populations, especially children & women?
  • Multiple players in development:
    • Voice of Civil Society:how engage more strategically & help shape social, economic, political dialogue?
    • Power of the Private Sector:how learn and ensure strengthening of human/child rights dimension
slide14

External Comms and C4D: Working Together

  • Closer work on cell phone and Internet technologies?
  • Facts for Life
  • UN Round Table process
  • What else?