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Communication for Development in UNICEF . C4D team NYHQ WCARO Network Meeting Dakar, Senegal, 8 April 2008. Selamawit Gebreyes the poster child of the 1 st CSD revolution, shown by Aminata Diallo, a Senegalese Child Activist . C4D in UNICEF. Part 1: Developments since 2006

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Communication for development in unicef l.jpg

Communication for Development in UNICEF

C4D team NYHQ

WCARO Network Meeting

Dakar, Senegal, 8 April 2008

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Selamawit Gebreyes the poster child of the 1st CSD revolution, shown by Aminata Diallo, a Senegalese Child Activist

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  • Part 1: Developments since 2006

  • Part 2: Strategic direction

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Recent developments

late 2005 – Avian Influence Prevention/ Control focus family & community commn.

2006 – role of community-based/non-directive comm. to address social practices

2007 – ED and Org Review calls for revitalization of this function

- global consultation, OMP

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Recent developments

  • Beginning 2008/09 biennium – focus on strategic support to key regional priorities (ACSD in Africa)

  • Name change C4D & renewed focus on behaviour and social change comm - distinct from information communication/PR

    - consistent with industry/UN standard

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Recent developments

  • Agreement to focus on 'flagship' interventions in line with programmes and advocacy goals based on country typologies / regional priorities (WHAT WE NEED TO DO):

    • Highlight & build on good practices

    • Build a body of evidence on the impact of C4D/CBSC

    • Attract donor funding

  • 80:20 principle (HOW WE WILL DO IT):

    • 80% of resources & efforts invested in organizational priorities (child survival & health MDGs in Africa & Asia for instance)

    • 20% to model innovations or address complex, underlying issues by using innovative communication approaches

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Recent developments

  • Re-investing in C4D/CBSC (WHAT WE NEED):

    • Rapid internal capacity building and staff training

    • Establish/upgrade posts to ensure minimum operating ‘capacity’

    • Align structuresto ensure coordination & integration across programmes

    • Allocate budgetsfor both sectoral & cross-cutting CBSC interventions

    • Key global & regional partnerships

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Communication for Development (C4D)

is a systematic evidence based process

that is

intrinsically linked to programme and advocacy elements;


consultation and participation of children, families, communities and networks, and privileges local contexts;

and relies on

a mix ofcommunication tools, channels and approaches,

to promote and facilitate

positive and measurable behaviour and social change.

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C4D/CBSC Results

  • Increased knowledge and awareness

  • Improved and new skills

  • Increased demand for products and services

  • Improvements in service delivery (e.g improved interaction between service providers and clients)

  • Changes in behaviour and practices

  • Shifts in attitudes, social norms and power relationships

  • Enhanced self esteem, self efficacy,

  • Facilitating empowerment

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Associate Director



Adolescent Development and Participation

Senior Prog. Officer

Gender & Rights

Quality Assurance Specialist


Communication for Development

Admin. Assistant

C4D Specialist

Institutional Development

Senior Advisor

Policy & Technical Guidance

Project Officer

Institutional Development

C4D Specialist

Social Change

C4D Specialist

Behaviour Change

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Part 2: C4D Strategic Framework

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C4D Strategic Framework

  • Long-term, high-level direction and priorities

  • Roadmap for more detailed action plan

  • Reference for management decisions

  • Basis for performance monitoring

  • Developed through broad consultative process

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Who is it for?

  • Global Management Team

  • Senior Management – HQ and RO

  • Country Office Management

  • C4D Staff

  • Communication/C4D staff

  • Programme staff

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Strategic Positioning

  • Use UNICEF’s comparative advantage/ niche to position the function based on:

    • Experience working with children, women

    • Power to convene/social mobilization/ participation

    • Ability to work across sectors and all levels

    • Presence on the ground

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Broad Themes

  • Accelerate

  • Sustain

  • Innovate

  • Excel

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  • Accelerate progress towards achievement of programme goals


    • Focus on limited number of high impact programme areas, locations

    • Standardizeplanning, monitoring and evaluation for communication components of programmes

    • Offer creative, validated solutions for rapid scaling up of communication efforts

    • Establish / strengthenstrategic partnerships and professional networks

    • Strengthen C4D inemergencies

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  • Sustain achievements over the long-term


    • Broaden focus to address underlying social, economic, cultural and political causes

    • Enable national ownership

    • Support social movements / civic engagement

    • Engage partners to include sustainability in aid discourse

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  • Build and apply intellectual leadership and state-of-the-art knowledge and insights


    • Collaboratefor research and intellectual exchange

    • Invest in new C4D methodologies, approaches, technologies, etc.

    • Source, manageand apply technical knowledge on communication about, for and with children

    • Analyze emerging global issues, develop C4D response

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C4D focus areas within the current MTSP

  • Child Survival & Development


    • 5 key behaviours

  • Girls’ Education

    • Safe schools


    • Transmission: adolescents,


  • Protection

    • Violence against children


Corporal punishment

Parenting practices


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  • Create culture of learning and leaders in field of C4D


    • Mobilize champions for advocacy and investment in C4D

    • Customize C4D learning for key internal/external audiences

    • Collaborate with partners to establish global/ regional sources for C4D training / support to applications

    • Sustain continuous learning

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Implications for UNICEF

  • Policies

  • Partnerships and linkages

  • Human Resources Management

    • Staffing and structure

    • Performance management

    • Career management

  • Financial and administrative procedures

  • Investment

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Implications for WCARO C4D teams

HQs role, function and support for:

  • Policy guidance and technical support

  • Organizational support

    advocacy with management

    strategic positioning of C4D/resource mobilization

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Where Practice has lead theory – C4D history

Aminata Diallo , a Senegalese Child Activist.

Dhamis & Jankris promoting ORT

Maximo, Promoting IDD Prevention in the Andes

Young radio producers in Nepal

A Health Worker in Iringa with a Rainbow Growth Chart.

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12 Breakthroughs

#1: CSD Revolution: Advocacy, Social Mobilization & BCC

#2: Mr. Mayor, Give me Your Support: Localizing Political Action for Children

#3: Macro and Micro Communication Planning for Polio Eradication in India

#4: Visually Communicating Nun, Chini, Pani (ORT)

#5: Mobilizing the Brazilian Private Sector for Breastfeeding

#6: Facts for Life: Simply “Health for All” and “All for Health”

#7: The Power of Inclusive and Empowering Media Portrayals

#8: Soul City: An Exemplary Entertainment-Education Initiative

#9: “Chatting with My Best Friend” Of, by, and for Nepal’s Youth

#10: Meena, the Spunky Role Model in South Asia

#11: Tanzania’s Iringa Nutrition Project

#12: TOSTAN: A “Breakthrough” in Community Empowerment in Senegal