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Communication for Development in UNICEF
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Communication for Development in UNICEF

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  1. Communication for Development in UNICEF C4D team NYHQ WCARO Network Meeting Dakar, Senegal, 8 April 2008

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

  3. C4D in UNICEF • Part 1: Developments since 2006 • Part 2: Strategic direction

  4. 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

  5. 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

  6. 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

  7. 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

  8. Communication for Development (C4D) is a systematic evidence based process that is intrinsically linked to programme and advocacy elements; uses 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.

  9. 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

  10. Associate Director GRCE Chief Adolescent Development and Participation Senior Prog. Officer Gender & Rights Quality Assurance Specialist Chief 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

  11. Part 2: C4D Strategic Framework

  12. 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

  13. Who is it for? • Global Management Team • Senior Management – HQ and RO • Country Office Management • C4D Staff • Communication/C4D staff • Programme staff

  14. Comparative Advantages/Gaps

  15. 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

  16. Broad Themes • Accelerate • Sustain • Innovate • Excel

  17. Accelerate • Accelerate progress towards achievement of programme goals Directions: • 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

  18. Sustain • Sustain achievements over the long-term Directions: • 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

  19. Innovate • Build and apply intellectual leadership and state-of-the-art knowledge and insights Directions: • 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

  20. C4D focus areas within the current MTSP • Child Survival & Development • ESARO + WCARO • 5 key behaviours • Girls’ Education • Safe schools • HIV/AIDS • Transmission: adolescents, youth • Protection • Violence against children Gender Corporal punishment Parenting practices CEE/CIS, MENA, TACRO

  21. Excel • Create culture of learning and leaders in field of C4D Directions: • 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

  22. Implications for UNICEF • Policies • Partnerships and linkages • Human Resources Management • Staffing and structure • Performance management • Career management • Financial and administrative procedures • Investment

  23. 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

  24. C4D History Project

  25. 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.

  26. 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