2. Different Communication Types
for Different Types of Results
Internal
Communication
Creating a common platform
for effective information
sharing within the institution
Ext. Relations/
Corporate
Com.
Communicating what the
institution does and how it does
it; building trust in the institution
and support for its mission
Advocacy
Communication
Influence/accelerate action
and policies on key
global/national/ local issues
Communication
for Development/
Social & Behavior
Change
Communication
Using communication methods
and tools to engage people and
develop strategies leading to
sustainable social and
behaviour change
3.
4.
5. What do we learn
• … It is not just about the correctness of the
solution, but most of all about stakeholders’
PERCEPTIONS on the issue;
• … It is not as much about WHAT is
happening, but rather WHY it is happening
(key role of research in EVERY STEP of the
process)
UNICEF India C4D Section
6. What kind of
change?
•Typically a COMMUNICATION OBJECTIVE
was expected to bring change in one or more of
the following areas:
•
•
•
•
Awareness,
Knowledge,
Attitudes and (ultimately),
Practices/Behaviours
UNICEF
8. PHYSICAL ENVIRONMENT
Structures and infrastructure
PUBLIC POLICY
The Context of
Change : The
Ecological
Model
National, state, local,laws
INSTITUTIONAL
COMMUNITY
Organizations, social institutions
Social networks & cultural norms
INTERPERSONAL
Family & friends
INDIVIDUAL
Knowledge, attitudes, skills
UNICEF
9. How to influence
the change ?
Institutions and Policies
Community
mobilization,
dialogue and
community media
Counseling,
IEC, IPC,
education
Social: Community
Interpersonal
Individual
Adapted from Thomas Scalway, 2009, UNAIDS
Mass Media,
Advocacy, public
events and other
Influential Sources
IPC methods,
Social support
Peer
education
10. Evolution of Social and
Behavioral Change
Communication
Then
Now
1. Messages (based on
technical solutions)
1. Dialogue (based on
understanding and motivation)
2. Individual behaviour
2. Collective social change
3. Beneficiary driven
approach, results as an end
3. Human rights approach,
rights and results as an end
4. Problem identification/
tip of the iceberg
4. Appreciation of context,
perceptions and root-causes
5. Expert-based solutions
5. Community-based solutions
6. Ad hoc, quick-fix,
production-oriented
6.
Strategic, systematic, evidence
-based, longer-term
11. In the new development
process CHANGE is
based on …
• Public Awareness and Understanding
• Social/Shared Ownership
• Participation
• Human Rights
• Listening
12. And the communication
role has evolved to
include …
•
•
•
•
•
•
•
Building trust and involving stakeholders
Listening as important as talking (two-way)
Ensuring mutual understanding
Exploring and assessing issues
Focusing more on the process than products
Promoting social change as it affects behaviours
Reconciling different realities (and reality can
be, and often is, more than one)
13. Modeling of New Social
Norms
Saving women from prostitution, GUDIA, Varanasi, India
UNICEF India C4D Program
16. Turning Challenges
into Objectives
Identify challenge
Improve villagers health
Define problem
being addressed
Main cause
Many villagers are falling sick due
to drinking contaminated water
Lack of awareness of link between
water and diseases and of
knowledge about available options
Make the link between water and
sickness clear to villagers and
propose preventive measures
Raise awareness of villagers and
promote safe behaviours
State solution
Turn into a com.
objective
18. Case Study:
SMART Objectives
• The key factor in shaping the strategy
• S-pecific
• M-easurable
• A-chievable
• R-ealistic
• T-imely
19. OBJECTIVES
NOT SMART
SMART
Promote the
adoption of
exclusive
breastfeeding to
communities
Implement a
national multimedia campaign
on the benefits of
vitamin A
85% of mothers and
caregivers adopt
exclusive breastfeeding
in selected communities
by 2014
Increase the knowledge
about the benefits of
vitamin A to 90% of the
population between 15
and 34 years of age at
national level by 2012
21. Different Elements
of a Message
• Identify the Central Idea
• What are subsidiary
Issues
• Choose Simple Language–
• Style—Use of humour,
emotion
• Sequence in the
presentation
22. Entertainment
Education:
A Definition
• The process of purposefully designing and
implementing a media message both to entertain and
educate, in order to increase audience members
knowledge about an educational issue, create favorable
attitudes, and change overt behavior
• Tell a story….. Engage the audience, inform, educate
and bring about subtle change
• E-E is not about adding entertainment to messages. It
is about making messages an integral part of
entertainment
22
Slide 4:This diagram links the framework in the previous slide to illustrate the strategic approach that works through various interconnected layers and mutually reinforcing communication interventions. Thus, for effective communication we need to “hit” at different levels with different communication approaches/tools.
Two main trends have dominated the field of communication:Theories and information-persuasion strategies used by governments and development partners. Examples include: Diffusion of Innovations, Social Marketing, Information-Education-Communication (IEC), Behaviour Change Communication (BCC). Communication approaches associated with this trend have tended to be less participatory in terms of design, implementation and measurement. Communication approaches based on collective learning, information-sharing and dialogic processes such as Participatory Communication and Communication for Social Change The first set of approaches aim to tackle the immediate symptoms of poverty and exclusion (e.g., promotion of discrete products and services), whereas the latter set aim to tackle the underlying causes of poverty (e.g., oppression and injustice). The first set are usually owned and driven by “external” agencies (e.g., governments), whereas the second set, while often stimulated by external resources, are owned and driven by “internal” agencies (e.g., families and community groups); and practitioners of the first set accuse the latter of taking too long to achieve results, while practitioners of the second set accuse the former of promoting unsustainable approaches.Main features SBCC interventionsInvolvement of stakeholders in agreeing to have new interventions introduced to community Involvement of stakeholders in identifying and planning communication inputs. It is systematic approach guided by research – this includes participatory community-based research approaches. It is results-oriented: Based on comprehensive causal and behavioral analysis (results framework), and previous evaluations. Implementation monitored and guided by monitoring information.*Based on proven experience and theoryParticipant Group segmentation: design approaches and messages specifically for small subgroups within the groups and stakeholders.Identifying interpersonal communication opportunities and networks within communities. *Strategic positioning: design approaches and messages to meet the specific interestsof each subgroupMultiple reinforcing channels: use many channels which research shows the Participant Groups use and like. *