The CLP uses a participatory approach that prioritizes community involvement, local stories and experiences, and multimedia formats. Content is generated through formative research, collaborative workshops, and message matrices that identify key health issues. Programmes follow a process of pre-production, production, and post-production evaluation. The goal is to create engaging educational content to build healthier communities.

1. COMMUNITY LEARNING PROGRAMME (CLP):
INNOVATIVE CONTENT DEVELOPMENT AND
DISSEMINATION APPROACH
Dr Ankuran Dutta
Associate Professor, Bhupen Hazarika School of Mass Communication, KKHSOU
Managing Trustee, Dr. Anamika Ray Memorial Trust
14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC-BY-SA 1

2. this presentation is dedicated to
DR. ANAMIKA RAY
14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 2

3. UNDERSTANDING COMMUNITY
 Defining the term community is a complex concern, with various diverging
perspectives and outlooks. How can we define the term 'community' in a
simplest yet most comprehensive way?
 As we try to understand the term with a slightly different approach it’s
observed ‘community’ comprises of two distinct yet intricately imbibed
phrases- Common and Unity (Common + Unity = Community)*
 Commons, simply refers to people or masses
 Unity stands for the state or feature of being one, uniformity, being
in accord, harmony with one another or towards a particular cause.
 So, Community is a group of people with unification of some specific
genre, may be geographical, political, economic, cultural, identity
real or virtual.
 Examples.
 * Concept by Dr Anamika Ray
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4. EFFECTIVE COMMUNICATION FOR
COMMUNITY LEVEL
 Remember Seven Cs of Communication
 Command attention
 Cater to the heart and the head
 Clarify the message
 Communicate a benefit
 Create trust
 Call to action
 Be consistent
 Esta de Fossard (1996) How To Write a Radio Serial Drama for Social Development
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5. COMMUNICATION APPROACHES TO BUILD
HEALTHY COMMUNITY
• One way communication
• Vertical communication
• No Feedback mechanism
• Knowledge & Information throw
• Entry to Celebrities and experts
Non
Participatory
Approach
• Two way communication
• Horizontal Communication
• Well managed feedback mechanism
• Learning through Experiance sharing
• Entry to common people
Participatory
Approach
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6. COL/CEMCA’S INNOVATIVE CONTENT
DEVELOPMENT
COL Model of
participatory
communication
for learning:
Community
Learning
Programme
CLP
Local Level/
Field Based
Collaborative
Blended
Participatory
Research
Based
Story Based
Cost
Effective
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7. BASICS OF CLP
Focus on the local level
Involve local stakeholders
Bring together different types of groups
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8.  Prioritise the experience and stories of learners
 Draw on traditional cultural formats, such as storytelling,
drama, music and other folk media
 Highlight interactive, dynamic and engaging formats
 Promote multichannel and blended approaches
 http://www.col.org/progServ/programmes/livelihoods/healthyComm/Pages/CommunityLearningProgrammeModel.aspx
14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 8

9. COLLABORATIVE APPROACH OF CONTENT
GENERATION
Ian Pringle: http://www.col.org/SiteCollectionImages/collaboration.PNG
14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 9

10. PARTICIPATORY APPROACH OF CONTENT
GENERATION
Ian Pringle: http://www.col.org/SiteCollectionImages/participation.PNG
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11. IDENTIFYING THE TARGET AUDIENCE
Ian Pringle: http://www.col.org/SiteCollectionImages/target-learners.PNG
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12. BLENDED APPROACH OF CONTENT
DISSEMINATION
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13. PROCESSES OF CLP
Pre Production
Production
Post Production
• Formative Research
• Programme Planning
• Message Matrix (Internal)
• Message Matrix (Community)
• Discussion with Stake Holders
• Episode Plan
• Story telling Pedagogy
• Showcasing the findings from
FGD & IDIs
• Share Learning
• Community Participation
• Experimenting with formats
• Evaluation
• Feedback
• Cascade Workshops
• Action Research
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14. FORMATIVE RESEARCH
It is research methodology that improves the practices
of communication by understanding peoples’ interest,
attributes, needs etc.
The tools used in FR-
Focused Group Discussion
In-depth Interviews
Case Studies
Observations
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15. PLAN FOR CLP
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16. MESSAGE MATRIX
The Message Matrix acts as a guide to plan
the programme in a systematic order to
achieve the objectives and ensures the
credibility of information.
A message matrix should address the issue,
objectives, probable outcomes, target
audience and the sources.
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17. EXAMPLE OF MESSAGE MATRIX
Sub-issue Bad practices / behaviours Consequences Good practices / behaviours Benefits
Malaria
prevention
 Families not sleeping under
insecticide treated nets due
o Ignorance (not believing
that mosquitoes transmit
malaria
o Lack of bed nets
o Laziness
 Not draining stagnant water
around homes and in the
community
 Not slashing down bushes
around homes
 Not visiting health facility when
sick
 Taking of painkillers instead of
going to hospital for malaria
treatment
 Pregnant mothers not taking
drugs to prevent Malaria
 Families suffer from malaria
 Activities that would have
developed the family stall
because of illnesses or
deaths due to malaria
 Mosquitoes c ontinue
multiplying
 Lack of good sleep
 Lethargy
 Anaemia
 Miscarriages
 Sleeping under insecticide
treated nets every night of
the year
 Burying ditches and
draining stagnant water
 Clearing bushes around
homes
 Hygiene
 Visiting the hospital as soon
as one has signs of Malaria
 Pregnant women taking all
malaria preventing drugs
 Pregnant women attending
antenatal clinics
 Health families
 Families participating
in activities that can
help develop their
families and
communities
 Reduced incidences
of mosquitoes
 Good sleep during the
night
 Reduced miscarriages
 Deaths due to malaria
are prevented
Recognizing
danger
signs in
pregnant
women
 Not visiting health facilities when
a pregnant woman has or is
experiencing the following:
o Discharging blood or water
o High blood pressure
o First pangs of labour
o Fainting
o Sepsis
o Swelling of limbs
o High fever
 Miscarriages
 Deaths
 Perpetual sickness
 Anaemia
 Complications during
labour
 Pregnant women visiting
health when they have or
are experiencing the
following
o Discharging blood or
water
o High blood pressure
o First pangs of labour
o Fainting
o Sepsis
o Swelling of limbs
o High fever
 Reduced maternal
and child mortality
 Reduced maternal
morbidity
 Reduced cases of
anaemia in pregnant
mothers
 Reduced numbers of
miscarriages and still
births
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18. CLP PLAN & DESIGN
Objectives of the programme
Primary Issue + Secondary/ Sub Issues + Target
audience
Balancing the expected outcomes and Main purpose
Format of the Programme
Programme schedule + Episode contents
Listner/ Community Support strategies & Management
Logistics
Monitoring & Evaluation
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19. Thank you
Contact
ankurandutta@gmail.com
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