Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Whatis C4D

  • Be the first to comment

Whatis C4D

  1. 1. Communication for Development (C4D) an Introduction
  2. 2. What is C4D? <ul><li>A systematic , planned, evidence-informed strategic process that : </li></ul><ul><ul><li>promotes positive & measurable behaviour & social change </li></ul></ul><ul><ul><li>is intrinsically linked to programme elements </li></ul></ul><ul><ul><li>uses consultation & participation of children, families, communities & networks </li></ul></ul><ul><ul><li>privileges local contexts </li></ul></ul><ul><ul><li>relies on a mix of communication tools, channels and approaches. </li></ul></ul>
  3. 3. C4D for Behaviour and Social Change is Integral to Programmes Coordination mechanism Communication situation analysis Strategy development Creative approach & materials development Implementation & monitoring Evaluation Health & Nutrition ECD Education Child Protection HIV&AIDS Prevention WASH Emergency
  4. 4. Advocacy – link perspectives, concerns, voices of children, women, men from marginalized groups to upstream policy dialogue Social Mobilization – engage civil society (NGOs, CBOs, FBOs) around common cause BCC – Behavior Change Comunication: social marketing & participatory communication, to inform, influence households, opinion leaders CfSC –Communcation for Social Change: engage & empower communities/networks to influence/reinforce social norms: human resource & time intensive Key Components of C4D
  5. 5. ADVOCACY (Policies & Resource Mobilisation) Policy makers & Planners SOCIAL MOBILISATION Partners - partnership building & capacity building BEHAVIOUR & SOCIAL CHANGE Children, women, caregivers, households, families, community Service delivery CBOs/ NGOs/ FBOs Organized networks C4D across all areas UNICEF’s C4D Framework of Strategies Civil Society Media National Political leaders Donors, Private Sector
  6. 6. Principles <ul><li>Facilitate enabling environments that: </li></ul><ul><ul><li>Create spaces for plurality of voices and promote narratives of communities </li></ul></ul><ul><ul><li>Encourage listening, dialogue and debate </li></ul></ul><ul><ul><li>Ensure the active and meaningful participation of children and women </li></ul></ul><ul><li>Reflect the principles of inclusion , self-determination , participation   and respect by ensuring that marginalized and vulnerable groups (including indigenous populations and people with disabilities) are prioritized and given visibility and voice </li></ul>
  7. 7. Principles – contd. Link  community perspectives and voices  with sub-national and national policy dialogue Start early and address the  whole child — including the cognitive, emotional, social and spiritual aspects in addition to survival and physical development Ensure that  children are considered as agents of change and as a primary audience, starting from the early childhood years Build the  self esteem and confidence of care providers and children.
  8. 8. Information Education & Communication Trends in Communication for Development Focus on Information Dissemination thru’ Mass/Traditional Media Audience as ‘passive recipients’ of information Behaviour Change Communication Focus on Individual Knowledge, Attitudes and Behaviours Audience input and feedback necessary for design of campaigns Communication for Behaviour & Social Change Focus on Individuals in context of socio-cultural norms, social networks Emphasis on participatory approaches, community engagement in defining issues & identifying options for action
  9. 9. Communication Analysis KAP, socio-economic, cultural, political determinants, communication environment, audience/channel analysis Communication Strategy Communication objectives, participant analysis, messages and channels (mass/IPC) <ul><ul><li>Coordination Mechanisms </li></ul></ul><ul><ul><li>Partnerships, task forces </li></ul></ul>Evaluation Progress toward programme goals, C4D outcomes: changes in practices & social norms Implementation & Monitoring Media dissemination, training & roll out of community-based approaches Creative Strategy & Materials Development Design, pre-testing communication materials; piloting approaches Integrated C4D Programming Process The ‘Science’ & the ‘ Art ’
  10. 10. C4D: both ‘ Science ’ & ‘ Art ’ <ul><li>Messages & Materials </li></ul><ul><li>Creative Strategy </li></ul><ul><ul><li>Tone </li></ul></ul><ul><ul><li>Visuals </li></ul></ul><ul><ul><li>Emotions </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Colours </li></ul></ul>Research & Audience Analysis Planning & Management Channel Analysis & Mix Monitoring & Evaluation
  11. 11. Communication Channels <ul><li>A comprehensive communication strategy uses: </li></ul><ul><li>A combination of communication channels </li></ul><ul><li>Consistent messaging </li></ul><ul><li>Over a significant period of time </li></ul>
  12. 12. Mass media
  13. 13. New media - web 2.0
  14. 14. AI in schools
  15. 15. On the ground
  16. 16. Social mobilization The community needs to be part of the solution in order to “buy in” to the issue. They will also provide input on how to best solve a problem and take responsibility for resolving it instead of relying on others.
  17. 17. Other forms of communication
  18. 18. Public events
  19. 19. Soap operas <ul><li>Telenovelas in Latin America have been very succesfull in communicating key health messages </li></ul><ul><li>The series “Accompany Me” which highlighted family planning issues found: </li></ul><ul><li>Increase in contraception use by 23% in one year </li></ul><ul><li>Hotline increase from 0 calls to 500 a month </li></ul><ul><li>More than 560,000 women enrolled in FO clinics - up 33% </li></ul>
  20. 20. C4D Strategic Partnerships <ul><li>How can we work together to maximize our strength within the UN system? </li></ul><ul><li>Research/studies </li></ul><ul><li>Advocacy to GoA </li></ul><ul><li>Social Mobilization </li></ul><ul><li>Support for messaging </li></ul><ul><li>NGO partnerships </li></ul>
  21. 21. Thank you

×