The document outlines an integrated communication model for social change, focusing on addressing Female Genital Mutilation/Cutting (FGM/C) through community engagement and advocacy. Key elements include identifying issues, facilitating community dialogue, and executing action plans while promoting participatory communication to empower marginalized voices. Effective advocacy involves contextual analysis, tailored messaging, and employing a marketing mix strategy for message delivery.

1. Repackaging
FGM Campaigns.
DEVELOPMENT COMMUNICATION
Presented by
Naserian Lesiokono December 1, 2022

2. INTEGRATED COMMUNICATION MODEL
FOR SOCIAL CHANGE
Catalyst : can be an external or
internal stimulus to prompt one or
more
community members to identifyingan
issue of concern.
Community dialogue:ones the issue is
identified an organized effort must be
made to collectively agree uponand
assessthe problem, determining aplanfor
action.
Collective action:steps to collectively and
effectively execute the action plansand
evaluate its outcomes.
Key elements of integrated communication for
social change.
CATALYST
COMMUNITY
DIALOGUE
EXTERNA
L
SUPPORT
INDIVIDUAL
CHANGE
SOCIAL
CHANGE
SOCIETAL IMPACT

3. Behavior change
Interpersonal communication
Advocacy communication
Participatory communication
addresses:

4. Why is participatorycommunication
for social changeimportant?
Itis a horizontal wayof communication
that promotes participatory dialogue
withour communities
Seeks to bringbalance to power
relations by using a more people-
inclusive and integrative
communication models
Seeks for marginalized and vulnerable
groups voices to be heard and
promotes agency

5. Steps to achieving effectiveadvocacy
on FGM/C
Undertake a contextual analysis
Identifyingthe target audience
Develop the message
Craft the communication strategy
Undertake objective monitoring and
evaluation of activities undertaken

6. Marketing mix-the 4Ps
Product- abandonment of FGM/C
and its benefits
Price- economic, social, and
psychological cost
Place- venues/mediumwhere the
messages are delivered
Promotion- strategies including
advertising and community dialogue

7. Thank You. sylvianaserian17@ gmail.com
+254799193181