This presentation discusses the critical importance of the “Communication for Development” (ComDev) approach in ensuring that the voices of all stakeholders are heard in the decision-making process that will be needed in Agricultural Adaptation to Climate Change, but especially illustrates how ComDev can engage those whose livelihoods are most vulnerable and most dependent on natural resource bases. Illustrative examples will be drawn especially from Small Island Developing States (SIDS) in the Caribbean, including the “Voices for CC” initiative in Jamaica as well as best practices in ComDev from RARE Radio in St. Lucia, Toco Radio in Trinidad, among others.

1. Climate Change Adaptation in
NRM: The Need for
Communication for Development
Maria Protz, Ph.D.
Caribbean Centre for Communication for Development
(CCCD)
Caribbean Institute for Media and Communications (CARIMAC)
University of the West Indies (UWI)
Monday, February 23rd
, 2009
3rd
International Conference on Community Based Adaptation to Climate Change
Dhaka, Bangladesh

2. Relevant questions/issues from
yesterday:
• Strong need for communication messages
– billboards, PSAs, campaigns
• How DO we communicate what works for
CBA?
• How can we better link local, farming
knowledge with scientific knowledge?
• How can community level conflict
resulting from CC be better managed?

3. • How can we bridge the gap between the
limit of what communities can do in CBA
and what government and/or other
services need to do?
• The need for CCA is urgent, yes, but we
also need longer-term approaches, there
is no “quick fix”
• Need to see CCA within the context of
social change and development

4. • A Wealth of Community-based experience
already exists with sound methodologies
and tools from community NRM, forestry
management, protected area
management, coastal zone management,
and integrated rural development –
• So there is no need to re-invent the
wheel, but to view these experiences
through a climate change lens.

5. • We heard of initiatives whose foundation
is based on Action Research, Action
Learning and PRA (using venn
diagrams, transects, community mapping,
etc.) to start the problem solving process.
• We heard of initiatives that are going to
experiment with participatory video
and drama.

6. These are the questions,
issues, activities and junctures
with which Communication for
Development is concerned and
where ComDev can bring
significant value added to the
adaptation process.

7. Communication for Development
(ComDev) is best understood by
asking:
Who?
What?
Where?
When?
How?
And Why?

8. Who does ComDev Serve? Whose
Voices Counts?
• Most vulnerable communities, groups
and households
• Rural knowledge institutions and
technical services (e.g., extension
services)
• Scientific researchers (CC and NRM)
• Policy Makers and Government
• NGOs and other local stakeholders

9. What IS ComDev and
What is it NOT?
ComDev is not just a matter of
getting the ‘message’ right,
or of mounting public
awareness campaigns –
although public awareness is
crucial.

10. It is not only just technology transfer or
diffusion of innovations.
It is not only “persuasion” or “social
marketing” or a process of encouraging
the adoption of new behaviours.
It is not one-way, top-down transfer of
information. Information alone does not
solve problems and evidence shows that
message based approaches are
limited.

11. ComDev is a Discipline in its
own right.
But it is also the process at the
very heart of ensuring that all of
the needed players and areas of
expertise are included in the
adaptation effort.

12. What areas of knowledge can
ComDev Support?
• Technology innovation/adaptation
• Sustainable NRM
• Disaster risk management
• Livelihood options for adaptation
• Indigenous knowledge
• Environmental/local governance
• Scientific knowledge on CC & NRM

13. Without ComDev, the connection
among the different knowledge
areas needed for CBA can remain
unclear, disorganized or too
technical.
As a result, viable CBA options can
be much harder to identify,
confirm and sustain.

14. Scientific
Technology
Innovation
Sustainable Natural
Resource
Management
Extension services
and rural knowledge
institutions
Disaster Risk
Management
Practices
Livelihood Options for
Adaptation
Good Governance
and Policy
Figure 2 - Knowledge Interface where CC Adaptation is
Possible
Indigenous
Knowledge and
Coping
Strategies

15. Scientific
Technology
Innovation
Sustainable Natural
Resource
Management
Extension services
and rural knowledge
institutions
Disaster Risk
Management
Practices
Livelihood Options for
Adaptation
Good Governance
and Policy
Figure 2 - Knowledge Interface where CC Adaptation is
Possible
Indigenous
Knowledge and
Coping
Strategies
Overlap where
appropriate CBA
is possible

16. With an explicit and
strategic ComDev
approach that brings
value added to these
processes, the scope for
knowledge sharing is
enlarged and deepened.

17. Scientific
Technology
Innovation
Sustainable Natural
Resource
Management
Extension services
and rural knowledge
institutions
Disaster Risk
Management
Practices
Livelihood Options for
Adaptation
Good Governance
and Policy
Figure 3 – Knowledge Interface when ComDev is
employed
Indigenous
Knowledge and
Coping
Strategies

18. Scientific
Technology
Innovation
Sustainable Natural
Resource
Management
Extension services
and rural knowledge
institutions
Disaster Risk
Management
Practices
Livelihood Options for
Adaptation
Good Governance
and Policy
Figure 3 – Knowledge Interface when ComDev is
employed
Indigenous
Knowledge and
Coping
Strategies
Area of interface
when ComDev is
employed

19. Scientific
Technology
Innovation
Sustainable Natural
Resource
Management
Extension services
and rural knowledge
institutions
Disaster Risk
Management
Practices
Livelihood Options for
Adaptation
Good Governance
and Policy
Figure 3 – Knowledge Interface when ComDev is
employed
Indigenous
Knowledge and
Coping
Strategies
Area of interface
when ComDev is
employed

20. What type of Value-Added Can
ComDev bring to the CBA process?
What can ComDev do?
• Makes it easier to identify a wider
range of possible CBA options and
technologies
• Enhances sharing and integration of
all the knowledge that is needed for
CBA

21. • Improves the quality of
advisory services for technology
innovation
• Strengthens linkages among
agencies and stakeholders

22. • Helps to flag and bring to light
potential areas of conflict that will
require further resources/steps to
address
• Fosters multi-stakeholder
dialogue, negotiation, decision
making and action.

23. • Enhances adaptation processes
and disaster risk management
• Strengthens policy dialogue
between institutions and small
farmers
• And very importantly: enhances
participation, ownership and
buy-in to encourage sustainability
and action.

24. Some guiding principles of
ComDev:
1.Start with peoples’
knowledge, practices
perspectives and
expectations (and
document this via
media)
2.Build on existing
communication systems

25. 3. Ensure equitable access to
communication processes
4. Promote and use local content,
skills and talent
5. Use appropriate media
technologies
6. Ensure financial sustainability
7. Build local capacities
8. Leverage resources through
partnerships

26. When is ComDev Used in the CBA
process?
1. Situation/problem assessment
2. Observation, documentation of
indigenous techniques and livelihood
survival options
3. Validation of scientific and indigenous
knowledge
4. Prioritization of livelihood adaptation
options (pros and cons)

27. 5.Communication of information
to vulnerable groups in order
to make sound decisions
5.Participatory communication
strategy and message design
to support CBA activities and
interventions

28. 7.Implementation and
monitoring of strategic, targeted
communication interventions to
support CBA choices
8.Evaluation of
outcomes/impacts in terms of
changes in attitudes, knowledge
levels and practices

29. ComDev can employ a range of media
including ICTs and traditional media
such as:
• Rural and community radio;
• Edutainment, drama and community
theatre
• Print media (cartoons, booklets,
newsletters, brochures, flyers, fact
sheets)
• Public service announcements
• Internet and ICTs (You Tube, mobile
phone text messages, ring tones, ….)

30. • Community television
• DVDs and CDRoms
• And face-to-face interpersonal
communication such as farmer
field days and extension visits
• Among many, many others…

31. A Caveat
ComDev recognizes that:
• Not all media are the same – there
are pros and cons, advantages and
disadvantages to each
• We need to use the right media (or
none at all) at the right moments
(years of ComDev experience
illustrate this clearly)

32. • Media can illustrate and make potential
areas of conflict more transparent and
visible, and can help bring stakeholders to
the table – but cannot solve issues that
require other types of interventions
• Media use cannot be “ad hoc”.
• We should not use media just for the sake
of using media. More media is not better.
• Communication is both an art and a
science and is not EASY – it requires
time, skill and resources

33. In short, the pillars of ComDev are:
• Strategic participatory planning with
all stakeholders;
• Facilitation of all knowledge bases
needed for CCA;
• Strategic and wise use of appropriate
media –both traditional media and
emerging ICT technologies;
• Building of local capacity
• Strengthening of partnerships and best
practices.

34. Reinforcing Recommendations
1. Use ComDev strategically and
systematically – from the very
beginning of CCA interventions.
2. Experiment with media – yes!
But first take the time to learn what
works and use media systematically
and strategically. Adopt a planned
approach.

35. So, we do need to take advantage of
the Value Added that ComDev can
bring to CBA:
• Acknowledge and Recognize
its value!
• Capitalize on it!
• Plan for it!
• Integrate it!
• Experiment with it! (wisely!)

36. Thank you