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What is C4D?
A systematic, planned, evidence-informed strategic process that :
promotes positive & measurable behaviour & social change
is intrinsically linked to programme elements uses consultation & participation of children,
families, communities & networks privileges local contexts relies on a mix of communication tools, channels
and approaches.
C4D for Behaviour and Social Changeis Integral to Programmes
Coordination
mechanism
Communicationsituatio
nanalysi
s
Strategy
development
Creative
approach&
materials
development
Implementation
& monitor
ing
Evaluation Health &
Nutrition
ECD
Education
ChildProtection
HIV&AIDSPrevention
WASH
Emergency
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
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 SocietyMedia
National Political leaders
Donors, Private Sector
Principles
Facilitate enabling environments that: Create spaces for plurality of voices and promote narratives
of communities Encourage listening, dialogue and debate Ensure the active and meaningful participation of children
and women
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
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.
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
Communication Analysis KAP, socio-economic, cultural, political determinants, communication environment, audience/channel analysis
Communication StrategyCommunication objectives,
participant analysis, messages
and channels (mass/IPC)
Coordination Mechanisms
Partnerships, task forces
EvaluationProgress toward programme
goals, C4D outcomes: changes
in practices & social norms
Implementation & MonitoringMedia dissemination,
training& roll out of community-
basedapproaches
Creative Strategy & Materials Development
Design, pre-testing communication
materials; piloting approaches
Integrated C4D Programming Process
The ‘Science’
&the‘Art’
Messages & Materials
Creative Strategy• Tone• Visuals• Emotions• Music• Colours
C4D: both ‘Science’ & ‘Art’
Research & Audience Analysis
Planning & Management
Channel Analysis & Mix
Monitoring & Evaluation
Communication Channels
A comprehensive communication strategy uses:
•A combination of communication channels•Consistent messaging•Over a significant period of time
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.
Soap operas
Telenovelas in Latin America have been very succesfull in communicating key health messagesThe series “Accompany Me” which highlighted family planning issues found:
Increase in contraception use by 23% in one yearHotline increase from 0 calls to 500 a monthMore than 560,000 women enrolled in FO clinics - up 33%
C4D Strategic Partnerships
How can we work together to maximize our strength within the UN system?
•Research/studies•Advocacy to GoA•Social Mobilization•Support for messaging•NGO partnerships