© UNICEF/BANA2014-00664/Haque Adolescents perform an Interactive Popular Theatre show at Korail
slum, Dhaka. The drama demonstrates “Change”’ in attitudes and practices related to corporal punishment,
child marriage, child labour and hygiene issues such as hand washing with soap at critical times
Communication for Development
Strengthening Results
for Education in Bangladesh
Process
• Formative research & MORES
• Literature review – what worked for UNGEI
• Consultations cum workshops (4) with
education personnel at different levels
• Consultations with DPE officials
• Draft on web for review and input
• Consultation towards finalization involving
donors and CSOs
• Ministry review
• JERM review and endorsement
• Ministry for final approval
Workshop photo
Level (SEM )
Deprivations/Bottlenecks
Interventions/ Actions
Individual
Loss of investment in girls; Low belief in the
value of education ; poverty and pressure to
withdraw boys for income generation; Mandate
to teachers for corporal discipline of children;
Analysis of functions, skills, training & tools; Communitybased promoters/ counsellors trained in IPC, participatory
skills and intervention content promotion; provided with
tools and IEC materials
Family
Provides no emotional support (due to lack of
knowledge and socio-cultural values & beliefs);
not actively persuaded to adopt and support
appropriate behaviours
Special sessions for men, and courtyard meetings to involve
mothers-in-law so that family members are persuaded to
adopt and support appropriate behaviours
Community
Enforces compliance to social rules of the game –
child marriage; Eve teasing- harassment of girls
tolerated; organized marriage for poor orphans
Ward Development [Child Welfare] Committees holding
community dialogues to create an enabling environment
for practice of new behaviours and promote new standards
Institutional Issues of access especially to secondary schools,
poor infrastructure; Inadequate skilled teachers
and other factors that do not motivate sustained
use of services
Capacity to generate and use data;
Tools, guidelines & materials available to IEC unit
IEC unit & other partners that contribute to
achievement of sectoral goals
3
C4D for PEDP-3: Planned Outcomes by 2017
GOB/MOPME use research,
monitoring & evaluation data
to support the planning and
implementation of C4D
interventions
Key social networks and select
community structures facilitate
discourse and promote changes
in (2) social norms (child
marriage and corporal
punishment)
60% of caregivers in select
upazillas in 20 most deprived
districts report the practice of
4 education friendly
behaviours (early enrollment;
completion of P/E; no abuse
physically or mentally; no child
marriage)
High level advocacy
• Public declaration by Prime Minister to basic quality Education
• GoB establishment of IEC Unit to support implementation of strategy
Community Engagement
• Dialogue fora by Ward Development Committees to influence mutual
expectations
• Engage Islamic Foundation, local prayer, local Khutbas , networks, local
indigenous institutions in facilitating peer group dialogues
• Public declaration and making commitments to new social rule manifest,
clear to others;
Supporting
social norms
change
Adolescents and Youths as Change Agents
• Promoting commitment to a new vision that improves QOL for
children and the society.
• Towards collective manifestation of commitment
Mass Mobilization
• Public, private , voluntary, not-for-profit sectors
• Vocational and Academic institutions; Bangladesh News Agency;
BNNRC
Intensive Multi-Media Campaign
To prepare the ground; discuss benefits of establishing or changing a social norm; bring-in
information that questions the behaviour and of each other; towards attaining common
knowledge ; materials produced in different formats used to stimulate dialogue
A Social
Movement
for Social
Norm
Change
&
Quality
Basic
Education
Meena day hosted by Government
Comic Books
Film shows in schools
Community drama – Enter Educate
Ami Meena Bolchi on radio
BTV
Building on
Existing
Foundations
Paradigm Shift in Partnerships for
Social Change
• Schools facilitating
classroom session
on interactive
game on harmful
social norms
• Community
Influential
promoting good
parenting skills
Linking SMC with other service
providers and local networks;
HPN rep
Rep of
vulnerable
SMC rep
Snr
religious
Leader
• Adolescents
facilitating open
theatre and
discourse
• Mass media mobile
film shows in
schools
CBCPC Rep
Ward
Development
Committee
Rep of
cultural
group
WASH
Committee
Female
Leader (of
local social
network)
Youth Rep
CCMG
member
Generating Demand for Education
Meena Comic Book
Poster for DPE on Autism
Bill board on 78 Episode
BTV drama on Out of
School Children
Documentary CD on
Out of School Children
Adolescent Radio
Listeners Club
Poster on drowning
Since 2012
1.78 episode TV drama and 78 episode
Radio drama on out-of-school children
2.Two Meena Animation film on Autism
and Out of School Children
3.6 spots on working children and
Education
4.Meena autism – poster and docudrama
5.Documenting PEDP-3 activities &
results
6.IPT scripts (child marriage, corporal
punishment, child labour)
Capacity Strengthening
•
•
Trained Multi-generational IPT Groups
IPT Scripts on Education
•
•
Training IPT teams in all
64 districts
PEDP-3 Com Strategy
Community engagement
training module
IPT training module
Update of micro-planning
guidelines
IPT Training Manual
•
Software for standardization
and Quality of data
Framework
• Performance
and process
Monitoring
in sentinel
sites
• Result
monitoring
in sentinel
and control
sites
• Use of
information
technology
(software)
Strategies
Methods
• Baseline
Study
• Result based
monitoring
in each six
months
• Quantitativ
e
Component
(survey)
• Qualitative
Component
(FGD, MSC,
IDI, KI)
Process
• Capacity
Building
• Baseline
Study
• Midline
Study
• End line
Study
Evidence Generation for Policy Advocacy
Knowledge Level on Corporal Punishment
77%
80%
60%
53%
46%
50%
38%
50%
Good
33%
30%
27%
62%
61%
60%
45%
40%
30%
67%
70%
29%
29%
26%
24%
Good
Average
40%
27%
26%
30%
20%
20%
Average
Poor
20%
Poor
20%
30%
13%
10%
6%
3%
8%
10%
0%
Under 6 months
Mother
0%
Under 6 months
Mother
Under 5 yrs Mother
Adult Male
Adolescents
Sentinel Sites
In partnership with James P Grant School of Public Health, BRAC
University, a results framework, quantitative, qualitative , and MSC
tools developed; sentinel and control sites profiled, baseline data
collected.
Under 5 yrs Mother
Adult Male
Adolescents
Control Sites
Mass media complimented
by intensive IPC accelerates
understanding, generates
new attitudes and
commitments to new child
friendly standards
Documenting Most Significant Change Stories
Korail, Dhaka, February 2014.
Monu’ was the stage name of 12-year old Anwar who played the lead role
in that day ’ s interactive popular theatre show in front of makeshift
dwellings in densely populated Korail slum of Dhaka. The audience
watched as Monu got in trouble at school because he did not have his
homework. He was sent to the corner, where he had to pull his own ears in
punishment in front of his classmates. At home, his father beat him. Monu
was sent to the stone crusher mill for work, where he also made mistakes
and was punished yet again. A supportive teacher then discussed harmful
effects of corporal punishment with Monu’s parents.
The teacher explained that assaulting children breached their right to
protection and violated their dignity; it made children feel depressed,
resentful and it undermined their self confidence. The audience observed as
eventually the father agreed and sent his son back to school to finish his
basic education. At the end of the performance, the young actors engaged
the adults in the audience in a Anwar commented: “Beating children is bad.
It makes you feel ashamed in front of those who see you being beaten. It
also makes room for your peers to tease and bully you. And it hurts.”
Lessons Learned & Way Forward
• Investing in a thorough process of
consultations cum capacity development
creates the enabling environment for
adoption and mainstreaming of new
approaches to address norms and other
barriers to education.
• Multi-tiered process of consultation
enhances process of ownership of sector
officials from school management committee
and teachers at community level, thru district
education officials to senior education
officials
• Careful documentation of best practices,
innovations and lessons learned are very
useful advocacy tools for GoB and partners to
leverage internal and external resources
Dhonnobad