Programme Communication for Child Survival
and Development (CSD)
Who can help us?
14.03.2016
Who can help us doing WHAT?
Achieve large-scale measurable results concerning
sustained change of at least 4 key behaviors (CSD)
... scale up community driven ...
... accelerate participatory ...
MDG deadlines
14.03.2016
Community ownership
2
UNICEF
Programme Communication on
country level suffers from:
• Insufficient integration into the other
programmes, lack of funding.
• Frequently changing occupation of
the post of Programme
Communication Officer.
• Long periods of post being vacant or
being temporarily occupied by
External Relations / InfoCom /
Advocacy Officers or consultants.
• Prevailing orientation on message
delivery.
• Circumstantial partnerships with
external C4D specialists.
14.03.2016
 Insufficient
capitalization of
lessons learnt
 Poor institutional
memory
 Inappropriate
communication
approach for
generating
change
3
C4D Professionals - some
observations:
• Diverse technical capacities all over
the region varying from country to
country and depending on historical,
political and socio-cultural contexts
• Represented in French, English and
Portuguese speaking countries
• Having experience in partnering with
development agencies (incl.
UNICEF)
• Looking at partnerships with hope ...
and restraint
• Committed to contribute to UNICEF
programmes, yet looking for change
concerning partnership and
prevailing C4D concepts/practice
14.03.2016
 Opportunities for
UNICEF
 Learning
challenges
 Change
challenges
4
Who are these people, what
are they doing, and where?
•
•
•
•
•
•
Community radio broadcast
Theatre for development
Soap operas for change (Radio & TV)
Film and interactive video
PAR, PRA, PLA, MARP, MAPP, ...
Academia and training institutions
14.03.2016
Community radio broadcast
•
National networks in most of
the countries:
– Benin, Burkina Faso, DRC,
Ghana, Guinée, Mali, Niger,
Senegal, Togo, ...
•
Upcoming networks in:
– Cape Verde, Guinea-Bissau,
Liberia, Sierra Leone, others
(please add ...)
•
All Africa networks:
– AMARC Africa (Community
radio broadcasters)
– Agence Intergouvernementale
de la Francophonie (AIF): ReR
Afrique (community and local
Our guests being:
public radio stations)
– Radio Nederlands World, Africa  Mrs. Wilna Quarmyne: GCRN
Office (more than 500 local
 Mr. Oumar Seck Ndiaye: URAC
radios assisted)
14.03.2016
Theatre for development
• 3 Centers of reference:
– Burkina Faso (for French
speaking countries)
– Nigeria (for English
speaking countries)
– Brazil (not limited to
Portuguese speaking
countries)
• Single experiences in:
– Bénin, Cameroon, CAR,
Chad, Congo, Côte d‘Ivoire,
DRC, Mali, Sénégal, Togo,
and others ...
– Ghana, Liberia, Sierra
Leone, The Gambia, ...
– Guinea-Bissau, São Tomé
Our guest being:
& Principe
 Mr. Prosper Kompaoré: ATB
14.03.2016
Soap operas for change
(Radio & TV)
• Serial soap operas (with
more than 100 episodes)
developed through an interactive process with
audience.
• Radio serial drama in:
– Burkina Faso, Côte d‘Ivoire,
Mali, Nigeria, Sénégal and
others ...
• Soap operas for change on
TV:
– Depending on accessibility
of tv devices and coverage
• Other experiences: Our guest being:
– Please add
14.03.2016
 Mrs. Kriss Barker, PMC
Film and interactive video
• Mobile screening of African
fiction and educational films
helping to focus interpersonal
communication on child relevant
issues
• Participatory community filming
and feed-back for common
reflection on community relevant
issues and actions to be taken
• Participatory rural appraisal
supported by video production
and screening in order to
prepare community action plans
14.03.2016
Film and interactive video
•
Network of Cinéma Numérique
Ambulant (CNA):
– Bénin, Burkina Faso, Mali, Niger.
•
Vidéo Village:
– Bénin
•
CINOMADE:
– Burkina Faso
•
Action Aid:
– The Gambia
•
Our guest being:
 Mrs. Kadidia Sidibé, CNA
Participatory rural appraisal through
video:
– Ghana University together with
CIKOD
•
Other experiences:
– C4C: Liberia, Guinée
– please add ...
14.03.2016
PRA, PLA, MARP, MAPP, ...
• A need for baseline
data:
– The starting point
– Monitor progress
– Evaluate impact
• The most frequent
solution:
– Household survey
• Ownership of data:
– The process of data
generation
– Use of data for
participatory m+e
– Knowledge generation and
management as an
important step to selfdetermination
Challenge: participatory assessment, monitoring and
evaluation of impact on behavior and social change
14.03.2016
PRA, PLA, MARP, MAPP, ...
• IIED (Robert Chambers):
– Mainly in the areas of
participatory resource
management, rural
development, ...
• IIED Sahel:
– Network in French speaking
countries (Réseau MARP: BF,
Mali, Niger, Sénégal) partnering
with different national NGO
• English speaking hemisphere:
– Universities of Ghana and
Nigeria
• Anthropology for change:
– APAD network
• Challenges:
– Cost (time and money)
– Technical capacity
• Build capacity at scale:
– Networking of local PAR
practitioners
– Advocate to stakeholders
– Develop a toolkit: PAR for
CSD
– Train community agents in
abbreviated PAR process
and community dialogue
Inspired by AED:
Community-based, participatory actionresearch on avian influenza
Challenge: participatory assessment, monitoring and
evaluation of impact on behavior and social change
14.03.2016
Academia and training institutions
• University Cheikh Anta Diop in Dakar
– CESTI (Media)
– Adult Education
• University of Ouagadougou
Networking with:
– Communication Department (C4D Faculty)
•Community radio
• University of Ghana (Legon and Cape Cost): stations
– Institute of African Studies (TfD)
– School of Communication Studies (Mass Media)
– School of Performing Arts (TfD)
• Ahmadu Bello University, Zaria, Nigeria
– Faculty of Arts, Nigerian Popular Theatre Alliance
– Theatre for Development Centre
• University of Lagos, Nigeria
– Department of Mass Communication
• Universities of Jos and Ibadan, Nigeria
– Theatre for Development Departments
14.03.2016
•TfD practioneers
•Participatory video
professionals and
field workers
•Change agents
(„front line staff“)
•C4D NGO
Partnering: main requirements for
performance and impact:
1.
Concepts of programme communication
and co-operation with C4D partners are
discussed and agreed upon
2.
Quality standards are commonly adopted,
monitored and further developed
3.
External conditions: Political and
institutional frameworks are favorable = fertile
ground for sustaining impact
14.03.2016
Partnering: main requirements (1)
Concepts of
programme
communication
and co-operation
with C4D partners
are discussed and
agreed upon
14.03.2016
 What kind of help is
UNICEF looking for and
C4D profs are able and
willing to provide?
Using the communication channels of
selected C4D organizations ..... OR:
Working on common programme
communication strategies:
•Design
•Monitoring of implementation
•Evaluation and documentation
Partnering: main requirements (1)
Concepts of
programme
communication
and co-operation
with C4D partners
are discussed and
agreed upon
14.03.2016
 Are mutual expectations
compatible?
Subcontracting C4D service deliverers
on circumstantial basis ........ OR:
Building up medium and long term
partnerships:
•Common learning through
capitalization of lessons learnt
•Building institutional memory and
enhancing capacity
Partnering: main requirements (1)
 Are mutual
Concepts of
apprehensions
programme
communicable?
communication
“They have only
“They are just
and co-operation
limited professional
looking for a well
capacity...using
paid opportunity...”
with C4D partners
false labeling ...”
are discussed and
“They want us to
agreed upon
“They are using us as
resolve their
the fire brigade
when their programs
ain’t work...”
14.03.2016
problems and then
forget us...”
Partnering: main requirements (1)
Concepts of
programme
communication
and co-operation
with C4D partners
are discussed and
agreed upon
 C4D concepts
 Mutual expectations
and apprehensions of
partnership
UNICEF‘s role: Contribute to adoption of agreed co-operation
standards with C4D partners
14.03.2016
Partnering: main requirements (2)
 Conceptual approach
Quality standards
are commonly
adopted,
monitored and
further developed
Agreement on human rights
based communication
approach referring to 3 main
principles:
• Inclusion
• Participation
• Self-determination
... privileging horizontal and
bottom-up communication
streams fostering dialogue and
social learning
14.03.2016
Partnering: main requirements (2)
 Conceptual approach
Quality standards
are commonly
adopted,
monitored and
further developed
Clear definition of the
purpose of C4D activities:
• Information for awareness
raising?
• Social mobilization?
• CBSC?
• Advocacy?
• Others ... ?
14.03.2016
Partnering: main requirements (2)
 Conceptual approach
Quality standards
are commonly
adopted,
monitored and
further developed
Clear understanding of the
level of interaction with
people:
• Community level?
• Meso level?
• Macro level?
 Knowledge and respect of
legitimate aspirations of
interlocutors?
 Appropriateness of codes,
channels and tools?
14.03.2016
Partnering: main requirements (2)
 Conceptual approach
Quality standards
are commonly
adopted,
monitored and
further developed
Participatory C4D design,
implementation and
assessment:
• Who is getting involved at which
stage?
• Who is formulating which kind of
messages for whom and who is
listening to whom?
• Who are the main people in
charge of communication?
14.03.2016
• How is impact assessment
being designed and which are the
ways to improve quality?
Partnering: main requirements (2)
 Conceptual approach
Quality standards
are commonly
adopted,
monitored and
further developed
Well balanced articulation
between interpersonal
communication and media
support:
• Integration with endogenous
communicators for change
(facilitators, “birth-givers”) for
keeping momentum
• Integration with “front-line staff”
preparing the field, doing followup and linking to the outside world
14.03.2016
• Linking with radio listening
clubs, community theatre groups
Partnering: main requirements (2)
 Capacity:
Quality standards
are commonly
adopted,
monitored and
further developed
 Professional
• Strategy design, monitoring and
impact evaluation
• Processes and products
corresponding to state-of-the art
standards
• Making their audience an active
interlocutor in a two-way
communication model
• Based on principles and using
techniques of adult education
14.03.2016
Partnering: main requirements (2)
 Capacity:
Quality standards
are commonly
adopted,
monitored and
further developed
 Professional
• Generating impact on desired
change of 4 key behaviors, of social
relationships, improved interaction
between service deliverers and
clients, improved public policies,
institutions and processes
• Generating impact on desired
change in the area of C4D: access to
information, accessibility of tools,
transparency of C4D processes ...
• Documenting, capitalizing and
disseminating of lessons learnt
14.03.2016
Partnering: main requirements (2)
 Capacity:
Quality standards
are commonly
adopted,
monitored and
further developed
 Institutional
Soft capacities
Hard capacities
Team management
Appropriate
communication
equipments
Capacity building
Funding systems
Transparent financial
management
Multiple and
sustained
partnerships
Networking
Keeping track
14.03.2016
...
Operational office
infrastructure, incl.
electricity,
telecommunication
and computer
Partnering: main requirements (2)
Quality standards
are commonly
adopted,
monitored and
further developed
 Conceptual approach
 Professional und
institutional capacity
UNICEF‘s role: Contribute to capacity enhancement of
selected C4D institutions and practitioners
14.03.2016
Partnering: main requirements (3)
Ext. conditions:
Political and
institutional
frameworks are
favorable =
fertile ground for
sustaining impact
 Are appropriate political
and institutional
conditions in place?
Historical context and political (in)stability
Child relevant public policies: health,
education, family, poverty reduction, ...
Overall political framework: good
governance, incl. decentralization and
local governance, civil society, freedom
of expression, freedom of organization
Mechanisms of law enforcement
UNICEF‘s role: Advocate for favorable macro frameworks
through the UN system
14.03.2016
unicef
Partnering?
But
networking?
YEAH!!!!
Why?
How?
Networking
• Good reasons:
– Value complementarity
– Regional integration and
mutual learning
– Evidencing best practices
– Building capacity and
institutional memory
– Keeping momentum (BC
and SC processes take
time)
– Growing impact
– Wider access to funding
• Risks:
–
–
–
–
–
–
Empty bottle
Administrative act
Deadborne child
Hegemony
Antagonistic approaches
Paralyze capacity
through destructive
concurrence
– Opportunistic reasons to
join (market+)
– Poor management
Networking - way forward (1)
• Initiate common in-country networks through a 1-year
process in a limited number of countries with favorable
conditions
– Work with existing networks (mapping, assessment = work in
progress) and value complementarity of capacities
– Associate them in joint programming for reaching common goals
– Joint implementation plan, clearly defined milestones, joint
monitoring of indicators
– Continuously assess capacity and suitability of partners, if necessary
and useful invest in further capacity building
– Joint outcome evaluation
 Outcome 1: National Coalition(s) of C4 CSD monitored on CO level
Networking - way forward (2)
• Connect National Coalitions of C4 CSD to a growing
WCARO network:
– Build on existing regional networks
– Regularly organize mutual exchange meetings for common learning
through analyzing elements of best practice
– Commonly design and adopt quality indicators, network membership
criteria and management mechanisms
– Undertake a WCARO partipatory outcome evaluation
 Outcome 2: WCA network of National Coalitions of C4 CSD
monitored on WCARO level in close co-operation with Task Team
WCAC4CSD.Net