C4D

1
Programme Communication for Child Survival and
Development (CSD)
Who can help us?
2
Who can help us doing WHAT?
Achieve large-scale measurable results concerning
sustained change of at least 4 key behaviors (CSD)

• ... scale up
• ... accelerate
• MDG deadlines

• community driven ...
• participatory ...
• Community ownership

3

• 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.

• Insufficient capitalization of lessons learnt
• Poor institutional memory
• Inappropriate communication approach for
  generating change

19.12.2011
4

• 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

• Opportunities for UNICEF
• Learning challenges
• Change challenges

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4
5
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

6
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 public
  radio stations)
• Radio Nederlands World, Africa Office (more than
  500 local radios assisted)

• Our guests being
• Mrs. Wilna Quarmyne GCRN
• Mr. Oumar Seck Ndiaye URAC

7
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 dIvoire,
  DRC, Mali, Sénégal, Togo, and others ...
• Ghana, Liberia, Sierra Leone, The Gambia, ...
• Guinea-Bissau, São Tomé Principe

• Our guest being
• Mr. Prosper Kompaoré ATB

8
Soap operas for change (Radio TV)

• Serial soap operas (with more than 100 episodes)
  developed through an inter-active process with
  audience.
• Radio serial drama in
• Burkina Faso, Côte dIvoire, Mali, Nigeria,
  Sénégal and others ...
• Soap operas for change on TV
• Depending on accessibility of tv devices and
  coverage
• Other experiences
• Please add

• Our guest being
• Mrs. Kriss Barker, PMC

9
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

10
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
• Participatory rural appraisal through video
• Ghana University together with CIKOD
• Other experiences
• C4C Liberia, Guinée
• please add ...

• Our guest being
• Mrs. Kadidia Sidibé, CNA

11
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 me
• Knowledge generation and management as an
  important step to self-determination

Challenge participatory assessment, monitoring
and evaluation of impact on behavior and social
change
12
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 action-research on
  avian influenza

Challenge participatory assessment, monitoring
and evaluation of impact on behavior and social
change
13
Academia and training institutions

• University Cheikh Anta Diop in Dakar
• CESTI (Media)
• Adult Education
• University of Ouagadougou
• Communication Department (C4D Faculty)
• University of Ghana (Legon and Cape Cost)
• 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

• Networking with
• Community radio stations
• TfD practioneers
• Participatory video professionals and field
  workers
• Change agents (front line staff)
• C4D NGO

14
Partnering main requirements for performance and
impact

• Concepts of programme communication and
  co-operation with C4D partners are discussed and
  agreed upon
• Quality standards are commonly adopted,
  monitored and further developed
• External conditions Political and
  institutional frameworks are favorable fertile
  ground for sustaining impact

19.12.2011
15
Partnering main requirements (1)

• Concepts of programme communication and
  co-operation with C4D partners are discussed and
  agreed upon

• 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

19.12.2011
16
Partnering main requirements (1)

• Concepts of programme communication and
  co-operation with C4D partners are discussed and
  agreed upon

• 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

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17
Partnering main requirements (1)

• Concepts of programme communication and
  co-operation with C4D partners are discussed and
  agreed upon

• Are mutual apprehensions communicable?

They have only limited professional
capacity...using false labeling ...
They are just looking for a well paid
opportunity...
They want us to resolve their problems and then
forget us...
They are using us as the fire brigade when their
programs aint work...
19.12.2011
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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

UNICEFs role Contribute to adoption of agreed
co-operation standards with C4D partners
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Partnering main requirements (2)

• Quality standards are commonly adopted, monitored
  and further developed

• Conceptual approach

• 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

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Partnering main requirements (2)

• Quality standards are commonly adopted, monitored
  and further developed

• Conceptual approach

• Clear definition of the purpose of C4D
  activities
• Information for awareness raising?
• Social mobilization?
• CBSC?
• Advocacy?
• Others ... ?

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Partnering main requirements (2)

• Quality standards are commonly adopted, monitored
  and further developed

• Conceptual approach

• 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?

19.12.2011
22
Partnering main requirements (2)

• Quality standards are commonly adopted, monitored
  and further developed

• Conceptual approach

• 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?
• How is impact assessment being designed and
  which are the ways to improve quality?

19.12.2011
23
Partnering main requirements (2)

• Quality standards are commonly adopted, monitored
  and further developed

• Conceptual approach

• 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 follow-up and linking to the
  outside world
• Linking with radio listening clubs, community
  theatre groups

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Partnering main requirements (2)

• Quality standards are commonly adopted, monitored
  and further developed

• Capacity
• 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

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Partnering main requirements (2)

• Quality standards are commonly adopted, monitored
  and further developed

• Capacity
• 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

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Partnering main requirements (2)

• Quality standards are commonly adopted, monitored
  and further developed

• Capacity
• Institutional

Soft capacities Team management Capacity
building Funding systems Transparent financial
management Multiple and sustained
partnerships Networking Keeping track ...
Hard capacities Appropriate communication
equipments Operational office infrastructure,
incl. electricity, telecommunication and computer
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Partnering main requirements (2)

• Quality standards are commonly adopted, monitored
  and further developed

• Conceptual approach
• Professional und institutional capacity

UNICEFs role Contribute to capacity enhancement
of selected C4D institutions and practitioners
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28
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
UNICEFs role Advocate for favorable macro
frameworks through the UN system
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unicef
Partnering?
But networking?
Why? How?
YEAH!!!!
30
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

31
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

32
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