rafael obregon chief, c4d section unicef nyhq bangladesh, may 2015
DESCRIPTION
C4D in UNICEF’s STRATEGIC PLAN 2014-2017 C4D as a cross-cutting strategy that focuses on all result areas supported by UNICEF and across all stages of the lifecycle.TRANSCRIPT
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Overview of Presentation
•Key concepts and approaches
•C4D and Education Priorities
•C4D cross-cutting Flagships
•C4D in UNICEF’s Programme Cycle – Key messages
Strengthening Communication for Development towards Improved Results in Education
Rafael ObregonChief, C4D Section UNICEF
NYHQBangladesh, May 2015
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C4D in UNICEF’s STRATEGIC PLAN 2014-2017
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How UNICEF Defines C4D
An evidence-based process to promote measurable behaviour and social change to accelerate programme results
– C4D uses proven change theories, evidence, and findings from formative research
– M&E involved from the start– C4D provides “leverage” and “added value” to
programme interventions– Development and Humanitarian Contexts
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Individual Family
Evidence-Based C4D means analyzing barriers & opportunities to change at each level
Community
Knowledge, attitudes & practices among children & adolescents and families that affect educational decisions and actions.
Cultural practices, social beliefs and norms, sense of empowerment that affect educational choices, decisions & actions.
Institutional conditions of the education system that affect inclusion and quality including teacher attitudes & use of educational media
Policies & governance elements of educational systems that facilitate and/or discourage inclusive and quality education
Institutional
Policy / System
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Major Shifts in Approaches to C4D
How Knowledgeis facilitated
Top-down messages/ campaign
Dialogue & Participatory problem solving
Tools Used Mass Media Mix of approaches and Trans-media
Focus of Change
Individual behaviour change
All levels; Collective action & social change
How people are viewed
Target beneficiaries or recipients
stakeholders & active partners (HRBA)
Where power is positioned
Expert driven Community driven
How Analysisis approached
Needs assessment & problem analysis
Rights, Context, Assets & opportunities
Overall Approach
Ad Hoc, short term Systematic, evidence-based, long term
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C4D supports Programmes but the Communication Response Must be differentiated from from the
Programme Response
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Rights holders- Push Duty bearers- Pull
ENHANCED SUPPLY
Increased number and improved facilities
Improved materials and supplies
Child & family friendly social services
Improved workers skills
DEMAND CREATION
Awareness, improved knowledge
Favorable environment – family, community support
Active participation
Confidence, self efficacy
Strengthened accountability
PoliciesProgrammes
ProvidersData
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An example from East and Southern Africa(Source: Mitsue Uemura, Basic Education and Gender Specialist, ESARO, Presented at C4d Network Meeting, May 2015
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Barriers to Education in East and Southern Africa(Source: Mitsue Uemura, Basic Education and Gender Specialist, ESARO, Presented at C4d Network Meeting, May 2015
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(Source: ESAR C4D Framework; Mitsue Uemura)
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C4D Research & AnalysisSocio-behavioural determinants; barriers /enablers related to political,economic, and cultural context; participant and channel analyses
C4D Strategy Communication objectives;
participant segmentation and prioritisation; messages and
channel mix; m & e indicators
Communication Coordination Mechanisms, Partnerships, Task Forces
EvaluationAssessing progress toward
programme goals; multiple methods
Implementation & MonitoringMobilisation of communities and
networks; media dissemination, trainingof community based workers;
measuring performance
Creative Strategy & Materials Development
Creative approaches; participatory development and pre-testing ofcommunication messages and
materials; production
Science &
Art
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Systematic C4D means applying the C4D planning cycle ….starting at the beginning along
with Programs
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New Global push in UNICEF to get the different arms of Communication to work more closely together
for Programme Results
Social Media Campaigns
Public Advocacy Events
Individual & household behaviour
Change
Social Norms Change
Interpersonal Communication
Social Mobilization
General Awareness Campaigns
Communications C4D
Social Accountability
Resource Mobilization
Advocacy
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From isolated campaigns to comprehensive, long term & resourced strategies to address behavioural and socio-cultural issues at all
levels
C4D Strategy & $$$
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Building or strengthening C4D Systems / mechanisms rather than implementing vertical C4D interventions to support one specific issue, problem
or programme
1) MULTI-MEDIA INNOVATIONS for Social & Behaviour Change
2) COMMUNITY ENGAGEMENT & SOCIAL NETWORKS for dialogue and action
3) STRENGTHENING CAPACITIES FOR EXCELLENCE in C4D Practice
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SP Benchmarks for Quality C4D
• C4D strategies are integrated within the country programme structure and results framework; and sectoral/cross-sectoral plans with budget allocations.
• New or existing C4D task forces/ working groups/committees of multi-sectoral stakeholders (governmental, non-governmental and academic) are established and functioning to plan, coordinate and strengthen C4D activities.
• C4D plans/ interventions are informed by, use and monitor data and evidence on behavioural and socio-cultural factors as well as media and communication contexts.
• Participatory processes are used to engage community representatives and members (girls, boys, men and women especially those from marginalized/excluded groups).
• Plans/initiatives/ongoing programmes to strengthen C4D capacities of UNICEF staff, partners and counterparts are established at national and sub-national levels.
• C4D best practices, impact assessments, tools, resources, innovations and lessons learned are documented and disseminated among key audiences.
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For more information, contactRafael Obregon (PhD)Chief of Communication orKerida McDonald (PhD)Senior AdvisorCommunication for DevelopmentUNICEF Headquarters+1 212 326 [email protected]
United Nations Children’s Fund3 United Nations PlazaNew York, NY 10017, USATel: 212-326-7000www.unicef.org