using communication for development (c4d) for social and
TRANSCRIPT
Using Communication for Development (C4D) for Social and Behavior Change (SBC)
Suruchi SoodAssociate Professor
Department of Community Health and PreventionEmail: [email protected]
February 5th, 2021
Presentation Overview
What is C4D?
Defining Social Norms
Social norms over time
Communication Approaches
Specific Strategies
Best Practices
What is C4D
C4D is an evidence-based and participatory process that facilitates the engagement of children, families, communities, the public and decision makers for positive social and behavioral change in both development and humanitarian contexts through a mix of available communication platforms and tools.
What is C4DC4D is an evidence-basedand participatory process that facilitates the engagement of children, families, communities, the public and decision makers for positive social and behavioral change in both development and humanitarian contexts through a mix of available communication platforms and tools.
Defining Social Norms‘Social norms are the unwritten rules that guide human behaviour; in other words, what we do, what we believe others do, and what we believe others think we should do (WHO, 2010)’
Beliefs
BehaviorsExpectancies
Social Norms
Rewards and Sanctions for following or
abandoning norms.
Outcome Expectations
What do others* do?
Descriptive Norms (Empirical Expectations)
Injunctive Norms (Normative Expectations)What do others* expect me to do?
{Others = those whose opinion matters to me}
Social Norms Constructs
Evolution of Norms
Creation
Continuation
Change
Creation:A norm is violated
Continuation
People do the behaviors they see others do
People do the behaviors they think others approve of and do
Change
Communication Approaches to Change Norms
Abandonment Replacement
Normalizing an innovation“Try this instead”
Introduction of an innovation with a separate
set of practices
De-normalizing the normal“Not everyone is doing it, not everyone expect you to do it”
The abandonment of the violence norm
Specific Strategies
Make the Invisible Visible
Shift Perceptions
Private Issue, Public Responsibility
Make the Invisible Visible “Body Mapping”EYES SEE Mother is angry
EARS HEARIndecent words: ugly, look like monkey, no sense,
MOUTH SAYSSorry mummy I won’t do it again. I will be a better child.
MIND THINKSI am going to get a beating. Mother is going to kill me.
HEART FEELSHeart beating fast, shortness of breath
STOMACH EXPERIENCES
Burning belly, Belly grumbling,
HANDS & FEET DO
Trembling, start to run
Love Bigging Up
Setting Rules Pass through the worst
Shift Perceptions – “Positive Parenting”
Dimensions of positive parenting Love and “bigging up”
are less filled in
Responses under setting rules focus on limitations and restrictions, include responses phrased more positively such as “My parents allow me to...”.
Private Event, Public Responsibility “Card Sorting”
Cards with different levels of physical and psychological violence sorted in ways that make sense to community members (not specialists). Rank the most and least severe forms of
violence Actions individuals, families and communities
can take.
Evidence based best practices
Enabling Environment Identification Avoid negative
messages
Keep it positive
Build on strengths
Tackle just 1 or 2 norms at
a time
Involve children Create a brand Utilize
strategies
For more information…
• A systematic review of C4D interventions to address VAC: https://resourcecentre.savethechildren.net/library/communication-deapproaches-address-violence-against-children-systematic-review
• An evidence review of randomized controlled trials using C4D approac VAC. Under review in the Journal of Aggression and Violent Behavior
• Technical guidance for C4D programmes addressing VAC https://www.unicef.org/documents/communication-development-proaddressing-violence-against-children
• Technical note for C4D programmes addressing VAC in and around Sch • What Works to Address Violence Against Children (VAC) in and Around
of Trauma, Violence, & Abuse (in press).