Communication for Development for MDGs: UNICEF’s Global Overview

1. Communication for Development for MDGs: UNICEF’s Global Overview 10th UN Inter-Agency Round Table on Communication for Development Addis Ababa, Ethiopia 12-14 February 2007

2. UNICEF and MDGs • Meeting the MDGs would transform: lives of millions of children, who would be spared illness and premature death, escape extreme poverty and malnutrition, gain access to safe water and decent sanitation facilities and complete primary schooling. • Achieving the MDGs the only way to achieve “A World Fit for Children.” Communication for Development

3. UNICEF and MDGs • UNICEF’s 5 strategic areas: Young Child Survival and Development, Education and Gender Equality, HIV/AIDS and Children, Child Protection and Participation, and Policy Analysis, Advocacy and Partnerships for Children’s Rights • Makes a difference for children by supporting implementation of the Millennium Summit Declaration & MDGs. Communication for Development

4. UNICEF and MDGs Meeting the MDGs for children require*: • ‘Quick impact initiatives’ to kick-start human development and poverty reduction. • Stepping up longer-term initiatives rooted in a human rights-based approach to development • Give special attention to the most vulnerable, to reach children who are most at risk of missing out on the Millennium agenda All of which have implications for the way we practice communication for development * Source: Children and MDGs, UNICEF 2006 Communication for Development

5. MDGs could transform… Communication for Development

6. But we are lagging behind… Communication for Development

7. C4D at UNICEF: To achieve MDGs Four distinct areas: (1) policy advocacy to garner political support (2) community mobilization to organize civil society networks (3) behaviour and social change communication (4) media outreach with new forms of media Communication for Development

8. UNICEF’s C4D Framework Behaviour Change & Social Change Communication Service delivery Social Mobilization Community participation & dialogue Advocacy Social advertising – TV, radio & print Decision-makers at different levels to shape and implement policies, allocate resources organized networks Interpersonal Communication (IPC) CSOs / NGOs Partners - partnership building & capacity building (of change agents) Families, Caregivers (social networks and communities) – further segmentation C4D across all areas Service delivery Planning & management continuum Communication for Development

9. Principles and Shifts in C4D • Shift One: From messages to dialogue • Shift Two: From focusing on individual behaviour to focusing on collective social change • Shift Three: From problems to appreciation • Shift Four: From expert-driven solutions to community-driven solutions Communication for Development

10. C4D contributes to Policy Advocacy

11. UNITE FOR CHILDREN, UNITE AGAINST AIDS • Policy change by partnering with governments, UN agencies, and others including the youth. • A child-focused framework around ‘Four Ps’ -  prevent MTCT, provide paediatric treatment, prevent infection young people & protect children with AIDS Communication for Development

12. C4D facilitates Social Mobilization

13. Polio Eradication – SM Network UNICEF-supported social mobilization network for polio eradication, Uttar Pradesh, India, February 2005. 3,313 trained community mobilizers working in villages at highest risk of ongoing polio transmission Communication for Development

14. % of children immunized at the polio booth, U.P. June 2003 - January 2005 State average (yellow) versus UNICEF-supported areas with intensive social mobilization networks (blue) Communication for Development

15. C4D forBehaviour Change

16. Behaviour Change – Avain Influenza • Promote priority actions to prevent, control & contain avian & pandemic influenza • Report – Wash – Cook - Separate Communication for Development

17. Indonesia – National AI Campaign Awareness of AI from TV Spots Likelihood of taking preventive action over 2-3 months Communication for Development

18. C4D forSocial Change

19. Applying Communication for Social Change to HIV prevention in Ethiopia Anti-AIDS Club in Addis Ababa 8,000 active clubs in Ethiopia Communication for Development

20. Youth dialogue: creating social change • Urban mapping in Addis Ababa • identifying areas of risk from HIV, like sex bars • youth action – patrolling areas where rape occurs • government action – youth proposal to provide sex workers with condoms Communication for Development

21. Amplifying youth voices through media • Radio drama on issues raised in youth dialogue • Radio current affairs by youth for youth • Radio Ethiopia as a broadcast partner • Youth newspaper by and for young people Communication for Development

22. TOSTAN Abandonment of FGC Through Participatory Communication 2006 Communication for Development

23. Tostan Large scale social transformation led by community members themselves using non-formal education and non-directive, participatory communication. Communication for Development

24. C4D forChildren

25. Children’s Participation • Guided by the CRC, Voices of Youth links children and adolescents in different countries to explore, speak out and take action on global issues that are important to them. • Website is used regularly to dialogue and peer educate by 15-24 year olds from over 180 countries, more than 70% of whom are from developing countries and over half of whom are girls. Communication for Development

26. Voices of Youth • Discussions are on: • Environment • Child Rights • Education • Commercial Sexual Exploitation • Etc Discussion: What we can do to save our planet? Posted Jan 2007, China Communication for Development

27. Meena and SaraCommunication Initiatives

28. Girl Child Rights • Focused in Eastern & Southern Africa • Research-based entertainment-education strategy, deals with girls’ education to child protection to FGM/C • Sara used in schools and community-settings by peer-facilitators Communities participate in developing Sara material Communication for Development

29. Girl Child Rights • Grounded in the South Asian context • Multi-media products impart life skills such as decision making, problem solving, communication and negotiation, critical thinking, assertiveness, and coping with feelings and relationships • Partnering with NGOs, Meena Clubs are in villages across South Asia where films are screened and peer-facilitated discussions held. Communication for Development

30. Meena Communication Initiatives -Girl Child Rights “The films gave our children a new life. They started discussing Meena in the classroom. They were so excited. After showing Meena and discussing the issues she raised, some 150 children came to school who had never been before or who had dropped out. The children have learned Meena stories by heart.” Pramod Thakur, volunteer teacher, Bihar, India Communication for Development

31. Unite for Children  Unite for Peace • Campaign with FIFA launched ensure that every child has the right to a peaceful world, free from conflict and abuse. • Development from early childhood happens not only in the classroom, but sports play a vital role. • Special initiatives such as ‘Sports-in-a-Box’ for countries affected by conflict Communication for Development

32. Summary • UNICEF’s C4D framework results in changes at the national level by mobilizing and supporting media and forging partnerships, and the sub-national level by involving and reaching out to communities. • Multiple communication strategies create a favourable environment and accelerate expansion of development programs to achieve the MDGs. Communication for Development