1 / 26

Communication for Development in UNICEF

Communication for Development in UNICEF . C4D team NYHQ WCARO Network Meeting Dakar, Senegal, 8 April 2008. Selamawit Gebreyes the poster child of the 1 st CSD revolution, shown by Aminata Diallo, a Senegalese Child Activist . C4D in UNICEF. Part 1: Developments since 2006

sandra_john
Download Presentation

Communication for Development in UNICEF

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Communication for Development in UNICEF C4D team NYHQ WCARO Network Meeting Dakar, Senegal, 8 April 2008

  2. Selamawit Gebreyes the poster child of the 1st CSD revolution, shown by Aminata Diallo, a Senegalese Child Activist

  3. C4D in UNICEF • Part 1: Developments since 2006 • Part 2: Strategic direction

  4. Recent developments late 2005 – Avian Influence Prevention/ Control focus family & community commn. 2006 – role of community-based/non-directive comm. to address social practices 2007 – ED and Org Review calls for revitalization of this function - global consultation, OMP

  5. Recent developments • Beginning 2008/09 biennium – focus on strategic support to key regional priorities (ACSD in Africa) • Name change C4D & renewed focus on behaviour and social change comm - distinct from information communication/PR - consistent with industry/UN standard

  6. Recent developments • Agreement to focus on 'flagship' interventions in line with programmes and advocacy goals based on country typologies / regional priorities (WHAT WE NEED TO DO): • Highlight & build on good practices • Build a body of evidence on the impact of C4D/CBSC • Attract donor funding • 80:20 principle (HOW WE WILL DO IT): • 80% of resources & efforts invested in organizational priorities (child survival & health MDGs in Africa & Asia for instance) • 20% to model innovations or address complex, underlying issues by using innovative communication approaches

  7. Recent developments • Re-investing in C4D/CBSC (WHAT WE NEED): • Rapid internal capacity building and staff training • Establish/upgrade posts to ensure minimum operating ‘capacity’ • Align structuresto ensure coordination & integration across programmes • Allocate budgetsfor both sectoral & cross-cutting CBSC interventions • Key global & regional partnerships

  8. Communication for Development (C4D) is a systematic evidence based process that is intrinsically linked to programme and advocacy elements; uses consultation and participation of children, families, communities and networks, and privileges local contexts; and relies on a mix ofcommunication tools, channels and approaches, to promote and facilitate positive and measurable behaviour and social change.

  9. C4D/CBSC Results • Increased knowledge and awareness • Improved and new skills • Increased demand for products and services • Improvements in service delivery (e.g improved interaction between service providers and clients) • Changes in behaviour and practices • Shifts in attitudes, social norms and power relationships • Enhanced self esteem, self efficacy, • Facilitating empowerment

  10. Associate Director GRCE Chief Adolescent Development and Participation Senior Prog. Officer Gender & Rights Quality Assurance Specialist Chief Communication for Development Admin. Assistant C4D Specialist Institutional Development Senior Advisor Policy & Technical Guidance Project Officer Institutional Development C4D Specialist Social Change C4D Specialist Behaviour Change

  11. Part 2: C4D Strategic Framework

  12. C4D Strategic Framework • Long-term, high-level direction and priorities • Roadmap for more detailed action plan • Reference for management decisions • Basis for performance monitoring • Developed through broad consultative process

  13. Who is it for? • Global Management Team • Senior Management – HQ and RO • Country Office Management • C4D Staff • Communication/C4D staff • Programme staff

  14. Comparative Advantages/Gaps

  15. Strategic Positioning • Use UNICEF’s comparative advantage/ niche to position the function based on: • Experience working with children, women • Power to convene/social mobilization/ participation • Ability to work across sectors and all levels • Presence on the ground

  16. Broad Themes • Accelerate • Sustain • Innovate • Excel

  17. Accelerate • Accelerate progress towards achievement of programme goals Directions: • Focus on limited number of high impact programme areas, locations • Standardizeplanning, monitoring and evaluation for communication components of programmes • Offer creative, validated solutions for rapid scaling up of communication efforts • Establish / strengthenstrategic partnerships and professional networks • Strengthen C4D inemergencies

  18. Sustain • Sustain achievements over the long-term Directions: • Broaden focus to address underlying social, economic, cultural and political causes • Enable national ownership • Support social movements / civic engagement • Engage partners to include sustainability in aid discourse

  19. Innovate • Build and apply intellectual leadership and state-of-the-art knowledge and insights Directions: • Collaboratefor research and intellectual exchange • Invest in new C4D methodologies, approaches, technologies, etc. • Source, manageand apply technical knowledge on communication about, for and with children • Analyze emerging global issues, develop C4D response

  20. C4D focus areas within the current MTSP • Child Survival & Development • ESARO + WCARO • 5 key behaviours • Girls’ Education • Safe schools • HIV/AIDS • Transmission: adolescents, youth • Protection • Violence against children Gender Corporal punishment Parenting practices CEE/CIS, MENA, TACRO

  21. Excel • Create culture of learning and leaders in field of C4D Directions: • Mobilize champions for advocacy and investment in C4D • Customize C4D learning for key internal/external audiences • Collaborate with partners to establish global/ regional sources for C4D training / support to applications • Sustain continuous learning

  22. Implications for UNICEF • Policies • Partnerships and linkages • Human Resources Management • Staffing and structure • Performance management • Career management • Financial and administrative procedures • Investment

  23. Implications for WCARO C4D teams HQs role, function and support for: • Policy guidance and technical support • Organizational support advocacy with management strategic positioning of C4D/resource mobilization

  24. C4D History Project

  25. Where Practice has lead theory – C4D history Aminata Diallo , a Senegalese Child Activist. Dhamis & Jankris promoting ORT Maximo, Promoting IDD Prevention in the Andes Young radio producers in Nepal A Health Worker in Iringa with a Rainbow Growth Chart.

  26. 12 Breakthroughs #1: CSD Revolution: Advocacy, Social Mobilization & BCC #2: Mr. Mayor, Give me Your Support: Localizing Political Action for Children #3: Macro and Micro Communication Planning for Polio Eradication in India #4: Visually Communicating Nun, Chini, Pani (ORT) #5: Mobilizing the Brazilian Private Sector for Breastfeeding #6: Facts for Life: Simply “Health for All” and “All for Health” #7: The Power of Inclusive and Empowering Media Portrayals #8: Soul City: An Exemplary Entertainment-Education Initiative #9: “Chatting with My Best Friend” Of, by, and for Nepal’s Youth #10: Meena, the Spunky Role Model in South Asia #11: Tanzania’s Iringa Nutrition Project #12: TOSTAN: A “Breakthrough” in Community Empowerment in Senegal

More Related