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Communication, Media, and Development Policy
Analysis, Ideas and Debates on Development Policy Issues from Communication and Media Perspectives
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Revamping UNICEF C4D Strategy by Neil Ford
Neil Ford suggests re-vamping UNICEF’s Africa Communication for Development Strategy in order to improve impact and achieve results. He suggests two strategic changes: (1) to focus on only few broad communication methodologies and (2) to focus on partnership development at the community level. Both suggestions are logically correct, however when Neil is telling us what to do, he is not telling us how to do it. Historically, there were several attempts in UNICEF to go to scale in communication, but only few attempts included sustainability mechanisms.
One of those attempts was undertaken in Nigeria (1986-89), which is mentioned by Neil as a current example of disperse application of communication strategies. I happened to be a UNICEF Chief Communication Section in Nigeria in that time. We focused on only two strategies: (1) capacity building within the mass media (NTA and FRCN). So called Child Survival Secretariat at NTA, entirely equipped by UNICEF and staffed by UNICEF trained personnel was producing from its inception and broadcasting something like an hour a week of Child Survival oriented programs. This technically correct approach died progressively due to lack of sustainability (rapid use of equipment, desertion of trained staff to better professional opportunities, gradual erosion of political will including UNICEF, etc)
(2) the second strategy consisted on organizing campaigns, mainly immunization campaigns, where UNICEF was mobilizing one-time participation of social groups (Rotary, civil society organizations, traditional leaders and others), making radio messages in 86 different languages, etc…. and –‘beating the bush’ as described by then Minister of Health Olikoye Ransome-Kuti. All resources were consumed in the process.
Nobody evaluated comparatively those two approaches in Nigeria. Logically speaking the first one was more promising at the long run, however lacked sustainability. The second approach, very common in Latin America at that time, was frustrating by its need to repeat it again and again. What was better? Both were good. Personally I believe there are several good communication strategies, which success depend on sustained, consequent use and application.
Best regards, Stas Czaplicki, former UNICEF staff member
Accountability and capacity building
The 3 C4D strategies advocated by Neil - interpersonal communication at scale, community and media mobilisation and community-based management of information would be, if they work and profit from each other, a nice way for communities to have ownership of communication processes around health issues in their communities. It is a complicated strategy to operationalise and to monitor, especially if it is put in place (together with the communities) from the national level, it doesn't show results right away, but in the long run, provided this strategy is kept going on for a long time, it could bear fruits and have a spill over effect on other fields of concern for the community. For such a strategy to work, I do thing that there is a need for an open dialogue in the community so that the community can check the work of the groups (be it NGOs or CBOs or any of the community level networks cited by Neil as potential partners) that are going to ultimately do the communication, mobilisation and information management work. Those groups need to be accountable to the communities. They should deliver to the community and the communities - especially the beneficiaries of the services delivered (care-givers) should be the one who decide whether or not they have done a good job. On the other hand, the groups who are going to do the work need to be equipped with the tools and capacities to do the work. Engagement and sense of responsibility cannot be acquired though, but are necessary to be able to deliver the required services and build trust in the community to be accepted and reach their targets. The engagement of the groups would also be greater, if they know that they can use the skills acquired as part of C4D activities in other areas of concerns in the communities, like sanitation or education. By being competent, accountable to and acknowledged by the communities, the groups selected to do the work will be less dependent on short term top-down "contract" (as in campaigns) and be able to be considered by both communities and UNICEF or other contractors as dependable, trustworthy and therefore able to reach results.
Dominique Thaly
I'm glad that UNICEF
I'm glad that UNICEF included pregnant women on their list. Most of the time this group is overlooked and these women have to go through difficult pregnancy. I just hope these initiatives can improve their lives.
Communication for development strategies
there is need to strike a balance between effectiveness and appropriateness of any communication for development strategy. the choice of the strategy should be informed by the specificity of the communities as well as the target audience. the years for one size fit all approach are gone. there should be a paradigm shift towards a localised and contextualised communication strategies.
matonhodzewacho.
Getting medication and
Getting medication and education is most difficult in poor and remote places like Africa, but many diseases and situations can at the very least be controlled with an effective hand washing regimen. I believe that further education should be placed on this simple technique of staying healthy.
Child Survival Issues...
Thank you Ford for sharing this excellent paper.
I totally agree with you that to make measurable contribution to health-related issues, it is more fruitful to implement fewer initiatives reaching larger scale of population. Mobilizing community and national media around child survival issues, listening to care givers and engaging them will have great impact on empowering care givers and building their ownership towards the health of their children. This approach will be helpful specially in the remaining countries with indigenous circulation of wild polio virus in order to achieve polio eradication. The PEI succeeded in involving different community sectors in the programme, specially school students and religious leaders, yet I believe that through implementing the strategy you suggested, focusing on partnership development at community level involving and mobilizing all the networks to engage care givers, community workers, school teachers and students, scouts and religious leaders will be even more effective. In this respect, I may suggest involving women organizations also, specially to support out reach teams in conservative communities to reach and communicate with care givers who are mostly females (mother or grand mother)
Best regards
Ahmed Darwish
Acheiving Large Scale results
I completely agree with the ideas that Neil puts forward. However I feel that in order to be successful strucural (and environmental )barriers need to be addressed in order to acheive maximum effect. In other words having a policy and advocacy approach at the same time as the other communication activities. This compliments the recommended approach and will also ensure sustainability.