This issue of The Drum Beat features a small selection of summaries available on The Communication Initiative website from 3 of our knowledge sections - Programme Experiences, Strategic Thinking, and Evaluations - which illustrate how communication and media are contributing to positive development action, around the world.

Please send information on how you are using communication to support social change efforts - whether in the form of projects, research, resources, educational opportunities, awards, etc. - at any time. Contact Deborah Heimann at dheimann@comminit.com [1]

The Drum Beat 457 Contents:

• Selections from our EXPERIENCES section [2]
• New DEMOCRACY AND GOVERNANCE POLL [3]
• Selections from our STRATEGIC THINKING section [4]
• Selections from our EVALUATIONS section [5]

EXPERIENCES [6] [top] [7]

1. Global Justice Game - Global [8]
This online simulation tool is designed for use in training activists in the global justice movement and for teaching undergraduate courses on globalisation issues. Working interactively in small groups, participants learn about the structure of the global economy through direct participation in different roles, experiencing perspectives of everyone from top chief executive officers (CEOs) and heads of state to heads of indigenous social action groups. After each game scenario, coordinators facilitate discussion to help participants understand how the game model reflects the operation of the global economy.
Contact: William A. Gamson gamson@bc.edu [9]

2. Center for Media Studies and Peace Building (CEMESP) - Liberia [10]
CEMESP aims to foster peacebuilding, freedom of expression, democracy, and development - in large part by increasing the space for participatory governance of the media in peace building and development in Liberia. The centre conducts training for journalists, traditional communicators, and local leaders, and works to provide information through a website that contains information relevant to the media and their role in building a peaceful society. CEMESP also conducts research into media and peace-related issues, and documents and reports on attacks on freedom of expression in Liberia.
Contact: cemesp@cemesp-liberia.org [11] OR centerforpeacebuilding@yahoo.com [12] OR Malcolm W. Joseph malcolmjoseph2000@yahoo.com [13] OR malcolmj@cemesp-liberia.org [14] OR Calixte S. Hessou calixtehessou@yahoo.com [15]

3. National e-Literacy Initiative - e-Citizen - Sri Lanka [16]
Launched in August 2006, this is an attempt to provide opportunities to all citizens for basic ICT skills training. Citing a 2004 survey finding that ICT literacy in Sri Lanka is as low as 10%, the Information and Communication Technology Agency of Sri Lanka (ICTA) seeks to achieve, by 2009, the target of a 60% ICT literacy rate, and to enhance job opportunities for citizens (especially those living in rural communities). The initiative consists of 2 courses: an International Computer Driving License (ICDL), which includes 76 hours of training, and e-Citizen, which includes just 30 hours of training. In addition to utilising the network of existing training institutions, ICTA is drawing on its own growing network of rural knowledge centres, encouraging them to promote and offer ICT courses to rural communities. ICTA's e-Learning Network is also being engaged in the effort.
Contact: info@icta.lk [17]

4. Know Your Status (Hazte la Prueba) - Caribbean, Latin America [18]
Launched on June 27 2007 (HIV Test Awareness Day), this initiative involves the creation of a series of actions and tools designed to increase the demand for HIV testing and counselling services amongst the public in countries in Latin America and the Caribbean. "Know Your Status" (Hazte la Prueba) is a joint effort on the part of the Pan American Health Organization (PAHO) and the World Health Organization (WHO) to provide communication support for countries wishing to carry out test awareness campaigns. For instance, a regional step-by-step guide includes suggested communication tools - ranging from "branded" posters to tee-shirts and coffee mugs - as well as advice on planning, monitoring, and evaluation of campaigns. Drawing on these resources, El Salvador's National Program for Sexually Transmitted Infections and HIV/AIDS mounted an 18-day campaign that, according to PAHO, "motivated more than 50,000 people to get tested — nearly three times the number of people tested, on average, in an entire month."
Contact: info@haztelaprueba.info [19]

5. Avian Flu and the Workplace - Thailand [20]
The International Labour Organization (ILO) has partnered with the International Union of Food Workers (IUF) in an effort to promote best workplace practices in poultry production to limit the effects of avian influenza, and to encourage behavioural change related to preventative and protective measures in the workplace. Research was first conducted to establish appropriate programme strategies for reaching the commercial poultry sector. The finding that farmers who were aware of avian flu kept fowl in separate cages or isolated them in separate rooms shaped the collection of good practices to be incorporated into existing Occupational Safety and Health (OSH) manuals, and a checklist on bird flu prevention. In addition, various workshops for workers - as well as employers and government constituents - have been held in order to raise awareness, build capacity, and facilitate policy recommendations.
Contact: bangkok@ilo.org [21]

6. Wetlands on Wheels Project - United States [22]
This initiative revolves around a mobile classroom that enables children to see and work with, hands-on, environmental grasses and other items from wetlands areas. Environmental Concerns (EC) sends its educators to various United States schools to increase understanding of, foster appreciation for, and encourage the stewardship of, wetland systems through materials/curriculum development, schoolyard habitat development, and outreach programmes. In each session, Wetland educators present concepts of adaptations through evolution, using bright colours to engage the students. The participants are taught about concepts such as marshes, bogs, swamps, and what is required to sustain life in the wetlands.
Contact: Casey King youth.edu@wetland.org [23]

7. Jalan Sesama - Indonesia [24]
This Indonesian version of the edutainment programme "Sesame Street" debuted on Indonesian television in February 2008. In addition to the introducing 3- to 6-year-olds on the basics of letters and numbers, Jalan Sesama also focuses on environmental awareness and positive character building. The half-hour programme's format includes original animations, new segments with the Indonesian muppets, dubbed content from Sesame Street's international library, and locally produced live action films that are designed to provide viewers with a window into the lives of Indonesian children around the country. "Jalan Sesama" means "street for all", and was inspired by the concepts of togetherness and diversity.
Contact: Dan Donohue dan.donohue@sesameworkshop.org [25]

VOTE in our NEW DEMOCRACY AND GOVERNANCE Poll [26]:

In 2009, the best way to engage communities in participative democratic processes will be...

• internet discussions/networking/voting
• radio or television talk show broadcasts
• radio or television advertising
• in-person organising/networking

VOTE - click here [26] (see "Poll" heading on the top right side).

[top] [7]

STRATEGIC THINKING [27] [top] [7]

8. Consultation of PLHA, Law and Media for Obtaining Positive Outcome of NACP-III for Sustainable Development of the Community - Chandigarh, India [28]
by Avnish Jolly
This article from the Chandigarh, India, Network of People Living with HIV (PLHA) discusses using a participatory approach to planning, empowerment, advocacy, and anti-stigma research and training. For the purpose of stimulating stakeholder participation, the network conducted a one-day workshop for PLHA, medical professionals, para medicals, lawyers, social activists, representatives of non-governmental organisations (NGOs), academicians, and others. The speakers at the workshop reportedly discussed in detail with the participants the skills required to be good peer educators, advising them how to form networks in their villages. In addition, participants identified an urgent need to develop indicators of stigma, which can be used to develop interventions and measure their success. The document highlights the important relationship between the protection of human rights and effective responses to HIV/AIDS, focusing on various sets of principles designed to involve and empower PLHA.

9. Information and Communication Technologies (ICT) Adoption as a Tool for Agricultural Research Coordination and Information Dissemination [29]
by Arieh Maoz
This paper describes the European Commission's European Research Area Net (ERA-NET) programme's tools and policies related to agricultural research programmes. The author analyses ICT support possibilities for ERA-NET and discusses its structure and function related to the field of genomics (the science of the large-scale characterisation of genes and gene products, particularly for new applications in health care, medicine, nutrition, the processing industries, agricultural production, and other economic areas.) Two ERA-NET network sites have been established: one for reporting technical progress and one for ethical, legal, and social aspects support to this field. The author recommends the use of Integrated Information Systems (IIS) to facilitate the provision and exchange of information on national or regional research policies, programmes, and joint activities.

10. Poliomyelitis: Mechanism for Management of Potential Risks to Eradication [30]
This document details resolutions adopted by the 61st World Health Assembly (WHA)'s 7th plenary meeting on May 23 2008. In his capacity as a member of the Pakistan and Afghanistan Technical Advisory Group on Polio Eradication as well as his capacity as a member of The CI staff, Chris Morry comments on this document as follows: "The resolutions...frankly look at the situation and name specific countries calling for large-scale operations in India, Pakistan, and Afghanistan and for Nigeria to move quickly to reduce the risk of international spread of polio by controlling the outbreak in northern Nigeria. It is highly unusual for countries to be named in such a way, and the fact that this level of awareness and commitment exists amongst global health leaders is testament to the important and ongoing global advocacy campaign that, in spite of setbacks and missed deadlines, continues to garner political and financial support..."

11. The Role of Communication in Governance: Detailed Analysis [31]
This document, which emerged from a Gamos Consortium project, explores why good governance requires an inclusive public space based on informed dialogue and debate, suggesting that communication plays a key role by facilitating broader voice and accountability. According to the document, maximising the impact of communication programmes on governance may be enhanced by advocating the use of the following: a differentiated approach - learning from conventional mass media - to reach large populations; social marketing to reach specific groups; social mobilisation to bolster participation; media advocacy to gain support from governments and donors; and popular folk media to generate dialogue and activate information networks.

EVALUATIONS [32] [top] [7]

12. Engaging Key Stakeholders: Ensuring the Right to HIV/AIDS Education and Health Care Services [33]
by Syed Asif Altaf Chowdhury and Romesh Chandra
This document evaluates a communication strategy for addressing HIV/AIDS undertaken by CARE-Bangladesh. As explained here, "staff devoted a great deal of time to developing a trusting relationship with union leaders, one ultimately formed through discussion, advocacy, careful building of reputations, and the sharing of information. With persistence, CARE staff shed their image as outsiders and became friendly collaborators and, eventually, equal partners....The project also depends on the community, with the active involvement of the transport union and members in decision-making and program activities....Peers - who are transport workers themselves - help identify areas for outreach, ensure cultural appropriateness of the prevention message, and serve as outreach workers. They are most effective at persuading their peer transport workers to participate in project activities in a meaningful way, and to feel that the project belongs to them..."

13. Ten Years of Media Support to the Balkans: An Assessment [34]
by Aaron Rhodes
This report explores the effects of a 10-year period (1995-2005) of intense engagement in media support provided within Albania, Bosnia-Herzegovina, Croatia, Kosovo, Macedonia, Montenegro, and Serbia. In short, "...[m]ost of the texts reviewed concluded that the impact of assistance to the media in the region has been substantial, as demonstrated by increased respect for human rights, the existence of independent media, the free flow of information, improved professional standards, and many other indexes." The evaluations reviewed pointed to several main recommendations for successful approaches to media assistance, including: donor coordination, good local partners, flexibility in project planning and design, protection of the credibility of indigenous independent media by respecting editorial independence and ensuring that funding not be awarded on the basis of ideology, creating a culture of professional journalism (developing capacity, not dependency), long-term donor commitment, and good long-term media strategy.

14. Entertainment-Education and Recruitment of Cornea Donors: The Role of Emotion and Issue Involvement [35]
by Hyuhn-Suhck Bae
This paper shares the results of research conducted in Korea that was designed to examine - from a theoretical perspective - the thinking behind the use of an entertainment-education (E-E) strategy to promote an altruistic behaviour. Nunl Dduhyo! (Open Your Eyes!) was a segment that was included for a 1-year period on the E-E reality TV show titled Nggimpyo (Exclamation Mark). The segment was designed to raise awareness about people with poor visual function and to shift social norms regarding organ and tissue donations. Researchers found that "[e]licitation of sympathetic and empathic sentiment by an organ donation message is an effective cue for expressing helping behavior; sympathy and empathy arousal cues are effective in provoking heightened concern about donation, which then fuels the high-involvement decision to sign an organ donor card....[However,] the public's positive views about organ donation do not necessarily lead to subsequent behavioral commitment in the form of signed donor cards..."

The Drum Beat seeks to cover the full range of communication for development activities. Inclusion of an item does not imply endorsement or support by The Partners.

Please send material for The Drum Beat to the Editor - Deborah Heimann dheimann@comminit.com [1]

To reproduce any portion of The Drum Beat, see our policy [36].

To subscribe, click here [37].