Plataforma Eduentretenimiento + Movilización = Cambio Social

 

Communication Strategies: 

Tanto en la primera como en la segunda temporada, el eje central de la plataforma Eduentretenimiento + Movilización = Cambio estuvo constituídos por varios estrategias de comunicación, con el propósito de aportar a procesos de reflexión y cambio a nivel individual, familiar, comunitario y socio-cultural y político:

  • Edu-entretenimiento: aprovechó la potencia narrativa del melodrama, y la gran cantidad de públicos que este género atrae. Se realizaron desde dramatizados en radio y televisión, hasta expresiones artísticas como el teatro.
  • Movilización social: consistió en la generación de procesos de comunicación participativa que generaron aprendizaje dialógico, donde se involucraron activamente las comunidades locales en el análisis y resolución de las problemáticas de salud, a través de diversos métodos de comunicación.
  • Abogacía: entendida como la generación de alianzas políticas, técnicas y de gestión de recursos, para favorecieron la promoción y/o implementación de políticas públicas, programas o proyectos. A través de este componente se establecieron las alianzas y/o convenios que garantizaron la presencia de actores claves como instituciones y autoridades locales y departamentales del sector salud y educación principalmente,   universidades, medios masivos de comunicación, entre otros.
  • Investigación, sistematización y gestión del conocimiento: buscó que las decisiones tomadas tuvieran como base información cualificada y evidencia. Se realizó además, seguimiento y evaluación permanente al proceso, conducentes a identificar lecciones aprendidas, generación y socialización de conocimientos y de resultados. Como parte de este componente se realizaron: una línea de base en 8 departamentos (134 municipios), investigación formativa en 4 departamentos (grupos focales y entrevistas profundidad), taller de diseño de indicadores, diseño de plataforma web para procesamiento de información (CILA), talleres de evaluación y uso de plataforma virtual y una investigación evaluativa por parte de distintas universidades, que permitió valorar resultados e incidencias.
  • Cross media: Uno de los objetivos de esta estrategia ha sido la exploración de la “transmedialidad”. Recordemos que lo “transmedial” es una nueva forma de narración concebida para contar historias complementarias a través de múltiples plataformas y formatos. Siguiendo este concepto, se desarrolla en la actualidad, este espacios de encuentro virtual - el sitio web de Revelados - donde confluirán las historias dramatizadas de la primera y la segunda temporada, notas documentales, diálogos en Twitter y Facebook, guías, blogs, perfiles de los personajes de televisión, videos que elaboren y manden los públicos interlocutores; entrevistas; materiales promocionales para descargar y muchas cosas más.
Development Issues: 

Eduentretenimiento, juventud, derechos, salud sexual y reproductiva, género, VIH.

Key Points: 

Esta estrategia retoma un conjunto de principios y características que le dan un valor agregado a este proceso, y que podrían ser referentes para futuras acciones de comunicación en ámbitos de política pública:

  • Sistematicidad: el diseño e implementación de la estrategia se apoya en un proceso sistemático que incluye diversos momentos de investigación, reflexión, análisis, gestión, y evaluación que facilita la revisión constante de sus componentes a partir del dialogo con diversos actores nacionales, regionales y locales. Los pasos incluidos en el proceso se nutren de diversos modelos de planeación de la comunicación, pero reconocen las particularidades del entorno colombiano.
  • Basada en evidencia: las decisiones asociadas con el diseño de la estrategia, tanto en la definición de sus ejes temáticos, como en sus componentes comunicativos se apoya en la evidencia existente en ámbitos de salud pública y comunicación. Por ejemplo, la incorporación del componente de eduentretenimiento es soportada por la evidencia acumulada por propuestas comunicativas reconocidas a nivel internacional como Puntos de Encuentro en Nicaragua, y Soul City en Suráfrica.
  • Guiada por referentes conceptuales y teóricos: la estrategia se enmarca en un conjunto de conceptos y teorías provenientes de los ejes de la propuesta (enfoque de derechos, género y jóvenes, y propuesta de comunicación para el cambio social), que estarán reflejados en procesos y materiales de comunicación.
  • Investigación, monitoreo y evaluación: se hace uso sistemático de procesos de investigación. Desde el levantamiento de una línea de base como insumo esencial para la evaluación de proceso e impacto, pasando por la investigación formativa para el diseño de sus componentes, hasta la evaluación en los diferentes ámbitos de intervención, la estrategia hace de la investigación un eje central del proceso.
  • Interrelación de niveles (nacional, regional local): reconociendo la complejidad y diversidad de los entornos en los que la estrategia trabaja, sus componentes apuntan a generar procesos de interrelacion en lo nacional, regional, y local, no solo como elemento diferenciador de las intervenciones, sino como una posibilidad de refuerzo y acompañamiento mutuo para la totalidad de la estrategia.
  • Interinstitucionalidad y multisectorialidad: dada la necesidad de trabajar la salud pública, en particular de adolescentes y jóvenes, desde una perspectiva inter-institucional y multisectorial, la estrategia convoca y suma esfuerzos de diversas instituciones y sectores que tienen responsabilidades y/o juegan un rol importante en este campo. Por ello, se suman esfuerzos de entidades de gobierno, agencias de cooperación, organizaciones no gubernamentales, y actores departamentales y regionales, en ámbitos de salud, educación, y derechos.
  • Interdisciplinariedad: contrario a propuestas a menudo reduccionistas sobre la complejidad de la salud de los jóvenes y adolescentes, la estrategia incorpora diversas perspectivas disciplinarias –comunicación, salud, derechos, educación, trabajo social- que potencian sus diversos componentes.
  • Fortalecimiento de capacidades: el fortalecimiento y/o instalación de capacidad local que contribuya a la sostenibilidad de estos procesos es un elemento central de la estrategia. Se trabaja entonces, en forma sistemática, en procesos de formación y acompañamiento de los equipos regionales y locales.
  • Participación y construcción local: la participación y construcción desde lo local es una característica transversal, en la medida que cada proceso y componente de la estrategia se analizan y ajustan de acuerdo al contexto y realidad local. A diferencia del componente nacional, único para la estrategia, los componentes locales incorporan elementos propios de esos contextos que no son comunes a otros espacios de intervención.
Contact Information: 
Source: 

Estrategia Edu-entretenimiento + Movilización = Cambio Social.

Wazazi Nipendeni Safe Motherhood Campaign

Launched in November 2012, the Wazazi Nipendeni (Love Me, Parents) Safe Motherhood Campaign seeks to empower pregnant women and their partners to take steps to achieve a healthy pregnancy and safe delivery.

Communication Strategies: 

Wazazi Nipendeni integrates all safe motherhood health areas under one platform, including early and complete ante-natal care (ANC) attendance, malaria prevention, the prevention of mother to child transmission of HIV (PMTCT), individual birth planning, and safe delivery. Key channels include radio and television spots and programmes on national and regional stations, clinic posters, client materials, billboards, and other outdoor and promotional materials. Visit the Johns Hopkins Bloomberg School of Public Health Center for Communication Programs (JHUCCP) website to download posters and watch television spots.

Wazazi Nipendeni emphasises the following key behaviours:

  • Attend ANC within the first 16 weeks of pregnancy
  • Attend ANC at least four times during pregnancy
  • Test for HIV together with their partner
  • Enrol in PMTCT services if HIV positive
  • Receive 2 doses of sulfadoxine-pyrimethamine (SP) for the prevention of malaria in pregnancy
  • Sleep under a treated net every night
  • Make an individual birth plan
  • Deliver at a health facility with a skilled provider.

An SMS component is an integral part of the Wazazi Nipendeni campaign. Pregnant women, mothers with babies up to 16 weeks, and their supporters can send the word "mtoto" to the number 15001 free of charge. After registering, users receive a range of free messages covering all aspects of safe pregnancy and early child care. All messages have been approved by the Ministry of Health and Social Welfare and match the specific month or week of pregnancy or age of the baby. The service offers the registrants time sensitive reminders for ANC visits, SP doses for prevention of malaria in pregnancy, as well as information on testing for HIV, nutrition, individual birth planning, and much more.

The campaign has also produced a song that is being aired on stations nationwide.

 

Visit the Johns Hopkins Bloomberg School of Public Health Center for Communication Programs (JHUCCP) website to download posters and watch television spots.

Development Issues: 

Governance, Elections

Key Points: 

According to Johns Hopkins Bloomberg School of Public Health Center for Communication Programs, while maternal, newborn, and child health (MNCH) has seen improvements in Tanzania in the last few decades, Tanzanian women still face an unacceptably high risk of preventable morbidity and mortality during their reproductive years. Tanzania's maternal mortality ratio remains high at 454 deaths per 100,000 lives births, as does its infant mortality rate, at 51 deaths per 1,000 live births. Tanzania has committed to improving MNCH through the Campaign on Accelerated Reduction of Maternal Mortality in Africa in Tanzania (CARMMAT), which recognises the importance of social and behaviour change communication in its efforts to save the lives of Tanzania’s women and children.

 

The Campaign on Accelerated Reduction of Maternal Mortality in Africa (CARMMA) was launched in May 2009 by the African Union to trigger concerted and increased action towards improving maternal and newborn health and survival across the continent. The main objective of CARMMA is to expand the availability and use of universally accessible quality health services, including those related to sexual and reproductive health that are critical for the reduction of maternal mortality. The focus is not to develop new strategies and plans, but to ensure coordination and effective implementation of existing ones.

wazazi2a.jpg
Partner Text: 

Ministry of Health and Social Welfare Reproductive and Child Health Section; National Malaria Control Program (NMCP); the National AIDS Control Program (NACP); the Health Promotion and Education Section; mHealth Tanzania Public Private Partnership; United States (US) Agency for International Development (USAID); the US President’s Malaria Initiative (PMI); the US President’s Emergency Plan for AIDS Relief (PEPFAR); Centers for Disease Control and Prevention (CDC); Johns Hopkins Bloomberg School of Public Health Center for Communication Programs (JHU·CCP); mHealth Tanzania Public Private Partnership; Jhpiego; Elizabeth Glaser Pediatric AIDS Foundation (EGPAF); Mwanzo Bora program; FHI360; Catholic Relief Services (CRS); CCBRT; Deloitte - Tunajali project; PLAN International; and Aga Khan Health Services.

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Primeira Infância Melhor (Best Early Childhood)

"Primeira Infância Melhor (PIM) (Best Early Childhood)" is the public policy of early childhood for Rio Grande do Sul, Brazil, organised around three structural axes: the family, the community, and intersectoral cooperation of social services. PIM facilitates the articulation of all public policies toward pregnant mothers and young children, seeking to ensure more appropriate development and a shift towards a more integrated, less violent, and healthier childhood.

Communication Strategies: 

The PIM policy regards the community and the family as the most important agents in promoting the health and development of their children. It contributes to break the cycle of poverty in families served by strengthening of care and quality education.

 

The structure of intersectoral cooperation is as follows:

 

The Ministry of Health coordinates the PIM, adopting specific strategies and implementing programmes and services for its own network, with emphasis on intra- and inter-sectoral participation, especially in those programmes and services whose attention and action are directed towards the family, the pregnant woman, and the child.

 

The Ministry of Education, in addition to the projects implemented in the areas of early childhood education and teacher training, develops the project "Open School for Citizenship", which aims to work with families, children, and the community at large through their participation in weekend socio-educational, cultural, and sports activities.

 

The Ministry of Culture provides an interface with the PIM programme through making available the collections of their institutions. These are the foundations of: theatre; television; radio and music; museum development centres that encourage expression of art and education activities with children and adolescents; libraries focused on children and adolescents; the Casa de Cultura Mario Quintana; and institutes music, theatre, dance, cinema and tradition, and folklore. Another commitment in this partnership is to support PIM policy through promoting training on culture, art, education, games, toy making, and storytelling, among other topics.

 

The Ministry of Justice and Social Development promotes and guides services, programmes, and projects that directly or indirectly support child development through programmes of: Socio-Familial Guidance and Support (OASF) and Open Environment Socio-Educational Support (ASEMA). In addition to offering support and family counselling, the Ministry helps with seeking income generation opportunities in the communities and supports the prevention of domestic violence and sexual abuse during childhood.

Development Issues: 

Early childhood, rights, health, education.

Key Points: 

The PIM is currently deployed in more than 200 municipalities from different regions of the State of Rio Grande do Sul. These communities have different dimensions, characteristics, and cultures. They have participated in implementing PIM policy programme from 2003, the year it originated, to the present.

Primeira Infância Melhor (Best Early Childhood)
Partner Text: 

Ministry of Health, Ministries of Education, Culture, and Justice and Social Development. The Ministry of Health coordinates the efforts of state and municipal spheres, civil society, and other stakeholders committed to the education and development of children aged zero to six years.

Contact Information: 
Source: 

The UNESCO website, January 6 2013.

Doi Moi in Science!

"Doi Moi" means revolution in the Vietnamese language and refers to a period in history equivalent to Perestroika. The "Doi Moi in Science!" project was set up by Wellcome Trust Major Overseas Programme - Oxford University Clinical Research Unit Viet Nam (OUCRU-Vietnam) and funded through a Wellcome Trust International Engagement Award. The project aims to engage the Vietnamese public with science and to raise awareness about the research conducted at OUCRU Viet Nam.

Communication Strategies: 

The project involved three initiatives designed to bring science to the forefront of people's minds in an engaging and entertaining way through theatre productions, lively debate, and informed writing. Sharing knowledge with these groups was designed to develop an understanding of the value and need for scientific research.

 

I. Science Theatre:
In November 2009, the public engagement team of the OUCRU-Vietnam WT-MOP in Ho Chi Minh City (HCMC), Vietnam, commenced work on the first stage of this public engagement in science project. The first endeavour was a children's theatre production, "An Amazing Battle", focusing on bacterial enteric diseases, hygiene, and antibiotic resistance. After the collaborating host institution, The Hospital for Tropical Diseases, approved the topics, pre-production work began. Thai Duong Theatre Company (a company with experience in children's theatre and potential for publicity) collaborated with the public engagement team, which worked to ensure scientific accuracy, as the two groups carried out: script-writing, set design, costume design, sound design, rehearsals, preliminary discussions with school principals, applications to the relevant Vietnamese authorities for approval of the script and permission to conduct the project, announcements to local media, and website construction.

 

Research scientists with OUCRU-Vietnam in HCMC provided the educational content for the show, and this formed the foundation of the story. Incorporating Vietnamese folklore characters such as Ong Dia, the round, happy God of the Earth who symbolises prosperity, and Thanh Giong, a mythological Vietnamese warrior, the public engagement team and Thai Duong Theatre developed what was intended to be an engaging story that creatively incorporates educational content in an accessible format for children. The story illuminates the causes and prevention of bacterial infection and cultivates awareness about antibiotic resistance. When a young boy discovers Ong Dia has fallen ill, he and Thanh Giong use magical powers to become microscopic and travel into the abyss of Ong Dia's round belly to uncover the mystery of his ailment. With the help of an extremely meticulous doctor and a friendly bacterium, the child and Thanh Giong learn about the sources and prevention of bacterial infection, as well as the accurate and safe treatment method.

 

Actors who are locally well-known through popular children's television shows took part in the production. This provided an opportunity to enhance media coverage and foster engagement of the children. In total, there were 4 primary actors, 3 secondary actors, and 2 sound technicians. The show is interactive. Children explore an "Amazing Battle" printed booklet before the show begins. The show starts with a warm-up competition between the boys' team and the girls' team to discover "who has better hygiene habits - boys or girls?"

 

A media conference was held at Highlands Cafe in District One, HCMC, on March 9 2010. The public engagement team hosted a journalist conference prior to the first performance. The conference was attended by 12 journalists: 10 from Vietnamese newspapers and 2 foreign journalists from local English-language magazines. The press received an approved media release document and further information about the WT-MOP at the conference. A question and answer session was conducted to clarify the aims of the project and activities of the OUCRU. The first production for the Board of Education and Media followed the media conference at Tran Cao Van Theatre, HCMC.

 

The journalist conference was followed immediately by the first performance of the show at Tran Cao Van Theatre in District One, HCMC. Local journalists and representatives from 27 primary schools and 3 delegates from the Department of Education were invited to attend the first performance. All school representatives received an information packet which included the press release, proposed timetables of school productions, and information about the project.  Following the show, the public engagement team, the school representatives, and the members from the Board of Education met in the theatre. At this time, schools were able to inquire about the project and discuss ideas and suggestions. The public engagement team received permission from the Board of Education and the Board of Health, which enabled school performances to commence.

 

School productions of An Amazing Battle were performed 31 times in 28 public schools and several other institutions, including non-governmental organisation (NGO) projects for disadvantaged children, in HCMC from April-May 2010. It was viewed by over 25,000 students in schools throughout HCMC and, according to organisers, received extensive positive feedback from the children and school principals, in addition to media coverage in the local press and on television (The project was featured in over 20 Vietnamese newspapers and magazines, as well as a local English-language publication. Two local TV stations also broadcast enthusiastic features on the project.)

 

In the second year of the project (2011), An Amazing Battle focused on reaching children in remote areas of the Mekong Delta and on disadvantaged children in suburb districts of HCMC. Nine young potential actors of the "Smile Puppet" group took part in the production instead of well-known actors. It was performed in 17 public schools, 2 hospitals in provinces around the Mekong Delta, and 3 cultural centres in Long An, Dong Thap, Tien Giang, and Vinh Long provinces, and in the rural city district of Cu Chi. An estimated 15,000 children and parents attended these shows.

 

In 2012, OUCRU-Vietnam was awarded a three year grant from Sanofi Espoir Foundation to continue the project. The organisers continued to work with Thai Duong Theatre Company and presented 20 live theatre shows in 20 schools in the rural delta province of Ben Tre. In total, over 11,330 children watched the shows. OUCRU-Vietnam negotiated a contract with VTV9 TV channel to film the show, which aired on national TV twice. It was also recorded onto DVD; 1,000 copies were made and distributed. Using the DVD, three more events were held at local paediatric hospitals and a school for handicapped children. The shows started with a song, games, and a short talk from a doctor. The children watched the show on a big screen and then were presented with gifts of a bar of soap and snacks. 500 children attended the 3 DVD shows. This project will continue for another two years with SEF funding.

 

II. Science Cafe
Cafe Khoa Hoc is a venue for a cup of coffee or soft drink where people can debate science issues in a non-academic environment. It is designed to be a friendly forum for people to get insights into questions they may otherwise not consider and to share their ideas about the latest or the most burning modern science- and health-related issues in a deeper manner. The first science café on Bioethics in Clinical Research was organised at the University of Medicine and Pharmacy in March 2011. It was attended by 55 students, 5 university representatives, 7 journalists, and 1 TV reporter.

 

III. Workshops
Designed for science journalists and scientists who interact with the media, there have been two sets of workshops. One took place July 7-13 2011. Goals included: providing skills and updated knowledge in communicating science to the public for science journalists; providing solutions for science journalists to overcome barriers in their work; providing skills and knowledge of communicating science to the general public for scientists; and bridging the gap between scientists and science journalists.

Development Issues: 

Children, Youth, Health.

Key Points: 

In order to assess the impact of An Amazing Battle (the 2010 performances), the public engagement team distributed pre-show and post-show surveys. The pre-show survey was distributed to over 332 students (10-11 years old) in 7 schools (Tran Binh Trong, Luong The Vinh, Nguyen Du, Dong Hoa, Han Hai Nguyen, Phu Lam, and Hoa Hiep) who would later view the production. Following the performance, children who viewed the performance were asked to complete the post-show survey in order to measure their acquisition of the educational points in the show. Randomised cluster sampling was used to select 402 responses for evaluation. Very little difference existed between the number of correct answers in the pre-show and post-show groups.

 

Comments from the 2011 show include: Mr. Luu Thanh Cong, Director of Department of Education and Training of Vinh Long province, who called An Amazing Battle "an engaging educational programme which brings knowledge to students in an effective way." Le Thi Trang, the vice-principal at Phu Lam School in District 6, said: "The play makes it easier to understand and remember the issues surrounding bacterial infections."

Partner Text: 

OUCRU with Wellcome Trust funding. The science theatre aspect as carried out in 2012 was funded by the Sanofi Espoir Foundation.

Source: 

"International Engagement Awards: Projects funded in 2010" [PDF], accessed on November 29 2012; and emails from Mary Chambers to The Communication Initiative on November 28 2012 and December 2 2012.

Twins Engage in Research through Culture

This project involved a competition to produce a diversity of cultural activities (art, drama, prose, short movies, etc.) culminating in a cultural exhibition with the theme of twins/multiples and health research. The purpose was to strategically introduce young twins/multiples and their families to the Sri Lankan Twin Registry (SLTR) and Multiple Birth Foundation (MBF). It sought to explore the priorities and concerns of participants in health research, as well as the real and perceived barriers and factors influencing participation.

Communication Strategies: 

The initiative used cultural activities and dialogue in an effort to encourage twins to contemplate participating in health research and to increase the membership of the SLTR. The approach to engaging a cohort for scientific research involved reaching out to young twins - even though SLTR's research participants are adult twins. The idea was that, through cultural activities centred around the participation of young twins, adult twins would also be reached. Participants of all ages were encouraged to establish a dialogue on the contribution by twins on health research and how to utilise that knowledge for service development.

 

Specifically, SLTR began by organising a competition among young twins in dancing, singing, drawing, essay writing, etc. With the theme "art for scientific research", the competition took place at NCEF Buddhist school at Angoda on December 15 2009. Then, in February, the cultural festival featuring the winners of this competition was held. It featured live performance (for example, dance), debate/discussion, an exhibition, and a seminar/workshop. Because adult twins were included, these activities were designed to give them space to interact, as well as to provide an opportunity for young twins to show their talent.

 

According to SLTR, the participating twins showed interest in twining and in learning about scientific aspects of twining. Organisers encouraged advanced-level students to do school projects about twins; 36 projects were carried out.

Development Issues: 

Health, Youth

Key Points: 

SLTR is an independent academic and research institution founded with the aim of establishing a register for twins in Sri Lanka to facilitate study of twins. SLTR now functions under Institute of Research & Development (IRD). It started as a volunteer twin register in 1996. In 2003, SLTR started building a population-based twin register for the Colombo district. The Wellcome-Trust-funded Colombo Twin & Singleton Survey (COTASS) was carried out among randomly selected twins from this population-based twin register; it was completed in 2008. The COTASS follow-up study (started in 2012) was planned to follow these twins and singletons with same mental health parameters with additional metabolic parameters that includes blood tests - making it a cohort. After finishing COTASS, SLTR contemplated how to engage these twins further. In the late 1990s, there was a twin cultural group headed by two monozygotic female twins that was very successful and attracted lot of attention from twins in Sri Lanka. They mainly specialised in performance arts and had a popular dance troupe that appeared in TV. In early 2000, they faded away, but they provided the inspiration for this project to engage twins through cultural activities.

 

In addition to seeing a spike in SLTR membership, organisers say that the most significant achievement was to keep the twins in the COTASS cohort anchored and engaged between two waves of data collection. They also updated, cleaned, and amalgamated the multiple databases containing information about twins to create two master databases: population-based and volunteer. During the first and second waves of data collection, there was an expansion of telephone coverage from 15% of the population to about 105% - meaning that telephone numbers were updated, and this process continues even now.

 

This project is being carried on as a part of COTASS: SLTR has sent newsletters to twins about their latest research activities and is also hosting regular events such as regional meetings.

Partner Text: 

Funded by the Wellcome Trust

Contact Information: 
Source: 

"International Engagement Awards: Projects Funded in 2011" [PDF]; email from Sisira Siribaddana to The Communication Initiative on September 27 2012 and October 9 2012; and SLTR website, September 28 2012.

The Museum of the Person: A Global Network for Life Stories

"The memories of myself helped me to grasp the plots I was involved with." Paulo Freire

The Museum of the Person is a global network that links individuals and groups through authoring and sharing their life stories. Museum projects are located in Brazil, Portugal, the United States, and Canada, with online archives available for each national museum. According to the project organiser, the goal of collecting personal memories through life stories is to ensure a more just and democratised world.

Communication Strategies: 

The Museum of the Person network is based on using the methodology of collected life stories with authorship by the subjects/participants. The network encourages interested individuals, groups, organisations, corporations, and governmental sectors to consider developing an autonomous "Museum" to expand the global network.

 

Sites linked to each other and to a global internet portal include: the Museu da Pessoa (no longer online) based in São Paulo, Brasil, the Musée de la Personne, the Center for Digital Storytelling, the Museum of the Person in the United States, and the International Day of Sharing Life Stories.

For example, the Museu da Pessoa has developed a method for collecting and systematising personal testimonies and stories and has carried out numerous projects in the areas of business, memory, education, culture, and community development.

 

Dissemination of stories includes the following:

  • "Publications: books, biographies, daily planners and almanacs
  • Videos: documentaries and institutional videos
  • Internet: virtual environments for projects, museums, and virtual reference centers
  • Exhibitions
  • Memory centers
  • CD-ROMS: data banks for reference
  • Organization of collections: historical and museum collections for companies and institutions
  • Workshops, seminars and training programs
  • Booths for recording personal stories"

 

The Museu da Pessoa uses the São Paulo’s subway system as a recurrent place in the city where Museum of the Person recording booths are installed. A travelling museum has a mini-mobile studio equipped with digital video and audio recorders. Exhibitions have included: "Memory of neighborhoods - São Paulo on the tracks of time: Brás, Liberdade and Itaquera", with a publication on memories of commercial businesses in the Paraíba Valley region. "Program Local Memory" is a project aimed at allowing school and communities to make their own history. Community leadership training and training of teachers and paedagogy coordinators prepare schools and communities for collection and display of local memory-related archives.

Development Issues: 

Education

Key Points: 

The network organisers state: "The members of the global network believe that:

  • Every life story has value and should be part of social memory.
  • Listening to others is a way to offer respect and act as a peer.
  • Every person plays a role as an agent of historical change and an author of history.
  • Memory is an instrument for social and cultural development
  • Understanding through exchange will lead to peace."
The Museum of the Person
Source: 

Museu da Pessoa website, July 20 2012, and email from Philip Stafford to The Communication Initiative on July 20 2012.

Creative Arts for Youth HIV/AIDS Prevention - Music and Comics in Chamanculo

Using music and comics, Community Media for Development (CMFD) Productions, together with music group Sigauque Project, are implementing the project Creative Arts for Youth HIV/AIDS Prevention - Music and Comics in Chamanculo in Maputo, Mozambique. Launched in January 2012, the objective of the project is to promote HIV/AIDS awareness among the youth, while changing attitudes towards protection and preventative methods.

Communication Strategies: 

A series of 12 wall posters are being produced, each addressing a different theme related to HIV awareness and prevention. Over 12 weeks, one comic poster per week will be posted in public spaces such as markets, schools, and drinking spots. According to CMFD Productions, wall comics were chosen as a strategy because unlike comic books, which a person is more likely to read alone, wall comics posted in public places tend to be read by groups of people, thus encouraging community dialogue as people react to and discuss the stories they read or the images they see.

To ensure relevance and appeal, CMFD held workshops with groups of youth in Maputo to help them outline the different situations, major and otherwise, that had to do with sexual awareness and vulnerability in their society. The workshops identified several key topics for the project to address:

  • No means no – sexual violence
  • Alcohol abuse
  • Countering stigma
  • Coping with peer pressure
  • Prevention – using condoms
  • Prevention – girls responses to persuasion
  • Dangers of transactional sex
  • Getting tested
  • Multiple concurrent partnerships as a risk

For the music component of the project, CMFD worked with local band Sigauque Project to produce two songs about HIV/AIDS. These songs will be the focus of a concert in Chamanculo, and will then be distributed to radio stations. A community concert was chosen to launch the new songs and the youth comic campaign as this will also provide an additional opportunity to communicate HIV messages and distribute information provided by local partner organisations.

Development Issues: 

HIV/AIDS, Youth

Key Points: 

With an estimated population of 800,000 residents, Chamanculo is one of the most densely populated areas in Mozambique. As Mozambique’s overall population is comprised of over 50% youth, it is likely that that there are over 400,000 youth in Chamanculo. While the proposed concert and media outreach was relevant and raised awareness among all age groups, the key target group was young people aged 15 – 25, both male and female. Poverty, gender inequality, high crime and violence, and alcohol abuse all combine to encourage risky behaviour among Chamanculo youth. Early and unintended pregnancies are widespread, and although most youth in this urban area are aware of HIV/AIDS and protection methods, changing attitudes and behaviours was still a challenge. Gender inequality, transactional or survival sex, and high rates of gender violence make young women especially vulnerable, which is why, according to CMFD, there was such a desperate need for such a project.

With this information in mind, this intervention is designed to result in:

  • increased awareness and information about HIV prevention and services available;
  • increased dialogue among youth, as well as the community at large, about HIV as well as harmful norms, habits, and attitudes;
  • new perspectives and understanding among youth and the community about how such factors, as well as GBV and alcohol, encourage risky behaviours;
  • greater awareness among young women about the risks specific to them, and their own ability to prevent HIV; and
  • a sense of pride among youth and the community about media generated by this community, for this community.
chamanculocomics_jan2012_2.jpg
Partner Text: 

Community Media for Development (CMFD) Productions, Sigauque Project, US President’s Emergency Plan for AIDS Relief (PEPFAR)

Source: 

CMFD website on May 12 2012.

President's Malaria Initiative in Liberia

The President’s Malaria Initiative (PMI), in partnership with the United Sates Agency for International Development (USAID and the Centre for Disease Control (CDC), is working to reduce malaria related morbidity and mortality by 50% in Liberia by 2012, focusing on reaching pregnant women and children under 5 years of age with lifesaving services, supplies, and medicines.

Communication Strategies: 

The PMI’s project focuses on preventing malaria through four interventions, namely the distribution of insecticide-treated nets (ITN), supporting indoor-residual spraying (IRS), and making rapid diagnostic tests (RDT) and malaria medication available. By increasing the use and accessibility of insecticide-treated nets and malaria-preventative medication in pregnant women, PMI hopes to decrease mortality rates. In addition, activities that aim to increase skills, knowledge, and awareness of the disease are designed to help curb the growing number of malaria-related problems.

To support these approaches, capacity building activities included training 2067 mid-level health care workers, community health volunteers (CHV), and traditional midwives in malaria case management and malaria in pregnancy. They were also given the skills to do malaria education which included behavioural change communication messages. One of the topics covered in the training was the importance of educating patients on early treatment seeking behaviour and intermittent preventative treatment in pregnancy (IPTP).

PMI also supports the promotion of malaria prevention and control interventions through mobilising schools, communities, local and international NGOs, leaders of all kinds, and faith-based organisations, such as churches. Through the malaria community programme (MCP), PMI has also partnered up with the MENTOR Initiative to promote community awareness of malaria. This has included developing community-based malaria groups who work together to develop dramas, songs, and posters. Cultural troops in the community performed dramas, and recorded them as radio and television/video programmes. Songs have played on local and national radio stations and the posters created were displayed in key areas such as health facilities, schools, and public meeting areas.

Development Issues: 

Malaria

Key Points: 

According to PMI, the malaria crisis in Liberia is quite severe; it is the primary cause of morbidity and mortality in the country, contributing to 38% of outpatient consultations. A malaria indicator survey (MIS) in 2008-2009 showed that the malaria parasite was found in 32% of blood slides taken from children 6 months to 5-years old. The objective of this initiative is to reduce the malaria-related morbidity and mortality rates by reaching 85% of the affected areas, particularly pregnant women and children under the age of five.

In 2009, 480,000 ITNs were procured and distributed for free through door to door and antenatal care campaigns in three counties – Nimba, Grand Bassa and Lofa – reaching an estimated 700,000 people. ITN ownership increased from 18% to 60% between 2005 and 2009. However, PMI found that only about half the people who own nets use them on a regular basis, suggesting that a lot of work needs to be done to promote regular mosquito net usage.

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Partner Text: 

USAID, Centre for Disease Control (CDC), John Snow International, RTI International, Medical Care Development International, EQUIP, MENTOR Initiative, Macro, Medical Centre Development, Management Science for Health Inc., US Pharmacopeia Convention

Source: 

USAID website on April 24 2012 and The Mentor Initiative website on April 24 2012.

The Gender Roles, Equality and Transformations (GREAT) Project

The Gender Roles, Equality and Transformations (GREAT) Project, led by Georgetown University’s Institute for Reproductive Health in collaboration with partners Pathfinder International and Save the Children, is working to improve gender equity and reproductive health in Northern Uganda.

Communication Strategies: 

In the first phase of the project, 40 life history interviews with adolescents and 40 in-depth interviews with adults who significantly influence adolescents were conducted to provide a contextualised understanding of how gender norms and attitudes are formed, what these norms and attitudes are, and how they are related to sexual reproductive health (SRH) and gender-based violence (GBV). Findings from the ethnographic research showed that cultural norms, influence on gender-related expectations and norms, and talk about gender roles required a serious intervention to change the set ideals and give way to safer social norms. The findings also showed that there was a lack of knowledge of sexual reproductive health and a culture of violence that needed redress. These issues are the focus of GREAT.

 

The first phase also included a programme review to identify evidence-based approaches and promising interventions to address adolescent SRH, gender norms, and GBV, which have the potential to be adapted in Northern Uganda. The key findings from the 61 successful projects found in the programme review are organised according to three topic areas, namely programme design, gender and violence, and scale-up. The results and principles distilled from the programme review informed the design and implementation of pilot interventions in the second phase.

 

Drama and toolkit

According to the GREAT project organisers, programmes that work with adolescents on issues related to sexuality and gender should use approaches that account for different stages of cognitive development and the diversity of adolescent experiences. Programmes should employ age and life-stage tailored activities and use specific tailored materials and curricula. The GREAT project is using radio drama to catalyse discussion and change. The drama is designed to present a nuanced and intergenerational story, pose challenging dilemmas, and generate reflection, questions, and dialogue among listeners. The story line incorporates key lessons from the formative research, such as the value of addressing the concept of rebuilding community and revitalising culture in a more gender-equitable way.

 

The GREAT Project partners also developed a "Toolkit of Scalable Products [see related summaries]" which uses the same characters and themes as the radio drama, linking the two. The toolkit was rolled-out among small groups of adolescents in platforms common across Northern Uganda. As the foundation of these efforts is community mobilisation, the momentum around the radio drama and small group reflection is reinforced by collaboration with community, religious, and clan leaders. The project utilises a participatory process to engage key community and cultural leaders in generating change.

 

Scale-up
The review identified programmes that can be expanded through existing structures, such as public sector health services, schools, Girl Scouts/Guides, religious groups, and sports teams. By integrating interventions into platforms that exist across communities, districts, and countries, programmes can increase their usability, and scalability and ability to be replicated. This recommendation has been applied in designing the project's interventions, which will build on existing structures in the communities of Northern Uganda.

Development Issues: 

Sexual reproductive health, gender-based violence, gender roles

Key Points: 

Research conducted by GREAT showed that there is a lack of knowledge when it comes to gender-related issues and sexual reproductive health. Other key findings which were considered in the design of the project were the following:

  • Communities in the aftermath of social disruption and violence are striving to rebuild cultural and family structures, many of which socialise youth into adult roles as productive community members.
  • Mothers, peers, elders, and neighbours were identified as influential in shaping gendered attitudes and behaviours in children and adolescents.
  • Boys and girls reported feeling embarrassed or being teased by peers for bodily changes during puberty. As a result, they preferred talking about puberty with adults rather than peers.
  • Study participants of all ages and sexes described an "ideal" man as one who protects and provides for his family. Likewise, participants agreed that an "ideal woman" is obedient and nurturing.
  • Study participants reported that contraceptive use was infrequent in their communities, citing lack of male partner support, perceived negative side effects, and concern that use will cause marital discord.
  • Participants reported that multiple forms of violence (verbal, emotional, physical and sexual) were common, and often linked to alcohol abuse. Violence is viewed as unacceptable or questionable when its primary purpose is not to teach or discipline, and when it is excessive, uncontrolled, or causes physical harm.
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Partner Text: 

Georgetown University’s Institute for Reproductive Health, Pathfinders International, Save the Children

Source: 

Great Project website on April 20 2012.

Brisons le Silence (Break the Silence)

In March 2012, the International Rescue Committee (IRC), Cote d'Ivoire (Ivory Coast), launched Brisons le Silence (Break the Silence), a nationwide social marketing campaign to combat violence against women and girls, including domestic violence, in Cote d’Ivoire . The campaign uses social norms marketing to encourage the reporting of conjugal and partner violence, as well as the support of survivors. The campaign is designed to promote equitable gender norms and positive attitudes toward women and coordinated by the Gender Based Violence Coordinator, Monika Bakayoko-Topolska.

Communication Strategies: 

According to social marketing research, as cited by as Monika Bakayoko-Topolska, who oversees the IRC women's programmes in Côte d'Ivoire, the kind of campaign created by the IRC can have a profound effect on attitudes and behaviour related to gender norms and violence against women. Social marketing campaigns use traditional commercial marketing techniques to affect behaviour and attitudes related to social problems.

 

The audiences for the campaign include men ages 18-35 and housewives of the same age bracket. The messages address both action and social norms for each group:

 

For the men:

 

1) Nous sommes une équipe contre la violence. (We are a team against violence.)
2) Protéger les femmes, c’est aussi notre affaire! (Protect women, it is also our business.)

 

For the women:
1) Brave femme, lève-toi contre les violences! (Brave woman, stand up against violence!)
2) Chez nous, la violence n’a pas sa place! (There is no place for violence in our home!)

 

Several national artists and celebrities are participating in the campaign, including the Ivoirian soccer star Kolo Habib Touré and his wife, Hip Hop stars Nash and DJ Mix, Reggae star Kajeem, and actresses Akissi Delta and Marie Louise Asseu. Protestant, Catholic, and Muslim leaders are also acting as spokespersons for the campaign.

 

Activities include:
A launch event at the Palace of Culture in Abidjan, Cote d’Ivoire. The event included a drama on the theme of domestic violence, comments from partners, a testimonial from a survivor, and a performance of the original campaign theme song by participating artists.

 

The campaign includes: radio and TV public service announcements (PSA's); radio scenarios and news stories; Facebook and Twitter messaging; mobile phone messaging; posters; billboards; localised information via information calendars; a free hotline for survivors and assisters; and t-shirts and bracelets.

Development Issues: 

Gender Based Violence.

Key Points: 

Click here to view the TV spots on the IRC's Break the Silence YouTube channel. 

 

Click here to access the campaign's Facebook page.

 

 

Brisons le Silence (Break the Silence)
Partner Text: 

Funding from: The World Bank; the Novo Foundation; Moov, a telecommunications company; and Sotra, Abidjan’s municipal bus company.

Source: 

Email from Virginia A. Williams to The Communication Initiative on January 13 and April 21 2012; and The Blog section of The Huffington Post website of March 27 2012, accessed on April 19 2012.

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