(P?) M&E in ComDev By Thomas Tufte Strategic Communication Planning Seminar Malmø, Sunday 30 March 2008

What is M&E about? (1) 1. Why monitor and evaluate? 2. Who decides what to monitor? - The people, the org/consultant, the donor, the government? 3. What do you typically monitor? - processes, outcomes, impact

What is M&E about? (2) 4. M> < external M&E 5. What tools/instruments do you use? - From KAP to ethnography 6. Time-line: long-, medium- or short term

Participation in M&E? - a 4-step generic model Participation in: R – Research S – Strategy I – Implementation E - Evaluation

Participation in M&E?  A proliferation of emerging approaches: OGC/UNDP: Communication for Empowerment OGC/UNDP: Communication for Empowerment WB: Communication-Based Assessment WB: Communication-Based Assessment UNDF: Community Conversations UNDF: Community Conversations SIDA: Listener Studies SIDA: Listener Studies

Participation – the new tyranny? The tyranny of decision-making and control The tyranny of decision-making and control The tyranny of the group The tyranny of the group The tyranny of the method. The tyranny of the method. Issues around quality, intent and ownership. No uniform definition of participation Difficulties in scaling up and replicability

Examples of (P)M&E  ADRA Malawi: LEFAM  FEMINA HIP: Tanzania  Soul City: South Africa

LEFAM – Let’s Fight HIV/AIDS in Malawi ADRA Malawi CFSC at the heart of a development project: in theory and practice

LEFAM * Conceptual move and current framework (from AIDS 5 to LEFAM) * Putting CFSC at the heart of the project

Catalyst Community Dialogue Collective Action Individual ChangeSocial Change SOCIETAL IMPACT CFSC Model

Let’s fights HIV/AIDS Building capacity for change in Malawi 1) By the end of the project the sexually active and becoming sexually active in the targeted communities: a) a)have appropriate knowledge and understanding of HIV/AIDS transmission and prevention b) b)show a positive change in HIV/AIDS related attitudes c) c)show a positive change in risk behaviours and norms related to HIV and sexually transmitted infections 2) By the end of the project the targeted communities have increased capacity to support infected and affected individuals and households 3) Both strong and weak groups in Malawi have by the end of the project period gained understanding of and experience with exercising influence on democratic processes

Target Audience women, men, youth, children, radio listeners and TV viewers The project will work directly with vulnerable and resource poor households, orphans and vulnerable children, Home Based Care clients, Community Income Generating Activity group members and support group members 2. The secondary target group will consist of Community Workers, Community Facilitators, Traditional leaders, Traditional counsellors and traditional birth attendants, Traditional healers, Religious leaders, Youth Peer Trainers, Home Based Care providers, guardians of orphan and vulnerable children and radio and TV programme listeners and viewers with special political- traditional- or religious power or influence.

Main outputs-The target groups in the communities are engaged in dialogue sessions on prevention, attitudes, norms, stigma and discrimination and rights and responsibilities using principles of Communication for Social Change. -Home Based Care systems are strengthened in the 200 targeted villages and service to clients is given by competent Home Based Care providers. -Village gardens are established in the 200 targeted villages. -20 Community IGA groups are established in the targeted communities150 TV and 150 programmes have been produced and broadcasted on a weekly basis on national TV/radio. -75 interactive TV advocacy programmes have been produced and broadcasted on a bi- monthly basis on national TV interactive radio advocacy programmes have been produced and broadcasted on a weekly basis on national radio. Risks and pre-conditions-Government and international agencies coordinate action effectively and present a unified response to the issues of HIV/AIDS, food insecurity and rural poverty -The political situation will remain stable throughout the project period -Positive response and sustained participation of the targeted communities -The targeted villages are supportive of the programme activities -Extremely erratic or abnormal rainfall conditions making crop production impossible will not occur Partner OrganizationsADRA Malawi Amount applied for Implementation periodFebruary 2007 to February 2010

Strategic project approach Community dialogue

Media/Comm Component  Tikuferanji – radio drama, 10 mins, Thursday mornings  Tikuferanji – tv drama, Sunday evenings  Lets Talk – radio phone in program, Sunday late mornings  Lets Talk TV – talk show program

M&E Activities  M&E Dept – 2 people  Baseline survey/1200 people (pre & post survey)  Sentinel Site Study (1 week, 1 community, in-depth, FGDs)

Challenges (1)  Changing Mindsets – of Ourselves (in LEFAM) Defining Communication for Social Change Defining Communication for Social Change Is ADRA implementing according to these principles? Is ADRA implementing according to these principles? Strategic Starting Point: Conceptual Clarity Strategic Starting Point: Conceptual Clarity

Challenges (2)  Five Core Challenges in Implementation Role of the Catalyst: How to Catalyse the Desired Change Processes in LEFAM Role of the Catalyst: How to Catalyse the Desired Change Processes in LEFAM An Emphasis on Process Facilitation and Content An Emphasis on Process Facilitation and Content Opening Spaces for Dialogue, Debate and Advocacy: Training sessions, Community Dialogue Session, National Public Debate Opening Spaces for Dialogue, Debate and Advocacy: Training sessions, Community Dialogue Session, National Public Debate Capacity and Competency to Enhance Change Capacity and Competency to Enhance Change Communication Links between Objectives 1, 2 and 3: products and materials, people, places, particular events Communication Links between Objectives 1, 2 and 3: products and materials, people, places, particular events

Challenges (3)  Implementation Start Conceptual Tools Conceptual Tools M&E Management Tools: LogFrame, Activity Plan, Baseline Survey Outline, Sentinel Site Work Plan M&E Management Tools: LogFrame, Activity Plan, Baseline Survey Outline, Sentinel Site Work Plan Activity Planning Tools Activity Planning Tools

Comunication for development 1st Generation2nd Generation3rd Generation Definition of the problem Lack of informationLack of information and skills Structural inequality Power relations Social conflict Notion of cultureCulture as obstacleCulture as allyCulture as ’way of life’ Notion of catalyistExternal change agentExternal catalyst in partnership with the community Internal community member Notion of educationBanking pedagogyLife skills Didactics Liberating pedagogy Notion of audienceSegments Target groups Passive Participatory Target groups Active Citizens Active What are you communicating MessagesMessages and situations Social issues and problems Notion of changeIndividual behaviour Social Norms Individual Behaviour Social Norms Structural Conditions Individual Behaviour Social Norms Power relations Structural Conditions Expected outcomeChangs of norms and individual behaviour Numerical results Changs of norms and individual behaviour Public and Private Debate Articulation of political and social processes Structural Change Collective Action Duration of activityShort TermShort and Middle termMid- and Long term