1. Rafael Obregon Chief, C4D Section UNICEF NYHQ Bangladesh, May 2015
Strengthening Communication for Development towards Improved Results in Education
Overview of Presentation
Key concepts and approaches
C4D and Education Priorities
C4D cross-cutting Flagships
C4D in UNICEF’s Programme Cycle – Key messages
Rafael Obregon Chief, C4D Section UNICEF NYHQ Bangladesh, May 2015

2. C4D in UNICEF’s STRATEGIC PLAN 2014-2017
C4D as a cross-cutting strategy that focuses on all result areas supported by UNICEF and across all stages of the lifecycle.

3. How UNICEF Defines C4D
An evidence-based process to promote measurable behaviour and social change to accelerate programme results
C4D uses proven change theories, evidence, and findings from formative research
M&E involved from the start
C4D provides “leverage” and “added value” to programme interventions
Development and Humanitarian Contexts

4. Evidence-Based C4D means analyzing barriers & opportunities to change at each level
Knowledge, attitudes & practices among children & adolescents and families that affect educational decisions and actions.
Individual Family
Cultural practices, social beliefs and norms, sense of empowerment that affect educational choices, decisions & actions.
Community
Institutional conditions of the education system that affect inclusion and quality including teacher attitudes & use of educational media
Institutional
Policies & governance elements of educational systems that facilitate and/or discourage inclusive and quality education
Policy / System

5. Major Shifts in Approaches to C4D
How Knowledge
is facilitated
Top-down messages/ campaign
Dialogue & Participatory problem solving
Tools Used
Mass Media
Mix of approaches and Trans-media
Focus of Change
Individual behaviour change
All levels; Collective action & social change
How people are viewed
Target beneficiaries or recipients
stakeholders & active partners (HRBA)
Where power is positioned
Expert driven
Community driven
How Analysis
is approached
Needs assessment & problem analysis
Rights, Context, Assets & opportunities
Overall Approach
Ad Hoc, short term
Systematic, evidence-based, long term
While many other integrated communication frameworks and models already incorporate and reflect many of the above shifts in the C4D approach, their application at field level is not consistent. Too many programmes do not use a systematic and participatory approach to planning and neither are developed on the basis of any strategic framework with a human-rights based approach, which is a distinguishing feature of C4D.

6. C4D supports Programmes but the Communication Response Must be differentiated from from the Programme Response
Duty bearers- Pull
Policies
Programmes
Providers
Data
Rights holders- Push
ENHANCED SUPPLY
Increased number and improved facilities
Improved materials and supplies
Child & family friendly social services
Improved workers skills
DEMAND CREATION
Awareness, improved knowledge
Favorable environment – family, community support
Active participation
Confidence, self efficacy
Strengthened accountability
C4D strategies operate to enhance both supply side and demand side dynamics.
From a supply side perspective:
community voices and action help improve both quality and focus of health facilities to include child and family friendly services;
ensure equitable access to services & essential supplies/drugs;
help enhance health worker - client interactions through communication training and feedback mechanisms.
From the demand side:
C4D strategies work to create demand for services through increasing awareness and improving knowledge;
creating an enabling environment through family and community support;
promoting confidence, self efficacy and participation of individuals and families in development programmes.

7. An example from East and Southern Africa (Source: Mitsue Uemura, Basic Education and Gender Specialist, ESARO, Presented at C4d Network Meeting, May 2015

8. Barriers to Education in East and Southern Africa (Source: Mitsue Uemura, Basic Education and Gender Specialist, ESARO, Presented at C4d Network Meeting, May 2015

9. (Source: ESAR C4D Framework; Mitsue Uemura)

10. Systematic C4D means applying the C4D planning cycle …
Systematic C4D means applying the C4D planning cycle ….starting at the beginning along with Programs
Communication
Coordination Mechanisms,
Partnerships, Task Forces
Evaluation
Assessing progress toward
programme goals;
multiple methods
C4D Research & Analysis
Socio-behavioural determinants;
barriers /enablers related to political,
economic, and cultural context;
participant and channel analyses
Science
&
Art
Implementation & Monitoring
Mobilisation of communities and
networks; media dissemination, training
of community based workers;
measuring performance
C4D Strategy
Communication objectives;
participant segmentation and
prioritisation; messages and
channel mix; m & e indicators
C4D methodologies emphasize participation and a human right-based approach in communication planning.
In fact, many of the steps C4D uses are the same as or similar as those of other well-established communication models and planning frameworks.
John Hopkins University (P-Process),
WHO (COMBI) Communication for Behavioural Impact (COMBI),
CDC’s CDCynergy.
ACADA
We begin by reviewing our programme goals. We then look into the desired behavioral and social change outcomes of our programmes that would contribute to the goals. Along with programmes, we plan and implement the C4D process at two levels - within UNICEF and with national partners:
The C4D process starts with mapping and assessing C4D partners and allies (based on set criteria) and building the coordination mechanism with partners and programme colleagues.
Undertake formative research and a communication analysis to look into the underlying and root causes of development issues linked to human rights, socio-cultural norms, political, economic, geographical, ecological barriers and determinants of change; Understand the needs of various stakeholders and ways to reach them. Social transformation is the inspiring principle of many research questions in this phase.
Using evidence from research and creative skills, design the communication strategy, set SMART communication objectives based on key behaviours the programme aims to address; determine the appropriate mix of channels and participatory approaches;
Design the creative strategy and develop, pre-test and produce communication tools and creative materials
Implement C4D activities – behaviour and social change, social mobilization and advocacy approaches with specific participant groups. Monitor progress of the process and outcomes and report periodically as required. Make changes in strategy as required by monitoring.
6. Evaluate for results and re-design interventions
Creative Strategy & Materials
Development
Creative approaches; participatory
development and pre-testing of
communication messages and
materials; production

11. New Global push in UNICEF to get the different arms of Communication to work more closely together for Programme Results
Advocacy
Resource Mobilization
Social Mobilization
Public Advocacy Events
Social Accountability
Social Media Campaigns
Social Norms Change
Interpersonal
Communication
General Awareness Campaigns
Individual & household behaviour Change
Communications
C4D

12. From isolated campaigns to comprehensive, long term & resourced strategies to address behavioural and socio-cultural issues at all levels
C4D
Strategy &
$$$

13. interventions to support one specific issue, problem or programme
Building or strengthening C4D Systems / mechanisms rather than implementing vertical C4D
interventions to support one specific issue, problem or programme
1) MULTI-MEDIA INNOVATIONS for Social & Behaviour
Change
2) COMMUNITY ENGAGEMENT & SOCIAL NETWORKS
for dialogue and action
3) STRENGTHENING CAPACITIES FOR EXCELLENCE in
C4D Practice

14. SP Benchmarks for Quality C4D
C4D strategies are integrated within the country programme structure and results framework; and sectoral/cross-sectoral plans with budget allocations.
New or existing C4D task forces/ working groups/committees of multi-sectoral stakeholders (governmental, non-governmental and academic) are established and functioning to plan, coordinate and strengthen C4D activities.
C4D plans/ interventions are informed by, use and monitor data and evidence on behavioural and socio-cultural factors as well as media and communication contexts.
Participatory processes are used to engage community representatives and members (girls, boys, men and women especially those from marginalized/excluded groups).
Plans/initiatives/ongoing programmes to strengthen C4D capacities of UNICEF staff, partners and counterparts are established at national and sub-national levels.
C4D best practices, impact assessments, tools, resources, innovations and lessons learned are documented and disseminated among key audiences.

15. For more information, contact
Rafael Obregon (PhD)
Chief of Communication or
Kerida McDonald (PhD)
Senior Advisor
Communication for Development
UNICEF Headquarters
United Nations Children’s Fund
3 United Nations Plaza
New York, NY 10017, USA
Tel: