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communication for development

Blog Post of the Month: Ebola and the Role of C4D

Paolo Mefalopulos's picture

Each month People, Spaces, Deliberation shares the blog post that generated the most interest and discussion.

In November 2014, the most popular blog post was "Ebola and the Role of C4D" by Paolo Mefalopulos of UNICEF.

In this post, Paolo describes the urgent need to use communication for development (C4D) in the fight against Ebola.  While a medical response is clearly necessary, there is also an urgent need to monitor and prevent the spread of the disease. Like many other public issues, monitoring and prevention of Ebola requires informing the public of the scope of the problem as well as the possible solutions. C4D is helpful in this regard because it helps educate people and encourages community members to change social norms, attitudes and behaviours. 

Paolo asserts, "C4D experts should be given the space and autonomy to address and engage communities with a blend of expert-driven messages as well as knowledge derived from local norms, maintaining a rigorous and effective approach without being pushed by external pressures that value immediate products over long-lasting results through community engagement."

Ebola and the Role of C4D

Paolo Mefalopulos's picture

Ebola has been defined as the most serious challenge humanity has faced in recent times. The mobilization for addressing this challenge is becoming greater by the day— many colleagues are already fighting this emergency and others are ready to join the fight. The medical response, which at first came under fire, is now being adjusted and improved rapidly. Nevertheless, a medical curative response, as good as it can be, it is not sufficient to win this war. There is the need to monitor, respond quickly, and, most of all, prevent the spread of the disease. A number of actions and expertise need to work together to be effective. One of such key area of expertise is Communication for Development or C4D.
 

C4D- also at times known as Development Communication, Behaviour Change Communication or Communication for Social Change- is probably one of the most critical, yet often neglected ingredient of development. Its adoption and institutionalization has traditionally gone through a number of ups and downs since it first began to be applied in a more scientific manner in the 70s. The reasons for such swings are not always clear since its functions and objectives have been, and still are, consistently acknowledged as crucial to achieving an effective, sustainable and people-based kind of development.

Let Me Entertain You

Anne-Katrin Arnold's picture

When we talk about how mass communication can be used to foster development effectiveness, what kind of communication are we talking about? Well, I would say that we often talk about information-centered mass communication – be it in political media or through other channels. Communication centered on facts and bits of information is certainly a wide-spread approach in development, but let’s think about communication that does not so much focus on facts, but on emotions and context.

Strategic Communication vs. Communication

Anne-Katrin Arnold's picture

As we reported on this blog, CommGAP organized an Executive Course in Communication for Governance earlier this month. The communication part of the course was characterized as "strategic communication" - which made me wonder what, exactly, strategic communication is, how it is relevant for our work, and whether it's different from "communication" per se. A faculty member from the course pointed us to an article by Hallahan et al., titled "Defining Strategic Communication," which states that "strategic communication" is "the purposeful use of communication by an organization to fulfill its mission." The purposeful use of communication makes it "strategic." The authors elaborate that : "Six relevant disciplines are involved in the development, implementation, and assessment of communications by organizations: management, marketing, public relations, technical communication, political communication, and information/social marketing campaigns." Although the authors see strategic communication as "an emerging paradigm," this clarification defines strategic communication as a set of tools, not as a discipline. Marketing, public relations etc. themselves are no disciplines, but approaches drawn from broader fields, such as economics and communication.

Media Events for Development Campaigns

Anne-Katrin Arnold's picture

Using large international events to get attention for a development objective is a pretty good idea. Events like the Soccer World Cup are so called media events - events that capture the attention of a large audience, that break our routines, and unify a large scattered audience. Whatever team you were cheering for, you weren't the only one cheering for it, and didn't you feel like your team's friends were also your friends? This kind of mood - attention and a feeling of community - provides a great environment for campaigns that want to raise awareness about certain issues or that want to change norms and behaviors.

Media Development vs. Communication for Development: Structure vs. Process

Anne-Katrin Arnold's picture

Brothers for LifeMy colleague Shanthi Kalathil is working on a "Toolkit for Independent Media Development," which we have mentioned several times on this blog. One of the points she makes right at the beginning is that donors need to distinguish between media development and communication for development. Communication for development means the use of communication tools - usually in the form of awareness raising campaigns - to achieve development goals. Media development, on the other hand, is about supporting an independent media sector in and of itself, it's a structural approach.

Development Results Require Program Communication

Paolo Mefalopulos's picture

This is my first blog since I left the World Bank and relocated to New Delhi to work for UNICEF. Different cultures, different contexts, different communication challenges. Every change implies dealing with unknown and unexpected situations and it usually also entails refining a different way of thinking in approaching new challenges. In this case, the change I went through allowed me to see even clearer the critical role of communication for development (C4D), or program communication as it is also called in UNICEF, for achieving sustainable change.

The current trend in most international organizations towards results-based management planning is a further element confirming the crucial role of C4D. Results are now defined basically at outputs level and outcomes level. The former refers to results directly related to activities carried out as technical solutions (e.g. production of infrastructure or provision of services), but outcomes are results of a higher level, capable of achieving a greater impact, linked with institutional or behavioral change. That is where C4D becomes a sine-qua-non for the success of most development initiatives. No matter what is the technical solution to be adopted; i.e. latrines, water irrigation schemes, a new kind of crop, children immunization or better governance, these can only be achieved through a professional and systematic use of communication for social and behavior change.

Institutional Takes on Communication for Development

Paolo Mefalopulos's picture

I returned from my two weeks of traveling with a more optimist outlook about Communication for Development -C4D- and the way it is being considered and applied around the world. I went first to Lisbon, Portugal, where I was invited to be a guest speaker in a week-long workshop on communication for social change sponsored by the Objectivo 2015 - UN Millennium Campaign in Portugal and hosted by the Lisbon's School of Communication and Media Studies.  The course was directed at Civil Society Organizations managers and program officers. It has been very encouraging to see not only the high level of interest of participants, but also to realize that C4D principles and concepts can be and are applied effectively in the context of more developed countries.

Balancing Results-Based Management with People-Based Processes

Paolo Mefalopulos's picture

I decided to postpone the second blog on the ten key issues about (development) communication in favor of an issue that emerged during the XI United Nations Round Table (UNRT) on Communication for Development (C4D).

On the Air, Feet on the Ground: Democracy, Development, and FM Radio in Niger

Antonio Lambino's picture

A couple of weeks ago, I attended a viewing and panel discussion of a documentary film entitled Magic Radio: The FM Revolution in Niger at the World Bank headquarters in Washington, D.C.  Mainly about the contribution of private FM radio toward enhancing grassroots democracy, the film also