Transcript Document 7646174

Communication
for
PMTCT

Introduction to UNICEF’s
Communication for
Development model
PAHO/UNICEF/WHO Meeting
Cuernavaca, MEXICO
February 5, 2002
Programme Communication, UNICEF New York
Cohen & Luciani
Communication for Development Model
Behaviour Development
Communication
Social Mobilisation
Advocacy
political /social
commitment &
support
partnerships with NGOs
& civil society
healthier individual, family &
community behaviours
Programme Communication, UNICEF New York
Cohen & Luciani
“Communication for Development”
Model
is based on the understanding that effective
communication relies on the synergistic use of three
strategic components:
advocacy to ensure resources and political/social
leadership commitment at all levels
social mobilization to engage & ensure participation
of NGOs & CBOs
behavior development communication to encourage
healthy behaviors, improved knowledge, attitudes &
practices and participation of families, individuals &
communities
Programme Communication,
UNICEF New York
Cohen & Luciani
ACADA Communication
Planning Process
Assessment
Evaluation
 Situation Report
Communication Analysis
Action
 Implement Plan
Research &
Monitoring
 Problem Analysis/Statement
 Behaviour Analysis
 Participant Analysis
 Communication Channel Analysis
 Communication Objectives
 Evaluation Indicators
Design
 Message & Material development
 Pre-testing & Revisions
 Materials Dissemination & Training plan
Select/Determine
 Monitoring & Evaluation plan
Strategies/Activities
 Plan of Action
Partners/Roles
 Channels
 Approach, Appeal, Tone
Programme Communication, UNICEF New York
Strategy Plan
 Advocacy
 Social Mobilisation
 Behaviour Development
Communication
Cohen & Luciani
The result of this strategic planning
process is the development of an
integrated communication strategy:
 that
is based on research
 that considers individuals, families and
communities within their environment & from
their perspective
 that encourages & fosters community participation
 with realistic, measurable objectives & indicators
 with culturally relevant approaches and messages
that match the existing levels of KAPBs
Programme Communication, UNICEF New York
Cohen & Luciani