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COMMUNICATION AND MEDIA STRATEGY
2016 - 2018
Ministry of Public Service, Youth and Gender Affairs
Communication and Media Strategy 2016-2018
2
Communication and Media Strategy 2016-2018
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COMMUNICATION AND MEDIA STRATEGY
2016-2018
Ministry of Public Service, Youth and Gender Affairs
Communication and Media Strategy 2016-2018
4
Communication and Media Strategy 2016-2018
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TABLE OF CONTENTS
AcknowledgementsMessage from Chair of the Board
List of Abbreviations and Acronyms Executive Summary
789101112
SECTION ONE:1. Introduction2. Fundamental considerations3. FGM as a human rights issue4. Situational analysis5. Establishment of the Kenya Anti-FGM Board
131313141416
SECTION TWO1. Why this communication strategy2. The communication objectives3. The target groups4. The principle guide to the strategy
1717181820
21212123
STEP 2: Develop initial message concepts STEP 3: Assess message conceptsSTEP 4: Fine tune messages STEP 5: Validate messages
STEP 6: Message executionSTEP 7: Evaluation of message impact
242424
25
32
34363636363737
3737
SECTION THREE1. Communication and media channels2. The media channels
3. Other communication platforms
SECTION FOUR: IMPLEMENTATION OF THE STRATEGY1. The structure to manage the strategy2. The critical inputs
3. Implementation logics and work plans4. Measuring and evaluating effectiveness of the strategies applied
ANNEX 1: STAKEHOLDER ANALYSIS ANNEX 2: MESSAGE DEVELOPMENT
Communication and Media Strategy 2016-2018
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LIST OF TABLESTable 1- Communication Strategy Implementation Logic
Table 3-Anti-FGM Board Communication and Media Work Plan
Table5-Performance Monitoring FrameworkTable 6- Stakeholder Levels and Roles
252730313234
Communication and Media Strategy 2016-2018
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Acknowledgements
The formulation of this communication and media strategy has benefited from the contribution ofa number of internal and external stakeholders. First we want to thank USAID for the financialsupport, without which this plan would not have been possible. We want to acknowledge BettyMugo, the USAID M&E/Gender Specialist for her technical support throughout the process ofdeveloping this plan.
Special thanks to the Chairperson of the Board, Hon. Linah Jebii Kilimo and her team of Directorsfor providing valuable direction and useful support during the process of preparing this plan.
Thanks also to International Rescue Committee (IRC), Peace Initiative Kenya Project, forprogrammatic support under the leadership of Ms. Jebiwot Sumbeiywo. We are grateful to thejoint technical committee that comprised of Joyce Muchena (IRC), Julius Musau (AFGMB), ValineMoraa (IRC), Ruth Oywaya (IRC), Milton Omondi (AFGMB), and Dr. Boniface Muoka (MoIC&T).
We are grateful to Arthur Okwemba, Gwaro Ogaro, Ag. Director of Information and BrowneKutswa, Deputy Director of Public Communication, Ministry of Public Service, Youth and GenderAffairs, for ensuring high level technical soundness of the strategy.
We thank the Ag. CEO of the Anti-FGM Board, Ms. Jane Mwereru, for the overall oversight of thisexercise. To Lucy Mongony and Jared King’oina, many thanks for your support and advice. Weare also greatly indebted to the consultants – Dr. Khamati Shilabukha, who did the initial workand Barrack Muluka, who helped to finalise the drafting process.
Finally, we want to acknowledge that during the formulation of this plan, we wish to thank all thestakeholders who sacrificed their valuable time to attend a number of validation meetings thatcontributed immensely to the successful completion of this strategic plan. We say “Asante Sana ”for making this plan a reality.
Communication and Media Strategy 2016-2018
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From the Desk of the Chair of the Board
When I was appointed the first Chair of the Anti-FGM Board in December 2013, I was bothhappy and apprehensive. I was happy because my campaigns against female genitalmutilation (FGM), including my contribution in the enactment of the Prohibition of FemaleGenital Mutilation Act, 2011, had been appreciated by no less than the President of theRepublic of Kenya, His Excellency Uhuru Muigai Kenyatta, CGH.
My apprehension on the other hand stemmed from the fact that I was tasked with establishingthe Board from scratch. Several questions ran through my mind. Would I succeed in setting upthe Board? How long would it take to be fully established? Would it have adequate finances?Would the public appreciate its work?
Today, I am happy that the Board is not only fully functional, but its impact in the campaignsagainst FGM in the country is clear to all. Our presence can be felt everywhere as we continueto rally against FGM.
It is against this background that I welcome this communication and media strategy as itsignifies that the Board has positioned itself well to execute its mandate as spelt out in theProhibition of Female Genital Mutilation Act, 2011. I recognise the great financial andintellectual effort put in the development of this communication and media strategy by theInternational Rescue Committee and consultants Dr. Khamati Shilabukha and Mr. BarrackMuluka. I appreciate the work of the technical committee, comprised of staff from the Board,IRC and our other partners in coming up with this strategy.
This strategy will greatly aid the work of the Board, which is mainly advocacy. It will help theBoard to realise its mission and vision and position it well to disseminate awareness about FGMand establish linkages among stakeholders. The strategy is also an important tool that shouldfacilitate the mobilisation of resources for programmes and activities aimed at eradicating FGM.
Being a first of its kind, this strategy will not only benefit the Board, but will also be used by allthose who are involved in the campaigns against FGM. It will help the Board to developappropriate messages for targeted audiences and enhance its interaction with one of mostvalued partners, the media, in the campaign against FGM.
Further, this strategy will guide the Board in conducting research and in monitoring andevaluation of its programmes.
With this strategy, I am confident the Anti-FGM Board in partnership with other campaignersagainst FGM should manage to eradicate FGM in the country in one generation.
Hon. Linah Jebii Kilimo,EGH
Chairperson, Anti-FGM Board
Communication and Media Strategy 2016-2018
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Preface by the Chief Executive Officer
The Anti-Female Genital Mutilation Board is a semi autonomous government agency that wasestablished in December 2013 following the enactment of the Prohibition of Female Genital MutilationAct, 2011.
The functions of the Board as set out in Section 4 of the Act, includes designing, supervising and co-ordinating public awareness programmes against the practice of FGM; advising the Government onmatters relating to FGM and the implementation of the Act; designing and formulating a policy on theplanning, financing and co-ordinating of all activities relating to FGM and providing technical and othersupport to institutions, agencies and other bodies engaged in the programmes aimed at eradication ofFGM.
Other functions of the Board are: designing programmes aimed at eradication of FGM; facilitatingresource mobilization for the programmes and activities aimed at eradicating FGM; and performing suchother functions as may be assigned by law.
To achieve its mandate, the Board required an elaborate and long term communication plan for asuccessful public awareness campaign. It is for this reason that the coming to fruition of thiscommunication and media strategy is highly welcome. It is without doubt a milestone for the Board.Given what the Board has achieved so far with limited resources and without a communication andmedia strategy, I can foresee a more visible Board and vibrant anti FGM campaigns.
It is worth noting that this strategy would greatly help the Board realize its Strategic Plan for the period2016-2018. It will go a long way in enhancing our collaboration with our partners in the campaignsagaisnt FGM.
This strategy will be particularly useful in the Board’s media campaign given its elaborate media specificimplementation matrix and work plans. It will also guide the Board in conducting research as well asmonitoring and evaluating its programmes.
I wish to appreciate all individuals and organizations including partner organizations, governmentministries and departments, and universities for their invaluable contribution to the development of thisstrategy through financial, technical and moral support.
I also acknowledge the technical committee that worked tirelessly with the two consultants to ensurethis strategy is of the highest standards.
Your efforts will definitely go a long way in ensuring the girl-child in Kenya and beyond our borders issafe from FGM and other harmful cultural practices.
Jane Mwereru
Ag. Chief Executive Officer
Anti-FGM Board
Communication and Media Strategy 2016-2018
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Definition of Terms
Audience – individuals or groups who are the targets of a communication process for behaviour change.
Behaviour - the range of actions and mannerisms made by individuals or groups in conjunction with themselves or their environment.
Best practice - successful initiatives which have a demonstrable and tangible impact on improving people’s quality of life through behaviour change initiatives.
Campaigns - a series of operations intended to achieve a particular objective, such as behaviour change, confined to a particular area involving a specified type of approach.
Communication – the sharing of messages between two or more individuals, groups or organisations with the aim of influencing behaviour change.
Culture - the sum of attitudes, customs, and beliefs that distinguishes one group of people from another.
Development - the systematic use of scientific and technical knowledge to meet specific objectives or requirements to improve life conditions of a community.
Female Genital Mutilation – these are procedures that involve partial or total removal of the external female genitalia, or other injury to the female genital organs for non-medical reasons.
Gender - the range of characteristics pertaining to, and differentiating between, men and women in specific cultural contexts.
Media - the collective communication outlets, channels or tools that are used to store and deliver information or data.
Nyumba Kumi initiative - a Homeland Security system intended to create National Security Awareness amongst citizens from grassroots level in Kenya.
Policy - basic tenets upon which management or development objectives are built.
Stakeholder – person, a group, or an organisation with an interest in or a requirement for an organisation.
Strategy- a coordinated and planned set of actions and decisions that are impaled with a common intent of addressing a specific decision problem.
Communication and Media Strategy 2016-2018
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List of Abbreviations and Acronyms
AIDA
AMREF
ASK
BCC
CEDAW
CBO
CEO
CRC
CSO
DFID
DPP
FAQs
FBOs
FGM
FM
GBV
GoK
HIV/AIDS
ICT
IEC
KISS
KNA
KV 2030
M&E
MTDP
MOEST
NGO
PESTEL
PPPs
SCC
SDGs
SMS
SWOT
TSC
UN
UNFPA
UNICEF
USAID
WHA
WHO
Audience’s Attention to Interest and Desire that will lead to Action
African Medical Research Foundation
Agricultural Society of Kenya
Behavior Change Communication
Convention on the Elimination of all forms of Discrimination Against Women
Community Based Organization
Chief Executive Officer
Convention on the Rights of the Child
Civil Society Organization
Department for International Development
Directorate of Public Prosecutions
Frequently Asked Questions
Faith-Based Organizations
Female Genital Mutilation
Frequency Modulation
Gender Based Violence
Government of Kenya
Human Immune-Deficiency Virus /Acquired Immune Deficiency Syndrome
Information Communication Technology
Information Education Communication
Keep It Short and Simple
Kenya National Assembly
Kenya Vision2030
Monitoring and Evaluation
Medium Term Development Plan
Ministry of Education Science and Technology
Non-Governmental Organization
Political Economic Social Environmental Technological Legal
Public Private Partnerships
Social Change Campaigns
Sustainable Development Goals
Short Messaging Service
Strengths Weaknesses Opportunities and Threats
Teachers Service Commission
United Nations
United Nations Fund for Population
United Nations International Children’s Emergency Fund
United States of Agency for International Development
World Health Assembly
World Health Organization
Communication and Media Strategy 2016-2018
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Executive Summary
One of the mandates of the Anti-FGM Board is to design, supervise and co-ordinate public awareness
programmes against the practice of female genital mutilation (FGM). This is in line with the
Prohibition of Female Genital Mutilation Act, 2011. However, we recognise that Female Genital
Mutilation is an entrenched practice in many communities in Kenya. Supporters of the practice rely
on religious and traditional beliefs to rationalise its perpetuation. Yet the practice has significant
health, psychological and ethical problems as it violates essential principles of medical ethics and
human rights. The changing nature of the practice also makes fighting it problematic. There is a
tendency towards medicalisation of the practice, while some communities are cutting girls as young
as two years to avoid the law. One of the major gaps in reducing the number FGM cases and
eliminating it altogether rests on the type of messages and how these messages are communicated.
Providing information that will dissuade communities from practising FGM is one of the key
interventions. But this information has to be offered in a very strategic manner for it to produce the
desired results.
It is in this regard that the Board has formulated this communication and media strategy as a tool
that will assist to create knowledge, awareness, educate and communicate to the people of Kenya
about FGM. In addition, this strategy aims at strengthening and improving the coordination of
campaigns against FGM.
In coming up with this strategy, the Board went through various processes including a desk top
review, meetings and consultations. There were also meetings with members of the Board and
Secretariat to discuss their information needs and evaluate the communication tools they have in
place. Focus group discussions and key informant interviews with civil society organisations, faith-
based organisations and county government officials were also conducted. The development of this
strategy was participatory to enhance ownership and success in the implementation. Furthermore,
the strategy borrows heavily from best practices in communication for behaviour change by
international and local practitioners.
Through thorough stakeholder analysis and audience segmentation, the strategy has identified
different stakeholder and audience groups for purposes of effective communication on FGM. This has
laid the foundation for the development and dissemination of messages through various channels.
The strategy has also incorporated a robust monitoring and evaluation framework, complete with a
reporting mechanism. The full realisation of the goals and benefits of the strategy is dependent on
the effective participation of all the stakeholders.
Communication and Media Strategy 2016-2018
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SECTION ONE
1.0 Introduction
The World Health Organization (WHO) has defined Female Genital Mutilation (FGM) as all those
procedures that involve partial or total removal of the external female genitalia, or other injury to
the female genital organs for non-medical reasons.
FGM is an entrenched practice in many communities in Kenya. Its impact has been most harmful
to girls and women in the country. Its consequences include: early marriages, bleeding to death
after the mutilation, girls dropping out from school to get married, and marginalization of women
among many other undesirable outcomes. The practice has significant health, psychological and
ethical problems as it violates essential principles of medical ethics and human rights.
For their part, the champions of this practice have built strong myths, taboos and other value
loaded philosophies and popular narratives that make it a huge challenge to end the
practice.Campaigns against FGM are often seen as assaults against a “respected” or even
“revered” cultural practice.
Addressing the practice is furthermore complicated by its emotive nature as communities avoid
conversation around an issue they consider a taboo because it is about sexual organs and sexual
matters. The changing nature of the practice also complicates matters further. There is a tendency
towards “medicalization” of the practice. Some people now operate on girls who are as young as
two years so as to circumvent the law. It is important to drive home the message that whatever
guise FGM takes, it is not just an abuse of the victims, it is also a breach of the law.
1.1 Fundamental considerations
Taking the foregoing into account, this strategic communications plan begins by recognizing the following:
a) That the campaign against FGM sets out to challenge a heavily value loaded practice. Campaignsagainst FGM are likely to be misrepresented to appear like assaults against everything in thecommunity.
b) That there will be need to eliminate the practice while leaving the dignity of the communityundisturbed. Those who practice FGM must not be made to feel as if the campaign is an affrontagainst them as a community and against the rest of their values and practices. Community valuessymbolized by the practice must continue to be seen to be respected, even as the practice iseliminated.
c) That the campaign will receive resistance from those who benefit from the practice. Thosebenefitting from the practice need to see alternative benefits.
d) That there already exist popular and entrenched communication channels and narratives throughwhich the practice is promoted and that these need to be either countered or converted intopartnership forums. The communications approach will moreover seek to be conversational andpersuasive rather than combative and confrontational.
Communication and Media Strategy 2016-2018
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1.2 FGM as a human rights issue
FGM is a form of Gender Based Violence (GBV), harmful practice and violation of human rights ofgirls andwomen1. Women and girls suffer long-term physical, psychological and health-related complications.The practice is performed at different ages. Some communities perform it to children as young astwo years of age while others perform it on adult women. The severity of the cut also varies fromcommunity to community, making the fight against it difficult because some communities point totheir less severe forms of cut as justification for continuing the practice. In essence the practiceviolates the sexual and reproductive health rights of women as well as the right to privacy andhuman dignity. In some communities, girls are taken out of school to be cut, resulting in prolongedabsence from school. Once circumcised, the girls are considered adults and, therefore, married off2 .What this means is that the girls’3 education ends immediately after the cut . Anti-FGM programmes
need to focus on advocating for girls’ and women’s rights as a major pillar of advocacy and
communicating these rights in a language that the community understands.
1.3 Situational analysis
The global scene
FGM is practised in many countries in Africa and Asia as a deeply rooted socio-cultural and religiousrequirement for girls and women4 . It is also found in Europe, the US and Canada among immigrantcommunities that usually fly their daughters back home to Africa and Asia5 to be circumcised. Thepractice has significant health, psychological and ethical problems as it violates essential principles ofmedical ethics and human rights of girls and women6 . In most cases women are blamed for thepersistence of the practice, yet it is a self-enforcing social convention to which families feel they mustconform to, to avoid uncut daughters facing social exclusion.
There is also a link between FGM and the socio-economic wellbeing of individual girls and households.
Although detailed studies on FGM are yet to be conducted in many African countries, studies from
other regions reveal that FGM leads to a decline in family earnings, erodes household savings and
investments and leads to high cost of treatment, resulting in the accumulation of debts which further
deepen household poverty7.
Studies have indicated that if practicing communities themselves decide to abandon FGM, the practice
can be eliminated very rapidly8 . Progress at both international and local levels includes:
•
•
International and regional protocols against FGM such as CEDAW and the Maputo Protocol to
the African Charter on Human and Peoples’ Rights on the Rights of Women in Africa
Revised legal frameworks and growing political support to end FGM (law against FGM in 24
African countries, as well as 12 industrialized countries with migrant populations from FGM
practicing countries);
1http://www.forwarduk.org.uk/key-issues/fgm/
2 Frances A. Althaus, 1997, Family Planning Perspectives Special Report Female Circumcision: Rite of Passage or Violation of Rights? Volume 23, No. 3
3 http://www.who.int/reproductivehealth/topics/fgm/fgm_trends/en/
4 http://www.who.int/mediacentre/factsheets/fs241/en/
5 http://www.religioustolerance.org/fem_cira.htm
6 Country Profile: FGM in Kenya May 2013
7 Global Consultation on Female Genital Mutilation
8 Hilabukha, 2010 in Oka Obono. A tapestry of African sexualities
Communication and Media Strategy 2016-2018
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The Kenyan scene
The Kenya Demographic Health Survey (KDHS, 2014) estimates the prevalence of FGM in girls andwomen(aged 15-49 years) at 21%. This represents a decrease from 32% in 2003 and 27% in 2008-2009. The survey shows significant regional variations, with prevalence ranging from 94% among theSomali, 68% among the Samburu , 84% among the Kisii and 78% among the Maasai to two or lesspercent among Luhya, Luo, Turkana and Mijikenda. The Somali and Maasai for instance have highprevalence rates that are attributed to religion and persistent cultural beliefs, respectively. On theother hand, the Meru are experiencing declining rates due to education and urbanisation9 . Amongthe Gusii, the trend of medicalisation has been noted10. The country has initiated legislative andinstitutional efforts to stop FGM. Among these are the Children’s Act, 2001, the Sexual Offences Act,2006, the Penal Code, the Constitution of Kenya (2010) and the Prohibition of Female GenitalMutilation Act, 2011.
One of the blue prints for development in Kenya is the Vision 2030 . Under the Social Pillar, the Vision
highlights public awareness campaigns against FGM and early and forced marriages as the key
interventions to be implemented under Gender mainstreaming flagship projects. Kenya is also a
signatory to several Conventions, which provide a basis for the characterization of FGM as a violation
of Human Rights. These include the Convention on the Elimination of Discrimination Against Women
(CEDAW), Convention on the Rights of the Child (CRC) and the Maputo Protocol . The policies and
protocols call on stakeholders to promote legislation, public education, advocacy, media coverage,
the empowerment of women, and access to reproductive health and other support services to
address FGM.
Source: Data based on the Kenya Demographic and Health Survey, 2014 Report
910
KDHS 2014 IBID
Communication and Media Strategy 2016-2018
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1.4 Establishment of the Kenya Anti-FGM Board
In December 2013, the Government of Kenya established the Anti-Female Genital Mutilation Board
following the enactment of the Prohibition of Female Genital Mutilation Act, 2011. The mission, vision
and core values of the Board spell out the operations of the Board upon which this Strategy is
founded.
Functions of the Board
As spelt out in the Prohibition of Female Genital Mutilation Act, 2011, the functions of the Board areto:1. Design, supervise and co-ordinate public awareness programmes against the practice of FGM.
2. Advise the government on matters relating to FGM and the implementation of the Act.
3. Design and formulate a policy on the planning, financing and coordinating of all activities relating to FGM.
4. Provide technical and other support to institutions, agencies and other bodies engaged in the programmes aimed at eradication of FGM.
5. Design programmes aimed at the eradication of FGM.
6. Facilitate resource mobilisation for the programs and activities aimed at eradicating FGM.
Communication and Media Strategy 2016-2018
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SECTION TWO
2.0 Why this communication strategy?
Implementation of any strategic mission requires effective and efficient communications with various
publics that are key to the mission. These include both internal and external audiences. It is of the
greatest essence that internal publics read and speak from the same script.
Internal audiences must understand their mission the same way and read from the same script on the
nature, meaning and thrust of the task at hand. Every staff must have the same understanding and
interpretation of the assignments and expected outcomes of the strategy. It is only then that a
common and effective message can be sent to external audiences. But for this to happen, there must
be a deliberate, planned and sustained communication effort, which can only be realized with a
communication plan. But it is important to note that a strategic communications plan does not
function in a void. It seeks to contribute to the realization of the institutional strategic plan. In this
regard, this communications plan seeks to help the Anti-FGM Board realise its strategic plan for the
period 2016 – 2018.
The five-year Strategic Plan has measureable goals, objectives, activities, as well as expected results
for the period. The Plan is aligned to Kenya’s Vision 2030 and its Medium Term Plan. Through the
Strategic Plan, the Board intends to ensure that it achieves its mid-term and long-term objectives
through timely implementation of activities. This will ensure that FGM issues are addressed adequately
through an appropriate linkage among all the stakeholders. The development of this communication
and media strategy is therefore designed to assist in the achievement of the outcomes in the strategic
plan.
The communication and media strategy seeks to achieve the proposed results through implementation
of robust annual plans at the Board, to be derived from this master plan for the period (2016 – 2018).
Each annual plan will be subjected to quarterly reviews within each year, as well as an end year
evaluation. In addition to helping the realisation of the mission of the Board, this strategy is also
designed to increase the Board’s visibility and the visibility of the work of the Board. If implemented
well, this strategy should contribute immensely to the interventions designed by the Board to address
FGM issues in the country. Various stakeholders listed in this plan can also align their communications
activities with the strategies laid out in this plan.
Strengths, Weaknesses, Opportunities and Threats
A SWOT analysis conducted around how the Board does its communication revealed the followingscenarios;1.One of the key strengths of the Board is the presence of individuals with respected track records in
the fight against FGM. These people constitute a strategic channel for delivering anti-FGM messages to
communities across the country.
2.The other strength is the Board, being a government outfit, is a brand that many stakeholders like to
engage with. This includes media and other organizations that are in the business of communicating
anti-FGM messages.
Communication and Media Strategy 2016-2018
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But there are weaknesses, too.
1.One major weakness is lack of a communication strategy. This gap makes it difficult for the Board
to run structured communication interventions and to fundraise for communication related activities.
2.Compounding this are the threats to the campaign against FGM. The communities being targeted
have powerful communication strategies and channels that pass messages which people listen and
trust. Such people will be suspicious of what other people, considered as ‘outsiders,’ might tell them.
Nevertheless, there exists opportunities that could advance the Board’s advocacy against FGM.
Recent studies show a number of communities abandoning the practice at fairly faster rate. This can
be used for case studies for the Board to advance its campaign.
The ranks of male champions against FGM is growing. This is a good sign. More men should be
sensitized to contribute to the campaign, especially as advocates. The legal framework especially the
Prohibition of Female Genital Mutilation Act,2011 is a great opportunity for the Board in addressing
FGM in the country.
1. Political will to end FGM is also on the rise, as is the number of girls and women resisting going
through the cut.
2. Emergence of vernacular radio stations now makes it easier to communicate to the communities in
a language they understand better.
These opportunities will make it easier for the Board to deliver its anti-FGM messages.
2.1 The communication objectives
The broad objective of this strategy is to increase awareness on the negative effectives of FGM and to
trigger communities and individuals into action to end the practice. The specific objectives are to:
1.Increase awareness on the dangers and implications of FGM and debunk myths that perpetuate
violation of the human rights of girls and women.
2.Develop the right messages and provide guidelines for the co-ordination of public awareness
campaigns against FGM.
3.Identify, plan and execute the right kinds of communication activities using the most appropriate
channels for reaching desired stakeholders and audiences.
4.Support resource mobilisation and financing for communication and media campaigns against FGM.
5.Monitor and evaluate the communication interventions and their impact in realizing the Board’s goal
of eliminating FGM.
2. The target groups
Audience segments and stakeholders
For a successful communication and media campaign against FGM, various stakeholder groups havebeen identified. This is vital for effective engagement with dissimilar strategic groups of interest. Theplan recognizes that each of these dissimilar groups falls under either of the two categories:
• Internal audiences• External audiences
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Internal audiencesThe analysis of stakeholders took into account their relationships to the Board. These were identifiedas:•Board members/Decision makers•Employees of the Board•Development partners•Different demographic groups and stakeholder populations in communities in which FGM is practised
External stakeholder analysisDifferent external audiences and stakeholders have different information needs, contingent upon theirinterests and existing knowledge and interest in FGM. Therefore, based on the diversity of informationand communication needs, this strategy distinguishes three levels of audiences and stakeholders.These are primary, secondary and tertiary audiences and stakeholders.
Primary stakeholders
• Girl Child from age 4 years11
• Parents, Guardians and Relatives• Boy Child from age 4 years• The traditional circumciser• Communities that practice FGM
Messages for girls and boys at the tender age will be through songs and creative communication
methods such as use of cartoons.
Secondary Stakeholders•Anti-FGM Board•Council of elders•Rescue Centres•Youth anti-FGM networks at the grassroots•Ministry of Education•Ministry of Health•The civil society organizations•Ministry of interior and coordination of National Government
Tertiary Stakeholders
•The Judiciary•The media•The National Parliament•Development Partners•Faiths based organisations•County Governments•Research Institutions•Office of the of the Director of Public Prosecution
(See detailed Stakeholder Analysis in Annex 1)
11Messages for girls and boys at the tender age will be through songs and creative communication methods such as use of cartoons
Communication and Media Strategy 2016-2018
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2.3 Principles to guide the strategy
The following principles will guide this communication and media strategy
1.Strategic partnerships are key to the reduction and elimination of FGM.
2.Coordinated messages will be agreed on by all partners, with anti-FGM Board taking the lead.
Messages and information given to public by the Board and partners should not appear to be
contradictory.
3.Communities practicing FGM are valuable partners in ending FGM.
4.High quality and accurate information on FGM will be channeled to all stakeholders using the most
accessible and appropriate channel of communication.
5 Timely feedback to all media outlets, no matter their size or reach, are relevant to the campaign
against FGM.
6.All employees of the Board will work tirelessly for the success of this strategy.
7.Proactive and not reactive approach to managing FGM to be applied.
8.Media outlets are key allies in the fight against FGM.
Communication and Media Strategy 2016-2018
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SECTION THREE
3.0 Communication and media channels
To effectively address and make significant inroads against the practice of FGM, the Board will rely
heavily on strategic communication in its outreach interventions. Changing behaviours and practices
requires effective communication to realise the desired results. But this can only happen when an
organization or an individual uses strategic communication channels that resonate with the specific
audience being targeted. The type of message being delivered and the effect it is intended to
produce will greatly inform the communication channels to be used.
In the case of FGM, a mixture of communication channels will be used by the Board. This will include
both conventional and traditional channels. Print, electronic, and online channels will be applied.
Traditional modes of communication that communities which practice FGM use to pass messages
about key issues around FGM are also going to be used. Experience has shown that some of these
channels are extremely effective in producing certain results.
While deciding on the communication channel to use, it is important to keep in mind the following;
What is the central issue that the Board wants to communicate? To whom does the Board want to
communicate the issue? What are the characteristics of the target audience in terms of the following:
Age: youth and adults; Gender: women and men; ethnicity; education level; income level; the blind
and deaf ;the policy makers; general public; the law enforcers; and the donors.
These factors will greatly inform the communication channel to be adopted. Here are the media
channels that are going to be of great value in disseminating information, education and messages
around FGM.
3.1 The media channels
Community mediaCommunity media is one of the critical channels that the Board will have to use. This is because a lotof communication around FGM is mediated through this community channels. The Board can also usethese very channels to advance its agenda and the anti-FGM agenda. Included here are thecommunity/vernacular radio stations that now mediate a lot of important conversations in manycommunities. Since they are affordable and reach so many people, the community radio becomes avery powerful tool for social change, especially in regard to changing attitudes, behaviours andpractices. During radio programmes, drama series focusing on specific theme areas are to be used toeducate people and stimulate discussions on given FGM related issues. Public address system,Poetry, Folk songs that convey anti-FGM messages, drama, storytelling, Cultural Festivals, Chief’s orother forms of Baraza’s, and Church functions will be used at the community level to communicateanti-FGM issues. Mapping of the community channels used in the media is to be done beforedecisions on which channels to use.
Communication and Media Strategy 2016-2018
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Print channelsUnder this are the mainstream newspapers or newspapers with a nationwide reach; the Countynewspapers; and Magazines or newsletters addressing specific health or social issues. The printchannels are extremely important in reaching certain classes of stakeholders. The mainstreamnewspapers are also very useful in reaching huge masses, but they might not be very effective as acommunication channel when targeting communities. They are however effective in targeting peopleor actors who influence certain decisions designed to eradicate FGM. These include policy makers,decision makers, donors, advocates against FGM, and opinion makers.
Electronic channelsThese include the radio, television, and mobile phones.
The radioThe radio is the most widely listened to channel of communication and has the widest reach. Over 80percent of Kenyans own a radio set, with over 90 percent of them listening to radio at least onceevery week. There are over 100 radio stations in Kenya, broadcasting across the country in eitherKiswahili, English or vernacular languages. The radio stations are crucial avenues for disseminatinginformation and education, particularly in the rural areas and resource poor settings. Vernacularradio stations are even more effective in addressing community specific needs and issues. Similarly,the FM stations have emerged as one of the critical avenues to reach young people with messagesaround FGM. This is because majority of young people tune to FM stations for entertainment. Forthis reason, these stations provide opportunity for offering edu-entertainment messages to this targetgroup.
One of the advantages of the radio is its accessibility in terms of cost; and with the advent of mobile
phones; many more people can now listen to it while going on with their business. The Board will
have to rely heavily on this form of communication to speak to the heart and soul of the
communities.
TelevisionTelevision is another channel that is watched by a massive number of people. Its reach is estimatedto be in the region of 30 per cent to 40 per cent of the population. By 2015, close to five (5) millionshouseholds in Kenya had a television set, which is very effective with certain target groups.Television is very good when communicating issues to policy, decision, and opinion makers. Thedrawback is this form of communication is every expensive. The Board will have to use cost-effectivestrategies when it comes to television. This may include partnering with the stations under theirCorporate Social Responsibility. It will also mean working with strategic media practitioners andmedia organizations that influence content in the mainstream media to pass messages on thisplatform in a more cost-effective manner.
Mobile phonesThis platform will be used when it comes to sending text messages to high volumes of people. TheBoard will have to engage mobile service providers to agree on a very cost-effective way of goingabout this. This will include getting easy and unique numbers for this purpose.
Online media and channelsTwitter, blogs, Facebook, e-social networking and chat forums.The internet has become a major source of information and platform where discussions are held. It
has a wide reach and is affordable. This then means that for communication strategies aimed at
behaviour change, the internet becomes a very critical tool. In recent years, the internet has become
a major tool for raising awareness on issues and applying pressure on the authorities or the
community to do something. The Board will need to have a very strong online presence to reach a
category of the population that may help amplify its anti-FGM messages. This will require a very
interactive website. A blog maintained by the Board is going to be vital.
Communication and Media Strategy 2016-2018
23
against certain cultural practices. Likewise, the Board will work with other organisations that have vibrant online
media presence to pass its messages. Strategic partnerships in this regard may need to be developed.
reach the section of population active on this platform.
3.2 Other communication platformsThe Board will use other robust communication platforms in the campaign against FGM, apart frommainstream media. These approaches will place emphasis on mass awareness and sensitization onthe health risks, the social limitations and the legal risks about FGM. These platforms include;
The Board’s websiteThe Boards website is one of the key channels of communicating and updating stakeholders onemerging issues. It is also a platform where it interacts with individuals, communities and institutionsthat have an interest in FGM. New research, publications, and trends in the campaign around FGMare to be deposited on this website.
This website should therefore have up-to-date information that can help the stakeholders make
decision on issues relating to FGM. The website should serve as an information and knowledge hub,
with relevant materials that diverse stakeholders can use to advance the anti-FGM campaign. On this
website, the following interactive tools have to appear: Twitter, Facebook, Live chat, Instagram,
Blog, Google, and YouTube. This website is to be managed on a daily basis by a full-time Online
manager.
NewsletterA newsletter is an important way of communicating to stakeholders about a given issue, in this caseFGM. Through the newsletter, the Board will provide regular updates on projects, activities, successstories, best practices, and emerging strategies in addressing the practice, among other things. Thisnewsletter will be used as a sharing and learning platform for organisations and communitiesadvancing anti-FGM interventions. Media practitioners, individuals and organisations working aroundFGM will contribute content to this newsletter.
The Board’s information department assisted by an editorial team will provide guidance and ensure
quality and adherence to standards in the generation of content for this newsletter. The newsletter
will be key in informing and providing regular updates, from different parts of the country, on what is
going on in addressing the FGM problem. This newsletter is to come out on quarterly basis. To cut
down cost, it will largely be online with very limited copies printed to be delivered to strategic persons
and organisations.
Experience and knowledge sharing and learning platformsTo ensure effective and coordinated responses to FGM, experience and knowledge sharing andlearning platforms are to be used to bring together stakeholders to share what is working and whatis not working. These forums will take place at county level once every six months and at thenational level once every year.
Days that offer opportunity to communicate anti-FGM issues
Communication and Media Strategy 2016-2018
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SECTION FOUR
IMPLEMENTATION OF THE STRATEGY
4.0 The structure to manage the strategyA communication focal person will be identified to coordinate all matters to do with theimplementation of this strategy. A communication committee made up of the key staff of the Board willbe formed to provide leadership and direction on specific issues in this strategy. The focal person willfunction as the secretary to the communication committee.Some of the functions of the committee will include;
• Providing guidance on message development.• Identifying the appropriate communication channels to be used.• Identifying themes to be discussed during the Radio and TV talk shows and the resource
persons to attend.• Overseeing the implementation of this strategy in respect to the implementation of the logics
and the work plan.
• Responding to urgent concerns around FGM.
4.1 The critical inputsResources that are to play important roles in ensuring this strategy succeeds willinclude:• The communication/information officer/manager.• The communication committee.• Financial resources to implement the activities.• Media practitioner trained and knowledgeable about FGM issues.• Strategic partners working around FGM.• Tools to monitor the realization of milestones as defined in this strategy.
Communication and Media Strategy 2016-2018
25
4.2 Implementation logics and work plans
Table 1- Communication strategy implementation logic
Objective Activities Target group Communication
channel
Expected
Output
Output
IndicatorMeans ofverification
Expected
outcomes
To Develop the Development of The Board A workshop to Communication Developed The published Clarity and
right messages communication officially launch guideline and guidelines unity of purpose
and provide guidelines the guidelines developed published in anti-FGM
guidelines around messages
for the co- FGM related
ordination Interventions
of public
awareness
campaigns
against
female genital
mutilation.
Development Young girls Vernacular Messages Number of Collection of
of context radio stations addressing messages messages
appropriate Female in targeted various developed developed
Anti-FGM Circumcisers communities aspect of FGM
messages developed
Organization FM radio stations
advocating
against FGM Online platforms
Television
Build the Community Training forums 20 Partner Number Workshop Anti-FGM
capacity based organizations of partner reports messages visible
of partner organization with enhanced organization and delivered
organizations on working around communication whose Participants list in powerful and
messaging and FGM and media capacity transformative
communicating skills has been Feedback from manner
issues around Anti-FGM enhanced partners on
FGM advocates the value of
working in the training
communities
County
government
officers who
deal with FGM
and GBV issues
To identify, plan Production of Individuals in Online platforms Organizations Number of The published Informed
and execute, a quarterly communities and individuals organizations newsletter anti-FGM
using the most newsletter practicing FGM A few hard copies working around and stakeholders
appropriate providing delivered to FGM aware of individuals
communication updates on Government strategic people developments receiving the
platforms, emerging issues institutions at and offices in Anti-FGM newsletter
products, and in FGM, and The the national campaign
channels for Board’s work and county
reaching desired level Number of
stakeholders feedback
and audiences. CSOs working on the
around FGM newsletter
and GBV content
Development
partners
Communication and Media Strategy 2016-2018
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Objective Activities Target group Communication
channel
Expected
Output
Output
IndicatorMeans ofverification
Expected
outcomes
Identify and MOESTST that Drama festivals Strategic Number of Partnership
develop coordinates partnership strategic agreement and
strategic Colleges and Public lectures at established partnerships arrangements
partnerships Schools drama Universities and with established formulated
arrangements festival Colleges organizations
with institutions and institutions
and other Universities and
arrangements colleges
for
disseminating Cultural
anti-FGM festivals in
messages the targeted
communities
Production of Communities IEC materials Number of T-shirts, caps Informed communitiesT-shirts, caps, that practice with IEC materials and fliers
fliers, tickers FGM informative developed with anti-FGM
with anti-FGM messages on messages
messages Advocates of FGM developed
anti-FGM
Schools and
institutions
where young
girls spend
most of their
time
Hold learning, Girls and Dialogue forums 20 Number of Forum reports Organizations
experience, women who organizations organizations campaigning
and knowledge have and have campaigning benefiting List of against FGM
sharing forums not experienced against FGM from the participants applying best
at the County FGM aware and knowledge practices in their
level on a knowledgeable and interventions
quarterly basis Other about best experience
and at the stakeholders practices in sharing
National level working tackling the forums
once every year towards the practice
elimination of
the practice
To support Establish An experienced ToRs for TORs and Increased flow
resource a resource resource resource list of team of funds for
mobilisation and mobilization mobilization mobilization members implementing
financing for team and team put in formulated communication
communication develop its place and list and media
and media terms of of names activities around
campaigns reference provided FGM
against
female genital
mutilation
Communication and Media Strategy 2016-2018
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Objective Activities Target group Communication
channels
Expected
Output
Output
Indicator
Means of
verification
Expected
outcomes
Increase Training of Health Training 90 journalists Number of Workshop Media
awareness on journalists on reporters in workshops knowledgeable journalists reports practitioners
the dangers and reporting FGM the print, about FGM trained supportive
implications of electronic, Stories on and
female genital community, FGM written publishing
mutilation on, vernacular, by trained or airing
and debunk and online journalists content that
myths that media advance the
affects the anti-FGM
health and cause
empowerment
of girls and Increased
women visibility
of FGM
issues on a
multimedia
platforms
Sensitize Sub-editors, Discussions 50 editors Number Forum reports
editors on managing forums sensitized on of editors
the need to editors and the FGM and sensitized Stories
offer space producers its implication appearing
and airtime in radio and on health and or being
for content television empowerment aired by the
that advance of the girls and media houses
anti-FGM represented
messaging by the editors
and promote
alternative
rights of
passage
Conduct Communities Community and 50 radio and Number of CD recordings
aggressive practising FGM Vernacular radio television talk radio talk of the talk
radio and and television shows on FGM shows held shows
television Policy and stations held
awareness decision Report of the
programs, makers Kiswahili and talk shows
taking the English FM
format of talk CSOs working stations
shows around FGM
Conduct Reporters 10 media Number Stories written
media who write on encounters in of media or aired by
encounters health and communities encounters journalists
by selecting social issues practicing FGM conducted who
journalists to conducted participated
do specific in the media
stories on encounter
FGM with
specific
communities
Table 2-Media Specific Implementation logic
Communication and Media Strategy 2016-2018
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Table 2-Media Specific Implementation logic
Run short Communities English, Kiswahili, Five television Number of Reports of the
anti-FGM that practice and vernacular stations running television TV stations
messages FGM television news anti-FGM stations running
on during bulletins messages running anti- messages and
prime time on Girls and FGM messages at what time
television women in
communities Recordings of
that practice news bulletins
FGM where the
messages are
Policy makers appearing
Communication and Media Strategy 2016-2018
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Objective Activities Target group Communication
channels
Expected
Output
Output
Indicator
Means of
verification
Expected
outcomes
Run profiles Communities Radio stations 20 profiles on Number Profiles Increasedof successful that practice that broadcast in positive aspects of profiles published, number of
women who FGM communities that of not going disseminated aired, or Girls and
have not gone practice FGM through FGM on the circulated families
through FGM Men, women, published various media online opting out
and girls in Community media platforms of FGM
communities platforms
that practice
FGM Print newspaper
Run profiles Communities Radio stations 10 profiles of Number Profilesof Anti- that practice that broadcast in men advocating of profiles published,
FGM male FGM communities that against FGM disseminated aired, or
champions practice FGM published on the circulated
Men, women, various media online
and girls in Community media platforms
communities platforms
that practice
FGM Print newspaper
Undertake and Communities Radio stations Five case Number of Case studiespublish on that practice that broadcast in studies that case studies published
various media FGM communities that showcase the done and
platforms case practice FGM advantage of published
studies of Development communities
communities partners Community media not practicing
that are platforms FGM published
leading in the Policy makers
reduction of Print newspaper
FGM related Men, women,
cases and girls in
communities
that practice
FGM
Undertake Media houses Dialogue forums One content Number Content Mediacontent Reporters and Internet analysis of content analysis study houses and
analysis on editors detailing how analysis published journalists
how media media covers studies done coverage
covers FGM FGM done of FGM
issues every year informed
by study
findings
Hold annual Print, Internet Five awards Number Reportmedia awards Electronic, given out to of awards of award
for journalists and online Newspapers, journalist and given out for ceremony
and media journalists and radio, and media houses transformative
houses that media outlets television on coverage of FGM stories List of
communicate FGM journalist and
well on the anti-FGM
media houses
campaign that won the
awards
Communication and Media Strategy 2016-2018
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Brand the Organization Mainstream print Anti-FGM Board Number and Branding of
Anti-FGM working on and electronic identified and times branded messages
Board as FGM issues media acknowledged materials on delivered by
the lead as the lead anti-FGM is the Board and
organization Development Vernacular radio organization on used by the partners
on partners with stations FGM Board and
interventions programmes organization Books, Pen’s
around FGM around FGM Online platform working and T-shirts
(twitter, blogs, around FGM of staff and
Individuals face book, e-mail) issues community
working on advocates
FGM issues with the
Board’s
messages and
logo
Communication and Media Strategy 2016-2018
31
Objective Activities Target group Communication
channels
Expected
Output
Output
Indicator
Means of
verification
Expected
outcomes
Establish Mainstream Partnership Number of Partnership Partnership Media houses
partnerships print and agreements on partnership agreements Agreements supportive of
with media electronic disseminating agreements entered into signed the anti-FGM
institutions for media anti-FGM entered into with specific campaign
cost-effective messages media houses
dissemination Community/ established with
of anti-FGM vernacular radio 15 media outlets
messages and and television
information
Online media
outlets
Communication and Media Strategy 2016-2018
32
2016 2017 2018
Activities Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Development of communication
guidelines around FGM related
Interventions
Development of context
appropriate Anti-FGM messages
Build the capacity of partner
organization on messaging and
communicating issues around
FGM
Production of a quarterly
newsletter providing updates on
emerging issues in FGM, and
The Board’s work
Identify and develop strategic
partnerships arrangements with
institutions and other
arrangements for disseminatinganti-FGM messages
Production of T-shirts, caps,
fliers, tickers with ant-FGM
messages
Hold learning, experience, and
knowledge sharing forums at the
County level on quarterly basis
and at the National level once
every year
Establish a resource mobilization
team and develop its terms of
reference
Establish partnerships with
media institutions for cost-effect
dissemination of anti-FGM
messages and information
Develop and send to appropriate
institutions communication
related proposals
Brand the Anti-FGM Board as the
lead organization on
interventions around FGM
Monitor and evaluateimplementation of the activities
Table 3-Anti-FGM Board Communication and Media Work plan
Communication and Media Strategy 2016-2018
33
2016 2017 2018
Activities Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Train journalists on reporting FGM
Sensitize editors on the need to offer space and airtime for content that advance anti-FGMmessaging and promote alterna-tive rights of passage
Conduct aggressive radio and television awareness programs, taking the format of talk shows
Conduct media encounters by selecting journalists to do spe-cific stories on FGM with specific communities
Run short anti-FGM messag- eson during prime time ontelevision
Run profiles of successful wom-en who have not gone throughFGM
Run profiles of men who are on the forefront against FGM
Undertake and publish on various media platforms case studies of communities that are leading in reduction of FGM
Daily monitor how media iscovering GBV
Undertake content analysis on how media covers FGM issues
Hold annual media awards for journalists and media houses that communicate well anti-FGM campaign
Table 4-Media Specific Work Plan
Communication and Media Strategy 2016-2018
34
4.3 Measuring and evaluating effectiveness of the strategies applied
IntroductionMonitoring, evaluation and reporting will be essential aspects of this Strategy. For media monitoring, the Board will undertake a baseline study to assess how media covers FGM issues and the levels of awareness of FGM and its consequences. This data will be used as reference point to assess progress made with interventions. Specific tools for monitoring media as well as other interventions are to be developed. The monitoring and evaluation reports will be produced bi-annually. Media related evaluations such as Content Analysis can be done every year. The Board should however come up with reporting timelines that it is comfortable with. Below is the performance monitoring framework.
Table 5-Performance Monitoring Framework
Anticipated
ResultsIndicators Milestones
registered this
quarter
Milestones to
dateMeans ofverification
Data (How the
data will be
collected)
Frequency at
which data will
be collected
Personsresponsible
Outcome: Clarity
and unity of
purpose in anti-
FGM messages
Number of
organization s
using and
disseminating
agreed upon
messages
6 organizations
using the agreed
upon messaging
in their activities
10 organizations
using the agreed
upon messaging
in their activities
Reports of the
message usage
Filings of
reports FGD
with partners
Once everyquarter
The
Information
Officer
Outcome:
Organizations
campaigning
against FGM
applying best
practices in their
interventions
Number of
organizations
replicating best
practices around
FGM
3 organizations
using practice
models in their
work
5 organizations
using practice
models in their
work
Reports of
organizations
using best
practices
Interviews with
organizing
applying
best practicemodels
Once every
yearA consultant
Output: An
experienced
resource
mobilization
team put in
place
ToRs for resource
mobilization
formulated and
list of names
provided
One proposal for
communication
support written
and submitted to
relevant donors
Four proposals
on
communication
support written
and submitted to
relevant donors
Copies of the
proposals
Filings of
proposals done
Once every a
proposal is
done
Head of fund
raising team
Output:
Partnership
agreements on
disseminating
anti-FGM
messages
established with
15 media outlets
Number of
partnership
agreements
entered into
3 partnerships
agreements
finalized
6 partnerships
agreements
finalized
Copies of
partnerships
agreements
Filings of theagreements
Copies of the
partnerships
agreements
The
Information
Officer
Output: 90
journalists
knowledgeable
about FGM
Number of
journalists trained30 journaliststrained
60 journaliststrained
Workshop
reports Stories
done by the
journalists
Cuttings of the
stories
published or
CD recordings
of stories aired
Every time the
story is
published or
aired
The
Information
Officer
Output: 50 radio
and television
talk shows on
FGM held
Number of radio
talk shows held15 talk showsconducted
20 talk showsconducted
CD recordings
of the talk
shows
Recordings ofthe talk shows
Every time a
talk show
happens
The
Information
Officer
Output: 10
media
encounters in
communities
practicing FGM
conducted
Number of media
encounters
conducted
Four mediaencounters held
Six media
encounters held
Stories done
journalists who
are part of the
media
encounter
Cutting of
stories
published and
recordings of
those aired
Every time the
story is
published or
aired
The
Information
Officer
Communication and Media Strategy 2016-2018
35
Anticipated
ResultsIndicators Milestones
registered this
quarter
Milestones to
dateMeans ofverification
Data (How the
data will be
collected)
Frequency at
which data will
be collected
Personsresponsible
Output: One Number of One content Two content The content Filings of Every time A Consultant
content analysis content analysis analysis report analysis report analysis report the content the analysis is
report detailing studies done done done analysis done
how media reports
covers FGM
done every year
Output: 20 Number of 10 organizations 15 organizations Forum reports Filings of After every The
organizations organizations participated participated reports knowledge and Information
campaigning benefiting from in knowledge in knowledge experience Officer
against FGM the knowledge and experience and experience sharing forum
aware and and experience sharing forums sharing forums
knowledgeable sharing forums
about best
practices in
tackling the
practice
Output: Five Number Five awards 10 awards Report Filing of award After every The
awards given of awards given to given to of award reports award Information
out to journalist given out for journalists and journalists and ceremony held ceremony Officer
and media transformative media houses media houses
houses on FGM stories promoting anti- promoting anti-
coverage of FGM messages FGM messages
FGM
Output: Two Number of One evaluation One report A copy of the Copies of the At the middle The
reports on Evaluation report published published evaluation report and at the Information
the evaluation reports published report end of this officer
of anti-FGM published three year
communication communication
interventions strategy
published
Communication and Media Strategy 2016-2018
Annex 1
Stakeholder Role/Functions of
Stakeholder
What the Board should
do to meet Stakeholder
Expectations
What the stakeholder
should do to meet the
Board’s expectations
Structures/Frameworks
for targeting the
stakeholders
Primary Stakeholders
Girl Child from age 4 Report cases of FGM Enhance public campaigns
about FGMReport cases of FGM MOEST/church/mosque
Boy Child from age 4 Report cases of FGM Advocate against FGM and
protect the girls/sister/
cousin etc.
Report cases of FGM MOEST/Religious bodies
Parents, Guardians and
Relatives
Protect the child and
report cases of FGM
Enhance public campaigns
about FGMReport cases of FGM Community meetings,
Ministry of Interior (MoI)
and Coordination of
National Government
(CoNG)
The traditional circumciser Make public declarations
against FGM
Educate them about the
dangers of FGM
Become part of the
campaign team
Community meetings/
Nyumba Kumi
Community based artists To promote local
conversations
Engage them to work with
the Board to create various
artistic messages through
music, dance and drama
Compose songs, plays
and skits in traditional
moulds to help pass the
message
Community theatre, radio
and TV
Faith Based Organisations
and their leaders (FBOs)
Enhance public education
campaigns
Preach persuasively against
the practice and initiate
persuasive conversations
on the subject
Talk about the dangers of
the practice in community
doing it differently
Community meetings/
Church meetings/Mosque
meetings
Radio and TV
Community elders, nyumba
kumi, chiefs and assistant
chiefs, teachers, Council of
elders and other opinion
leaders
Make public declarations
against FGM
Provide information about
the practice
Begin and lead in local
conversations (both formal
and informal) on alternative
approaches to values
represented by FGM
Participate in such
conversations on local radio
and TV
Talk about the dangers of
the practice in community
Community meetings/
Nyumba Kumi/ MoI and
CoNG
Secondary Stakeholders
Anti-FGM Board Staff Implement and
coordinate FGM
communication activities
Provide a conducive
working environment
Participate in other
appropriate and useful
activities in the campaign
effort as will be necessary
Implement policy and
exhibit commitmentBoard meetings/seminars
Members of the Board Direct PolicyEducate the public on the
mandate of the Board
Provide information on
programmes
Fundraise and direct
policy formulationBoard Meetings/Seminars
Rescue Centres Provider safe space for
rescued girls
Enhance public campaigns
about FGMReport cases of FGM Board Secretariat/Moi
Law enforcers (police,
etc.)
Make prompt arrests and
charges culprits
Enhance public campaigns
about FGM and organise
meetings
Monitor what is
happening in the
communities
MoI and CoNG,
Government /Dept. of
Children/Ministry Sports,
Culture and the Arts
36
STAKEHOLDER ANALYSIS
Table 6- Stakeholder Levels and Roles
Communication and Media Strategy 2016-2018
37
Stakeholder Role/Functions of
Stakeholder
What the Board should
do to meet Stakeholder
Expectations
What the stakeholder
should do to meet the
Board’s expectations
Structures/Frameworks
for targeting the
stakeholders
Schools and their Boards of
GovernorsProtect children Facilitate meetings Monitor what is
happening in schoolsMOEST
The Teachers ServiceCommission
Enforce law Facilitate meetings and
dissemination of
information about FGM
Monitor and report what
is happening to girls in
schools
MOEST
Ministry of Health Provision of Health care
Public Education on the
dangers of FGM
Partnership andcollaboration
Educate staff and Monitor
the implementation of
policy on FGM
Children’s Dept/ Ministry of
Interior and Coordination
of National Government
The civil societyorganisations
Advocacy and lobbying Coordinate sensitizationstakeholder meetings
Monitor what is
happening in communities
MOEST/Ministry of Labour/
Ministry of Interior and
Coordination of National
Government
Ministry of interior and
coordination of National
Government
Make prompt arrests and
charges culprits
Coordinate public
campaigns about FGM and
organise meetings
Monitor what is
happening in the
communities
Ministry of Interior and
Coordination of National
Government
Tertiary Stakeholders
The Police Service Enforce the law Facilitate meetings andeducate on existing law
Implement the law Ministry of interior and
coordination of National
Government
The Judiciary Implement, interpret andenforce the law
Coordinate stakeholder
meetings
Timely and consistent
rulings on cases of FGMThe Judiciary/Office of theDPP
Parliament Enact lawsResearch and resourcemobilisation
Implement the law on FGM
and provide information on
the status of the progress
on elimination of FGM
Enact legislation that is
supportive of the Board’s
mandate and provide
adequate budgetary
support
Parliamentary committees/
Ministry of interior and
coordination of National
Government
Office of the of the Directorof Public Prosecution
Implement, interpret andenforce the law
Facilitate meetings Timely prosecution of
FGM cases
Office of the DPP/ Ministry
of interior and coordination
of National Government
Media Publish information onFGM
Partnership andcollaboration
Provide timely and
accurate information on
anti-FGM campaigns
ICT Information
County Governments Enforce the law and
allocate resources to
address F
Partnership andcollaboration
Prioritise FGM, Establish
and support committees
to address FGM issues,
Council of Governors/County Assemblies
Research Institutions Provide up to date data
on trends and incidence
of FGM and disseminate
data
Partnership andcollaboration
Provide analyses of policy
and information on FGM
issues as well as
disseminate information
MOEST
Development Partners Mobilise resource toaddress FGM issues
Enhance Partnerships andcollaboration
Timely and consistent
provision of budgetary
support.
The Board Secretariat
Communication and Media Strategy 2016-2018
Annex 2
MESSAGE DEVELOPMENT
How the Board designs its anti-FGM messages is key to winning or losing the war against thispractice. Like in marketing, powerful messages that resonate with the targeted group can producetremendous results. In this case, the reduction of FGM will require compelling and informativemessages. Developing the right messages that appeal and compel people to do things in a wayadvocated by the message can help change behaviours and attitudes on FGM. But for the messagesto have any of this intended effect, then their development has to go through a well thought-outprocess. Undertaking a baseline survey or using existing evidence as a basis of developing themessage is very important.
It is equally important that the messages are not ad hoc or developed without going through thenecessary steps. For messages to be compelling, relevant and informative, they have to go throughthe following steps;
The Anti-FGM Board is to consider the following issues as they develop the message:36
Step 1: Defining the issue
Understand FGM and why it is popular or preferred. What value does the community attach to it and what are the recent developments. You may need to do a Focus Group Discussion to tease out information to guide your message development.
Checklist for Step 1The following demographic issues need to be considered in regard to the target group:1.Age2.Gender3.Family structure4.Ethnicity5.Education level6.Income level
It is important to appreciate what your target groups think, believe, or feel about the issue you want to communicate. Do they hold positive or negative thoughts about the FGM practice? If so, to what extent?
Step 2: Develop initial message conceptsThe information gathered in stage 1 will help to define the specific actions and behaviours that you want to
encourage or discourage.
Checklist for Step 2In this step, the people designing the message should ask themselves the specific actions they want their
audience to adopt? Consider issues that may make it difficult for a person to adopt a certain behaviour and
how to respond to them.
Step 3: Assessing message conceptsTest if the messages developed in stage 2 are relevant and mean something to the target audience. Does the message convey the same meaning to, say, 9 out of 10 people? Ask the audience the following ques- tions: How do you interpret this message? Do you identify with the message? Does it compel you to do something?
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Checklist for Step 3Find out if the message is meaningful to the target audience and if it motivates them to do something
positive to end FGM?
Step 4: Fine-tune messagesIf the message fails the test in step 3, then subject it to further fine tuning. And assess it afresh.
Checklist for Step 4In this stage, assess the receptiveness of the audience to the message. Did they interpret the message as per the intended purpose? Were the interpretations varied? If so, then what was the problem? Once you establish the problem, fine tune the message.
Step 5: Validate messagesAfter stage four, validate the message again to test its relevance and meaning to the target audience. Asking Questions in step five to many people:• How receptive was the audience or public to the message?• Did the consumers interpret the message in the way you intended them to? Why or why
not?• What are the connotations they derived from the message? Which part of the message was
clear or unclear?• Will minor word changes improve the meaning or should it be completely rewritten?
Checklist for Step 5
Subject the audience once again to the fine tuned message and assess how they interpret it. If 8 out of 10 people interpret the message the same way, then it is a good message.
Step 6: Message ExecutionOnce the message has been validated and found to communicate the same meaning to as many people as possible, it is ready for dissemination.
Step 7: Evaluation of message impact
Monitor and evaluate the message acceptance and impact on the targeted community.
These are some of the things to consider to ensure that the developed message is effective:•Work closely with communities and opinion makers in the community that practice FGM to come up with powerful messages and to win their support.•Work closely with the best communication professionals and creative talent available to produce a high-quality product.•Ensure that the developed messages are thoroughly pretested.•Be cautious with information that is not well understood or is offensive to the intended audience.•Scrutinize and approve all messages before they are sent for mass consumption.
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Notes
Communication and Media Strategy 2016-2018