Paloma Escudero

Director, Division of Communication, UNICEF HQ

Paloma Escudero, Director, Division of Communication Stockholm, 3 June

HOW MEASUREMENT IS HELPING TO DRIVE REAL CHANGE FOR CHILDREN

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A Long Journey from P&G to UNICEF…

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A unique lifetime opportunity…

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“The fundamental mission of UNICEF is to promote the

rights of every child, everywhere, in everything the

organization does — in programmes, in advocacy and in

operations. The equity strategy, emphasizing the most

disadvantaged and excluded children and families,

translates this commitment to children’s rights into action.”

UNICEF Strategic Plan 2014-2017

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Our main internal challenge- to drive a deep change management process from a global leadership position …

73% 72% 72%

UNICEF International Committee of the RedCross (ICRC)

World Health Organization (WHO)

Top 3 NGOs & NPOs Around the World of Those Aware Top Organizations With the Highest « good » opinion (Win/Gallup 2014)

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A leading voice for children (news online SOV on issues related to children)

Nepal coverage 24 March – 18 May 2015

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Ebola coverage 20 Sep – 22 Oct. 2014

The leading voice for children on social media

Global social media footprint in 190 countries, over 40% are millennials

Leaders on Facebook, Twitter and Instagram among humanitarian organizations Global reach and fan base of more than 22 million across Facebook, Twitter, Instagram, Weibo (over 2.8 million followers), Google+, Tumblr, LinkedIn and more.

“@UNICEF is by far the most effective international organization on Twitter” -- twiplomacy.com study, March 2015

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To put the rights and well-being of the most

disadvantaged children at:

the heart of the social, political, and

economic agenda,

to support shifts in public policy,

fuel social engagement,

increase private and public resources for

children.

Global Communication and Public Advocacy Strategy GOAL

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Global presence in more than 190 countries (before, during, after)

Respected reputation (credibility/achieving results)

Evidence-based credibility and objectivity

Our role as a convener from parliaments to grassroots

Vital base of at least 25M donors, supporters, volunteers,…

Building on UNICEF’s strengths

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Shifting our current communication model

From working to change policies … To also working to change behaviours, social attitudes and beliefs

From primarily targeting governments, corporates and influencers …

To also powerfully communicating with the broad general public

From primarily informing … To inspiring by telling compelling stories

From telling … To also listening, conversing, and crowd-sourcing (two-way communication)

From disseminating information … To communicating to advocate, to drive change, to move people to act

From focusing mainly on print media … To fully developing print, digital, mobile, and broadcasting

From knowledge brokering … To knowledge leadership

From press releases … To integrated communication strategies

From “everything” … To selective strategic priorities

From partnership initiatives … To fuelling social engagement

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1. Integrate communication and public advocacy with program and policy planning

2. Start measuring results globally in a systematic way

3. Strengthen Internal Communication and Knowledge Sharing

4. Invest in and build best human resources

5. Embrace and manage risk to maximize results

6. Encourage a culture of collaboration

7. Fuel innovation

Internal management shifts

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In a nutshell

Voice

Engagement

Reach

Be the leading voice for – and with- Children

Reach 1 Billion people around the world

Engage 50 Million people acting regularly in support of children

Targets Millennials (15-34) are the

world’s future decision-makers.

Middle class is a growing

critical audience for engagement.

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Objective 1: Leading voice for children

Truly Global and compelling storytelling

Evidence-based messaging

Rapid, pro-active, authoritative and authentic communication

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Objective 2: Reach 1 billion people around the world

New approach to media

Partnerships

Innovation

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Objective 3: Engage 50 million people to shape a global movement for children

Glocal approach

Partnerships for change

Goodwill ambassadors and key influencers

Mexico

Paraguay

Mozambique

Burundi

India

Bangladesh

Cambodia

Indonesia

Afghanistan

Croatia

Turkey

Egypt Morocco

Liberia

Chad

Honduras

Finland

Spain

Pilot countries to test our strategic approach

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Evidence based communication: monitoring and evaluating the impact of our work

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Be serious about evidence based communication: M&E should not be an afterthought.

Data and impact analysis are helping us change the way we do business, the way we communicate.

What have we learned so far?

What have we done? Developed a comprehensive M& E framework that clearly explains

our approach

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Keep it simple.

What have we learned so far?

What have we done? Clearly defined KPIs for each objective of the strategy. We have to

keep them simple if we want all country offices to be able to implement.

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Hire the right people, develop relevant resources and invest in capacity building

What have we learned so far?

What have we done? Created a new team that focuses on M&E, research and analysis We train field offices on a regulars basis Developed a comprehensive handbook that explains our approach

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Work with the right partners – you cannot do it alone!

What have we learned so far?

What have we done? Established contracts with global media monitoring companies such

as The Gorkana Group, Ebiquity and Media Measurement Strategic partnership with Ketchum Global Research and Analytics Continue working with AMEC as a member of the non-profit group

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Seek advice and do not reinvent the wheel! Others may have already found a solution to

the problems you encounter.

What have we learned so far?

What have we done? Established an ad-hoc Measurement Advisory Board (following the

model of the UK government) with measurement experts from various industries

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Fail fast, fail cheap, try again, improve and scale up.

What have we learned so far?

What have we done? Constantly looking for new ways of doing things. No one has done it before in UNICEF so we have to try different

approaches. Helping us scale up to multiple countries in a more systematic way.

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Share data in a timely manner. Do it right!

What have we learned so far?

What have we done? We have two daily email alerts – that keeps everyone in the loop. Developed weekly and monthly newsletters, quarterly and special

reports are shared on a regular basis. Tailored reports are prepared for our senior managers

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Measurement is an art: do not try to apply the same model in all countries, you must create tailored

solutions to respond to the local needs

What have we learned so far?

What have we done? Our team is constantly working with field offices and helping them

develop systems to track KPIs locally. We aggregate metrics regionally and globally.

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Case study

How data helped change Montenegro attitudes towards

children with disabilities

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Campaign results

Positive changes in attitudes towards children with disabilities

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Case study

“It’s About Ability. Join us”

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Making Visible the Invisible

The Campaign, It’s About Ability harnessed the principles of: Visibility- TV commercials and billboards

Demonstrating Ability –children with disabilities spoke publicly by

themselves

Interaction/Inclusive events

Access/ Convention on the Rights of Persons with Disabilities

Partnership-More than 100 national organizations joined the campaign

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Voice

A fascinating journey of data & measurement to bring real change for children

Reach

Engagement

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Thank you!