National Advocacy and Communication Strategy on Ending ... · CSOs in developing and launching the National Strategy on Ending Child Marriage in Zambia for the period 2016 – 2021,

National Advocacy and CommunicationStrategy on Ending Child Marriage

in Zambia 2018-2021

Republic of ZambiaMinistry of Gender

Movers and Models for Change on Ending Child Marriage in Zambia

Photo @UNICEF Zambia/2013

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Advocacy and Communication Strategy on Ending Child Marriage in Zambia

ACRONYMS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... . . . . . . v

Features of “Models for ECM” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

FOREWORD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . vi

Ending child marriage in Zambia: Background and ra�onale . . . . . . . . . . . . . . . . . . . . . . 1

EXECUTIVE SUMMARY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . viii

Determinants of child marriage and teen pregnancy . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

ACKNOWLEDGEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vii

General objec�ve of advocacy and communica�on . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Advocacy objec�ves/outcomes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Community theatre and the arts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

The communica�on strategy for behaviour and social change . . . . . . . . . . . . . . . . . . . . 11

Crea�ng and sustaining a media blitz on ECM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

District ECM Youth Council . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Theory of Change for the Advocacy and Communica�on Strategy . . . . . . . . . . . . . . . . . . 5

Community Informa�on Boards (CIB) in every community centre and district office . . . . . . 22

Celebra�ng role models on ending child marriage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Par�cipant audience groups: stakeholders for ending child marriage . . . . . . . . . . . . . . . . 18

Theore�cal Frameworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Key messages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

SECTION 2 – ADVOCACY AND COMMUNICATION STRATEGY FOR BEHAVIOUR AND SOCIAL CHANGE: “MODELS ON ENDING CHILD MARRIAGE IN ZAMBIA” . . . . . . . . . . . . . . . . . . . . . 7

The advocacy strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

SECTION 1 – INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

The communica�on landscape in Zambia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Guiding principles of this strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Past and ongoing ini�a�ves on ending child marriage . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Recognizing champions and role models for ECM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Advocacy ac�vi�es and outputs from this strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Specific communica�on objec�ves: expected behaviour and social change outcomes . . . . . 11

Seven thema�c areas for behaviour and social change . . . . . . . . . . . . . . . . . . . . . . . . . 12

Edutainment (E-E) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Foster ownership: Use local voices, language, and channels . . . . . . . . . . . . . . . . . . . . . . 23

SECTION 4 – MONITORING AND EVALUATION FRAMEWORK.................................................45

Capacity strengthening................................................................................................................. 26

Internet penetra�on and social media use................................................................................74

Strategic implementa�on approaches for “ECM Models”............................................................25

References ...........................................................................................................................69

Mass media access and use........................................................................................................72

ANNEX II:Past and ongoing ini�a�ves on advocacy and communica�on for ECM ...................76

Communica�on Targets................................................................................................................45

Communica�on objec�ves and associated indicators..................................................................46

The Most Significant Change (MSC) Technique ...........................................................................51

SECTION 3 – PROPOSED COSTED IMPLEMENTATION PLAN ....................................................32

Objec�ve three ............................................................................................................................45

Coordina�on and management of advocacy and communica�on...............................................26

Advocacy and capacity strengthening objec�ves/outcomes and associated indicators .............47

Monitoring and evalua�on in prac�ce for ECM: 2018-2019...................................................48

Evalua�ng the effec�veness of the ECM Models programme in the pilot districts .....................50

Monitoring and evalua�on of the ECM programme a�er 2019 .............................................53

Required Baseline Data................................................................................................................54

Community engagement .............................................................................................................. 29

Monitoring and evalua�on design a�er 2019 .............................................................................57

Advocacy....................................................................................................................................... 28

Media engagement....................................................................................................................... 28

Social mobiliza�on........................................................................................................................29

Long-Term Evalua�on (2021 – 2030) ..........................................................................................69

ANNEXES...............................................................................................................................72

Literacy .......................................................................................................................................72

Advocacy by the President - UN Resolu�on to End Child Marriage..........................................76

Capacity Strengthening and Advocacy Targets ............................................................................45

Monitoring in the pilot districts of Senanga and Katete ..............................................................48

Monitoring and Evalua�on Tools ................................................................................................59

ANNEX I: The Communica�on Landscape in Zambia...................................................................72

Advocacy by Vice President and former Minister of Gender....................................................76

Edutainment programmes.........................................................................................................75

Mass media profile ....................................................................................................................74

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Key messages on child protec�on................................................................................................94

Key messages on birth registra�on............................................................................................. 94

Key messages on poverty reduc�on and social protec�on..........................................................97

Girls’ Clubs: Crea�ng safe spaces for girls....................................................................................78

Interna�onal and regional days................................................................................................. . 79

Advocacy by First Ladies...............................................................................................................76

Na�onal campaign by consor�um of ministries and CSO coali�on........................................... . 76

Engagement of chiefs in preven�ng child marriage in their chiefdoms.......................................76

Co-hos�ng the First African Girls’ Summit on Ending Child Marriage......................................... 76

Advocacy by Girls Clubs of Zambia...............................................................................................77

Radio programme on girls’ educa�on and child marriage...........................................................77

Edutainment programmes...........................................................................................................78

An�-Gender Based Violence Act.................................................................................................. 78

ANNEX III: Theore�cal Framework for “ECM Models” Programme.............................................80

ANNEX IV: Stakeholders for ending child marriage in Zambia.....................................................85

ANNEX V: Key Messages...............................................................................................................88

Key messages on children’s rights................................................................................................88

Key messages on educa�on.........................................................................................................91

Key messages on child marriage..................................................................................................89

Key messages on adolescent sexual and reproduc�ve health and teen pregnancy....................92

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Figure 2. The founda�on of the advocacy and communica�on strategy to ECM..........................8

Figure 3. Seven thema�c areas of the advocacy and communica�on strategy on ECM..............13

Table 1. Recommended behaviour and social change outcomes: Know, Feel, Do.....................14

LIST OF FIGURES

Figure 1. Theory of change for the advocacy and communica�on strategy on ECM in Zambia....6

Figure 4. Five levels of stakeholders or par�cipant audience groups in the advocacy and communica�on strategy from a socio-ecological perspec�ve.....................................18

Figure 6: Contribu�on of the Advocacy & Communica�on Strategy to the Na�onal Strategy....46

Figure 8. Access to radio and television by rural and urban loca�on and income level..............74

Figure 9. The Socio - Ecological Model in C4D.............................................................................80

Figure 10. Changing Inten�ons in the Theory of Planned Behaviour..........................................81

Figure 7. Provincial access to radio and TV across 9 provinces arranged by UN HDI...................73

Figure 11. Key Constructs in Social Cogni�ve Theory..................................................................84

LIST OF TABLES

Figure 5. Strategic implementa�on approaches to “Models for ECM” in Zambia......................25

Table 3. Advocacy and capacity strengthening objec�ves and associated indicators . . . . . . . ..47

Table 4. Monitoring for communica�on ac�vi�es - Senanga and Katete . . . . . . . . . . . . . . ....... 49

Table 6. Key indicators for evalua�on in the pilot districts of Senanga and Katete....................52

Table 2. Communica�on objec�ves and associated indicators...................................................46

Table 7. 40 per cent reduc�on in child marriage targets............................................................54

Table 9. Large – Scale monitoring and evalua�on data to be collected, 2019-2021..................56

Table 5. Monitoring for capacity strengthening/advocacy ac�vi�es - Senanga and Katete.......50

Table 10. Expected changes in evalua�on periods.....................................................................57

Table 11. Expected changes between case and control districts...............................................58

Table 8. Recommenda�ons for baseline data collec�on to support communica�on/advocacy ac�vi�es . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ......................55

Table 12. Monitoring and evalua�on framework for cri�cal behaviour and social change outputs for seven thema�c issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ................61

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DC . . . . . . . . . . . . . District Commissioner

C4D . . . . . . . . . . . . Communica�on for Development

CSO . . . . . . . . . . . . Central Sta�s�cs Office

KAP . . . . . . . . . . . . Knowledge, A�tudes and Prac�ces

CSOs . . . . . . . . . . . Civil Society Organiza�ons

SMS . . . . . . . . . . . . Short Message Service

VSU . . . . . . . . . . . . Vic�ms Support Unit

ZDHS . . . . . . . . . . . Zambia Demographic and Health Survey

YWCA. . . . . . . . . . . Young Women’s Chris�an Associa�on

ICT . . . . . . . . . . . . . Interac�ve Communica�ons Technology

CM. . . . . . . . . . . . . Child Marriage

DATF . . . . . . . . . . . District Aids Task Force

CBO . . . . . . . . . . . . Community-Based Organiza�on

DDCC . . . . . . . . . . . District Development Coordina�ng Commi�ee

ECM . . . . . . . . . . . . Ending Child Marriage

E-E . . . . . . . . . . . . . Edutainment

IGA. . . . . . . . . . . . . Income Genera�ng Ac�vity

GBV . . . . . . . . . . . . Gender-Based Violence

M&E . . . . . . . . . . . ......Monitoring and Evalua�on

MoCTA . . . . . . . . . . Ministry of Chiefs and Tradi�onal Affairs

MoG . . . . . . . . . . . Ministry of Gender

SCT. . . . . . . . . . . . . Social Cogni�ve Theory

SEM . . . . . . . . . . . . Socio-Ecological Model

SLT . . . . . . . . . . . . . Social Learning Theory

ToC. . . . . . . . . . . . . Theory of Change

ZCCP . . . . . . . . . . . Zambia Center for Communica�on Programs

MINISTRY OF GENDER

The implementa�on of the Na�onal Advocacy and Communica�on Strategy 2018 – 2021, will

enhance the implementa�on of the Na�onal Strategy on Ending Child Marriage Strategy 2016 –

2021 which will posi�vely impact all areas of na�onal development. I wish to call upon all

stakeholders to use the Strategy as a cataly�c tool to enhance our interven�ons from both the

Government and Civil Society to end child marriage and ul�mately the a�ainment of Zambia's thVision 2030 and the 7 NDP.

Child Marriage cons�tutes a mul�ple viola�on of children's rights curtailing their opportuni�es for

full realiza�on of their poten�als. It is both a symptom and a cause of ongoing development

challenges, as the prac�ce violates the human rights of girls and boys and further perpetuates

the poverty cycle. The prac�ce affects girls dispropor�onately compared to boys as the

consequences are more severe for the girls.

As a response to the child marriage challenge Government developed and launched the Na�onal

Strategy and the Ac�on Plan. Besides other interven�ons aimed at addressing the drivers of child

marriage, there is also the urgent need to engage with the affected popula�ons themselves and

other stakeholders in order to address some nega�ve cultural prac�ces and norms which

contribute to the perpetua�on of the problem. Thus, the development of this Na�onal Advocacy

and Communica�on Strategy to End Child Marriage. This Strategy will therefore, provide a strategic

direc�on in the engagement of various stakeholders at both na�onal and community levels for

behaviour change.

The 2013/14 Zambia Demographic Health Survey (ZDHS) shows that 31% of the women aged 20-24

years were married before the age of 18, represen�ng a 25% reduc�on from the 2007 ZDHS where it

was at 42 % for the same age group.

Hon. Elizabeth Phiri, MP

Minister

FOREWORD

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The Advocacy and Communica�on Strategy 2018 – 2021 has been developed to enhance

implementa�on of the Na�onal Strategy on Ending Child Marriage 2016 – 2021. The Strategy has

been developed under the guidance of Rain Barrel Communica�ons with support from

Government ins�tu�ons, public and private media organiza�ons, Civil Society Organiza�ons

(CSOs) and Coopera�ng Partners.

The Ministry of Gender would like to express gra�tude to the United Na�ons Children's Fund

(UNICEF) and all Coopera�ng Partners on the campaign to end child marriage for the financial and

technical support rendered during the development of this Communica�on Strategy.

We would also like to extend our gra�tude to all ins�tu�ons and individuals who par�cipated in

developing and refining this document. We believe that the Strategy will be effec�vely

implemented by all stakeholders in order to challenge nega�ve a�tudes, cultural values and

prac�ces and influence posi�ve a�tudes towards girls and boys.

The development of Na�onal Advocacy and Communica�on Strategy 2018 – 2021 was consulta�ve

and involved key stakeholders from Government ins�tu�ons, public and private media

organisa�ons, Civil Society Organisa�ons (CSOs) and Coopera�ng Partners. This was done to ensure

that there is ownership of the Strategy by all par�es and thus ensure effec�ve implementa�on.

Finally, I wish to thank members of staff in the Ministry of Gender for �relessly coordina�ng the

process leading to the development of the Na�onal Advocacy and Communica�on Strategy on

Ending Child Marriage 2018 – 2021.

I am confident of successful implementa�on of this Strategy.

Auxilia B. Ponga (PhD)

Permanent Secretary

MINISTRY OF GENDER


ACKNOWLEDGEMENTS

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A positive political and social environment for ending child marriage is evident among the

Zambian government, traditional authorities, religious communities, civil society organizations,

communities and the media. Like several of its neighbours, the country is implementing a

national strategy to reduce and eventually eliminate child marriage. The ongoing Ending Child

Marriage campaign has engaged traditional leaders in creating better understanding of the

negative effects of child marriage and has served as a springboard for the creation of a national

strategy on ending child marriage.

1. To strengthen multi-sectoral responses to reduce children's vulnerability to marriage;

3. To facilitate positive change in prevailing attitudes, behaviours, beliefs and practices that

contribute to the practice of child marriage;

In 2016, Zambia's Ministry of Gender led a Government consortium together with the coalition of

CSOs in developing and launching the National Strategy on Ending Child Marriage in Zambia for

the period 2016 – 2021, for which a National Plan of Action was launched in December 2017. The

goal of the National Strategy is to reduce child marriage by 40 per cent by 2021 (UNICEF Zambia,

2015), and this goal is supported by five objectives:

2. To facilitate the development and review of policies and legislation to ensure a consistent

approach to protecting child rights and promoting their well-being;

4. To facilitate the provision of child sensitive social services in order to reduce children's

vulnerability to marriage; and

5. To effectively mobilize financial resources in order to facilitate the implementation of

programmes aimed at reducing children' vulnerability to marriage.

This advocacy and communication strategy on ending child marriage is designed to address

Objective 3 of the National Strategy. While the overall aim is to improve knowledge and facilitate

positive change in prevailing, attitudes, beliefs and practices of parents, children, communities

and other stakeholders toward reducing the incidence of child marriage, it will also address

strengthening the capacity of local stakeholders to act as change agents and will fully engage the

media in advocacy and communication efforts. The strategy will simultaneously support

achievement of objectives 1, 2, 4 and 5 through the use of advocacy and communication

approaches.

Children in Zambia enter marriage for numerous reasons, including pressure from poverty,

unintended pregnancies, the desire for increased social status, and lack of realistic future options.

Reducing child marriage, therefore, must adopt a comprehensive approach that supports

individual behaviour change, community mobilization of products and services, and advocacy

that unifies statutory and customary law and increases investments in infrastructure such as

secondary schools and boarding facilities.


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This document presents a multifaceted, multisectoral programme unified under a proposed

umbrella concept, for example, “ECM Models” that will create changes to support the

achievement of the goal of the 2016 – 2021 National Strategy, thus contributing to the elimination

of the practice in 2030. The “ECM Models” programme focuses on six thematic areas that

surround ECM:

2. Teen Pregnancy and Adolescent Health

3. Protection of Girls and Boys

4. Poverty Reduction and Socio-Economic Opportunities

Advocacy and communication activities in each of the thematic areas support ECM by directly

influencing behaviour and social change or by promoting alternatives that directly or indirectly

can empower girls and boys, their parents, and their communities to delay marriage until after age

18. The activities associated with each thematic area will be delivered through six strategic

approaches:

1. Girls' Education

5. Civil Registration

6. Empowerment of Girls and their Families

1. Capacity Strengthening, including skill building and training of youth, parents, and

community members.

2. Media Engagement, including the development of Edutainment programmes and other

interactive programming that can spark communication among stakeholders.

3. Social Mobilization, including identifying and celebrating role models and mobilizers for

ending child marriage.

4. Community Engagement, including dialogues with traditional and religious leaders and

councils, and participation of young people in community theatre for development

programmes, media development, storytelling, and showcasing their talents in the arts.

5. Advocacy, including national, provincial, district and community activities targeting

leaders, organizations, and decision makers.

6. Coordination and Management, including establishing coordinating mechanisms for the

implementation, monitoring, and evaluation of advocacy and communication activities.

The proposed “ECM Models” programme described in this document provides the Ministry of

Gender and the Technical Working Group with a comprehensive approach to facilitating positive

change in prevailing attitudes, behaviours, beliefs and practices that contribute to the practice of

child marriage. Through its activities, it will support all five of the objectives in the National

Strategy on Ending Child Marriage.


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In addition to these and other encouraging global initiatives, a positive political and social

environment for ending child marriage is evident among Zambian government, traditional

authorities, religious communities, CSOs, communities and the media. This positive climate can

also be attributed to significant gains achieved since 2013, when the Government launched a

nationwide campaign to end child marriage led by the Ministry of Chiefs and Traditional Affairs.

This ongoing campaign has engaged traditional leaders in creating better understanding of the

negative effects of child marriage and has served as a springboard for the creation of a National

Strategy on Ending Child Marriage (ECM), 2016 – 2021, for which a National Plan of Action will be

launched in December 2017.

Zambia has the honour of having been designated by the African Union to champion efforts in

combatting the practice in the continent. His Excellency, President of the Republic of Zambia, Mr

Edgar Chagwa Lungu, demonstrated his global commitment when he joined the Prime Minister of

Canada at the UN General Assembly in September 2016 in co-sponsoring the UN Resolution to End

Child, Early and Forced Marriage. He followed this up during the 2017 UN General Assembly in New

York, when he hosted a high-level event on ending child marriage attended by African heads of

state.

Children in Zambia are entitled to enjoy their childhood and their rights to grow up in a safe

Ending child marriage in Zambia: Background and ra�onale

This advocacy and communication strategy supports that effort in specific ways that will be

elaborated in subsequent sections.

The Government of Zambia launched its 7th National Development Plan 2017–2021 in March 2017. thThe goal of the 7 National Development Plan is to create a diversified and resilient economy for

sustained growth and social and economic development. The plan, dubbed "Accelerating

development efforts towards vision 2030 without leaving anyone behind”, calls for a fundamental

shift in the way resources are allocated, taking into account global and regional trends, and applies

a multisectoral approach. Its five pillars – economic diversification and job creation, poverty and

vulnerability reduction, reducing developmental inequalities, enhancing human development and

creating a conducive governance environment – have direct and indirect links to ending child

marriage and its underlying causes.

Zambia is implementing a national strategy to reduce and eventually eliminate child marriage in

line with Goal Five of the Sustainable Development Goals that seeks to eliminate all harmful

practices such as child, early, and forced marriages by 2030.


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The law on marriage in Zambia is dual in nature, with a statutory law and a customary law. The

Marriage Act is a statutory legal instrument that stipulates 21 years as the minimum legal age of

marriage. However, the law also allows marriage below that age with parental consent and below

the age of 16 with consent of a judge. Particularly in the rural areas, families widely prefer and apply

customary law, under which a child is able to marry, with parental consent, after initiation into

puberty – approximately 12 years for girls and 14 years for boys. This results in many violations of

children's rights, including their rights to education, health, development and protection.

Harmonizing customary and statutory laws in Zambia has been ongoing, but has proven to be a

complicated process.

One barrier to the achievement of girls' full potential is that Zambia has a high child marriage rate,

with a reported 31 per cent of women aged 20-24 having been married before the age of 18. The

prevalence of child marriage stands in the way of ensuring the realization of their rights,

particularly those of adolescent girls. In order to protect, promote, and fulfil their rights, there is a

need for various sectors to join efforts to end this practice.

environment, have access to health care, obtain an education and develop to their full potential.

Protecting, promoting and fulfilling these rights – and all rights enshrined in the Convention on the

Rights of the Child, ratified by Zambia – is necessary to ensure that girls and boys grow into healthy,

skilled, responsible adults and productive Zambians.

The vision and goal statement of the 2016-2021 National Strategy on Ending Child Marriage in

Zambia provides the perfect launch pad for an advocacy and communication strategy.

GOAL: Toward that vision, Zambia's goal is “to achieve a 40% reduction in child marriage by 2021.”

VISION: “To have a Zambia free from child marriage by 2030”.

Vision and Goal of Zambia's National Strategy onEnding Child Marriage:


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· Pregnant girls and their boyfriends

A second and no less important factor motivating the desire to marry has to do with the role

marriage plays in Zambian culture. Marriage accords significant social status upon both partners,

allowing them to participate on a more equal footing in decision-making in their families and

communities. For young people who may not have the opportunity to complete education

beyond primary school, marriage is, therefore, a rational or pragmatic step in their development

as full-fledged members of their communities, despite the downsides of early marriage.

· Orphans and stepchildren

During the fieldwork, participants in research from Senanga, Katete and Lusaka Districts

discussed their aspirations for the future. The research team found significant differences in the

· Delinquent or 'hard to manage' children

· Those who had an early sexual debut

· Lack of information on alternatives to child marriage

Based on existing research and fieldwork, several determinants of child marriage and teen

pregnancy have been identified. These determinants emerged from qualitative research,

including focus group discussions, interviews with key informants, and analysis of policy and other

official documents. While a large-scale quantitative study of determinants of child marriage had

not been conducted, the findings are supported by the results of the ZDHS (2014) and a qualitative

research of six districts (2015). According to the two studies, Zambian girls and boys who are more

likely to enter into child marriage include:

· Children without adequate supervision or support

Determinants of child marriage and teen pregnancy

· Children driven by a desire to escape bad living conditions, to meet basic needs, to

enhance one's own or one's parents' status in the community, to secure an economic

benefit, or to remain within one's peer group

· Those living in rural areas

· Girl children from poor families or backgrounds

· Those not attending school

· Children whose parents or guardians desire to benefit from dowry or material items

Aside from these factors, there are additional motivators described by research participants that

are believed to encourage marriage prior to the age of 18. For example, poor families are

motivated by material gain in the form of livestock, cash, or other items paid as bride price from

the boy's family. Also, upon reaching puberty, most girls, and many boys, take part in initiation

rites that include learning about sex, sexual practices, and how to please a spouse sexually (among

other topics related to sexual and reproductive health, hygiene, and social etiquette). Those who

shared their experiences of initiation noted that puberty seems to be coming earlier for girls and

boys in Zambia than in previous generations. With early onset of puberty comes an expectation

that girls, in particular, should participate in initiation at younger ages.


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future orientation of young people in a suburban area of Lusaka compared to those in the rural

areas of Senanga and Katete. While both groups discussed their desire for a career that went

beyond subsistence farming or other labour-intensive tasks, the group of approximately 20 under-

18 youth in Lusaka described a much wider range of options for potential careers. Those in the

rural areas, on the other hand, primarily mentioned only two occupations: teacher and police

officer. In addition, youth in both groups expressed concern that these desires for a productive

future could be easily derailed by any number of factors compromising their families' ability to pay

school fees.

Communication interventions function most effectively when supported by established

theoretical frameworks rooted in psychology, sociology, and communication that describe and

explain human behaviour. This strategy applies well-tested empirical theories that have been

used extensively in previous communication for social change programmes. These theories are

the Socio-Ecological Model, the Theory of Planned Behaviour, Social-Cognitive Theory and

Positive Deviance. The strategy also includes the Hierarchy of Effects Model, which looks at the

ways people's behaviours may be influenced by their knowledge, attitudes, and beliefs about a

particular issue. Detailed descriptions of each of the theories and their relationships to key

messages in the ECM advocacy and communication programme are presented in . Annex III

The combination of these determinants suggests that, unfortunately, it is not always in the best

short or medium-term interest of young people to make investments of time or effort in the

completion of secondary school. The lack of secondary education infrastructure, including

boarding schools, also contributes to the challenge of completing school. Inability to access

secondary education leads many of them, instead, to the decision to increase one's social and

economic status through early marriage. Starting a family can be seen as a coping mechanism for

many young people to avoid the disappointment associated with failure to complete secondary

school. Child marriage then becomes the best of a group of poor options. ECM efforts, therefore,

can be viewed as seeking to change this narrow and dismal calculus.

Past and ongoing ini�a�ves on ending child marriage

Theore�cal Frameworks

The communica�on landscape in Zambia

See for a description of the communication environment in the country that would be Annex I

instrumental to achieving the advocacy and communication objectives of this strategy.

Since the inception of the national campaign in 2013, several advocacy and communication

initiatives have been integrated into government and CSO activities aimed at ECM. This strategy

builds on the momentum created by past and ongoing efforts and seeks to complement and add

value to them. See for a description of these initiatives.Annex II


5

The remainder of this document describes the specifics of the “ECM Models” advocacy and

communication strategy, as well as a framework for monitoring and evaluating the programme.

Figure 1 presents a Theory of Change for Advocacy and Communication on Ending Child Marriage

in Zambia that links programme goals and outcomes to communication inputs (activities) and

outcomes (changes in knowledge, attitudes, and beliefs) that are theorized to lead to changes in

behaviours and social practices among audience groups. These behaviour and social changes

should, in turn, lead to reductions in child marriage over time.

Theory of Change for the Advocacy and Communica�on Strategy

Zambia's ECM programme is supported by a robust theory of change that reflects the theories

discussed above. It projects multiple levels of communication-related outputs and outcomes that

are expected to lead to sustainable behaviour and social change when supported by effective

legislation and policies, and availability of necessary structures and services.

Birth Registration



6


7

An umbrella concept is proposed in order to build on, add value to and tie together the threads of

ongoing multisectoral and multifaceted efforts to end child marriage and the components of the

advocacy and communication strategy. It may be provisionally called Models for Ending Child

Marriage in Zambia or “ECM Models”. Another option to consider is Everyday Heroes for Ending

Child Marriage. It is envisioned that the name, once agreed, accompanied by a logo, tagline, and

jingle (short song composition), would be repeated through all local and national media outlets,

by school children, other interpersonal channels and would become a “sticky” or household word.

Coming up with the agreed name, logo, tagline and jingle should involve stakeholders, particularly

young people, through a process of creative engagement and vetting.

In the context of the National Strategy, the aim of communication is to foster behaviour and social

change at individual, family, and community levels. For its part, the aim of advocacy is to promote

behaviour and social change at institutional and societal levels (See Figure 5. SEM Model). These

The strategy has been designed based on respect for Zambian traditions and culture, and on

consultations with a range of stakeholders. It is recognized that social norms like child marriage

and traditional practices like initiation rites of passage evolved over long timespans and cannot be

changed overnight, and certainly not by stigmatization or coercion. At the same time, the

strategy supports modernizing trends in Zambia based on new thinking about human rights,

gender roles and individual well being. While it takes time to build grassroots consensus of the

need to abandon a social norm like child marriage, especially in rural areas, this strategy has been

designed to help accelerate the process.

Components of this strategy will be implemented at both national and district levels. While some

media interventions will be national in scope, for the most part, communication activities will

engage stakeholders in the districts and communities. The interventions designed at subnational

level will be initially piloted in two districts (Senanga and Katete) and later scaled up to the other 18

priority districts of the National Strategy on ECM, based on the lessons to be learned from the pilot

phase.

This advocacy and communication strategy is a comprehensive behaviour and social change

response to the concerted efforts to end child marriage being implemented by key ministries, civil

society organizations, traditional leaders, communities, the media, private sector, and

development partners .


8

combined aims can be achieved by children and adolescents, women's groups, men and engaging

boys, traditional and religious leaders, and communities at large to become protagonists for

ending child marriage within their communities. In the process, engagement their strengthens

capacities and confidence meaningful dialogue, positive collective action and , fostering

empowerment (see Figure 2) toward creating an enabling environment and a social movement

toward achieving the vision “To have a Zambia free from child marriage by 2030”.


ü Promote greater access to safe and inclusive use of traditional and new communication

technologies and platforms by children and young people.

ü Build on best practices and success stories in addressing the drivers of child marriage.

“Facilitate positive changes in prevailing negative attitudes, behaviours, beliefs

and practices in order to reduce the incidence of child marriage.”

The advocacy strategy

ü Support the quest of young people to find viable educational and livelihood opportunities.

The general objective of this strategy, as defined in Objective 3 of the National Strategy, is to:

The advocacy strategy for ending child marriage aims to influence national and subnational

leadership, traditional and religious leaders, other decision-makers and influentials, programme

planners, donors, stakeholders and other relevant audiences, in order to foster an enabling

environment for positive change. An advocacy strategy addresses the powers that-be at all levels

in building awareness of the situation regarding child marriage and its drivers, based on evidence.

Advocacy also involves motivating them to take actions that are supportive of the five objectives

of the National Strategy. Advocacy can be in the form of policy advocacy, programme advocacy or

public advocacy.

Policy advocacy should result in improved legislation, policies and by-laws on child marriage, and

General objec�ve of advocacy and communica�on

9


Photo @UNICEF Zambia/2012/Mark Maseko

• Issued political statements in support of ending child marriage based on research data

Programme advocacy should result in effective programmes and interventions, improved and

accessible structures and services, and increased allocation of financial and other resources. This

can be achieved through collaboration among partners, key influentials and specific groups

including young people, and through engagement with and by the media. This type of advocacy

will address Objectives 4 and 5 of the National Strategy which are, respectively: “To facilitate the

provision of child sensitive social services in order to reduce children's vulnerability to marriage”,

and “To effectively mobilize financial resources in order to facilitate the implementation of

programmes aimed at reducing children's vulnerability to marriage”.

By 2021, national, district and traditional leaders, decision makers, and influentials will have:

• Engaged constituents in actions toward ending child marriage and related issues

positively impact cross-sectoral issues that help children and women realize their rights. Policy

advocacy will fulfil Objective 2 of the National Strategy, which is “To facilitate the development

and review of policies and legislation to ensure a consistent approach to protecting child rights

and promoting their well-being”.

Public advocacy should result in widespread awareness of the situation of child marriage and its

causes that would, in turn, mobilize positive actions and commitment among leaders,

stakeholders, partners, donors, the business sector, media and the general public in favor of

children who are most vulnerable to child marriage. It supports policy advocacy and programme

advocacy.

Advocacy objec�ves/outcomes

• Reviewed and enacted better laws, policies and by-laws on ending child marriage

• Strengthened programmes, structures and services for children and adolescents

• Exchanged information on progress and good practices during periodic events

Advocacy ac�vi�es and outputs from this strategy

• Allocated adequate resources to implement and monitor the national programme on

ending child marriage

In the context of the National Strategy, advocacy activities on ending child marriage will privilege

decision-makers, traditional leaders, religious leaders, opinion leaders, influentials and enablers,

the media, with advocacy messages based on recent data from research. Those who will be

responsible for advocacy – ECM-focused stakeholders including community and youth groups –

will use a combination of appropriate media, materials and interpersonal channels while

addressing the public through the following general activities:

· Raise awareness among decision makers on key issues around ECM toward reviewing and

improving legislation on marriage and creating an enabling environment for effective

implementation of policy changes;

• Create partnerships and alliances to improve programmes, structures and services and

10


• Engage duty bearers, allies and partners at multiple levels of society, in overcoming barriers

to implementation, toward widest participation in programmes to protect children and

adolescents against child marriage and its drivers;

• Deliver persuasive, evidence-based and solution-oriented messages to decision-makers

and those who influence them, to relevant stakeholders, and the public;

• Mobilize the public around ECM issues, change perceptions, build support and create a

social movement to influence leaders, decision makers and stakeholders to take action;

• Engage business leaders, media executives and “gatekeepers” in facilitating the creation of

platforms for children and young people's voices and stories to be heard and acted upon³.

generate institutional (schools, health system, social welfare, etc.) support and

momentum behind child marriage issues;

The communica�on strategy for behaviour and social change

In line with the goal of the national programme on ending child marriage for 2016 – 2021 to achieve

a 40 per cent decrease in child marriages, the goal of the communication strategy is to:

Proposed targets and specific activities for advocacy can be found in , Proposed Costed Section III

Implementation Plan.

Empower adolescent girls and boys, their families and communities to make

informed decisions to delay marriage and prevent unwanted pregnancies.

The empowerment goal (See Theory of Change, Figure 1) can be achieved when adolescents and

their parents know the negative consequences of child marriage and teen pregnancy and have

alternatives available to them; have access to and feel confident to avail of social protection and

economic opportunities; quality education; sexual, reproductive and health services, along with

good nutrition; hygiene and sanitation; and protection from violence, exploitation and

discrimination.

1. Boys and girls

By 2021, though their exposure to and participation in “ECM Models” –

· Feel confident to take appropriate actions

· Decide to delay marriage until age 18 or later

· Believe that completing secondary education will lead to a better future

Specific communica�on objec�ves: expected behaviour and social change outcomes

· Participate in decisions affecting them

11


• Social protection and socio-economic opportunities

The communication strategy focuses on seven crosscutting thematic areas for key messages that

impact on behaviour and social change, and advocacy outcomes, namely:

• End child marriage (overarching theme)

· Believe that child marriage is wrong and discourage child marriage

2. Parents and guardians

· Foster positive parenting

· Prefer to delay daughter's marriage until age 18 or later

· Feel confident to advise on proper sexual behaviour and life skills

· Community leaders foster alternatives to child marriage

· Teachers provide inclusive guidance counseling to girls and boys to complete school

Table 1 below provides a more detailed list of specific communication objectives that were

reformulated into recommended behaviour and social change outcomes for ending child

marriage, for three key participant audiences: children and adolescents; parents/guardians and

families; and communities. The table was designed to be comprehensive in order to guide in

developing key messages and in deciding on appropriate channels to engage intended

participants. Table 1 is linked to the Monitoring and Evaluation Framework in .Section IV

Seven thema�c areas for behaviour and social change

3. Community, traditional and religious leaders

• Adolescent health

• Protection of boys and girls

· Health workers provide services and counseling to adolescents on AFSRH and WASH

· Duty-bearers foster protective services

· Support their daughters and sons to finish secondary school

• Girls' education

• Civil registration

• Empowerment of girls and boys and their families

Figure 3 shows how the thematic areas are crosscutting, interrelated and revolve around the

overarching theme of ending child marriage.

12


13

The behaviour change communication objectives in Table 1 are more detailed and

comprehensive. These have been formulated with the purpose of increasing the percentage of

individuals, families and communities who KNOW, FEEL and DO recommended behaviours and

social practices around ending child marriage. They delineate what communication can do to

achieve results across the range of behaviours by engaging participant audience groups (demand

side), provided that enabling policies, structures, programmes and services (supply side) are in

place.

The objectives build on the theoretical constructs discussed in the Theoretical Frameworks

(Annex III) that are measurable, such as knowledge, attitudes, beliefs, perceptions of benefits or

risks, intention, efficacy or confidence, skills and abilities, participation, reinforcement and action.

While many of the objectives address positive changes in knowledge and attitudes, higher order

objectives that focus on what people do that can lead to empowerment and changing social

norms are of notable importance in the strategy. These are the desired changes that lead to long-

term sustainable social change toward eliminating the practice of child marriage in the country.

Figure 3. Seven thema�c areas of the advocacy and communica�on strategy on ECM


Advo

cacy

and C

om

munic

atio

n S

trate

gy

on E

ndin

g C

hild

Marr

iag

e in

Za

mb

ia

14

Tab

le 1

. Sp

ecifi

c co

mm

un

ica�

on

ob

jec�

ves

by

202

1, d

efin

ed a

s ex

pec

ted

beh

avio

ur

and

so

cial

ch

ange

ou

tco

mes

: K

now

, Fee

l, D

o

Th

em

ati

c A

rea

C

hil

dre

n &

Ad

ole

scen

ts: G

irls

& B

oy

s P

are

nts

, G

ua

rdia

ns,

Fa

mily

C

om

mu

nit

y

1. C

hild

mar

riag

e

· K

no

w r

isks

an

d h

arm

ful i

mp

act

of

child

m

arri

age

·R

efu

se t

o m

arry

bef

ore

18

·P

arti

cip

ate

in f

amily

de

cisi

on

s th

at a

ffec

t th

em, i

ncl

ud

ing

ch

ild m

arri

age

·In

crea

se u

se a

nd

par

tici

pat

ion

in m

edia

con

ten

t (t

rad

itio

nal

, mai

nst

ream

an

d

soci

al m

ed

ia)

to e

nco

ura

ge

no

rm c

han

ge

to e

nd

ch

ild m

arri

age

·K

no

w r

isks

an

d h

arm

ful i

mp

act

o

f ch

ild m

arri

age

·P

refe

r to

del

ay d

aug

hte

rs’

mar

riag

e u

nti

l ag

e 18

·P

ost

po

ne

init

iati

on

cer

emo

ny

for

gir

ls 1

2-1

7 ye

ars

un

til

pre

par

atio

n f

or

mar

riag

e

·M

en p

refe

r to

mar

ry g

irls

ag

ed

18 a

nd

ab

ove

·M

en a

nd

bo

ys a

dvo

cate

to

en

d

child

mar

riag

e

·A

ban

do

n o

r re

du

ce e

xch

ang

e o

f d

ow

ry a

nd

bri

de

pri

ce

·In

crea

se e

xpo

sure

an

d

con

trib

ute

to

med

ia c

on

ten

t (t

rad

itio

nal

, mai

nst

ream

, E-E

an

d s

oci

al m

ed

ia)

that

en

cou

rag

e n

orm

s ch

ang

e o

n

child

mar

riag

e, g

irls

’ ed

uca

tio

n,

init

iati

on

, bo

ys’ c

attl

e h

erd

ing

, et

c.

·C

om

mu

nit

y/ t

rad

itio

nal

lead

ers

dis

cou

rag

e ch

ild m

arri

age;

cr

eate

by-

law

s th

at s

et m

inim

um

ag

e o

f m

arri

age

·C

om

mu

nit

y le

ad

ers

con

ven

e p

erio

dic

co

mm

un

ity

dia

log

ues

on

EC

M a

nd

info

rm c

on

stit

uen

ts o

f ri

sks

and

har

mfu

l im

pa

ct

of

child

mar

riag

e

·K

no

w a

nd

res

pec

t ch

ildre

n’s

rig

hts

·C

om

mu

nit

y le

ad

ers

role

mo

del

del

ayin

g m

arri

age

of

the

ir

dau

gh

ters

un

til a

t le

ast

age

18

·C

om

mu

nit

y an

d r

elig

iou

s le

ad

ers

sho

w v

alu

e o

f al

tern

ativ

es

to c

hild

mar

riag

e

·C

om

mu

nit

y in

crea

ses

use

an

d e

ng

age

men

t w

ith

med

ia

(tra

dit

ion

al, m

ain

stre

am a

nd

so

cial

me

dia

an

d c

om

mu

nit

y m

edia

an

d E

du

tain

men

t) t

o e

nco

ura

ge

no

rm c

han

ge

to e

nd

ch

ild m

arri

age,

pro

mo

te e

du

cati

on

an

d n

on

-vio

len

t b

ehav

iou

rs

·A

FS

RH

ser

vice

pro

vid

ers,

tea

cher

s, a

dvo

cate

to

pre

ven

t ch

ild

mar

riag

e, t

een

pre

gn

ancy

, etc

.

·S

ervi

ce p

rovi

der

s su

pp

ort

nee

ds

of

mar

rie

d g

irls

·C

om

mu

nit

y, d

istr

ict,

cel

eb

rate

ro

le m

od

els

and

ch

amp

ion

sfo

r E

CM

th

rou

gh

an

nu

al e

ven

ts a

nd

tra

dit

ion

al c

erem

on

ies,

wit

h m

ed

ia c

ove

rag

e

·M

edia

fea

ture

sto

ries

of

child

ren

an

d a

do

lesc

ents

, wo

men

an

d m

en r

e p

osi

tive

so

cial

ch

ang

es r

elat

ed

to

EC

M, i

n

diff

eren

t fo

rmat

s: r

adio

/TV

E-E

, sh

ort

dra

ma,

so

cial

me

dia

p

latf

orm

s, c

om

mu

nit

y th

eatr

e, e

tc.

2. G

irls

’ an

d b

oys

’ ed

uca

tio

n

·G

irls

asp

ire

for

a fu

ture

bey

on

d t

he

trad

itio

nal

ro

les

as w

ife,

mo

ther

an

d

ho

mem

ake

r

·R

egu

larl

y at

ten

d s

cho

ol;

do

n’t

dro

p o

ut

·D

rop

ou

ts r

etu

rn a

nd

sta

y in

sch

oo

lin

clu

din

g t

ho

se w

ho

wer

e p

reg

nan

t an

d

tho

se w

ith

dis

abili

ty

·C

om

ple

te p

rim

ary

sch

oo

l

·C

om

ple

te s

eco

nd

ary

sch

oo

l

·H

ave

acce

ss t

o q

ual

ity

ed

uca

tio

n

•V

alu

e g

irls

’ ed

uca

tio

n•

Asp

ire

for

a fu

ture

fo

r th

eir

gir

ls

and

bo

ys b

eyo

nd

th

e tr

adit

ion

al r

ole

s in

th

e h

om

e•

Su

pp

ort

th

eir

gir

ls’ a

spir

atio

n

to p

urs

ue

an e

du

cati

on

an

d

care

er•

Kn

ow

th

e b

enefi

ts o

f e

du

cati

on

fo

r th

eir

dau

gh

ters

•G

ive

mo

ral a

nd

mat

eria

l su

pp

ort

fo

r ed

uca

tio

n o

f th

eir

·S

cho

ols

info

rm f

amili

es o

f im

pro

ved

po

licie

s an

d c

urr

icu

lum

, e.

g.,

imp

rove

d a

cces

s to

sch

oo

ls, s

cho

ol r

e-e

ntr

y p

olic

y, s

afe

bo

ard

ing

sch

oo

ls, n

on

-vio

len

ce, W

AS

H f

acili

ties

, men

stru

al

hyg

ien

e m

ater

ials

, etc

.

·S

cho

ols

an

d c

om

mu

nit

ies

sup

po

rt g

irls

an

d m

arg

inal

ized

ch

ildre

n t

o c

om

ple

te s

eco

nd

ary

sch

oo

l

·S

cho

ols

wo

rk w

ith

co

mm

un

itie

s to

ad

voca

te f

or

imp

rove

d

WA

SH

fa

cilit

ies

and

saf

e se

con

dar

y b

oar

din

g s

cho

ols

fo

r g

irls

·Te

ach

ers

resp

ect

an

d p

ract

ice

no

n-d

iscr

imin

atio

n o

f re

turn

ing

p

reg

nan

t an

d m

arri

ed s

cho

olg

irls

·Te

ach

ers

pro

vid

e g

uid

ance

co

un

selin

g o

n s

ex a

nd

rep

rod

uct

ive


15

Tab

le 1

. Sp

ecifi

c co

mm

un

ica�

on

ob

jec�

ves

by

202

1, d

efin

ed a

s ex

pec

ted

beh

avio

ur

and

so

cial

ch

ange

ou

tco

mes

: K

now

, Fee

l, D

o

Th

em

ati

c A

rea

C

hil

dre

n &

Ad

ole

scen

ts: G

irls

& B

oy

s P

are

nts

, G

ua

rdia

ns,

Fa

mily

C

om

mu

nit

y

·A

cces

s in

form

atio

n a

nd

su

pp

ort

ser

vice

so

n li

fe s

kills

ed

uca

tio

n, v

oca

tio

nal

tr

ain

ing

, an

d o

ther

su

pp

ort

ser

vice

s

·A

vail

of

com

mu

nit

y re

adin

g c

ente

rs a

nd

re

crea

tio

n f

acili

ties

wh

ere

avai

lab

le

gir

l ch

ildre

n a

s w

ell a

s b

oys

re

gar

dle

ss o

f ab

ility

•

Fam

ily m

emb

ers

enco

ura

ge

gir

ls t

o c

om

ple

te s

eco

nd

ary

sch

oo

l

hea

lth

an

d n

utr

itio

n

·Te

ach

ers

advo

cate

fo

r b

ette

r W

AS

H f

aci

litie

s fo

r g

irls

an

d

bo

ys, a

nd

ext

ra-c

urr

icu

lar

acti

viti

es, e

.g.,

sch

oo

l clu

bs,

etc

.

·C

om

mu

nit

ies

wo

rk w

ith

sch

oo

ls t

o o

ffer

ear

ly c

hild

ho

od

ed

uca

tio

n f

or

pre

sch

oo

lers

·Te

ach

ers

serv

e as

ro

le m

od

els

in c

ou

nse

ling

bo

ys a

nd

gir

ls

abo

ut

sex

edu

cati

on

, rep

rod

uct

ive

hea

lth

, avo

idin

g t

een

p

reg

nan

cy, d

elay

ing

mar

riag

e an

d n

on

-vio

len

ce.

·M

edia

sh

ow

case

su

cces

s st

ori

es o

f g

irls

an

d b

oys

, bo

th m

arri

ed

and

un

mar

ried

, an

d s

ing

le p

aren

ts w

ho

co

mp

lete

d s

cho

olin

g

des

pit

e o

dd

s; e

xam

ple

s o

f p

osi

tive

par

enti

ng

ski

lls, e

tc.

3. A

do

lesc

ent

hea

lth

an

d

avo

idin

g t

een

p

reg

nan

cy

·G

irls

are

em

po

wer

ed

to

ref

use

un

wan

ted

se

x

·G

irls

an

d b

oys

pra

ctic

e re

spo

nsi

ble

sex

ual

b

ehav

iou

r

·A

void

ear

ly p

reg

nan

cy

·A

do

lesc

ent

gir

ls a

nd

bo

ys a

cces

s/se

ek/

dem

and

ad

ole

scen

t-fr

ien

dly

sex

ual

an

d

rep

rod

uct

ive

hea

lth

an

d n

utr

itio

ned

uca

tio

n a

nd

ser

vice

s

·P

aren

ts a

re o

pen

to

ad

visi

ng

th

eir

gir

l an

d b

oy

child

ren

ab

ou

t re

spo

nsi

ble

sex

ual

beh

avio

ur,

ri

sks

of

pre

mar

ital

sex

, te

en

pre

gn

ancy

; giv

e a

dvi

ce o

n

con

trac

epti

on

, dan

ger

s o

f co

ntr

acti

ng

HIV

an

d S

TIs

, an

d

avo

idan

ce o

f su

bst

ance

ab

use

·B

roth

ers

dis

cou

rag

e si

ster

s ag

ain

st p

rem

arit

al s

ex, t

een

p

reg

nan

cy a

nd

ear

ly m

arri

age

·C

om

mu

nit

y, s

cho

ol p

rovi

de

cou

nse

ling

on

sex

ual

be

hav

iou

r an

d c

on

trac

epti

on

, pre

ven

tio

n o

f H

IV/S

TI,

su

bst

an

ce a

bu

se

and

juve

nile

del

inq

uen

cy, a

nd

GB

V

·C

om

mu

nit

y, h

ealt

h f

acili

ties

pro

vid

e ad

ole

scen

t-fr

ien

dly

se

xual

an

d r

epro

du

ctiv

e h

ealt

h e

du

cati

on

co

un

selin

g,

AF

SR

HS

co

rner

wit

h c

on

trac

ep

tive

ser

vice

s

·H

ealt

h w

ork

ers

pro

vid

e co

un

selin

g a

nd

ser

vice

s o

n m

ater

nal

an

d c

hild

hea

lth

an

d n

utr

itio

n f

or

teen

mo

ther

s

·Te

ach

ers

resp

ect

an

d p

ract

ice

no

n-d

iscr

imin

atio

n o

f re

turn

ing

p

reg

nan

t an

d s

ing

le-m

oth

er o

r m

arri

ed s

cho

olg

irls

·M

edia

sh

ow

case

sto

ries

an

d w

arn

of

risk

s o

f p

rem

arit

al s

ex

and

tee

n p

reg

nan

cy, d

ang

ers

of

con

tra

ctin

g H

IV a

nd

ST

Is a

nd

th

eir

neg

ativ

e im

pac

t

4. P

rote

ctio

n o

f g

irls

an

d b

oys

fr

om

vio

len

ce a

nd

ab

use

·D

iscl

ose

an

d r

epo

rt in

cid

ents

of

GB

V -

sexu

al a

bu

se, b

ully

ing

, vio

len

ce a

nd

d

iscr

imin

atio

n

·Tr

ain

in a

nd

pra

ctic

e lif

e sk

ills

·G

irls

an

d b

oys

par

tici

pat

e in

sa

fe s

pac

esp

rog

ram

me

in t

hei

r co

mm

un

itie

s,

sch

oo

ls, h

ealt

h f

acili

ties

·B

oys

tre

at g

irls

wit

h r

esp

ect

·G

irls

an

d b

oys

ad

voca

te f

or

end

ing

GB

V

Par

ents

use

par

enti

ng

ski

lls -

·P

osi

tive

dis

cip

line,

no

co

rpo

ral

pu

nis

hm

ent

·N

on

-dis

crim

inat

ion

·N

o e

xplo

itat

ion

/ ch

ild la

bo

r

·N

o a

bu

se

·P

aren

ts a

nd

fam

ilies

ro

le m

od

el

no

n-v

iole

nce

·F

amili

es d

eman

d n

on

-vio

len

ce

sch

oo

ls, c

om

mu

nit

y p

rote

ctiv

e se

rvic

es

·C

om

mu

nit

y le

ad

ers

and

tea

cher

s ro

le m

od

el r

esp

ectf

ul

beh

avio

ur,

no

n-v

iole

nce

, an

d n

on

-dis

crim

inat

ion

·C

om

mu

nit

y in

form

s co

nst

itu

ents

ab

ou

t la

ws/

po

licie

s an

d

serv

ices

on

GB

V/V

AC

/VA

W.

·C

om

mu

nit

y le

ad

ers

enfo

rce

GB

V/V

AC

/VA

W la

ws/

po

licie

s

·C

om

mu

nit

y le

ad

ers

and

CB

Os,

PT

A e

nsu

re s

cho

ols

fre

e o

f:

dis

crim

inat

ion

, bu

llyin

g, c

orp

ora

l pu

nis

hm

ent,

GB

V, s

exu

alab

use

an

d d

iscr

imin

atio

n

·C

om

mu

nit

y h

as c

lear

ref

erra

l sys

tem

an

d p

aral

egal

p

roce

du

re f

or

case

s re

GB

V, d

efile

men

t, e

tc.

·Te

ach

ers

pra

ctic

e/ro

le m

od

el


16

Tab

le 1

. Sp

ecifi

c co

mm

un

ica�

on

ob

jec�

ves

by

202

1, d

efin

ed a

s ex

pec

ted

beh

avio

ur

and

so

cial

ch

ange

ou

tco

mes

: K

now

, Fee

l, D

o

Th

em

ati

c A

rea

C

hil

dre

n &

Ad

ole

scen

ts: G

irls

& B

oy

s P

are

nts

, G

ua

rdia

ns,

Fa

mily

C

om

mu

nit

y

·A

cces

s in

form

atio

n a

nd

su

pp

ort

ser

vice

so

n li

fe s

kills

ed

uca

tio

n, v

oca

tio

nal

tr

ain

ing

, an

d o

ther

su

pp

ort

ser

vice

s

·A

vail

of

com

mu

nit

y re

adin

g c

ente

rs a

nd

re

crea

tio

n f

acili

ties

wh

ere

avai

lab

le

gir

l ch

ildre

n a

s w

ell a

s b

oys

re

gar

dle

ss o

f ab

ility

•

Fam

ily m

emb

ers

enco

ura

ge

gir

ls t

o c

om

ple

te s

eco

nd

ary

sch

oo

l

hea

lth

an

d n

utr

itio

n

·Te

ach

ers

advo

cate

fo

r b

ette

r W

AS

H f

aci

litie

s fo

r g

irls

an

d

bo

ys, a

nd

ext

ra-c

urr

icu

lar

acti

viti

es, e

.g.,

sch

oo

l clu

bs,

etc

.

·C

om

mu

nit

ies

wo

rk w

ith

sch

oo

ls t

o o

ffer

ear

ly c

hild

ho

od

ed

uca

tio

n f

or

pre

sch

oo

lers

·Te

ach

ers

serv

e as

ro

le m

od

els

in c

ou

nse

ling

bo

ys a

nd

gir

ls

abo

ut

sex

edu

cati

on

, rep

rod

uct

ive

hea

lth

, avo

idin

g t

een

p

reg

nan

cy, d

elay

ing

mar

riag

e an

d n

on

-vio

len

ce.

·M

edia

sh

ow

case

su

cces

s st

ori

es o

f g

irls

an

d b

oys

, bo

th m

arri

ed

and

un

mar

ried

, an

d s

ing

le p

aren

ts w

ho

co

mp

lete

d s

cho

olin

g

des

pit

e o

dd

s; e

xam

ple

s o

f p

osi

tive

par

enti

ng

ski

lls, e

tc.

3. A

do

lesc

ent

hea

lth

an

d

avo

idin

g t

een

p

reg

nan

cy

·G

irls

are

em

po

wer

ed

to

ref

use

un

wan

ted

se

x

·G

irls

an

d b

oys

pra

ctic

e re

spo

nsi

ble

sex

ual

b

ehav

iou

r

·A

void

ear

ly p

reg

nan

cy

·A

do

lesc

ent

gir

ls a

nd

bo

ys a

cces

s/se

ek/

dem

and

ad

ole

scen

t-fr

ien

dly

sex

ual

an

d

rep

rod

uct

ive

hea

lth

an

d n

utr

itio

ned

uca

tio

n a

nd

ser

vice

s

·P

aren

ts a

re o

pen

to

ad

visi

ng

th

eir

gir

l an

d b

oy

child

ren

ab

ou

t re

spo

nsi

ble

sex

ual

beh

avio

ur,

ri

sks

of

pre

mar

ital

sex

, te

en

pre

gn

ancy

; giv

e a

dvi

ce o

n

con

trac

epti

on

, dan

ger

s o

f co

ntr

acti

ng

HIV

an

d S

TIs

, an

d

avo

idan

ce o

f su

bst

ance

ab

use

·B

roth

ers

dis

cou

rag

e si

ster

s ag

ain

st p

rem

arit

al s

ex, t

een

p

reg

nan

cy a

nd

ear

ly m

arri

age

·C

om

mu

nit

y, s

cho

ol p

rovi

de

cou

nse

ling

on

sex

ual

be

hav

iou

r an

d c

on

trac

epti

on

, pre

ven

tio

n o

f H

IV/S

TI,

su

bst

an

ce a

bu

se

and

juve

nile

del

inq

uen

cy, a

nd

GB

V

·C

om

mu

nit

y, h

ealt

h f

acili

ties

pro

vid

e ad

ole

scen

t-fr

ien

dly

se

xual

an

d r

epro

du

ctiv

e h

ealt

h e

du

cati

on

co

un

selin

g,

AF

SR

HS

co

rner

wit

h c

on

trac

ep

tive

ser

vice

s

·H

ealt

h w

ork

ers

pro

vid

e co

un

selin

g a

nd

ser

vice

s o

n m

ater

nal

an

d c

hild

hea

lth

an

d n

utr

itio

n f

or

teen

mo

ther

s

·Te

ach

ers

resp

ect

an

d p

ract

ice

no

n-d

iscr

imin

atio

n o

f re

turn

ing

p

reg

nan

t an

d s

ing

le-m

oth

er o

r m

arri

ed s

cho

olg

irls

·M

edia

sh

ow

case

sto

ries

an

d w

arn

of

risk

s o

f p

rem

arit

al s

ex

and

tee

n p

reg

nan

cy, d

ang

ers

of

con

tra

ctin

g H

IV a

nd

ST

Is a

nd

th

eir

neg

ativ

e im

pac

t

4. P

rote

ctio

n o

f g

irls

an

d b

oys

fr

om

vio

len

ce a

nd

ab

use

·D

iscl

ose

an

d r

epo

rt in

cid

ents

of

GB

V -

sexu

al a

bu

se, b

ully

ing

, vio

len

ce a

nd

d

iscr

imin

atio

n

·Tr

ain

in a

nd

pra

ctic

e lif

e sk

ills

·G

irls

an

d b

oys

par

tici

pat

e in

sa

fe s

pac

esp

rog

ram

me

in t

hei

r co

mm

un

itie

s,

sch

oo

ls, h

ealt

h f

acili

ties

·B

oys

tre

at g

irls

wit

h r

esp

ect

·G

irls

an

d b

oys

ad

voca

te f

or

end

ing

GB

V

Par

ents

use

par

enti

ng

ski

lls -

·P

osi

tive

dis

cip

line,

no

co

rpo

ral

pu

nis

hm

ent

·N

on

-dis

crim

inat

ion

·N

o e

xplo

itat

ion

/ ch

ild la

bo

r

·N

o a

bu

se

·P

aren

ts a

nd

fam

ilies

ro

le m

od

el

no

n-v

iole

nce

·F

amili

es d

eman

d n

on

-vio

len

ce

sch

oo

ls, c

om

mu

nit

y p

rote

ctiv

e se

rvic

es

·C

om

mu

nit

y le

ad

ers

and

tea

cher

s ro

le m

od

el r

esp

ectf

ul

beh

avio

ur,

no

n-v

iole

nce

, an

d n

on

-dis

crim

inat

ion

·C

om

mu

nit

y in

form

s co

nst

itu

ents

ab

ou

t la

ws/

po

licie

s an

d

serv

ices

on

GB

V/V

AC

/VA

W.

·C

om

mu

nit

y le

ad

ers

enfo

rce

GB

V/V

AC

/VA

W la

ws/

po

licie

s

·C

om

mu

nit

y le

ad

ers

and

CB

Os,

PT

A e

nsu

re s

cho

ols

fre

e o

f:

dis

crim

inat

ion

, bu

llyin

g, c

orp

ora

l pu

nis

hm

ent,

GB

V, s

exu

alab

use

an

d d

iscr

imin

atio

n

·C

om

mu

nit

y h

as c

lear

ref

erra

l sys

tem

an

d p

aral

egal

p

roce

du

re f

or

case

s re

GB

V, d

efile

men

t, e

tc.

·Te

ach

ers

pra

ctic

e/ro

le m

od

el


17


Tab

le 1

. Sp

ecifi

c co

mm

un

ica�

on

ob

jec�

ves

by

202

1, d

efin

ed a

s ex

pec

ted

beh

avio

ur

and

so

cial

ch

ange

ou

tco

mes

: K

now

, Fee

l, D

o

Th

em

ati

c A

rea

C

hil

dre

n &

Ad

ole

scen

ts: G

irls

& B

oy

s P

are

nts

, G

ua

rdia

ns,

Fa

mily

C

om

mu

nit

y

that

aff

ect

th

em, e

.g.,

init

iati

on

rit

es o

f p

assa

ge;

mar

riag

e; s

tayi

ng

in s

cho

ol;

h

ou

seh

old

ch

ore

s; v

oca

tio

na

l tra

inin

g a

nd

in

com

e g

ener

atin

g a

ctiv

itie

s; s

ex e

du

cati

on

an

d s

exu

al a

nd

rep

rod

uct

ive

hea

lth

, p

reg

nan

cy,

mat

ern

al a

nd

ch

ild h

ealt

h a

nd

n

utr

itio

n, e

tc.

•H

ave

the

abili

ty a

nd

ag

ency

to

pu

rsu

e al

tern

ativ

es t

o c

hild

mar

riag

e.

•A

re m

emb

ers

of

pe

er g

rou

ps

that

pro

vid

e su

pp

ort

on

life

ski

lls, p

rote

ctio

n, n

utr

itio

n,

hea

lth

, sex

ual

an

d r

ep

rod

uct

ive

hea

lth

ri

gh

ts, a

nd

live

liho

od

•

Par

tici

pat

e in

ad

voca

cy a

ctiv

itie

s (f

or

gir

ls’

edu

cati

on

, del

ay o

f m

arri

age

bey

on

d 1

8

year

s, n

on

-dis

crim

inat

ion

, no

n-v

iole

nce

an

d

gen

der

eq

ual

ity

•

Par

tici

pat

e in

inco

me

gen

erat

ing

act

ivit

ies

•A

vail

of

info

rmat

ion

to

acc

ess

hea

lth

an

d

oth

er s

oci

al s

ervi

ces,

ed

uca

tio

nal

an

d IG

A

op

po

rtu

nit

ies,

an

d le

gal

ass

ista

nce

•B

e ro

le m

od

els

and

sh

are

thei

r lif

e st

ori

es

wit

h o

ther

s

de

cisi

on

s a

bo

ut

mat

ters

th

at

affe

ct t

hem

(se

e co

lum

n 2

)

·S

up

po

rt t

hei

r ch

ildre

n w

ith

d

isab

ility

·S

up

po

rt o

rph

aned

ch

ildre

n o

f re

lati

ves,

fri

end

s an

d n

eig

hb

ors

18

Par�cipant audience groups: stakeholders for ending child marriage

Communication

Children and adolescents; parents and families; and communities are the participants for

communication for behaviour and social change. They are the three main participant audiences

for the communication strategy who will finally decide to end child marriage.

Advocacy

Five broad categories of participant audience groups (sometimes called “target groups”) are

identified as stakeholders for the “ECM Models” advocacy and communication strategy (See

Figure 4). The full list of stakeholder groups for ECM across Zambian society is in .Annex IV

crossover exists amongst them, but these groupings facilitate the focusing of interventions and

targeting of messages to obtain the greatest impact.

On the other hand, leaders, policy makers, institutional/ organizational decision makers, the

media and the public at national and subnational levels are the participant audiences for

advocacy whose actions can create an enabling environment for ending child marriage. Some


Policy makers,

Decision-makers, Society

Institutions, Organizations

Communities: Traditional leaders,

CBOs

Families: Parents, guardians, members

Individuals:

Children, adolescents: girls

and boys

19

The key messages⁴ on ending child marriage are divided into six categories: 1) children's rights; 2)

child marriage; 3) education; 4) child protection; 5) birth registration, and 6) poverty reduction.

They are by no means exhaustive; indeed, they need to be prioritized and added to, simplified as

needed, translated, and pre-tested with specific audiences and stakeholders. Message

development workshops should be held to agree on messages for use in specific contexts and

communication channels, namely, communities, schools, religious associations, TV, radio, print,

social media, theatre groups and IEC materials. See for examples of a compilation of key Annex V

messages.

Key messages

Features of “Models for ECM”

Branding

Naming a strategy or a campaign can give it a unique and memorable identity – a real brand that all

Zambians will recognize. It can serve as “glue” uniting the various strands of a strategy and

aligning a range of partners behind a common cause. In the spirit of full engagement of

stakeholders, the suggested name “Models for ECM” (ECM Everyday Heroes or some other) needs

to be discussed, agreed, accepted, and carefully translated into the main languages in Zambia. It

should then be tested for acceptability, understandability and easy recall.

The rationale for adopting such a name for the strategy is that it would position the strategy as

inspiring, positive, national, specific to the Zambian context, and historic in scope and intention.

The name would reference the stories, dreams and aspirations and the often-unheard voices of

children and young people – as well as that of their families and communities – in overcoming

obstacles in their daily lives. It would emphasize the love and pride Zambians feel for their

children.

The choice of such a brand name also reflects a shift to a gain frame communication strategy⁵ that

will focus on solutions (versus problems), and enabling and motivating factors (versus barriers and

challenges). Ending child marriage and teen pregnancy will be packaged as a positive set of

behaviours associated with protecting, educating, nurturing, supporting, respecting and

empowering children, both girls and boys.


20

The proposed strategy identifies and reinforces Positive Deviance, inspiring role models and

exemplary leadership on the part of individuals, organizations and institutions. When

communities and children themselves come together to assess why some children are happy,

healthy, educated, raised in a violence-free atmosphere, are achievers, and productive while

others in similar settings are not, they can more easily decide on collective action, creating a social

movement for ending child marriage, leading to positive change and transformation.

Spotlighting and role modeling the positive will help stakeholders understand the factors that

incentivize postponement of child marriage and enable them to more effectively advocate with

and mobilize government, traditional and religious leaders, private sector and donor support. By

focusing on children and local actors as agents of such a change process, authorities and the public

will be encouraged to relate to children and youth as a powerful resource that must be tapped,

supported, motivated and empowered.

Celebra�ng role models on ending child marriage

Recognizing champions and role models for ECM

The wide media coverage will expose the Zambian public and the world to the initiatives and

stories of individuals, organizations and communities being celebrated on a national stage

regarding specific qualities and actions on ECM, while they become instruments for fostering

social change and celebrating their own local heroes.

A fitting annual celebration or event should be selected to bestow recognition awards to

individuals and communities that fit the criteria (to be formulated) as mobilizers and as role

models in ECM, e.g., outstanding champions of the cause or child marriage-free communities. At

the same time, deserving media and institutions should receive awards for being active mobilizers

and champions of ECM for the year. Criteria will need to be developed and a selection committee

appointed from among youth groups, CSOs, academe, faith communities, Government and

business community, etc. The award ceremony should be highly publicized in mass media, the

Internet and social media.

Create a media blitz by engaging media partners, telecommunications companies, the business

community and civil society to support national and district level ECM Models or ECM Everyday

Heroes through public awareness activities, civic education and edutainment. Community theatre

groups and community radio will need to be engaged. Offer small incentives when inviting the

listening and viewing audiences to participate in community theatre presentations and talent

Crea�ng and sustaining a media blitz on ECM


community theatre and arts

21

Edutainment (E-E)

This strategy proposes use of E-E approaches across a combination of channels such as radio,

television, soap operas, film/video documentary and performing arts such as community theatre,

music, song, dance, poetry, as well as visual arts. Through these platforms, E-E uses the power of

human interest and emotions via storytelling and role models (e.g., through characters, actors,

musicians, and other creative artists) to ignite positive behaviour and social change.

Community theatre and the arts

This form of edutainment is widely popular in Zambia and many parts of Africa. It is a good

example of effective communication created by local people in their local context. Also known as

Theatre for Development (TfD), participatory community theatre, street theatre, popular theatre, and

shows or contests. Likewise, provide small giveaways to radio listeners who send entries for

storytelling contests, phone-ins, vox populi, etc., or for contributed stories, concepts for

dramatized spots and plugs with key messages, using electronic, social media platforms or other

appropriate means. Develop discussion guidelines to be used by listeners' clubs and community

forums to delve deeper into the topics highlighted in the radio/TV/social media programme. Such

an all-media approach provides ample possibility to interweave themes of social protection,

education, livelihood and employment opportunities, adolescent and maternal health, child

rights and responsibilities, civil registration, democracy, equity and peace, with the more specific

behaviours around ECM.


Photo @UNICEF Zambia/2018/Edwin Mumba

22

According to a 2004 estimate, over 400 theatre groups have been active throughout the country.

By 2017, theatre groups had grown exponentially in number and popularity. Since 2002, Zambia,

through the Ministry of Tourism and Arts (MoTA), hosts annually an International Theatre Arts

Festival for four days in April at the Lusaka Playhouse. Participants come from all over Zambia and

the region.⁹

street drama, it will be a key intervention for community mobilization and engagement for ECM.

Local actors and members of the community perform dramas live in a central community

location. The performance is in the local language, making it a powerful medium to draw the

audience's attention to important topics such as child marriage, teen pregnancy, GBV, adolescent

sexual and reproductive health, prevention of HIV, HPV and other STIs, family planning, and

education issues like school dropout and re-entry, etc. Applying participatory techniques, the

drama leads to discussion among audience members and with performers.

Community Informa�on Boards (CIB) in every community centre and district office

The ECM programme should link with MoTA in exploring opportunities to discover new talents in

the performing arts – theatre, music, dance, poetry, creative writing, and the visual arts –

particularly among children and young people who are vulnerable to child marriage. The

performances and creative works could revolve around ECM thematic issues. With media

coverage and recordings, these works of art could extend beyond one-off events that would foster

wider awareness and meaningful dialogue, thus contributing to positive social change.

District ECM Youth Council

Establish an “ECM Models” Council or Forum staffed by young people. This council could be

attached to the Chiefdom's, Village Headman's or the District multisectoral Gender Sub-

Committee. The latter is charged with coordinating activities of the ECM Programme in their

district. The ECM Youth Council could provide a platform through which young people raise their

concerns, help solve local problems and plan and support implementation of strategies to end

child marriage in their localities.

Community information boards (CIBs) could be put up in the districts, at the community centre or

at the chieftain's palace to receive, display and disseminate materials, information and periodic

monitoring data regarding child marriage. Data could be collected periodically as part of

implementation as well as monitoring. District AIDS Task Force (DATF) and Community Aids Task


23

CIBs have been used successfully in Nigeria, among other countries, to display basic social and

development data for tracking the situation of children and women, and to provide the focus for

community and peer group dialogues, local theatre and house-to-house counseling. Community

engagement around CIBs has led to concrete actions to improve services for and the rights status

of children, women and families. As a community tool, the CIB requires the participation of

community groups in all stages of their creation and use.

Force (CATF) peer educators or youth and adult community mobilizers could be trained to manage

the periodic updating of information posted on the CIBs, perhaps in return for a modest monthly

stipend, as part of their regular tasks.

Foster ownership: Use local voices, language, and channels

Foster community participation and ownership by using local languages and images for key

messages in all communication materials and community media.

Other ways to foster participation and local ownership include:

For ECM and related issues, CIBs can be used to monitor key behaviour changes based on priority

indicators (in addition to HIV and AIDS information) on child marriage, school dropouts, teen

pregnancy, GBV violations and birth registration, to name a few. Use CIBs, as well, for awareness

and reminders by publicizing opportunities for scholarships, IGA and vocational training and

employment, adult literacy classes, recreational programmes, youth club membership and

activities, etc.

· Use humor, surprise and provocation in accordance with Zambian tradition and culture

· Appeal to the heart as well as to the brain

· Spotlight communities and partners and voices of children

· Be inclusive, celebrate diversity, be age-appropriate, include people living withdisability

· Tap appropriate leaders, celebrities and respected spokespersons as message carriersthrough their speeches and policy statements

· Involve adolescents in the design, implementation and monitoring of the strategyusing techniques that young people feel are “cool” and “trending”

· Celebrate traditional ceremonies with the ECM brand/logo and meaningful emblemsthat link key messages on ending child marriage with root causes

· Repeat and multiply key messages and positive stories that resonate, again and againthrough word of mouth and though community and national media


24

· Showcase children and adolescents' aspirations, hopes and dreams, their strengthsand interest in learning

· Allow interactive feedback mechanisms for the media platforms and products so thatthey can be adapted, localized, relayed, multiplied and acted upon

· Deploy all the dimensions of national/local traditions and culture through media,music, art, dance, theater, etc

· Recognize and celebrate their achievements, spirit of entrepreneurship, theircontributions to their communities and country

· Collect and showcase stories of change spotlighting in big and small ways how peopleand institutions are “changing our country for the better”.

Poverty ReductionEmpowerment



25

Strategic implementa�on approaches for “ECM Models”

The “ECM Models” initiative (provisional name) will be implemented through six strategic

approaches (Figure 7). These approaches – 1) coordination and management; 2) capacity

strengthening; 3) media engagement; 4) advocacy; 5) social mobilization, and 6) community

engagement – map out the key interventions required to achieve the objectives for advocacy and

communication by 2021, and the desired behavioural and social change outcomes as defined in

Table 1.

Figure 5. Strategic implementa�on approaches to “Models for ECM” in Zambia

The following sub-section describes the strategic implementation approaches and includes the

targets. Section III, Proposed Costed Implementation Plan, presents suggested activities for each

target under each category.

The TWG and Advocacy and Communication Sub-committee will select, decide on and prioritize

the targets and concomitant activities on a yearly basis from 2018 to 2021. Selection of activities

will depend on which ones are perceived to be most pertinent and doable, and that complement

ongoing communication initiatives by members of the coalition of CSOs. The TWG will consider

the offers for engagement from media organizations (see ) that would accelerate Annex VII

achievement of the desired behaviour and social change outcomes for ECM within the resources

and time available.


Movers and models for ending child marriage

Coordination &

management

Capacity Strengthening

Media engagement

Community engagement

Social mobilization

Advocacy

This approach focuses on strengthening capacities of key stakeholders as change agents toward

smooth implementation of planned activities. At national level, orientations and sensitization

workshops shall be organized with members of the Advocacy and Communication Sub-

committee, communication partners, and the media.

The success and effectiveness of the strategy depends on coordination and regular information

exchange between the TWG and Sub-Committee on Advocacy and Communication. They should

meet regularly to ensure a participatory process to plan, manage and coordinate

implementation, monitoring, documentation, and reporting of progress, good practices and

lessons learned. The following targets are proposed to ensure efficient coordination:

Targets

• Interagency coordination mechanism established at national, provincial, district and area

levels

• National and district launches of “ECM Models” Advocacy and Communication Programme

• Launch of branding contests: 1) deciding on a name for the advocacy and communication

strategy other than “Models for ECM” , 2) logo contest, 3) tagline contest and 4) jingle or song

writing contest to establish a brand name, a logo, a tagline, and a 0ne-minute signature song

during national and district launches

• Management and oversight mechanism for advocacy and communication activities

established by national TWG; District Council

• Search for ECM role models and inviting mobilizers or champions during national and district

launches

Coordina�on and management of advocacy and communica�on

Capacity strengthening

National media practitioners will also be invited to participate in media orientations and message

development workshops, and on child-friendly, gender sensitive and inclusive reporting. Once

their capacities are strengthened, they can in turn train others in a cascading effect across

multiple media platforms that would reinforce positive changes in attitudes and practices on

ECM among children, families and communities.

At the district level, local stakeholders will be invited to participate in lively interactive workshops

on child rights and responsibilities sensitization, interpersonal communication and counselling

skills and key ECM messages. Participants should be chosen from among members of the

District Sub-Committee on Gender, traditional leaders, initiation councillors, youth leaders,

teachers, health workers, religious leaders, and other community groups.

26


• Training of Trainers for district and community groups/stakeholders on child rights and

responsibilities, key messages on ECM, IPC, counselling and facilitating community sessions,

criteria for search for role models and champions for ECM

• Training of trainers for children and youth leaders and groups on child rights and

responsibilities, key messages on ECM, storytelling, community theatre, participation in

media programming

• Training for community level workers (health, education, agriculture, police, etc.) on child

rights and responsibilities, key messages on ECM, IPC, counselling and facilitating

community sessions

Targets:

• Training for media (e.g., managers, editors, broadcasters and journalists) on child rights,

child-friendly, gender sensitive reporting, key messaging around ECM, E-E for participatory

media programming

• Training of community volunteers and mobilizers (adolescents, youth, adults) as local change

agents for ECM and on participatory behaviour monitoring methods.

27


Photo @UNICEF Zambia/2013/ Mark Maseko

Advocacy

The success of this strategy depends on respectful engagement with the powers-that-be from

the highest to the lowest levels of government and society. Advocacy with them should result in

renewed public endorsements and policy statements on ending child marriage and related

issues. District administrative authorities, traditional authorities, the chiefs, ndunas, and

leaders of religious communities, village headmen and local opinion leaders are looked up to as

credible sources of information. They have the influence and power to translate national policy

into local by-laws, shape public opinion and strengthen links between families, communities and

institutions. They are crucial to ending child marriage.

Equipped with the key messages and guidelines, the media can help spark a national

conversation on ECM and its drivers. For example, video and film documentaries of real stories of

girls can challenge prevailing attitudes, values, traditional practices and harmful social norms.

Stories and calls to action with emotional and personal content, e.g., from a young girl's

perspective, encourages empathy among radio listeners and TV and Internet viewers could make

leaders and decision-makers at all levels more accountable.

Education on legislation, policies and by-laws around child marriage, with participation of key

· Policy statements on ECM issued by national leaders; district officials and traditional leaders

Targets:

· Partnerships established with media executives to support ECM strategy

Engaging children and youth as radio hosts or co-hosts, as story-tellers, as composers and

singers, drama scriptwriters, poets, actors, performers and creative artists in various art forms on

ECM topics will create ripples of social change all over the country.

· Revised curriculum of initiation rites for girls by initiation counselors

Media engagement

· Statutory and customary laws reviewed and harmonized in the form of by-laws and directives

on ECM issued by traditional leaders in their chiefdoms

Media engagement is a vital approach for the national ECM strategy. The media are a vibrant and

potent force in Zambian society for influencing positive change in prevailing negative attitudes,

beliefs and practices as well as for improving policies on child marriage. They include both mass

media, interactive communications technology (ICT) in the form of Internet and social media

platforms. Owing to its pervasive nature, the media – radio, TV, print, mobile phones, the

Internet and social media platforms – can multiply communication efforts with reinforcing

messages that can contribute to national level advocacy, visibility and “buzz”.

28


• Annual festivals on community theatre, other performing arts and visual arts

· Zambia corporate social responsibility-based partnerships established

• Stories of role models showcased on radio, TV, print, social media and community theatre

Social mobilization activates and brings together different partners and allies for ECM to raise

awareness and promote the desired behaviour changes. This includes eliciting participation of

local governance structures, teachers, health workers, police, and girls and boys clubs, farmers

associations, etc., to promote the key messages around ECM.

• Media engagement plan firmed up based on proposals from media organizations

• Children as hosts in participatory radio and TV programming

stakeholders, will be one of the major interventions with media.

Targets:

• Media sensitization and message development workshops

Annex VII presents media organizations' expressions of interest to support the ECM programme

based on consultations conducted in September 2017. They have offered not only to inform, but

also to entertain, educate, engage, influence, and serve as a feedback mechanism to elicit stories

and inputs from children and their families. They agreed to link different media platforms and

interpersonal communication opportunities with key messages and themes, making the

different channels mutually reinforcing. They aim to stimulate local dialogue and storytelling,

and amplify children's voices in media programming. The following are some specific ways the

media have offered to partner with the national ECM programme:

• “Models for ECM” logo, tagline and jingle contest

• Media blitz for awareness raising during launch ceremonies and annual events celebrating ECM

Models and champions

Social mobiliza�on

• Creative materials development

• Edutainment formats: mass media and community based

Targets

· Support and participation of partners and allies for ECM in coordination and implementation

activities assured

• Sustained media coverage in varied formats

• Interactive communications technology (ICT)/ social media platforms for ECM

· Network of ECM stakeholders and allies identifed at national centre and districts

Community engagement

Engaging and mobilizing communities will involve children and adolescents, women and girls,

29


· Traditional leaders, religious and other community leaders and initiation councillors promote

key messages and desired behaviours around ECM

· Community members – men, women, young people – dialogue on key issues and participate

in sharing stories of positive change on ECM

men and boys, and traditional, religious and civic leaders in promoting ECM and desired

behaviours. Orientation and training will be on IPC, key messages, storytelling, participation in

community radio and community theatre, and use of behaviour monitoring tools.

Community leaders and members, particularly children, adolescents and their parents, are

envisioned to serve as local change agents. They may also take part in participatory behaviour

change monitoring at community level. Their engagement can spur community awareness and

dialogue, which would ultimately lead to decisions and actions to abandon child marriage and

other harmful practices. Such an approach is empowering, as individuals and communities gain

both self and collective efficacy to take positive actions. Community mobilization will build on the

existing communication networks and the presence of a sizeable number of diverse community

groups in Zambia.

Targets

· Trained local change agents, e.g., members of Child Clubs, Youth Associations, peer

educators, school children are mobilized to participate in media programs, promote and

monitor key behaviours

· CBOs, PTAs, Mothers Groups, Farmers Associations, etc. include ECM and monitor progress

in their regular meeting agendas

· Community radio listening forums and mobile film/video discussion groups meet regularly to

learn, exchange and update on ECM issues

30


31Advocacy and Communication Strategy on Ending Child Marriage in Zambia


32


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: En

sure

str

on

g ca

mp

aign

aw

aren

ess

and

re

call

for

par

�ci

pan

ts in

b

oth

pilo

t d

istr

icts

; cr

eat

e a

m

emo

rab

le a

nd

inte

res�

ng

fram

ew

ork

th

at p

rom

ote

s u

sefu

l med

ia e

nga

gem

ent

on

th

e EC

M c

amp

aign

·D

evel

op

mec

han

ism

fo

r a

na�

on

al c

on

test

fo

r an

“EC

MM

od

els”

logo

/bra

nd

, ta

glin

e an

d s

on

g/j

ingl

e

·C

oin

cid

e n

a�o

nal

an

d d

istr

ict

lau

nch

es o

f EC

M a

dvo

cacy

an

dco

mm

un

ica�

on

str

ateg

y w

ith

na�

on

wid

e lo

go, t

aglin

e an

dso

ng

con

test

fo

r EC

M b

ran

d t

hro

ugh

sch

oo

ls a

nd

com

mu

ni�

es

·In

volv

e o

ut-

of-

sch

oo

l ch

ildre

n in

all

con

test

s, a

nd

ac�

vi�

es

1st -

2n

d

Qu

arte

r 2

018

Mo

G

All

Co

nso

rtiu

m M

inis

trie

s 6

5,0

00

1.5

Sear

ch f

or

“EC

M M

od

els”

an

d R

eco

gni�

on

Eve

nts

PU

RP

OSE

: Id

en

�fy

in

div

idu

als

wh

o c

an a

ct a

s ro

le m

od

els

for

the

ECM

p

rogr

amm

e.

•En

gage

na�

on

al a

nd

dis

tric

t p

artn

ers

in d

evel

op

ing

crit

eria

for

ECM

Mo

del

s an

d•

Esta

blis

h a

n a

nn

ual

rec

ogn

i�o

n s

chem

e to

cel

ebra

tein

div

idu

al, f

amily

, an

d c

om

mu

nit

y ro

le m

od

els

on

EC

Mam

on

g m

en, w

om

en, g

irls

an

d b

oys

;•

Giv

e re

cogn

i�o

n a

war

ds

to m

ob

ilize

rs o

r ch

amp

ion

s fo

r EC

Mam

on

g co

mm

un

ity

gro

up

s, le

ader

s, m

edia

an

d in

s�tu

�o

ns

An

nu

ally

N

atio

nal

: Mo

G

wit

h T

WG

, A&

C

Dis

tric

t: D

C, D

DC

C,

Gen

der

Su

b-C

om

165,

00

0

33


SN

S

trat

egic

in

terv

enti

on

/ T

arg

et

Act

ivit

y T

imef

ram

e L

ead

& Im

ple

men

tin

g

Inst

itu

tio

ns

E

stim

ated

C

ost

1.6

M

essa

ge

dev

elo

pm

ent

wo

rksh

op

s fo

r d

iffer

ent

par

tici

pan

t au

die

nce

g

rou

ps

PU

RP

OSE

: A

lign

cre

a�ve

in

tere

sts

acro

ss s

take

ho

lder

gr

ou

ps

and

gen

erat

e ke

y m

essa

ge c

on

ten

t.

•O

rgan

ize

mes

sag

e d

eve

lop

men

t w

ork

sho

ps

wit

h

rep

rese

nta

tive

s o

f fo

ur

stak

eho

lder

gro

up

s in

teg

rati

ng

ch

ild

rig

hts

an

d r

esp

on

sib

iliti

es a

nd

oth

er k

ey m

essa

ges

in s

ix

them

atic

are

as; a

dvo

cacy

key

mes

sag

es•

Dev

elo

p a

bo

okl

et o

f ke

y m

essa

ges

fo

r sp

ecifi

c u

sers

: m

edia

, tea

cher

s, y

ou

th o

rgan

izat

ion

s, e

tc.

•Tr

ansl

ate

key

mes

sag

es in

to m

ajo

r la

ng

uag

es

1st-2

nd

Qu

arte

r 2

018

Nat

ion

al: M

oG

w

ith

TW

G, A

&C

S

ub

com

mit

tee,

UN

ICE

F

Dis

tric

t: G

end

er S

ub

-C

om

1,2

49

,339

Su

b T

ota

l fo

r I.

Co

ord

ina

tio

n a

nd

Ma

na

ge

me

nt

1,6

82,

86

9

2.

Cap

acit

y st

ren

gth

enin

g o

f lo

cal a

cto

rs/s

take

ho

lder

s as

ch

ang

e ag

ents

2.1

Tr

ain

ing

of

Trai

ner

s fo

r d

istr

ict

and

co

mm

un

ity

stak

eho

lder

s

PU

RP

OSE

: P

rep

are

tra

iner

s to

tra

in d

istr

ict

staff

, CSO

m

emb

ers,

loca

l med

ia,

com

mu

nit

y le

ader

s an

d

oth

ers

on

ch

ild r

igh

ts a

nd

re

spo

nsi

bili

�es

, key

m

essa

ges

on

EC

M, I

PC

, co

un

selli

ng

and

fac

ilita

�n

g co

mm

un

ity

sess

ion

s.

Co

nd

uct

tra

inin

g o

f tr

ain

ers

pro

gram

me.

NA

TIO

NA

L

•D

eve

lop

To

R, i

den

tify

, vet

an

d h

ire

loca

l Tra

inin

g T

eam

to

u

nd

erta

ke 2

.1. a

nd

2.2

. T

oR

fo

r 2

.3 a

nd

2.4

may

req

uir

e d

iffer

ent

skill

set

s an

d t

her

efo

re m

ay n

eed

to

hir

e lo

cal

med

ia t

rain

ing

sp

ecila

lists

(e.g

., B

BC

Med

ia A

ctio

n, e

tc.)

•C

on

du

ct t

rain

ing

nee

ds

asse

ssm

ent

of

po

ten

tial

tra

iner

s an

d f

or

po

ten

tial

par

tici

pan

ts f

or

2.2

, 2.3

, 2.4

•D

eter

min

e le

ng

th o

f tr

ain

ing

req

uir

ed a

nd

de

velo

p f

ou

r d

iffer

ent

trai

nin

g m

od

ule

s lib

eral

ly u

sin

g c

hild

rig

hts

car

ds

(See

1.6

) an

d k

ey m

essa

ges

•C

on

du

ct N

atio

na

l Tra

inin

g o

f T

rain

ers

app

lyin

g p

arti

cip

ato

ry

met

ho

do

log

y•

Mo

nit

or

tra

inin

g p

roce

ss u

sin

g d

aily

to

ols

•E

valu

ate

trai

nin

g o

utc

om

es•

Cas

cad

e tr

ain

ing

des

ign

to

2.2

par

tici

pan

ts

An

nu

ally

M

oG

A

ll C

on

sort

ium

Min

istr

ies

All

oth

er s

take

ho

lder

s

1,4

83,

799

2.2

O

rien

ta�

on

ses

sio

ns

wit

h

trad

i�o

nal

, civ

ic, r

elig

iou

s an

d c

om

mu

nit

y le

ader

s

PU

RP

OSE

: P

rep

are

lead

ers

to c

on

du

ct c

om

mu

nit

y d

ialo

gues

DIS

TR

ICT

•

Invi

te a

nd

sch

edu

le o

rien

tati

on

ses

sio

ns

on

th

e co

mm

un

icat

ion

str

ateg

y, r

ole

s an

d a

ctiv

itie

s•

Co

nd

uct

inte

ract

ive

sess

ion

s•

Do

cum

ents

co

mm

itm

ents

fo

r fu

ture

eve

nts

wh

ere

they

will

incl

ud

e en

do

rsem

ents

th

rou

gh

EC

M k

ey m

essa

ges

2n

d Q

uar

ter

20

18

Mo

G

398

,732

2.3

Tr

ain

ing

wo

rksh

op

fo

r co

mm

un

ity

leve

l wo

rker

s D

IST

RIC

T

•Id

enti

fy a

nd

invi

te p

ote

nti

al p

arti

cip

ants

fro

m c

om

mu

nit

ies

•P

rep

are

trai

nin

g p

roto

col u

sin

g p

rep

are

d t

rain

ing

mo

du

le

An

nu

ally

M

oG

A

ll C

on

sort

ium

Min

istr

ies

1,4

83,

799

34


35


SN

S

trat

egic

in

terv

enti

on

/ T

arg

et

Act

ivit

y T

imef

ram

e L

ead

& Im

ple

men

tin

g

Inst

itu

tio

ns

Est

imat

ed

Co

st

•Pa

r�ci

pat

ory

mo

nit

ori

ng

met

ho

ds

and

to

ols

•U

sin

g m

ob

ile p

ho

nes

(uR

epo

rt),

ICTs

, an

dso

cial

med

ia f

or

mes

sagi

ng

and

mo

nit

ori

ng

Su

b T

ota

l fo

r II

. Ca

pa

city

str

en

gth

en

ing

5,

40

9,4

35

3.A

dvo

cacy

3.1

Dis

sem

ina�

on

of

po

licy

chan

ges

on

EC

M

PU

RP

OSE

: P

rep

are

lead

ers

at d

istr

ict

and

loca

l lev

els

for

com

mu

ni�

es f

or

the

imp

act

of

lega

l ch

ange

s;

pre

par

e c

on

s�tu

ents

fo

r ch

ange

s in

th

e le

gal s

yste

m

surr

ou

nd

ing

child

mar

riag

e

•A

dvo

cate

wit

h n

atio

nal

lead

ers

an

d p

artn

er m

inis

trie

s fo

r h

igh

-lev

el c

om

mit

men

t •

Ad

voca

te w

ith

dis

rtic

t o

ffici

als,

tra

dit

ion

al a

nd

rel

igio

us

lead

ers,

po

litic

al le

ader

s, e

tc.

•P

rep

are

scri

pts

, sp

iels

fo

r sp

eech

es, a

dvo

cacy

bri

efs,

an

d

des

ign

ad

voca

cy m

ater

ials

, e.g

., o

n b

ene

fits

of

del

ayin

g

mar

riag

e, d

ang

ers

of

teen

pre

gan

cy, d

ata

fro

m r

esea

rch

an

d

ZD

HS

sta

tist

ics,

ser

vice

s an

d o

pp

ort

un

itie

s av

aila

ble

An

nu

ally

M

inis

try

of

Gen

der

A

ll C

on

sort

ium

Min

istr

ies

66

,99

4

3.2

H

arm

on

iza�

on

of

stat

uto

ry

and

cu

sto

mar

y la

ws

on

m

arri

age

PU

RP

OSE

: P

rovi

de

a w

ell-

defi

ned

lega

l bas

is f

or

the

crea

�o

n o

f m

essa

ges

and

im

ple

men

ta�

on

of

com

mu

nic

a�o

n a

c�vi

�e

s

•A

dvo

cate

wit

h d

istr

ict

stak

eho

lder

s, t

rad

itio

nal

au

tho

riti

es,

relig

iou

s le

ader

s, in

itia

tio

n c

ou

nse

lors

, par

ents

, gu

ard

ian

s an

d e

lder

s•

Trad

itio

nal

lea

der

s co

ord

inat

e m

on

thly

co

mm

un

ity

dia

log

ues

to

info

rm c

on

stit

ue

nts

ab

ou

t b

y-la

ws

and

d

ire

ctiv

es r

elat

ed t

o E

CM

, in

itia

tio

n r

ites

, an

d k

ey m

essa

ges

on

tee

n p

reg

nan

cy, s

cho

ol c

om

ple

tio

n, e

tc.

An

nu

ally

M

inis

try

of

Just

ice

M

inis

try

of

Ho

me

Aff

airs

M

inis

try

of

Ch

iefs

an

d T

rad

itio

nal

A

ffai

rs

2,5

55,1

05

3.3

Incl

usi

on

of

EC

M k

ey

mes

sag

es in

rel

igio

us

inst

itu

tio

ns

PU

RP

OSE

: P

rom

ote

EC

M

key

me

ssag

es in

ch

urc

h a

nd

o

ther

imp

ort

ant

soci

al

ven

ues

•A

dvo

cate

wit

h r

elig

iou

s le

ade

rs t

o in

clu

de

key

mes

sag

es o

n

EC

M in

th

eir

serm

on

s d

uri

ng

wee

kly

relig

iou

s ce

rem

on

ies

•D

eve

lop

bo

okl

et o

f ke

y m

essa

ges

on

EC

M a

nd

ch

ild r

igh

ts

linke

d t

o B

ible

ver

ses

An

nu

ally

On

e-o

ff

4th

qte

r 2

018

Min

istr

y o

f N

ati

on

al

Gu

idan

ce a

nd

Rel

igio

us

Aff

airs

Min

istr

y o

f G

end

er 1,

320

,72

9

36


SN

S

trat

egic

in

terv

enti

on

/ T

arg

et

Act

ivit

y T

imef

ram

e L

ead

& Im

ple

men

tin

g

Inst

itu

tio

ns

E

stim

ated

C

ost

3.4

R

evis

ed c

urr

icu

lum

fo

r in

itia

tio

n r

ites

fo

r b

oth

gir

ls

and

bo

ys

PU

RP

OSE

: R

em

ove

or

de

lay

con

ten

t fr

om

in

i�ta

�o

n r

ites

th

at

enco

ura

ges

earl

y d

ebu

t o

f se

x

•A

dvo

cate

wit

h in

itia

tio

n c

ou

nse

lors

, eld

ers

and

par

ents

to

re

vise

cu

rric

ulu

m t

o w

ith

on

ly a

ge

-ap

pro

pri

ate

info

rmat

ion

(e

xclu

de

inap

pro

pri

ate

info

rmat

ion

on

sex

)

An

nu

ally

M

inis

try

of

Ch

iefs

an

d

Trad

itio

nal

Aff

airs

M

inis

try

of

Gen

der

M

inis

try

of

Co

mm

un

ity

Dev

elo

pm

ent

and

2,5

55,1

05

3.5

Med

ia p

artn

ersh

ip

esta

blis

hed

PU

RP

OSE

: En

sure

med

ia

com

mit

men

t to

su

pp

ort

E

CM

str

ateg

y

NA

TIO

NA

L a

nd

DIS

TR

ICT

•A

dvo

cate

wit

h m

ed

ia o

rgan

izat

ion

s -

exec

uti

ves

and

man

ager

s at

nat

ion

al, p

rovi

nci

al a

nd

dis

tric

t le

vel t

hro

ug

h

invi

tati

on

lett

ers

to s

up

po

rt n

atio

nal

an

d d

istr

ict

EC

M

pro

gra

mm

e

•H

ave

bre

akfa

st m

eeti

ng

s w

ith

med

ia e

xecu

tive

s an

d

man

ager

s –

nat

ion

al r

adio

an

d c

om

mu

nit

y/F

M s

tati

on

s, T

V,

pri

nt,

dig

ital

med

ia, p

erfo

rmin

g a

nd

vis

ual

art

ists

, etc

.•

Fir

m u

p p

artn

ersh

ip a

gre

em

ents

an

d T

oR

th

rou

gh

MO

Us/

MO

As

wit

h m

edia

org

aniz

atio

ns

incl

ud

ing

tele

com

mu

nic

atio

ns

com

pan

ies,

cre

ativ

e ag

enci

es, m

ed

ia

pro

du

ctio

n h

ou

ses

and

dis

sem

inat

ion

ch

ann

els

•Pa

rtn

er w

ith

dis

tric

t b

ran

che

s o

f m

edia

org

aniz

a�o

ns

incl

ud

ing

rela

y te

leco

mm

un

ica�

on

s o

ffice

s, c

rea�

ve

agen

cie

s, lo

cal m

edia

pro

du

c�o

n h

ou

ses

and

dis

sem

ina�

on

chan

nel

s

An

nu

ally

M

inis

try

of

Gen

der

4

77,4

68

Su

b T

ota

l fo

r II

I.

Ad

vo

cacy

6

,48

0,8

56

4.S

oci

al M

ob

iliza

tio

n

4.1

So

cial

an

d c

om

mu

nit

y re

sou

rce

map

pin

g

PU

RP

OSE

: Id

en

�fy

an

d

cod

ify

net

wo

rk o

f EC

M

stak

eho

lder

s, p

artn

ers

an

d

allie

s at

na�

on

al, p

rovi

nci

al

·M

ap t

he

net

wo

rk o

f E

CM

sta

keh

old

ers,

par

tner

s an

d a

llies

w

ho

co

uld

ser

ve a

s “m

ove

rs”

or

cham

pio

ns

for

pu

blic

ad

voca

cy a

nd

so

cial

mo

bili

zati

on

in t

he

resp

ecti

ve d

istr

icts

and

co

mm

un

itie

s

·A

gre

e o

n T

oR

s, r

ole

s an

d r

eso

urc

e sh

arin

g

·In

vite

bu

sin

ess

com

mu

nit

y to

sp

on

sor

even

ts; c

olla

bo

rate

in

the

des

ign

, pre

test

ing

, pro

du

ctio

n a

nd

dis

trib

uti

on

of

An

nu

ally

M

inis

try

of

Gen

der

7,

84

4

So

cial

Wel

fare

37


SN

S

trat

egic

in

terv

enti

on

/ T

arg

et

Act

ivit

y T

imef

ram

e L

ead

& Im

ple

men

tin

g

Inst

itu

tio

ns

Est

imat

ed

Co

st

and

dis

tric

t le

vels

; p

rep

are

to

mo

bili

ze n

etw

ork

re

sou

rces

as

nee

ded

fo

r re

sear

ch, t

rain

ing,

an

d

oth

er E

CM

ac�

vi�

es

visi

bili

ty m

ater

ials

incl

ud

ing

dis

tric

t si

gn

ages

4.2

A

c�va

�o

n o

f so

cial

an

d

com

mu

nit

y o

rgan

iza�

on

s (f

rom

4.1

)

PU

RP

OSE

: S

up

po

rt a

nd

p

ar�

cip

ate

in

imp

lem

enta

�o

n a

nd

m

on

ito

rin

g o

f EC

M

ac�

vi�

es

·S

up

po

rt n

atio

nal

, pro

vin

ical

, dis

tric

t-w

ide

and

co

mm

un

ity

acti

viti

es w

ith

ch

amp

ion

s an

d r

ole

mo

del

s fo

r E

CM

– le

d b

y tr

adit

ion

al a

nd

rel

igio

us

lead

ers

, yo

uth

pee

r e

du

cato

rs,

teac

her

s-g

uid

ance

co

un

selo

rs, C

BO

s, C

SO

s, a

nd

oth

er

·co

mm

un

ity

gro

up

s b

y p

rovi

din

g p

rize

s, lo

gis

tics

, etc

. In

vite

nat

ion

al E

CM

ch

amp

ion

s to

gra

ce t

he

dis

tric

t ev

ents

·S

up

po

rt m

edia

in p

ub

lic a

war

enes

s o

f “E

CM

Mo

del

s”

·S

up

po

rt T

WG

in o

rgan

izin

g a

nd

jud

gin

g A

nn

ual

Rec

og

nit

ion

A

war

ds

for

“EC

M M

od

els”

an

d

cham

pio

ns/

mo

bili

zers

/mo

vers

·A

s ch

amp

ion

s an

d “

Mo

vers

” fo

r E

CM

, su

pp

ort

an

d m

ob

ilize

fitt

ing

an

nu

al f

esti

vals

, co

mm

emo

rati

on

eve

nts

in d

istr

icts

an

d c

om

mu

nit

ies

– le

d b

y ch

iefs

, rel

igio

us

lead

ers,

tea

cher

s-g

uid

ance

co

un

selo

rs, C

BO

s, C

SO

s, p

eer

edu

cato

rs, y

ou

th

gro

up

s, a

nd

oth

ers.

·H

elp

est

ab

lish

an

EC

M M

odel

s ad

viso

ry b

oar

d o

f yo

un

g

lead

ers

and

dis

tin

gu

ish

ed

per

son

alit

ies

to a

dvi

se T

WG

an

d

Dis

tric

t S

ub

-Co

mm

itte

es o

n im

ple

men

tati

on

act

ivit

ies

and

in

mo

nit

ori

ng

be

hav

ior

chan

ges

.

An

nu

ally

M

inis

try

of

Ch

iefs

an

dTr

adit

ion

al A

ffai

rs

Min

istr

y o

f G

end

er

3,2

07,

584

4.3

Z

amb

ia c

orp

ora

te s

oci

al

resp

on

sib

ility

-bas

ed

par

tner

ship

s es

tab

lish

ed

PU

RP

OSE

: P

artn

er

wit

h t

he

bu

sin

ess

com

mu

nit

y to

su

pp

ort

med

ia

enga

gem

ent,

so

cial

m

ob

iliza

�o

n a

nd

co

mm

un

ity

enga

gem

ent

ini�

a�ve

s

·P

artn

er w

ith

th

e b

usi

nes

s co

mm

un

ity

to s

up

po

rt m

edia

en

gag

emen

t, s

oci

al m

ob

iliza

tio

n a

nd

co

mm

un

ity

eng

agem

ent

init

iati

ves

An

nu

ally

M

inis

try

of

Gen

der

M

inis

try

of

Co

mm

un

ity

Dev

elo

pm

ent

and

So

cial

Wel

fare

Min

istr

y o

f C

hie

fs a

nd

Trad

itio

nal

Aff

airs

25,

00

0

Su

b T

ota

l fo

r IV

. So

cia

l Mo

bil

iza

tio

n

3,24

0,4

28

38


SN

S

trat

egic

in

terv

enti

on

/ T

arg

et

Act

ivit

y T

imef

ram

e L

ead

& Im

ple

men

tin

g

Inst

itu

tio

ns

Est

imat

ed

Co

st

5.M

edia

En

gag

emen

t

5.1

Med

ia e

nga

gem

ent

pla

n

PU

RP

OSE

: D

eve

lop

a 2

01

8 –

20

19

an

d 2

02

0 -

20

21

stra

tegy

fo

r im

ple

men

�n

g th

e ro

llou

t o

f m

edia

m

ater

ials

bas

ed o

n

pro

po

sals

fro

m p

ote

n�

al

par

tner

s

·TW

G, A

dvo

cacy

an

d C

om

mu

nic

a�o

n S

ub

-co

mm

i�ee

pri

ori

�ze

tar

gets

an

d a

c�vi

�e

s in

th

e p

rop

ose

d m

edia

enga

gem

ent

pla

n a

nd

sec

ure

fu

nd

ing

·R

efer

to

An

nex

VII

– E

xpre

ssio

ns

of

inte

rest

by

Zam

bia

nm

edia

·In

vite

pro

po

sals

·C

on

du

ct o

rien

ta�

on

mee

�n

g o

n M

edia

Pla

n a

nd

firm

up

com

mit

men

ts

·D

evel

op

med

ia a

gree

men

ts w

ith

med

ia o

rgan

iza�

on

s th

atse

nt

pro

po

sals

fo

r en

gage

me

nt

in E

CM

pro

gram

1st Q

uar

ter

20

18

TW

G, A

&C

Su

b-

com

mit

tee

7,

84

4

5.2

M

edia

sen

si�

za�

on

PU

RP

OSE

: Tr

ain

jou

rnal

ists

o

n E

CM

rel

ated

issu

es,

in

clu

din

g ch

ild r

igh

ts a

nd

re

spo

nsi

bili

�es

, key

m

essa

ges,

ro

le m

od

els,

an

d

app

rop

riat

e n

ews-

gath

erin

g te

chn

iqu

es f

or

the

ECM

p

rogr

amm

e

•E

ng

ag

e lo

cal m

ed

ia t

rain

ing

sp

ecia

lists

to

dev

elo

p s

essi

on

p

lan

s, w

ork

sho

p m

ater

ials

an

d t

oo

ls•

Org

aniz

e m

ed

ia s

ensi

tiza

tio

n w

ork

sho

p o

n E

CM

issu

es a

nd

ch

ild r

igh

ts•

Org

aniz

e m

essa

ge

dev

elo

pm

ent

wo

rksh

op

s w

ith

med

iag

rou

ps

par

tici

pat

ing

in E

CM

pro

gra

mm

e

1st Q

uar

ter

20

18

An

nu

ally

TW

G, A

&C

Su

b-

com

mit

tee

4

50,0

00

5.3

ECM

pro

gram

me

bra

nd

ing

PU

RP

OSE

: En

sure

str

on

g aw

aren

ess

an

d c

on

�n

uit

y o

f th

e EC

M p

rogr

amm

e b

y d

evel

op

ing

a b

ran

d n

ame,

lo

go, t

aglin

e an

d ji

ngl

e

•Pa

rtn

er w

ith

med

ia o

rgan

iza�

on

s to

ho

st t

he

sear

ch f

or

ab

ran

d n

ame,

logo

, tag

line

and

sig

nat

ure

so

ng

1st Q

uar

ter

20

18

TW

G, A

&C

Su

b-

com

mit

tee

W

orl

d V

isio

n

14,5

56

5.4

M

edia

co

vera

ge

– cr

itic

al

PU

RP

OSE

: En

sure

str

on

g p

rom

o�

on

of

ECM

ac�

vi�

es

du

rin

g im

po

rtan

t ev

nts

–

lau

nch

es, a

nn

ual

re

cog

nit

ion

aw

ard

s fo

r ‘M

od

els

and

Mo

vers

fo

r

·In

vite

tri

-med

ia in

all

na�

on

al a

nd

dis

tric

t ev

ents

fo

rco

vera

ge, n

ews

and

fea

ture

s, e

.g.,

Lau

nch

es, A

war

ds,

ob

serv

ance

s o

f In

tern

a�o

nal

an

d N

a�o

nal

Day

s, e

tc.

·M

edia

par

tner

s p

ar�

cip

ate

in E

CM

bra

nd

ed m

edia

pla

�o

rms

for

bro

adca

s�n

g an

d d

isse

min

a�o

n o

f m

edia

pro

du

cts

e.g.

,n

a�o

nal

an

d c

om

mu

nit

y ra

dio

an

d T

V P

SAs,

sp

ots

an

d p

lugs

,ra

dio

mag

azin

es, r

adio

dra

ma,

new

s an

d f

eatu

res

for

pri

nt

and

bro

adca

st t

hro

ugh

FM

sta

�o

ns,

SM

S m

essa

ges

for

Ad

ho

c/as

re

qu

ired

A

nn

ual

ly

TW

G, A

&C

Su

b-

com

mit

tee

10

,930

,731

39


SN

S

trat

egic

in

terv

enti

on

/ T

arg

et

Act

ivit

y T

imef

ram

e L

ead

& Im

ple

men

tin

g

Inst

itu

tio

ns

Est

imat

ed

Co

st

EC

M’,

oth

er s

pec

ial e

ven

ts

mo

bile

ph

on

e tr

ansm

issi

on

an

d f

eed

bac

k, e

tc.,

·En

gage

loca

l mu

sici

ans

to c

om

po

se s

on

gs w

ith

lyri

cs t

hat

add

ress

EC

M, f

or

entr

y in

to Z

amb

ia a

nn

ual

mu

sic

fes�

val

·D

esig

n, p

rete

st a

nd

pro

du

ce:

oSi

gn b

oar

ds,

oIn

fogr

aph

ics

oPo

ster

so

Car

too

n m

agaz

ines

oEC

M v

isib

ility

mat

eria

lso

ECM

tra

inin

g to

ols

oIll

ust

rate

d c

hild

rig

hts

car

ds

for

clas

sro

om

exer

cise

s, t

rain

ings

an

d g

rou

p d

ynam

ics,

com

mu

nit

y d

ialo

gues

·M

ob

ile v

ideo

sh

ow

ings

in c

om

mu

ni�

es

·M

ob

ile P

SAs,

sp

ots

an

d p

lugs

in p

ub

lic b

use

s

·R

adio

ph

on

e-i

ns,

inte

rvie

ws,

PSA

s, f

eatu

re s

tori

es o

f EC

MM

od

els

·M

edia

co

vera

ge o

f h

igh

leve

l eve

nts

·Li

ve e

ven

ts –

co

nce

rts,

ph

oto

exh

ibit

s, m

usi

c an

d a

rtfe

s�va

ls, c

om

mu

nit

y th

eatr

e fe

s�va

ls

·Pa

r�ci

pat

ory

co

mm

un

ity

thea

tre

5.5

Med

ia c

ove

rage

- s

ust

ain

ed

PU

RP

OSE

: C

arry

ou

t in

ten

sive

an

d r

epe�

�ve

m

ul�

-med

ia p

ub

lic

awar

ene

ss c

amp

aign

s an

d

advo

cacy

on

EC

M

NA

TIO

NA

L a

nd

DIS

TR

ICT

•

Reg

ula

r TV

, rad

io a

nd

new

spap

er c

ove

rage

at

na�

on

al a

nd

dis

tric

t le

vel h

igh

ligh

�n

g ke

y m

ess

ages

, de

sire

d b

ehav

iou

rs,

role

mo

del

s, g

oo

d p

rac�

ces,

wit

h in

volv

emen

t o

f co

mm

un

ity

stak

eho

lder

s in

clu

din

g m

argi

nal

ized

gro

up

s –

sin

gle

mo

ther

s,o

rph

ans,

peo

ple

wit

h d

isab

ility

, etc

.•

Co

n�

nu

ed d

evel

op

men

t o

f m

edia

pro

du

cts

fro

m s

tori

es

of

chan

ge c

on

trib

ute

d b

y ch

ildre

n a

nd

ad

ole

scen

ts, c

om

mu

nit

ygr

ou

ps,

co

mm

un

ity

lead

ers,

ro

le m

od

els

and

ch

amp

ion

s fo

rEC

M

An

nu

ally

A

dvo

cacy

an

d

Co

mm

un

ica�

on

Su

b-

com

mi�

ee

CSO

s ZI

CTA

U

NIC

EF

Med

ia o

rgan

iza�

on

s an

d

key

TV, r

adio

, pri

nt

med

ia

par

tner

s:

(See

An

nex

VII)

13,8

92

,39

6

5.6

C

hild

ren

’s e

ng

agem

ent

PU

RP

OSE

: In

volv

e c

hild

ren

as

ho

sts

in p

arti

cip

ato

ry

rad

io a

nd

TV

pro

gra

mm

ing

·M

edia

to

tra

in c

hild

ren

in b

road

cast

ing

te

chn

iqu

es t

o a

ir

mes

sag

es o

n E

CM

bef

ore

, du

rin

g a

nd

aft

er C

hild

B

road

cast

ing

Wee

k

·P

rovi

de

pla

tfo

rms

to f

eatu

re c

hild

ren

’s a

nd

co

mm

un

ity

voic

es o

n p

rob

lem

s an

d s

olu

tio

ns

to C

M t

o b

e d

isse

min

ate

d

An

nu

ally

A

dvo

cacy

an

d

Co

mm

un

ica�

on

Su

b-

com

mi�

ee

CSO

s ZI

CTA

559

,30

6

40


SN

S

trat

egic

in

terv

enti

on

/ T

arg

et

Act

ivit

y T

imef

ram

e L

ead

& Im

ple

men

tin

g

Inst

itu

tio

ns

E

stim

ated

C

ost

in

ord

er t

o d

evel

op

ap

pro

pri

ate

and

re

lata

ble

co

nte

nt

thro

ug

h m

edia

an

d c

om

mu

nit

y ch

ann

els,

e.g

., t

rain

jun

ior

EC

M n

ews

rep

ort

ers

in s

cho

ols

an

d u

niv

ersi

ties

M

edia

org

aniz

a�o

ns

and

ke

y TV

, rad

io, p

rin

t m

edia

p

artn

ers

5.7

Rec

og

nit

ion

aw

ard

s

PU

RP

OSE

: C

reat

e in

tere

st

in “

Mo

vers

an

d M

od

els/

E

very

day

Her

oes

fo

r E

CM

w

ith

me

dia

, bu

sin

ess

com

mu

nit

y, a

nd

mem

ber

s o

f th

e p

ub

lic

·P

artn

er w

ith

me

dia

org

aniz

atio

ns

(e.g

., B

BC

Med

ia A

ctio

n,

etc.

an

d b

usi

nes

s co

mm

un

ity)

to

dev

elo

p c

rite

ria,

m

ech

anic

s an

d f

un

din

g f

or

EC

M r

eco

gn

itio

n a

war

ds,

in

clu

din

g m

edia

aw

ard

s.

·P

urs

ue

PP

P –

pu

blic

-pri

vate

-par

tner

ship

in s

po

nso

rin

g

reco

gn

itio

n a

war

ds

and

pri

zes

for

con

test

s, r

epro

du

ctio

n o

f vi

sib

ility

mat

eria

ls in

clu

din

g v

ests

, bag

s an

d t

-sh

irts

fo

r yo

uth

gro

up

s an

d C

BO

s, b

uyi

ng

air

tim

e, e

tc.

An

nu

ally

A

dvo

cacy

an

d

Co

mm

un

ica�

on

Su

b-

com

mi�

ee

CSO

s ZI

CTA

M

edia

org

aniz

a�o

ns

and

ke

y TV

, rad

io, p

rin

t m

edia

p

artn

ers

58,2

24

5.8

E

du

tain

men

t p

rogr

amm

ing

PU

RP

OSE

: D

eve

lop

p

rete

st/p

ilot

and

bro

adca

st

E-E

con

ten

t o

n t

hem

es

aro

un

d r

elev

ant

key

mes

sage

s an

d d

esir

ed

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avio

urs

wit

h

par

�ci

pa�

on

of

spec

ific

aud

ien

ce g

rou

ps,

pre

test

ed

and

bro

adca

st

·En

gage

med

ia m

anag

ers,

cre

a�ve

gro

up

s an

d p

rod

uce

rs t

oen

sure

par

�ci

pa�

on

of

child

ren

, ad

ole

scen

ts,

par

ents

/gu

ard

ian

s, c

om

mu

nit

y gr

ou

ps

in d

evel

op

ing

sto

ries

and

scr

ipts

ab

ou

t p

osi

�ve

ro

le m

od

els

on

EC

M

·D

evel

op

tra

inin

g m

od

ule

s an

d t

rain

med

ia p

rac�

tio

ner

s o

nE-

E ar

ou

nd

EC

M o

n k

ey is

sues

an

d o

n b

ehav

iou

r an

d s

oci

alch

ange

·D

evel

op

, pre

test

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Objective three

Goal: To achieve a 40% reduction in child marriage by 2021

The milestones and targets for Objective Three are divided into a communication component

and a capacity strengthening/advocacy component, as follows:

Communication Targets

The National Strategy is supported by five objectives, and the advocacy and communication

strategy addresses Objective Three: To facilitate positive change in prevailing attitudes,

behaviours, beliefs, and practices in order to reduce the incidence of child marriage.

1. Communication and advocacy strategy developed by June 2016;

Vision: A Zambia free from child marriage in 2030

2. 50% of targeted men, women, and young people have positive attitudes, behaviours,

beliefs, and practice by 2021 as measured by a KAP survey;

3. Programme for engaging the media developed and operational by June 2016.

1. All identified and targeted local actors have been trained to promote social change and

reduce negative behaviours linked to child marriage by end 2017;

Capacity Strengthening and Advocacy Targets

2. Advocacy activities (according to the plan) have been conducted by all identified

stakeholders on reducing the vulnerability of children to marriage by the end of 2021;

3. 50% of stakeholders are active in reducing children's vulnerability to marriage by 2021;

SECTION 4 – MONITORING AND EVALUATION FRAMEWORK

Monitoring and evaluation of the advocacy and communication strategy on ECM are driven by

the vision and goal statements provided in the National Strategy on Child Marriage 2016 –

2021:

4. All targeted chiefdoms are putting the communication strategy into practice by the end

of 2018.

The contribution of this Advocacy and Communication Strategy to the 2030 vision is explained

by figure 6 below, in which the activities included in the Strategy lead to changes in indicators;

changes in these indicators will lead to positive changes in the targets set in the National

Strategy on Child Marriage, which will contribute to the goal and vision for Zambia's response

to child marriage.

45


46


Advocacy and Communica�on Strategy Na�onal Strategy, 2016 -2021

Ac�vi�es lead to changes in à

Indicators, which lead to changes in à

Targets, which lead to achievement of the à

Goal, which leads to fulfillment of the à

Vision: A Zambia free from child marriage in 2030

Objective/audience Group Indicator

Boys and girls

Decide to delay marriage until age 18+ Percent of boys and girls who report making a decision to

delay marriage

Believe that completing secondary education will

lead to a better future

Percent of boys and girls who believe that completing

secondary education will contribute to a better future

Feel confident to take appropriate actions Percent of boys and girls who report that they feel

confident to take action that will help delay marriage or

pregnancy

Participate in decisions affecting them Percent of boys and girls who report that they take part in

decision making related to pregnancy, marriage, and

other related issues in their families

Parents and guardians

Prefer to delay daughter's marriage until age 18+ Percent of parents who report that they would like their

children to wait until they are 18 to marry

Support their daughters and sons to finish

secondary school

Percent of parents who report that they support their

children (financially, emotionally, physically) in finishing

secondary school

While the targets, goal, and vision have been set by the National Strategy, the indicators to be

used in the M & E framework are based on the objectives presented in the previous section.

By 2021, though their exposure to and participation in communication on ECM, three different

audience groups are expected to shift their knowledge, attitudes, and beliefs about child

marriage, leading to changes in behaviour that include decisions to delay child marriage. The

communication objectives presented in Section 2 of the Advocacy and Communication Strategy

document are supported by the indicators in table 2 below.

Table 2: Communica�on objec�ves and associated indicators

Figure 6: Contribu�on of the Advocacy and Communica�on Strategy to the Goal and Vision of the

Na�onal Strategy on ECM

Communication objectives and associated indicators

47


Objective Indicator

Reviewed and enacted better laws, policies and by-laws

on ending child marriage

Number of revisions and enactments to existing

laws and policies that contribute to ECM

Issued political statements in support of ending child

marriage based on research data

Number of political statements issues that

support ECM and that are based on data

Feel confident to advise on proper sexual

behaviour & life skills

Percent of parents who report that they feel capable of

advising on life skills

Foster positive parenting Percent of parents who report that they have adopted

positive parenting practices

Community, traditional and religious leaders

Believe that child marriage is wrong and

discourage child marriage

Percent of leaders who believe that CM is wrong

Percent of leaders who report that they discourage CM in

their areas

Teachers provide inclusive guidance counseling to

girls and boys to complete school

Percent of teachers who provide counseling that includes

encouragement to complete school

Duty-bearers foster protective services Percent of leaders who report that they provide

protective services or who have encouraged the provision

of such services in their communities

Health workers provide services and counseling to

adolescents on AFSRH and WASH

Percent of health workers who report having provided

services on AFSRH and WASH to youth under 18

Community leaders foster alternatives to child

marriage

Percent of leaders who report that they have provided or

have worked to provide alternatives to child marriage

Advocacy and capacity strengthening objec�ves/outcomes and associated indicators

The focus for the advocacy component includes capacity strengthening at national,

provincial, and district levels, as well as legislative and policy advocacy. The capacity

strengthening component is a critical portion of the strategy as it functions to empower

local youth and adolescents, as well as community leaders and other influential individuals,

with the tools they need to conduct effective advocacy activities on their own. The indicators

for the advocacy and capacity strengthening portion of the strategy reflect the number of

workshops and capacity strengthening activities conducted, as well as their effect on the

legal and policy environment surrounding child marriage. By 2021, national, district and

traditional leaders, decision makers, and influentials will have acted according to table 3:

Table 3: Advocacy and capacity strengthening objec�ves and associated indicators

48


Strengthened programmes, structures and services for

children and adolescents

Number of programmes strengthened

Exchanged information on progress and good practices

during periodic events

Number of periodic events held

Number of exchanges on ECM held

Engaged constituents in actions toward ending child

marriage and related issues

Number of sessions with constituents held

Allocated adequate resources to implement and monitor the national programme on ending child marriage

Financial contribution to the ECM programme

In this project, monitoring indicators refer to two categories of activities: communication

and advocacy/capacity strengthening. Monitoring activities may be conducted at several

points in a project's life cycle, but at the start of activities, the following measurements

should be made. In the two pilot districts, these monitoring measurements should track all

activities through actual counts of activities. The purpose of these measurements is to

Monitoring in the pilot districts of Senanga and Katete

The remainder of this section describes a framework for measuring the contribution of

communication and advocacy activities to meeting targets and reaching the 2021 goal for

the reduction of child marriage. A preliminary framework for measuring the progress

toward the 2030 vision is also presented.

To date, there have been no large-scale representative studies of knowledge, attitudes, and

beliefs regarding child marriage and its associated determinants conducted in Zambia.

However, the existing qualitative data, including the data that resulted in the advocacy and

communication strategy document, can be used in the development and implementation of

a monitoring and evaluation framework in the two pilot districts of Senanga and Katete. This

framework therefore proposes a dual approach, in which piloting of the ECM Models

programme is undertaken in these two districts, evaluated for its effectiveness, and

subsequently rolled out to other districts, supported by a multistage, representative KAP

study to provide baseline data.

Monitoring refers to repeated collection of data tracking a programme's communication

inputs and the associated outputs; it looks at how closely the programme's implementation

matches the design (International Centre for Research on Women, 2010). Establishing

monitoring systems in the research and design stages of a communication intervention

allows evaluators to better understand the contribution of communication programmes to

changes in behaviours.

Monitoring and evalua�on in prac�ce for ECM: 2018-2019

49


Table 4: Monitoring for communica�on ac�vi�es - Senanga and Katete

At input or within six months following commencement of communica�on ac�vi�es

Monitoring Measurements for Communica�on

Counts of Public Service Announcements (PSAs), radio dramas, and other ECM media products broadcast on na�onal radio sta�ons with reach to Senanga and Katete

12 (ac�vity 5.4)

Counts of Public Service Announcements (PSAs), radio dramas, edutainment and other ECM media products broadcast on community radio sta�ons (ac�vity 5.4/5.8)

Counts of mobile video showings (ac�vity 5.4)

Counts of mobile PSAs, spots, and plugs in public buses or other transporta�on (ac�vity 5.4)

Counts of par�cipatory/community theatre performances (ac�vity 5.4)

Counts of newspaper ar�cles, television spots, and radio broadcasts that include ECM Models key messages (ac�vity 5.5)

Counts of ECM related materials and projects conducted during annual fes�vals Katete (ac�vity 5.9)

Counts of media products posted on social media/project website (ac�vity 5.10)

Counts of monthly dialogues held with tradi�onal, religious, and civic leaders (ac�vity 6.1)

Counts of ECM materials inclusion in CBOs/PTAs/Mothers Groups/etc agendas (ac�vity 6.3)

Counts of community dialogue sessions on sensi�za�on around CM (ac�vity 6.4)

Counts of radio listening groups formed (ac�vity 6.5)

Counts of community film/video showings (ac�vity 6.5)

Counts of community theatre group presenta�ons on ECM themes (ac�vity 6.5)

Number of role models, both individuals and groups, iden�fied

12 This assumes that partnerships have been developed and that partners are implementing these PSAs.

collect data that will ensure that a) activities are taking place as planned and b) a relationship

between activitiesconducted and evaluation research can be established. Note that activities in

strategic area One, coordination and management, are not included in the monitoring activities.

50


Table 5: Monitoring for capacity strengthening/advocacy ac�vi�es - Senanga and Katete

At input or within six months following commencement of capacity strengthening/advocacy ac�vi�es

Monitoring Measurements for Capacity Strengthening/Advocacy

Count of orienta�on sessions conducted with local leaders (ac�vity 2.2)

Count of training workshops held for community level workers (ac�vity 2.3)

Count of training workshops with children’s clubs and youth associa�ons (ac�vity 2.5)

Count of advocacy ac�vi�es with district leadership conducted (ac�vity 3.2)

Count of advocacy ac�vi�es with religious leaders for key messages on ECM (ac�vity 3.3)

Count of advocacy ac�vi�es on ini�a�on rites held (ac�vity 3.5)

Count of advocacy ac�vi�es with district media (ac�vity 3.6)

Count of businesses iden�fied and approached for support of ECM Models (ac�vity 4. 3)

Count of media sensi�za�on and message development workshops held (ac�vity 5.2)

Counts of training sessions for local stakeholders (ac�vity 6.2)

While monitoring is generally used to ensure that programme activities are taking place as planned

and are contributing to the expected outputs, evaluation is concerned with measuring the merit,

worth, and significance of communication programmes (Community Toolbox, n.d.).

Evaluation methods in the two pilot districts should focus on the impact that the programme is

having, both on individuals' knowledge, attitudes, and beliefs, as well as their behaviours

regarding child marriage. Because there is not representative baseline data available for

comparison, evaluation methodologies in pilot districts will be qualitative in nature (in-depth

interviews, focus group discussions, and observations) and should include at least one

participatory method such as the Most Significant Change (MSC) technique (Davies & Dart, 2005).

Evalua�ng the effec�veness of the ECM Models programme in the pilot districts

Evaluation is typically conducted by measuring changes in people's knowledge, attitudes, beliefs,

and practices in order to establish linkages between communication activities and changes in the

situation. In the pilot districts of Senanga and Katete, an initial evaluation of the effectiveness of

the ECM Models programme should be conducted no later than 2019, so that progress can be

assessed and changes, if necessary, may be made. Subsequently, the ECM Models programme

should be expanded to other areas of Zambia, as indicated in the national strategy, and supported

by a robust, representative KAP study.

51


Simply put, the MSC technique involves the collection of significant change stories from

participants in a communication intervention. These stories are used to identify areas of project

impact, and are subsequently read aloud as part of discussion or dialogue sessions. In this way, a

project's impact is better understood, and people involved in the project begin thinking more

deeply about its effect on their lives—its impact.

The Most Significant Change (MSC) Technique

In the pilot districts of Senanga and Katete, the MSC technique could be effective in many ways.

Children and adolescents could share stories about how the programme may have changed (or

not changed) their perception of alternatives to marriage before age 18. It could also help

determine whether activities related to skills development and capacity building are having the

intended effects, by asking children and adolescents to highlight the changes that they have

experienced through the capacity development portion of the activities. Parents who participate

in capacity strengthening sessions or other activities and who are willing to participate in an

additional evaluation session based on MSC could also form the basis of a rights-based evaluation

programme that would provide UNICEF and the TWG with useful information to better

understand the ways in which the project has impacted members of communities and their

children and adolescents. Such stories often provide raw material for post-intervention

communication campaigns and even donor reports. An MSC tool is provided in Annex VI.

Within the two pilot districts, evaluation conducted in 2019 should utilize the qualitative

techniques indicated above, and evaluation in 2021 should be based on quantitative KAP research

that will provide a baseline for future evaluation.

Evaluation carried with it a pre-defined set of indicators, which define whether or not a

communication programme has achieved its objectives, generally in terms of changing

knowledge, attitudes, and beliefs, as well as influencing social norms. Table 6 presents a set of key

indicators to be used in evaluating the Advocacy and Communication interventions in the pilot

districts of Senanga and Katete.

52


Table 6: Key indicators for evalua�on in the pilot districts of Senanga and Katete

Audience Time Key output indicators

Children and adolescents

2019 (qual)

Know the risks and harmful impacts of CM Believe that secondary education will lead to better future Believe that they are capable of finishing school Believe that those around them think they should finish school Aspire for future beyond traditional roles Have the skills to pursue alternatives to marriage Know how to advocate in their communities Believe they are capable of advocating for change Feel confident to participate in decision making in their families and communities

2021 (quant)

All of the above, plus:

Know where to access SRH services Believe they have a right to SRH services Know how to report GBV Believe they will be supported if they report GBV Believe they have the right to refuse unwanted sex Know of available vocational/IGA training Know of available livelihood options Know importance of birth and marriage registration Believe there are benefits to birth and marriage registration Believe that those around them expect them to register the birth of their child Intend to register the birth of their child


2019 (qual)

Know the risks and harmful impacts of CM Prefer to delay marriage of their daughters and sons until 18 Believe there are benefits of education for their daughters Value girls’ education Aspire for a future for their children beyond traditional roles Believe they can advise their children about responsible sexual behaviour, HIV/AIDS, GBV, etc. Believe that children have the right to participate in decision making that affects them Feel confident in their ability to support their children in their decision making

2021 (quant)

All of the above, plus: Have skills to use positive parenting practices Believe they are capable of engaging in positive parenting practices Believe that positive parenting practices will benefit their children Know of social protection, loan schemes, IGA, and other livelihood opportunities Know the importance of civil registration Believe that there are benefits to civil registration

Traditional, religious, and community leaders

2019 (qual)

Believe that CM is wrong and should be discouraged Know of and respect children’s rights Believe that they are role models for children and youth Know about laws and policies on GBV/VAC/VAW Believe they have a duty to enforce laws on GBV/VAC/VAW Know about ICTs and social media and how to use them to share information about ECM

53


Have knowledge and skills related to the re-entry policy Believe they can support re-entry Have the capacity to engage in advocacy Have skills to teach adolescents and youth about life skills Believe that teaching life skills will benefit their communities

2021 (quant)

All of the above, plus: Have the skills to provide counseling and guidance Believe they are capable of providing guidance and counseling Have the skills to counsel adolescents on SRH, HIV/AIDS prevention, and GBV Believe it is their duty to counsel adolescents on SRH, HIV/AIDS prevention, and GBV Know about livelihood opportunities Believe that they have a responsibility to provide livelihood opportunities Know the policies regarding civil registration Believe registration is important for their communities Believe they have a responsibility to promote and model civil registration Believe that recreational activities are beneficial for children and adolescents

As indicated previously, the goal for the National Strategy is to reduce child marriage by

40%. The advocacy and communication strategy contribute to this goal by changing

knowledge, attitudes, and behaviours related to child marriage and practices that will help

delay marriage. Given the available data from the 2013/2014 ZDHS, approximately 31% of

women age 20-24 report that they were married prior to the age of 18. Furthermore, the

Monitoring and evalua�on of the ECM programme a�er 2019

In the case of the ECM programme, there are numerous communication and advocacy

activities being undertaken by a variety of local and national stakeholders. Therefore, it will

be difficult to say with certainty whether any one particular communication or advocacy

programme has caused changes in the situation. However, over the course of the

implementation of this strategy, all measurement of change, particularly in attitudes and

beliefs about child marriage and associated practices, should help implementing

organizations determine whether they are making progress and if changes should be made.

Qualitative research, if done with rigour and care, may be an effective method for

determining whether the advocacy and communication activities have contributed to

changes that have helped to reduce child marriage. Moving forward with activities, it will be

critical to effectively brand the programme, as indicated in the strategy document, so that

participants in the programme, particularly those taking part in the MSC technique, will be

able to recall the changes that have occurred due to the ECM Models programme. The

remainder of this framework provides information on monitoring and evaluation of the

programme beyond 2019, when communication, advocacy, and capacity strengthening

activities are rolled out to other regions of the country.

54


ZDHS also indicates that 17% of girls who participated in the ZDHS were married between the

ages of 15-19, and approximately 2% were married at age 15. Thus, the targets for reducing child

marriage by 40% are as indicated in table 6 below:

Table 7: 40 per cent reduc�on in child marriage targets

Indicator Current Target 2013/2014 ZDHS 2020/2021 DHS (40% reduction)

20-24 year olds who report having been married before 18

31.4% 18.8%

15-19 year olds who report being married13

16.9% 10.1% 15 year olds who report being married 1.8% 1.1%

After 2019, the ECM Models programme is expected to scale up to reach additional regions and

districts, based on the progress and results of the programme in the pilot districts.

Future monitoring and evaluation activities are closely related to the proposed Theory of Change

for Advocacy and Communication and theoretical frameworks used in the (Annex III)

development of key messages for the audience groups identified in the advocacy and

communication strategy.

As the ECM programme rolls out to additional areas after 2019, effective evaluation of the ECM

programme will require the conduct of a representative, large scale survey that describes current

levels of knowledge, attitudes, and beliefs related to child marriage and the surrounding socio-

cultural determinants, such as access to education, lack of livelihood options, and prevailing social

norms. This research is specified in the National Strategy (p. 29).

Successful implementation of the strategy nationwide requires identification and collection of

relevant and appropriate data. Although the strategy will be piloted in Senanga and Katete

districts and monitoring and evaluation will be supported by existing qualitative data, the rollout

of the strategy at the national level will require quantitative, representative data in order to be

effective in driving shifts in social norms over time. Conducting quantitative research either

nationally or in all targeted districts will enable effective monitoring and evaluation of the

programme, and give implementers better information if changes need to be made after the

activities have begun. Therefore, quantitative baseline data should be collected on the indicators

in table 7. Note that some of these indicators duplicate qualitative research conducted as part of

the pilot programme in Senanga and Katete.

Required Baseline Data

13 Note that this indicator includes girls aged 18 and 19, who are statutorily allowed to marry. Unfortunately, the ZDHS does

not provide data among individual age bands. Therefore the 40% reduction will be applied to the entire indicator, as doing so will also encourage girls to delay marriage until into their 20s.

55


Table 8: Recommenda�ons for baseline data collec�on to support communica�on/advocacy ac�vi�es

Children and adolescents Parents and guardians Community leaders

Knowledge, attitudes and beliefs about child marriage

Knowledge, attitudes, and beliefs about child marriage

Knowledge, attitudes and beliefs about children’s rights and responsibilities

Knowledge, attitudes and beliefs about school

Knowledge, attitudes, and beliefs about initiation and cultural practices

Knowledge, attitudes and beliefs about child marriage

Knowledge, attitudes, and beliefs about initiation and cultural practices

Knowledge, attitudes, and beliefs about sex and sexual and reproductive health

Knowledge, attitudes and beliefs about sex and sexual and reproductive health

Knowledge, attitudes, and beliefs about sex and sexual and reproductive health

Key influencers or role models Knowledge, attitudes and beliefs about school, particularly support for re-entry

Perceptions of pregnancy and childcare

Knowledge, attitudes and beliefs about support services and referral agencies

Knowledge, attitudes and beliefs about initiation and other cultural practices

Key influencers or role models Perceptions of the prevalence of CM and others’ practices regarding alternatives

Knowledge, attitudes and beliefs about the legal and policy framework around CM/ECM

Sources of social support Knowledge, attitudes and practices about birth and civil registration

Knowledge, attitudes and beliefs about support services, VSUs, and other referral services

Knowledge, attitudes and practices about birth and civil registration

Attitudes and beliefs about girls’ agency and decision making

Knowledge, attitudes and practices about birth and civil registration

Although there is qualitative data for several of the above, the development of a KAP survey that will provide baseline data on the above issues will assist the TWG and implementers in fine-tuning the key messages proposed in the strategy, as well as provide better indicators of whether or not the communication initiatives are having the desired effect on specific participant groups.

Throughout the life of the project (2018-2021, and 2021-2030), data for monitoring and evaluation need to be collected across both advocacy and communication, as indicated in table 9 below.

56


Table 9: Large – Scale monitoring and evalua�on data to be collected, 2019-2021

Capacity strengthening/advocacy Communication

Monitoring data14

Input indicators (refers to completion of activities)

National level activities completed Activities with mass media completed (communication)

District level activities completed Activities with ICTs completed

Local capacity strenthening activities completed Social mobilization activities completed

Local advocacy activities completed Community engagement activities completed

Activities with mass media completed (advocacy) Entertainment – Education activities completed

Short-term output indicators (refers to reach, scope, and initial perception of messaging & activities)

Number of district, province, and national level decision

makers reached Number of children and adolescents reached

Decision makers’ perception of the advocacy issue after

first exposure to activities

Children and adolescents’ knowledge and feelings

about the seven key issues (from Table 2)

Decision makers’ intention regarding the advocacy issue

after first exposure to activities

Number of parents, guardians, and family reached

Parents, guardians, and family members knowledge

and feelings about the seven key issues (from Table 2)

Number of community members reached

Community members’ perceptions about the seven key

issues (from Table 2)

Evaluation data15

Medium-term outcome indicators (refers to changes in infrastructure, systems, and behaviours)

Number of new investments in infrastructure to

support ECM (secondary schools built, WASH facilities

installed, counseling centers set up)

Number of children who adopt behaviours that

contribute to delaying or deferring marriage

Number of investments in human resources (teachers,

counselors, youth – friendly health center workers)

Number of parents, guardians, and families’ who adopt

behaviours that delay or defer marriage

Media’s typical framing of CM and the ECM programme Number of community members’ who adopt

behaviours that delay or defer child marriage

Number of chiefs and cheiftanesses who ban CM in their

communities

Long-term impact indicators16

Number of children and adolescents who complete secondary school

Number of parents who decline to marry their daughters or sons prior to age 18

Number of children and adolescents who use birth control each time they have sex

Number of parents who decline bride price or accept a token when a daughter is married

14 Checklists for the completion of activities will be provided in the finalized M & E framework.

15 Evaluation data refers to changes in the behaviour of individuals or, in the case of advocacy, investments in and changes to

infrastructure or other systems. 16

These indicators result from the combination of advocacy and communication activities

57


Table 10: Expected changes in evalua�on periods

Type of evaluation Time period Expectations for changes

Baseline 2019 N/A

Midline 2020 Some changes in indicators between Baseline and Midline

Monitoring and evaluation design after 2019

The design of an effective monitoring and evaluation framework consists of three components:

determining what to measure, when to measure it, and how to measure it. In a participatory M & E

framework, stakeholders involved in the advocacy and communication activities, including both

those implementing communication activities and those receiving them, should be consulted on

both components. The implementation plan provided in the communication and advocacy

strategy provides a number of ways in which participants on all sides of the advocacy and

communication framework can participate in the identification of what should be measured and

how.

In addition to the 2018-2021 timeframe, the GRZ has also stated that the practice of child marriage

should end completely by 2030. Therefore, the timing of the M & E activities proposed in this

document should span the four-year period between 2018 and 2021, as well as the subsequent

nine years from 2021-2030.

The timing of M & E activities considers both the 2018-2021 period as well as the 2021-2030 period.

The initial 4-year period encompassed in this strategy includes specific measurement activities

that will contribute to stakeholders' ability to determine whether the country is on track to reach

the 2021 goals. Timing of M & E activities is generally considered in three categories: baseline,

which refers to measuring agreed upon indicators prior to the start of communication activities;

midline, which refers to measurement of indicators near the middle of a programme

implementation period, and endline, which refers to measurement at the end of a programme.

Table 9 provides estimates of the magnitude of change expected across the lifespan of this

strategy. Assuming that the 2018-2019 period will be evaluated qualitatively, as described in the

previous section, the quantitative research period will begin in late 2018/early 2019 with a

representative survey conducted in those areas in which activities are planned.

The data suggested by table X may be collected after the start of communication activities in

regions; however, collecting data prior to the start of the programme will allow the implementers

to better understand the current situation related to the various audience groups' current

perceptions.

58


Type of evaluation Time period Expectations for changes

Endline 2021 Significant changes in indicators between Baseline and Endline Some changes in indicators between Midline and Endline

Table 11: Expected changes between case and control districts

Time of evaluation

Type of information Expectations

Baseline (2019)

Comparisons between case and comparison (control) districts (determined from a baseline KAP survey report).

No significant differences between case and comparison communities at baseline.

Midline (2020)

Midline comparisons between case and comparison (control) districts.

Case posts will score higher than comparison (control) districts at midline

Baseline and Midline comparisons within case districts.

Significant improvement over time in case districts.

Baseline and Midline comparisons within comparison (control) districts.

No significant change over time in comparison (control) districts.

Baseline at comparison (control) districts and Midline at case districts.

Case districts at midline will score significantly higher than comparison (control) districts at baseline.

Baseline at case posts and Midline at comparison (control) districts.

No significant differences between case districts at baseline and comparison (control) districts.

Endline The Endline will provide for 3 points of Expectations similar to that of midline

An additional component of evaluation activities that could be implemented involves comparing

changes in communities exposed to the communication activities to those communities that do

not receive or take part in communication activities. This type of evaluation design refers to those

communities that participate in communication activities as case groups, and those that do not as

control groups. The advantage of this type of evaluation design is that it allows communication

programmers to determine more specifically the effect that communication is having on

knowledge, feelings, and practices of the communities involved in the programme, and thereby

attribute these changes to the effect of communication with a greater degree of certainty.

Communities used in evaluation designs such as this should be comparable across several criteria;

these would be determined during the design phase. Should this type of design be adopted,

evaluation research will need to take place in control and case communities throughout the

programme period (2019-2021) as indicated in table 11:

59

Current thinking and discourse about C4D have shifted from the application of vertical, top-down

models to more participatory, dialogic approaches that empower communities to play a leading

role in their own development. Measuring the impact of communication interventions, therefore,

requires an equally participatory approach in which change is considered from a holistic

perspective that not only considers cause and effect but also underlying issues of gender, power

relationships, and the effects of social norms on the behavioural choices of individuals. Such

assessment of the impact of C4D requires the development and implementation of monitoring

and evaluation plans early in the C4D or programme planning process—as in this project.

Ethical approaches to monitoring and evaluation also suggest that drawing on the knowledge of

communities and individuals affected by the issue and working on solutions is the most

appropriate way to determine whether change has taken place. The imposition of only

quantitative methods, with indicators determined only by those outside the communities,

contradicts the rights based approaches suggested in this strategy and should be supplemented

by participatory methods and agreement on indicators before the start of communication

activities.

In order to determine progress toward the goals, this advocacy and communication strategy

proposes activities that span seven thematic areas and three key participant audiences.

A set of potential indicators for each of the three audience groups described above (children and

adolescents, parents and guardians, and community leaders) across all seven key issue areas is

included in Annex VI. These indicators should be considered preliminary and will be finalized based

on the completed design of the advocacy and communication plan.

Monitoring and Evalua�on Tools

Experience shows that indicators function best when they are agreed upon collectively by all

stakeholders, and not imposed by an external evaluator or a donor seeking to justify investment in

a project. Determining what has worked, what hasn't, what could be done better, and whether a

project has lived up to its potential is best done with the full engagement of those affected by the

communication. A narrow focus on indicators creates a risk that the complexities of social

relationships and the realities of social change will be missed. For this reason, it is suggested that,

in addition to indicators, the evaluation of the programme should also include alternatives such as

the Most Significant Change and the use of participatory techniques such as photovoice (for more

information on photovoice, see Singhal and Rattine- Flaherty (2008). The use of both techniques

will require short training programmes, and will complement each other when used together.


(2021) comparison: Baseline, Midline, and Endline. The information gathered will be similar to that of midline comparisons.

with the added advantage of being able to point towards sustainability of impact over time in case districts.

60

Alternative methods are also proposed for measuring the changes influenced by the ECM

programme. The multi-faceted approach to communication activities, together with the

advocacy component of the strategy, suggests that qualitative, in-depth methods would be useful

in not only measuring changes among communities, but in continuing to build capacity in

children, adolescents, and their parents to advocate and promote alternatives to child marriage.

In order to determine progress toward the goals, this advocacy and communication strategy

proposes activities that span seven thematic areas and three key participant audiences, as

indicated in Table 1, in Section 2.

Table 12 below presents a set of potential indicators for each of the three audience groups

described above (children and adolescents, parents and guardians, and community leaders)

across all seven key issue areas described in section 2.

Adolescent Health



61

Tab

le 1

2. M

on

ito

rin

g an

d E

valu

a�o

n F

ram

ewo

rk f

or

Cri

�ca

l Be

hav

iou

r an

d S

oci

al C

han

ge O

utp

uts

fo

r Se

ven

Th

ema�

c Is

sues

Ke

y Is

sue

C

hil

dre

n &

Ad

ole

sce

nts

: Gir

ls &

Bo

ys

Pa

ren

ts ,

Gu

ard

ian

s, F

am

ily

C

om

mu

nit

y

Ch

ild

ma

rria

ge

Ba

seli

ne

Ind

ica

tors

17 (

Ou

tpu

ts)

Kn

ow

led

ge

of

risk

s a

nd

ha

rmfu

l im

pa

ct o

f ch

ild

ma

rria

ge

In

dic

ato

r: P

erce

nta

ge

of

child

ren

an

d

ado

lesc

ents

(11

– 1

8)

wh

o c

an n

ame

at le

ast

TW

O r

isks

an

d/o

r h

arm

ful i

mp

acts

of

CM

B

eli

ef

tha

t se

con

da

ry e

du

cati

on

wil

l le

ad

to

a

be

tte

r fu

ture

In

dic

ato

r: P

erce

nta

ge

of

child

ren

an

d y

ou

th

wh

o r

epo

rt t

ha

t co

mp

leti

ng

sch

oo

l will

in

crea

se t

hei

r fu

ture

po

ten

tial

Kn

ow

led

ge

of

risk

s a

nd

ha

rmfu

l im

pa

ct o

f ch

ild

ma

rria

ge

In

dic

ato

r: P

erce

nta

ge

of

par

ents

/gu

ard

ian

s/fa

mily

me

mb

ers

wh

o c

an

nam

e at

leas

t T

WO

ris

ks a

nd

har

mfu

l im

pac

ts

of

CM

P

refe

r to

de

lay

da

ug

hte

rs’ m

arr

iag

e u

nti

l a

ge

18

In

dic

ato

r: P

erce

nta

ge

of

par

en

ts w

ho

rep

ort

th

at t

hey

pre

fer

to d

elay

th

eir

dau

gh

ters

’ m

arri

ages

un

til t

hey

rea

ch 1

8 o

r fi

nis

h s

cho

ol

Kn

ow

led

ge

of

an

d r

esp

ect

fo

r ch

ild

ren

’s r

igh

ts

Ind

icat

or

(1):

Per

cen

tag

e o

f co

mm

un

ity

lea

der

s w

ho

can

ar

ticu

late

at

leas

t 5

of

the

child

ren

’s r

igh

ts a

nd

re

spo

nsi

bili

ties

des

crib

ed

in s

ecti

on

2.

Ind

icat

or

(2):

Per

cen

tag

e o

f co

mm

un

ity

lead

ers

wh

o

pu

blic

ly c

om

mit

to

up

ho

ldin

g t

he

abo

ve r

igh

ts.

Be

lie

ve t

ha

t C

M is

wro

ng

an

d s

ho

uld

be

dis

cou

rag

ed

In

dic

ato

r: P

erce

nta

ge

of

com

mu

nit

y le

ader

s w

ho

ag

ree

that

CM

is w

ron

g a

nd

sh

ou

ld b

e ab

and

on

ed in

th

eir

com

mu

nit

ies

Mid

lin

e a

nd

En

dli

ne

Ind

ica

tors

(O

utc

om

es/

Be

ha

vio

urs

)

Re

fusa

l to

ma

rry

be

fore

18

In

dic

ato

r: P

erce

nta

ge

of

gir

ls w

ho

rep

ort

th

at

they

hav

e d

eci

de

d t

o d

elay

mar

riag

e u

nti

l th

ey

hav

e re

ach

ed 1

8 o

r fi

nis

hed

sch

oo

l P

art

icip

ate

in f

am

ily

de

cisi

on

s th

at

aff

ect

th

em

incl

ud

ing

ch

ild

ma

rria

ge

In

dic

ato

r: P

erce

nta

ge

of

you

th a

nd

ad

ole

scen

ts w

ho

rep

ort

th

at t

hey

hav

e b

een

in

crea

sin

gly

invo

lved

in f

amily

dec

isio

n

mak

ing

Po

stp

on

e in

itia

tio

n c

ere

mo

ny

fo

r g

irls

12

-17

ye

ars

un

til p

rep

ara

tio

n f

or

ma

rria

ge

In

dic

ato

r: P

erce

nta

ge

of

par

en

ts w

ho

rep

ort

th

at t

hey

hav

e p

ost

po

ned

all

or

par

t o

f th

eir

dau

gh

ters

’ in

itia

tio

n c

erem

on

y A

ba

nd

on

or

red

uce

ex

cha

ng

e o

f b

rid

e p

rice

In

dic

ato

r: P

erce

nta

ge

of

par

en

ts w

ho

rep

ort

n

ot

acce

pti

ng

lob

ola

fo

r th

e m

arri

age

of

thei

r d

aug

hte

rs

Co

mm

un

ity

/ tr

ad

itio

na

l le

ad

ers

dis

cou

rag

e c

hil

d

ma

rria

ge

In

dic

ato

r: P

erce

nta

ge

of

lea

der

s w

ho

rep

ort

hav

ing

set

or

crea

ted

by-

law

s ag

ain

st c

hild

mar

riag

e

Co

mm

un

ity

lea

de

rs r

ole

mo

de

l de

lay

ing

ma

rria

ge

of

the

ir d

au

gh

ters

un

til a

t le

ast

ag

e 1

8

Ind

icat

or:

Per

cen

tag

e o

f co

mm

un

ity

lead

ers

wh

o r

epo

rt

hav

ing

del

ayed

th

e m

arri

age

of

the

ir d

aug

hte

r u

nti

l ag

e 18

C

om

mu

nit

y a

nd

re

lig

iou

s le

ad

ers

sh

ow

va

lue

fo

r a

lte

rna

tive

op

tio

ns

to c

hil

d m

arr

iag

e

Ind

icat

or:

Per

cen

tag

e o

f co

mm

un

ity

lead

ers

wh

o p

rom

ote

th

e b

enefi

ts o

f sc

ho

ol,

wo

rk, e

ntr

epre

neu

rsh

ip, o

r o

ther

ac

tivi

ties

th

at m

ay d

elay

ch

ild m

arri

age

A

FS

RH

se

rvic

e p

rovi

de

rs,

tea

che

rs,

ad

voca

te t

o p

reve

nt

chil

d m

arr

iag

e,

tee

n p

reg

na

ncy

, e

tc.

Ind

icat

or:

Per

cen

tag

e o

f se

rvic

e p

rovi

der

s w

ho

par

tici

pat

e in

ad

voca

cy a

ctiv

itie

s

17 N

ote

: Bas

elin

e in

dic

ato

rs s

ho

uld

als

o b

e m

easu

red

at

mid

line

and

en

dlin

e.

62

Tab

le 1

2. M

on

ito

rin

g an

d E

valu

a�o

n F

ram

ewo

rk f

or

Cri

�ca

l Be

hav

iou

r an

d S

oci

al C

han

ge O

utp

uts

fo

r Se

ven

Th

ema�

c Is

sues

Ke

y Is

sue

C

hil

dre

n &

Ad

ole

sce

nts

: Gir

ls &

Bo

ys

P

are

nts

, G

ua

rdia

ns,

Fa

mil

y

Co

mm

un

ity

Gir

ls’ e

du

cati

on

Ba

seli

ne

Ind

ica

tors

(O

utp

uts

)

Gir

ls a

spir

e f

or

a f

utu

re b

ey

on

d t

he

tr

ad

itio

na

l ro

les

as

wif

e,

mo

the

r a

nd

h

om

em

ake

r In

dic

ato

r: P

erce

nta

ge

of

gir

ls w

ho

rep

ort

th

at

they

inte

nd

to

see

k a

care

er o

uts

ide

the

ho

me

G

irls

be

lie

ve t

ha

t th

ey

are

ca

pa

ble

of

fin

ish

ing

sch

oo

l In

dic

ato

r: P

erce

nta

ge

of

gir

ls w

ho

rep

ort

th

at

they

are

co

nfi

den

t th

ey w

ill fi

nis

h s

cho

ol

Gir

ls b

eli

eve

th

at

tho

se a

rou

nd

th

em

ex

pe

ct

the

m t

o fi

nis

h s

cho

ol

Ind

icat

or:

Per

cen

tag

e o

f g

irls

wh

o r

epo

rt t

ha

t th

eir

par

ents

, fam

ilies

, an

d c

om

mu

nit

ies

exp

ect

th

em t

o c

om

ple

te s

eco

nd

ary

edu

cati

on

Be

lie

ve t

he

re a

re b

en

efi

ts o

f e

du

cati

on

fo

r th

eir

da

ug

hte

rs

Ind

icat

or:

Per

cen

tag

e o

f p

are

nts

an

d

gu

ard

ian

s w

ho

can

nam

e m

ult

iple

ben

efi

ts o

f ed

uca

tio

n

Va

lue

gir

ls’ e

du

cati

on

In

dic

ato

r: P

erce

nta

ge

of

par

en

ts a

nd

g

uar

dia

ns

wh

o a

gre

e th

at c

om

ple

tin

g

edu

cati

on

is m

ore

val

uab

le t

han

mar

riag

e (i

.e.,

lob

ola

, sta

tus,

etc

.)

Pa

ren

ts a

spir

e f

or

a f

utu

re f

or

the

ir g

irls

an

d

bo

ys

be

yo

nd

th

e t

rad

itio

na

l ro

les

in t

he

h

om

e

Ind

icat

or:

Per

cen

tag

e o

f p

are

nts

wh

o r

epo

rt

that

th

ey d

esir

e th

eir

child

ren

to

see

k ca

reer

s o

uts

ide

the

ho

me

Kn

ow

led

ge

an

d s

kil

ls r

ela

ted

to

th

e r

e-e

ntr

y p

oli

cy

Ind

icat

or:

Per

cen

tag

e o

f te

ach

ers

and

ad

min

istr

ato

rs w

ho

ca

n d

escr

ibe

the

re-e

ntr

y p

olic

y an

d id

enti

fy t

he

step

s n

eces

sary

to

re

-ad

mit

a p

reg

nan

t o

r n

ew m

oth

er

Te

ach

ers

an

d a

dm

inis

tra

tors

be

lie

ve t

ha

t th

ey

sh

ou

ld

sup

po

rt g

irls

’ re

-en

try

In

dic

ato

r: P

erce

nta

ge

of

teac

her

s an

d a

dm

inis

trat

ors

wh

o

agre

e th

at r

e-e

ntr

y b

enefi

ts s

tud

ents

, th

eir

sch

oo

l, an

d

thei

r co

mm

un

ity

Te

ach

ers

ha

ve t

he

ca

pa

city

to

pro

vid

e g

uid

an

ce

cou

nse

lin

g o

n S

RH

In

dic

ato

r: P

erce

nta

ge

of

teac

her

s w

ho

ha

ve c

om

ple

ted

S

RH

co

un

selin

g m

od

ule

(s)

Te

ach

ers

ha

ve t

he

ca

pa

city

to

en

ga

ge

in a

dvo

cacy

a

ctiv

itie

s fo

r WA

SH

, e

xtr

a-c

urr

icu

lar

act

ivit

ies,

etc

. In

dic

ato

r: P

erce

nta

ge

of

teac

her

s w

ho

ha

ve c

om

ple

ted

ad

voca

cy t

rain

ing

T

ea

che

rs b

eli

eve

th

ey

are

ca

pa

ble

of

cou

nse

lin

g a

nd

a

dvo

cati

ng

In

dic

ato

r: P

erce

nta

ge

of

teac

her

s w

ho

re

po

rt t

ha

t th

ey

bel

ieve

th

ey a

re c

apab

le o

f co

un

selin

g s

tud

ents

an

d

advo

cati

ng

fo

r im

pro

vem

ents

to

th

eir

sch

oo

ls

Mid

lin

e a

nd

En

dli

ne

Ind

ica

tors

(O

utc

om

es/

Be

ha

vio

urs

)

63

Tab

le 1

2. M

on

ito

rin

g an

d E

valu

a�o

n F

ram

ewo

rk f

or

Cri

�ca

l Be

hav

iou

r an

d S

oci

al C

han

ge O

utp

uts

fo

r Se

ven

Th

ema�

c Is

sues

Ke

y Is

sue

C

hil

dre

n &

Ad

ole

sce

nts

: Gir

ls &

Bo

ys

Pa

ren

ts ,

Gu

ard

ian

s, F

am

ily

C

om

mu

nit

y

Re

gu

larl

y a

tte

nd

sch

oo

l In

dic

ato

r: A

tten

dan

ce fi

gu

res

Do

n’t

dro

p o

ut

Ind

icat

or:

Dro

p o

ut

fig

ure

s D

rop

ou

ts r

etu

rn a

nd

sta

y in

sch

oo

l In

dic

ato

r: D

ata

for

dro

p o

uts

wh

o r

etu

rn a

nd

co

mp

lete

sch

oo

l C

om

ple

te p

rim

ary

sch

oo

l In

dic

ato

r: P

rim

ary

com

ple

tio

n r

ates

C

om

ple

te s

eco

nd

ary

sch

oo

l In

dic

ato

r: S

eco

nd

ary

com

ple

tio

n r

ate

s

Su

pp

ort

th

eir

gir

ls’ a

spir

ati

on

to

pu

rsu

e a

n

ed

uca

tio

n a

nd

ca

ree

r In

dic

ato

r (1

): P

erce

nta

ge

of

par

ents

wh

o

rep

ort

th

at t

hey

pay

sch

oo

l fee

s In

dic

ato

r (2

): P

erce

nta

ge

of

par

ents

wh

o

rep

ort

th

at t

hey

ad

vise

d t

he

ir p

reg

nan

t d

aug

hte

r to

re

-en

ter

sch

oo

l

Te

ach

ers

re

spe

ct a

nd

pra

ctic

e n

on

-dis

crim

ina

tio

n o

f re

turn

ing

pre

gn

an

t a

nd

ma

rrie

d s

cho

olg

irls

In

dic

ato

r (p

roxy

): P

erce

nta

ge

of

retu

rnin

g s

cho

olg

irls

wh

o

des

crib

e th

e sc

ho

ol s

etti

ng

as

sup

po

rtiv

e an

d r

esp

ect

ful

Te

ach

ers

pro

vid

e g

uid

an

ce c

ou

nse

lin

g o

n s

ex

an

d

rep

rod

uct

ive

he

alt

h a

nd

nu

trit

ion

In

dic

ato

r: N

um

ber

of

cou

nse

ling

ses

sio

ns

pro

vid

ed

by

teac

her

s in

a t

ime

per

iod

T

ea

che

rs a

dvo

cate

fo

r b

ett

er

WA

SH

fa

cili

tie

s fo

r g

irls

a

nd

bo

ys,

an

d e

xtr

a-c

urr

icu

lar

act

ivit

ies,

e.g

., s

cho

ol

clu

bs,

etc

. In

dic

ato

r: P

erce

nta

ge

of

teac

her

s w

ho

re

po

rt t

ha

t th

ey

hav

e en

gag

ed

in a

dvo

cacy

act

ivit

ies

in t

he

pas

t 6

mo

nth

s

Te

en

p

reg

na

ncy

, a

nd

a

do

lesc

en

t,

ma

tern

al a

nd

ch

ild

he

alt

h

an

d n

utr

itio

n

Ba

seli

ne

Ind

ica

tors

(O

utp

uts

) G

irls

be

lie

ve t

he

y h

ave

th

e r

igh

t to

re

fuse

u

nw

an

ted

se

x

Ind

icat

or:

Per

cen

tag

e o

f g

irls

wh

o a

gre

e th

at

they

can

dec

line

sex

at a

ny

tim

e

Gir

ls k

no

w w

he

re t

o a

cce

ss S

RH

se

rvic

es

Ind

icat

or:

Per

cen

tag

e o

f g

irls

wh

o r

epo

rt

corr

ect

info

rmat

ion

ab

ou

t w

her

e to

get

SR

H

serv

ices

in t

hei

r co

mm

un

ity

G

irls

be

lie

ve t

he

y h

ave

th

e r

igh

t to

SR

J se

rvic

es

Ind

icat

or:

Per

cen

tag

e o

f g

irls

wh

o r

epo

rt t

hat

th

ey b

elie

ve t

hey

hav

e t

he

rig

ht

to S

RH

se

rvic

es

Pa

ren

ts b

eli

eve

th

ey

ca

n a

dvi

se t

he

ir g

irl

an

d b

oy

ch

ild

ren

ab

ou

t re

spo

nsi

ble

se

xu

al

be

ha

vio

ur,

ne

ga

tive

co

nse

qu

en

ces

of

pre

ma

rita

l se

x,

tee

n p

reg

na

ncy

, a

dvi

ce o

n

con

tra

cep

tio

n,

da

ng

ers

of

con

tra

ctin

g H

IV

an

d S

TIs

, a

nd

avo

ida

nce

of

sub

sta

nce

a

bu

se

Ind

icat

or

(1):

Per

cen

tag

e o

f p

aren

ts w

ho

hav

e co

mp

lete

d p

aren

tin

g c

ou

rses

or

mo

du

les

in

thei

r co

mm

un

ity

Ind

icat

or

(2):

Per

cen

tag

e o

f p

aren

ts w

ho

re

po

rt t

hat

th

ey f

eel c

on

fid

ent

in a

dvi

sin

g

thei

r ch

ildre

n o

n t

he

abo

ve is

sues

HC

Ps

ha

ve t

he

ca

pa

city

to

co

un

sel a

do

lesc

en

ts o

n S

RH

, H

IV/A

IDS

pre

ven

tio

n, G

BV

In

dic

ato

r: P

erce

nta

ge

of

HC

Ps

wh

o h

ave

com

ple

ted

m

od

ule

(s)

on

SR

H, H

IV/A

IDS

pre

ven

tio

n, G

BV

H

CP

s b

eli

eve

it is

th

eir

du

ty t

o c

ou

nse

l ad

ole

sce

nts

on

th

e a

bo

ve

Ind

icat

or:

Per

cen

tag

e o

f H

CP

s w

ho

ag

ree

tha

t th

ey h

ave

a re

spo

nsi

bili

ty t

o p

rovi

de

you

th w

ith

co

un

selin

g o

n t

he

abo

ve

Mid

lin

e a

nd

En

dli

ne

Ind

ica

tors

(O

utc

om

es/

Be

ha

vio

urs

)

Gir

ls a

void

ea

rly

pre

gn

an

cy

Ind

icat

or:

Un

der

18

– p

reg

nan

cy r

ates

G

irls

acc

ess

se

xu

al a

nd

re

pro

du

ctiv

e h

ea

lth

a

nd

nu

trit

ion

ed

uca

tio

n a

nd

se

rvic

es

Ind

icat

or:

SR

H c

ente

r an

d N

ES

use

dat

a

Pa

ren

ts a

dvi

se t

he

ir c

hil

dre

n o

n s

ex

, SR

H,

sub

sta

nce

ab

use

In

dic

ato

r: P

erce

nta

ge

of

par

en

ts w

ho

rep

ort

th

at t

hey

hav

e ad

vise

d t

he

ir c

hild

ren

on

th

e ab

ove

in t

he

pas

t 12

mo

nth

s

He

alt

h f

aci

liti

es

pro

vid

e a

do

lesc

en

t-fr

ien

dly

se

xu

al a

nd

re

pro

du

ctiv

e h

ea

lth

ed

uca

tio

n c

ou

nse

lin

g, A

FS

RH

S

corn

er

wit

h c

on

tra

cep

tive

se

rvic

es

Ind

icat

or:

Fa

cilit

y av

aila

bili

ty d

ata

H

CP

s p

rovi

de

co

un

seli

ng

an

d s

erv

ice

s o

n S

RH

,

64

Tab

le 1

2. M

on

ito

rin

g an

d E

valu

a�o

n F

ram

ewo

rk f

or

Cri

�ca

l Be

hav

iou

r an

d S

oci

al C

han

ge O

utp

uts

fo

r Se

ven

Th

ema�

c Is

sues

Ke

y Is

sue

C

hil

dre

n &

Ad

ole

sce

nts

: Gir

ls &

Bo

ys

P

are

nts

, G

ua

rdia

ns,

Fa

mil

y

Co

mm

un

ity

HIV

/AID

S p

reve

nti

on

, GB

V,

an

d o

the

r is

sue

s re

late

d t

o

ma

tern

al a

nd

ch

ild

he

alt

h

Ind

icat

or:

Co

un

selin

g c

om

ple

tio

n d

ata

Pro

tect

ion

of

gir

ls a

nd

bo

ys

Ba

seli

ne

Ind

ica

tors

(O

utp

uts

) G

irls

an

d b

oy

s k

no

w w

he

re a

nd

ho

w t

o

rep

ort

inci

de

nts

of

GB

V

Ind

icat

or:

Per

cen

tag

e o

f g

irls

an

d b

oys

wh

o

pro

vid

e co

rre

ct in

form

atio

n o

n w

her

e an

d

ho

w t

o r

epo

rt

Gir

ls b

eli

eve

th

ey

wil

l be

he

ard

an

d

sup

po

rte

d if

/wh

en

th

ey

dis

clo

se G

BV

/se

xu

al

ab

use

In

dic

ato

r: P

erce

nta

ge

of

gir

ls w

ho

ag

ree

that

th

eir

pee

rs, f

amili

es, a

nd

co

mm

un

itie

s w

ill

bel

ieve

th

em a

nd

pro

vid

e ad

eq

uat

e su

pp

ort

if

they

dis

clo

se G

BV

/sex

ual

ab

use

G

irls

an

d b

oy

s h

ave

th

e c

ap

aci

ty t

o a

dvo

cate

in

th

eir

co

mm

un

itie

s In

dic

ato

r: P

erce

nta

ge

of

gir

ls a

nd

bo

ys w

ho

h

ave

com

ple

ted

ad

voca

cy t

rain

ing

G

irls

an

d b

oy

s b

eli

eve

th

at

the

y a

re c

ap

ab

le

of

ad

voca

tin

g f

or

the

issu

es

the

y a

re

pa

ssio

na

te a

bo

ut

Ind

icat

or:

Per

cen

tag

e o

f b

oys

an

d g

irls

wh

o

rep

ort

th

at

they

hav

e th

e ri

gh

t to

ad

voca

te f

or

thin

gs

they

car

e ab

ou

t

Pa

ren

ts a

nd

gu

ard

ian

s h

ave

th

e c

ap

aci

ty t

o

en

ga

ge

in p

osi

tive

pa

ren

tin

g p

ract

ice

s In

dic

ato

r: P

erce

nta

ge

of

par

en

ts w

ho

hav

e co

mp

lete

d a

po

siti

ve p

aren

tin

g m

od

ule

P

are

nts

an

d g

ua

rdia

ns

be

lie

ve t

ha

t th

ey

are

ca

pa

ble

of

en

ga

gin

g in

po

siti

ve p

are

nti

ng

p

ract

ice

s In

dic

ato

r: P

erce

nta

ge

of

par

en

ts w

ho

ag

ree

that

th

ey a

re a

ble

to

use

po

siti

ve p

aren

tin

g

pra

ctic

es

Pa

ren

ts a

nd

gu

ard

ian

s b

eli

eve

th

at

po

siti

ve

pa

ren

tin

g p

ract

ice

s w

ill b

en

efi

t th

eir

ch

ild

a

nd

th

eir

fa

mil

y

Ind

icat

or:

Per

cen

tag

e o

f p

are

nts

wh

o a

gre

e th

at t

her

e ar

e b

enefi

ts t

o p

osi

tive

par

enti

ng

p

ract

ices

an

d c

an n

ame

at le

ast

5

Co

mm

un

ity

lea

de

rs a

nd

te

ach

ers

be

lie

ve t

ha

t th

ey

are

ro

le m

od

els

fo

r y

ou

ng

pe

op

le in

th

eir

co

mm

un

itie

s In

dic

ato

r: P

erce

nta

ge

of

lea

der

s an

d t

each

ers

wh

o a

gre

e th

at t

hey

are

ro

le m

od

els

C

om

mu

nit

y le

ad

ers

are

kn

ow

led

ge

ab

le a

bo

ut

law

s/p

oli

cie

s a

nd

se

rvic

es

on

GB

V/V

AC

/VA

W

Ind

icat

or:

Per

cen

tag

e o

f co

mm

un

ity

lead

ers

wh

o c

an f

ully

d

escr

ibe

sta

tuto

ry a

nd

cu

sto

mar

y la

ws

and

po

licie

s o

n

GB

V/V

AC

/VW

A

Co

mm

un

ity

lea

de

rs b

eli

eve

th

ey

ha

ve a

du

ty t

o e

nfo

rce

G

BV

/VA

C/V

AW

law

s a

nd

po

lici

es

In

dic

ato

r: P

erce

nta

ge

of

com

mu

nit

y le

ader

s w

ho

ag

ree

that

law

s/p

olic

ies

on

GB

V/V

AC

/VA

W m

ust

be

enfo

rce

d b

y th

em

Mid

lin

e a

nd

En

dli

ne

Ind

ica

tors

(O

utc

om

es/

Be

ha

vio

urs

)

65

Tab

le 1

2. M

on

ito

rin

g an

d E

valu

a�o

n F

ram

ewo

rk f

or

Cri

�ca

l Be

hav

iou

r an

d S

oci

al C

han

ge O

utp

uts

fo

r Se

ven

Th

ema�

c Is

sues

Ke

y Is

sue

C

hil

dre

n &

Ad

ole

sce

nts

: Gir

ls &

Bo

ys

Pa

ren

ts ,

Gu

ard

ian

s, F

am

ily

C

om

mu

nit

y

Gir

ls a

nd

bo

ys

dis

clo

se a

nd

re

po

rt in

cid

en

ts

of

GB

V

Ind

icat

or:

Po

lice

or

VS

U d

ata

rela

ted

to

re

po

rtin

g o

f G

BV

/SA

G

irls

an

d b

oy

s p

art

icip

ate

in s

afe

sp

ace

s p

rog

ram

me

in t

he

ir c

om

mu

nit

ies,

sch

oo

ls,

he

alt

h f

aci

liti

es

Ind

icat

or:

Use

dat

a fo

r u

se o

f sa

fe s

pac

es

Gir

ls a

nd

bo

ys

ad

voca

te f

or

en

din

g G

BV

In

dic

ato

r: P

erce

nta

ge

of

gir

ls a

nd

bo

ys w

ho

re

po

rt h

avin

g a

dvo

cate

d f

or

en

din

g G

BV

or

VA

C in

th

e p

ast

12 m

on

ths

Pa

ren

ts a

do

pt

an

d u

se p

osi

tive

pa

ren

tin

g

skil

ls

Ind

icat

or

(1):

Per

cen

tag

e o

f p

aren

ts w

ho

re

po

rt t

hat

th

ey u

sed

an

alt

ern

ativ

e fo

rm o

f p

un

ish

men

t th

e la

st t

ime

they

pu

nis

hed

th

eir

child

In

dic

ato

r (2

): C

hild

lab

ou

r/ex

plo

itat

ion

dat

a

Co

mm

un

ity

lea

de

rs a

nd

te

ach

ers

ro

le m

od

el r

esp

ect

ful

be

ha

vio

ur,

no

n-v

iole

nce

, a

nd

no

n-d

iscr

imin

ati

on

In

dic

ato

r (p

roxy

): P

erce

nta

ge

of

child

ren

an

d a

do

lesc

ents

w

ho

iden

tify

on

e o

r m

ore

co

mm

un

ity

lead

ers

and

/or

teac

her

s as

ro

le m

od

els

C

om

mu

nit

y le

ad

ers

info

rm c

on

stit

ue

nts

ab

ou

t la

ws/

p

oli

cie

s a

nd

se

rvic

es

on

GB

V/V

AC

/VA

W

Ind

icat

or

(pro

xy):

Per

cen

tag

e o

f co

mm

un

ity

mem

ber

s w

ho

rep

ort

th

at

they

hav

e b

een

info

rmed

ab

ou

t la

ws/

po

licie

s/se

rvic

es

Co

mm

un

ity

lea

de

rs e

nfo

rce

GB

V/V

AC

/VA

W la

ws/

p

oli

cie

s In

dic

ato

r: P

olic

e o

r V

SU

dat

a re

late

d t

o la

w/p

olic

y en

forc

emen

t

Po

vert

y

red

uct

ion

/ so

cio

-eco

no

mic

o

pp

ort

un

itie

s

Ba

seli

ne

Ind

ica

tors

(O

utp

uts

) G

irls

an

d b

oy

s k

no

w o

f a

vail

ab

le li

veli

ho

od

o

pti

on

s

Ind

icat

or:

Per

cen

tag

e o

f g

irls

an

d b

oys

wh

o

can

nam

e at

leas

t o

ne

livel

iho

od

op

tio

n

Gir

ls a

nd

bo

ys

kn

ow

of

ava

ila

ble

vo

cati

on

al/

IGA

tra

inin

g

Ind

icat

or:

Per

cen

tag

e o

f g

irls

an

d b

oys

wh

o

can

nam

e at

leas

t o

ne

po

ten

tial

way

th

ey c

an

rece

ive

voca

tio

nal

/IG

A t

rain

ing

Pa

ren

ts a

nd

gu

ard

ian

s k

no

w o

f so

cia

l p

rote

ctio

n,

loa

n s

che

me

s, IG

A a

nd

li

veli

ho

od

op

po

rtu

nit

ies

in t

he

co

mm

un

ity

/dis

tric

t

Ind

icat

or:

Per

cen

tag

e o

f p

are

nts

an

d

gu

ard

ian

s w

ho

can

iden

tify

at

leas

t o

ne

of

each

of

the

abo

ve

Co

mm

un

ity

lea

de

rs k

no

w a

bo

ut

live

lih

oo

d

op

po

rtu

nit

ies

Ind

icat

or:

Per

cen

tag

e o

f le

ad

ers

wh

o c

an n

ame

at le

ast

on

e al

tern

ativ

e liv

elih

oo

d o

pp

ort

un

ity

in t

hei

r co

mm

un

ity

C

om

mu

nit

y le

ad

ers

be

lie

ve t

ha

t th

ey

ha

ve a

re

spo

nsi

bil

ity

to

pro

vid

e li

veli

ho

od

op

po

rtu

nit

ies

Ind

icat

or:

Per

cen

tag

e o

f le

ad

ers

wh

o a

gre

e th

at o

ne

role

o

f co

mm

un

ity

lea

der

s is

to

se

ek a

nd

pro

vid

e en

trep

ren

euri

al o

pp

ort

un

itie

s fo

r co

mm

un

ity

mem

ber

s C

om

mu

nit

y le

ad

ers

are

kn

ow

led

ge

ab

le a

bo

ut

the

use

of

ICT

s a

nd

so

cia

l me

dia

to

sh

are

info

rma

tio

n r

ela

ted

to

li

veli

ho

od

op

po

rtu

nit

ies

Ind

icat

or:

Per

cen

tag

e o

f co

mm

un

ity

lead

ers

wh

o h

ave

co

mp

lete

d s

om

e tr

ain

ing

on

so

cial

med

ia a

nd

ICTs

, or

wh

o

rep

ort

th

at

they

hav

e sk

ills

dev

elo

pe

d e

lsew

her

e

Mid

lin

e a

nd

En

dli

ne

Ind

ica

tors

(O

utc

om

es/

Be

ha

vio

urs

)

66

Tab

le 1

2. M

on

ito

rin

g an

d E

valu

a�o

n F

ram

ewo

rk f

or

Cri

�ca

l Be

hav

iou

r an

d S

oci

al C

han

ge O

utp

uts

fo

r Se

ven

Th

ema�

c Is

sues

Ke

y Is

sue

C

hil

dre

n &

Ad

ole

sce

nts

: Gir

ls &

Bo

ys

Pa

ren

ts ,

Gu

ard

ian

s, F

am

ily

C

om

mu

nit

y

Gir

ls a

nd

bo

ys

acc

ess

live

lih

oo

d a

nd

e

mp

loy

me

nt

op

po

rtu

nit

ies

Ind

icat

or:

Acc

ess/

enro

llmen

t d

ata

for

livel

iho

od

an

d e

mp

loym

ent

op

po

rtu

nit

ies

Gir

ls a

nd

bo

ys

acc

ess

vo

cati

on

al s

kil

ls a

nd

IG

A t

rain

ing

In

dic

ato

r: E

nro

llmen

t an

d c

om

ple

tio

n d

ata

for

voca

tio

na

l an

d IG

A p

rog

ram

mes

Pa

ren

ts a

nd

gu

ard

ian

s a

cce

ss s

oci

al

pro

tect

ion

/ ca

sh t

ran

sfe

r a

nd

loa

n s

che

me

s In

dic

ato

r: A

cces

s d

ata

for

soci

al p

rote

ctio

n

sch

emes

P

are

nts

an

d g

ua

rdia

ns

att

en

d a

du

lt li

tera

cy

an

d n

um

era

cy c

lass

es

Ind

icat

or:

En

rollm

ent

dat

a fo

r ad

ult

lite

racy

cl

asse

s

Co

mm

un

ity

pro

vid

es

info

rma

tio

n a

bo

ut

lab

or

ma

rke

t,

ava

ila

ble

live

lih

oo

d o

pp

ort

un

itie

s, w

ag

e e

mp

loy

me

nt

an

d IG

As

– w

ho

, w

he

re,

ho

w

Ind

icat

or:

Nu

mb

er o

f in

form

atio

n s

essi

on

s h

eld

(or

alte

rnat

ive

com

mu

nic

atio

n m

eth

od

fo

r th

e co

mm

un

ity)

C

om

mu

nit

y e

ng

ag

es

tra

dit

ion

al,

ma

inst

rea

m a

nd

so

cia

l m

ed

ia in

co

mm

un

ica

tin

g e

con

om

ic o

pp

ort

un

itie

s a

nd

tr

ain

ing

fo

r IG

A,

em

plo

ym

en

t a

nd

vo

cati

on

al s

kil

ls

Ind

icat

or:

Nu

mb

er o

f tr

adit

ion

al a

nd

new

med

ia

info

rmat

ion

item

s p

rod

uce

d in

th

e p

revi

ou

s si

x-m

on

th

per

iod

C

ivil

re

gis

tra

tio

n

Ba

seli

ne

Ind

ica

tors

(O

utp

uts

)

Kn

ow

imp

ort

an

ce o

f b

irth

an

d m

arr

iag

e

reg

istr

ati

on

In

dic

ato

r: P

erce

nta

ge

of

gir

ls a

nd

bo

ys w

ho

ca

n s

tate

at

leas

t T

WO

rea

son

s b

irth

an

d

mar

riag

e re

gis

trat

ion

is im

po

rtan

t B

eli

eve

th

at

the

re a

re b

en

efi

ts t

o b

irth

an

d

ma

rria

ge

re

gis

tra

tio

n

Ind

icat

or:

Per

cen

tag

e o

f g

irls

an

d b

oys

wh

o

can

sta

te a

t le

ast

thre

e b

ene

fits

to

bir

th a

nd

m

arri

age

reg

istr

atio

n

Be

lie

ve t

ha

t th

ose

aro

un

d t

he

m (

fam

ily

, co

mm

un

ity

) e

xp

ect

th

em

to

re

gis

ter

the

b

irth

of

the

ir c

hil

d

Ind

icat

or:

Per

cen

tag

e o

f g

irls

an

d b

oys

wh

o

rep

ort

th

at

reg

istr

atio

n is

exp

ecte

d w

ith

in

thei

r co

mm

un

ity/

fam

ily

Ha

ve t

he

inte

nti

on

to

re

gis

ter

the

bir

th o

f a

ch

ild

In

dic

ato

r: P

erce

nta

ge

of

gir

ls a

nd

bo

ys w

ho

re

po

rt t

ha

t th

ey in

ten

d t

o r

egis

ter

thei

r ch

ild’s

b

irth

Kn

ow

imp

ort

an

ce o

f ci

vil (

bir

th a

nd

m

arr

iag

e)

reg

istr

ati

on

In

dic

ato

r: P

erce

nta

ge

of

par

en

ts a

nd

g

uar

dia

ns

wh

o c

an s

tate

at

leas

t T

WO

re

aso

ns

bir

th a

nd

mar

riag

e re

gis

trat

ion

is

imp

ort

ant

Be

lie

ve t

ha

t th

ere

are

be

ne

fits

to

bir

th a

nd

m

arr

iag

e r

eg

istr

ati

on

In

dic

ato

r: P

erce

nta

ge

of

par

en

ts a

nd

g

uar

dia

ns

wh

o c

an s

tate

at

leas

t th

ree

ben

efits

to

bir

th a

nd

mar

riag

e re

gis

trat

ion

Kn

ow

th

e p

oli

cy r

eg

ard

ing

civ

il r

eg

istr

ati

on

In

dic

ato

r: P

erce

nta

ge

of

lea

der

s w

ho

can

des

crib

e th

e ci

vil

reg

istr

atio

n p

olic

y B

eli

eve

re

gis

tra

tio

n is

imp

ort

an

t to

th

eir

co

mm

un

ity

In

dic

ato

r: P

erce

nta

ge

of

com

mu

nit

y le

ader

s w

ho

ag

ree

that

civ

il re

gis

trat

ion

is im

po

rtan

t fo

r th

e w

ell-

bei

ng

of

thei

r co

mm

un

ity

Be

lie

ve t

he

y h

ave

a r

esp

on

sib

ilit

y t

o p

rom

ote

an

d

mo

de

l civ

il r

eg

istr

ati

on

In

dic

ato

r: P

erce

nta

ge

of

com

mu

nit

y le

ader

s w

ho

ag

ree

that

th

ey h

ave

a d

uty

to

pro

mo

te a

nd

mo

del

civ

il re

gis

trat

ion

C

om

mu

nit

y le

ad

ers

are

kn

ow

led

ge

ab

le a

bo

ut

the

use

of

ICT

s a

nd

so

cia

l me

dia

to

sh

are

info

rma

tio

n r

ela

ted

to

ci

vil r

eg

istr

ati

on

In

dic

ato

r: P

erce

nta

ge

of

com

mu

nit

y le

ader

s w

ho

ha

ve

com

ple

ted

so

me

trai

nin

g o

n s

oci

al m

edia

an

d IC

Ts, o

r w

ho

re

po

rt t

ha

t th

ey h

ave

skill

s d

evel

op

ed

els

ewh

ere

67

Tab

le 1

2. M

on

ito

rin

g an

d E

valu

a�o

n F

ram

ewo

rk f

or

Cri

�ca

l Be

hav

iou

r an

d S

oci

al C

han

ge O

utp

uts

fo

r Se

ven

Th

ema�

c Is

sues

Ke

y Is

sue

C

hil

dre

n &

Ad

ole

sce

nts

: Gir

ls &

Bo

ys

P

are

nts

, G

ua

rdia

ns,

Fa

mil

y

Co

mm

un

ity

Mid

lin

e a

nd

En

dli

ne

Ind

ica

tors

(O

utc

om

es/

Be

ha

vio

urs

)

Re

gis

ter

ma

rria

ge

s a

nd

bir

ths

Ind

icat

or

(1):

Per

cen

tag

e o

f g

irls

an

d b

oys

wh

o

rep

ort

th

at

they

reg

iste

red

th

e b

irth

of

the

ir

child

In

dic

ato

r (2

): P

erce

nta

ge

of

gir

ls a

nd

bo

ys w

ho

re

po

rt t

ha

t th

ey r

egis

tere

d t

hei

r m

arri

age

Re

gis

ter

ma

rria

ge

s a

nd

bir

ths

in t

he

fa

mil

y

Ind

icat

or:

Per

cen

tag

e o

f p

are

nts

wh

o r

epo

rt

that

th

ey h

ave

reg

iste

red

all

bir

ths

an

d

mar

riag

es in

th

eir

fam

ily

Co

mm

un

ity

lea

de

rs in

form

co

nst

itu

en

ts a

bo

ut

po

licy

re

ga

rdin

g c

ivil

re

gis

tra

tio

n a

nd

its

imp

ort

an

ce

Ind

icat

or:

Nu

mb

er o

f in

form

atio

n s

essi

on

s h

eld

(or

alte

rnat

ive

com

mu

nic

atio

n m

eth

od

s)

Co

mm

un

ity

lea

de

rs p

rom

ote

an

d r

ole

mo

de

l bir

th a

nd

m

arr

iag

e r

eg

istr

ati

on

In

dic

ato

r: P

erce

nta

ge

of

com

mu

nit

y le

ader

s w

ho

ha

ve

com

ple

ted

civ

il re

gis

trat

ion

fo

r a

ll o

f th

eir

ow

n

child

ren

/mar

riag

es

Co

mm

un

ity

an

d c

ivil

re

gis

tra

tio

n o

ffice

en

ga

ge

th

e

ma

inst

rea

m m

ed

ia a

nd

so

cia

l me

dia

in im

pro

vin

g

aw

are

ne

ss a

bo

ut

imp

ort

an

ce o

f ci

vil r

eg

istr

ati

on

– w

hy

, w

he

re a

nd

ho

w

Ind

icat

or:

Nu

mb

er o

f tr

adit

ion

al a

nd

new

med

ia

info

rmat

ion

item

s p

rod

uce

d in

th

e p

revi

ou

s si

x-m

on

th

per

iod

E

mp

ow

erm

en

t/

ag

en

cy o

f g

irls

a

nd

bo

ys

Ba

seli

ne

Ind

ica

tors

(O

utp

uts

) G

irls

an

d b

oy

s fe

el c

on

fid

en

t to

pa

rtic

ipa

te

in d

eci

sio

ns

tha

t a

ffe

ct t

he

m

Ind

icat

or

(1):

Per

cen

tag

e o

f g

irls

an

d b

oys

wh

o

agre

e th

at t

hey

hav

e th

e ab

ility

to

pa

rtic

ipat

e in

dec

isio

n m

akin

g a

rou

nd

init

iati

on

rit

es,

mar

riag

e, s

cho

ol,

wo

rk, S

RH

, pre

gn

ancy

, an

d

mat

ern

al h

ealt

h.

Ind

icat

or

(2):

Nu

mb

er o

f g

irls

an

d b

oys

wh

o

hav

e co

mp

lete

d li

fe s

kills

mo

du

le(s

) G

irls

an

d b

oy

s h

ave

th

e a

bil

ity

to

pu

rsu

e

alt

ern

ati

ves

to c

hil

d m

arr

iag

e

Ind

icat

or

(1):

Per

cen

tag

e o

f g

irls

an

d b

oys

wh

o

can

nam

e at

leas

t O

NE

alt

ern

ativ

e to

mar

riag

e p

rio

r to

ag

e 18

In

dic

ato

r (2

): P

erce

nta

ge

of

gir

ls a

nd

bo

ys w

ho

ag

ree

that

th

ey a

re c

apab

le o

f p

urs

uin

g a

t

Pa

ren

ts a

nd

gu

ard

ian

s b

eli

eve

th

at

chil

dre

n

ha

ve t

he

rig

ht

to p

art

icip

ate

in d

eci

sio

n

ma

kin

g a

bo

ut

issu

es

tha

t a

ffe

ct t

he

m

Ind

icat

or:

Per

cen

tag

e o

f p

are

nts

wh

o r

epo

rt

that

th

ey a

gre

e th

at c

hild

ren

an

d a

do

lesc

ents

sh

ou

ld p

arti

cip

ate

in d

ecis

ion

mak

ing

P

are

nts

an

d g

ua

rdia

ns

fee

l co

nfi

de

nt

in

the

ir a

bil

ity

to

su

pp

ort

th

eir

ch

ild

ren

in

the

ir d

eci

sio

n m

ak

ing

In

dic

ato

r: P

erce

nta

ge

of

par

en

ts a

nd

g

uar

dia

ns

wh

o a

gre

e th

at t

hey

hav

e th

e ab

ility

to

hel

p t

hei

r ch

ildre

n m

ake

go

od

d

eci

sio

ns

for

them

selv

es

Co

mm

un

ity

lea

de

rs o

r a

pp

oin

tee

s h

ave

th

e s

kil

ls t

o

tea

ch li

fe s

kil

ls t

o a

do

lesc

en

ts

Ind

icat

or:

Per

cen

tag

e o

f co

mm

un

ity

lead

ers

or

app

oin

tee

s w

ho

hav

e co

mp

lete

d a

life

ski

lls t

rain

ing

mo

du

le(s

) C

om

mu

nit

y le

ad

ers

or

ap

po

inte

es

be

lie

ve t

ha

t te

ach

ing

li

fe s

kil

ls w

ill b

en

efi

t th

eir

co

mm

un

ity

In

dic

ato

r: P

erce

nta

ge

of

com

mu

nit

y le

ader

s o

r ap

po

inte

es

wh

o s

tate

at

leas

t th

ree

ben

efi

ts o

f lif

e sk

ills

for

ado

lesc

ents

an

d c

hild

ren

C

om

mu

nit

y le

ad

ers

be

lie

ve t

ha

t re

cre

ati

on

al a

ctiv

itie

s a

re b

en

efi

cia

l fo

r ch

ild

ren

an

d a

do

lesc

en

ts

Ind

icat

or:

Per

cen

tag

e o

f co

mm

un

ity

lead

ers

wh

o s

tate

at

leas

t tw

o b

enefi

ts o

f re

crea

tio

nal

act

ivit

ies

for

child

ren

an

d a

do

lesc

ents

68

Tab

le 1

2. M

on

ito

rin

g an

d E

valu

a�o

n F

ram

ewo

rk f

or

Cri

�ca

l Be

hav

iou

r an

d S

oci

al C

han

ge O

utp

uts

fo

r Se

ven

Th

ema�

c Is

sues

Ke

y Is

sue

C

hil

dre

n &

Ad

ole

sce

nts

: Gir

ls &

Bo

ys

Pa

ren

ts ,

Gu

ard

ian

s, F

am

ily

C

om

mu

nit

y

leas

t O

NE

alt

ern

ativ

e to

mar

riag

e

Mid

lin

e a

nd

En

dli

ne

Ind

ica

tors

(O

utc

om

es/

Be

ha

vio

urs

)

Gir

ls a

nd

bo

ys

ma

ke a

pp

rop

ria

te d

eci

sio

ns

ab

ou

t se

x, S

RH

, m

arr

iag

e,

an

d in

itia

tio

n.

Ind

icat

or:

Per

cen

tag

e o

f g

irls

an

d y

ou

th w

ho

re

po

rt t

ha

t th

ey h

ave

mad

e an

imp

ort

ant

de

cisi

on

in t

he

pre

vio

us

12 m

on

ths

abo

ut

on

e o

f th

e ab

ove

. G

irls

an

d b

oy

s a

re r

ole

mo

de

ls a

nd

sh

are

th

eir

life

sto

rie

s w

ith

oth

ers

. In

dic

ato

r (p

roxy

, 1):

Per

cen

tag

e o

f g

irls

an

d

bo

ys w

ho

iden

tify

a p

eer

as

a ro

le m

od

el

Ind

icat

or

(pro

xy, 2

): P

erce

nta

ge

of

gir

ls a

nd

b

oys

wh

o r

epo

rt t

ha

t th

ey h

ave

hea

rd f

rom

a

pee

r ab

ou

t th

eir

life

sto

ry

Su

pp

ort

th

eir

gir

ls a

nd

bo

ys

to m

ake

d

eci

sio

ns

ab

ou

t m

att

ers

th

at

aff

ect

th

em

In

dic

ato

r: P

erce

nta

ge

of

par

en

ts w

ho

rep

ort

th

at t

hey

hav

e p

rovi

de

d a

dvi

ce o

r su

pp

ort

in

the

pre

vio

us

12 m

on

ths

for

thei

r ch

ild t

o

mak

e a

de

cisi

on

th

at h

elp

ed t

hem

avo

id

bei

ng

mar

ried

be

fore

ag

e 18

.

Co

mm

un

ity

lea

de

rs o

r a

pp

oin

tee

s p

rovi

de

life

sk

ills

e

du

cati

on

In

dic

ato

r: N

um

ber

of

life

skill

s tr

ain

ing

ses

sio

ns

hel

d

Co

mm

un

ity

lea

de

rs p

rovi

de

re

cre

ati

on

al o

pp

ort

un

itie

s to

bo

ys

an

d g

irls

In

dic

ato

r: N

um

ber

of

recr

eati

on

al o

pp

ort

un

itie

s p

rovi

de

d

in t

he

pas

t 3

mo

nth

s

69


The development of a post – 2021 M & E framework should be started in 2019, following the implementation of the KAP research specified in the National Strategy and building on the results of the qualitative research conducted in the pilot districts.

Long-Term Evalua�on (2021 – 2030)

During the post–2021 period on the road to the end of child marriage in Zambia, it will be important to continue to measure changes in children and adolescents as they mature and potentially raise their own children. One approach to such assessment could be a Panel Study, which consists of regular interviews and interactions with a consistent group of individuals identified early in the programme. Using this approach, a group of 20 – 30 children and adolescents would be identified in early 2018, and interviewed regarding their perceptions of child marriage, school, sex and SRH, pregnancy, and other factors directly or indirectly related to child marriage. These individuals would be interviewed every two years following the initial interview, and as they mature, could provide significant insights into the impact of the choices they made during their adolescence. This knowledge would help communication programmers immensely as they develop a greater understanding of the impact of early choices, and be able to consistently interact with a well-known and familiar group of individuals.

Facts for Life. Fourth edition published in 2010 by UNICEF, WHO, UNESCO, UNFPA, UNDP,

Catapult Action for Equality. (2014). Innovative radio programming to end child marriages in Zambia. Retrieved from http://catapult.org/18-ending-child-marriage/

Central Statistical Office (CSO) [Zambia], Ministry of Health (MOH) [Zambia], and ICF International. (2015). Zambia demographic and health survey 2013-14. Rockville, Maryland, USA: Central Statistical Office, Ministry of Health, and ICF International.

Bicchieri, C. Jiang, T., and Lindemans, J.W. (2014). A social norms perspective on child marriage: The general framework. New York: UNICEF.

marriage: A scoping study for Girls Not Brides. Center for Media & Health. Retrieved from

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http://www.girlsnotbrides.org/wp-content/uploads/2017/02/Edutainment-and-child-marriage-scoping-study-Jan-2017-2.pdf

Azjen, I. (1991). The theory of planned behaviour. Organizational behaviour and human decision processes 50, 179 – 211.

Audience Scapes. (2010). Mass media in Zambia: Demand-side measures of access, use, and reach (white paper). Washington, D.C.: Intermedia.

Bouman, M, Lubjuhn, S., and Hollemans, H. (2016). Edutainment and child

UNAIDS, WFP and the World Bank. Can be found at www.factsforlifeglobal.org

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Girls Not Brides. (2016). “How safe spaces for girls are preventing child marriage”. Retrieved from http://www.girlsnotbrides.org/zambian-girls-message-to-leaders-ahead-of-the-african-girls-summit/

Mubukwana, V. M., and Chinyama, N.S. (2017). Senanga district ending child marriage scoping report. Report submitted to the Senanga District Administration, Zambia.

Ministry of General Education, Zambia. (2016). Educational statistical bulletin 2014. Lusaka, Z a m b i a : D i r e c t o r a t e o f P l a n n i n g a n d I n f o r m a t i o n . R e t r i e v e d f r o m http://www.moe.gov.zm/jdownloads/Planning Information/esb-2014-final_q.pdf.

Mann, G., Quigley, P., and Fischer, R. (2015). Qualitative study on child marriage in six districts of Zambia. Sheung Wan, Hong Kong: Child Frontiers, Ltd., for UNICEF.

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Ministry of Gender, Zambia. (2016). National strategy on ending child marriage in Zambia, 2016 – 2 0 2 1 . L u s a k a : A u t h o r . R e t r i e v e d f r o m http://www.mgcd.gov.zm/images/publications/Zambia%20National%20Strategy%20on%20Ending%20Child%20Marriage.pdf.

Girls not Brides Zambia (n.d.). Preventing and eliminating child, early and forced marriage report, Zambia (unpublished report).

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Nsemukila, B. (2015). Assessment of the regulatory framework for maternal, newborn, child health and nutrition (MNCH&N) services in Zambia. Millennium Development Goal Initiatives and Government of the Republic of Zambia.

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Panos Institute of Southern Africa. (2014, December 10). Keep girls in schools, end child marriages. Nyasa Times. Retrieved from http://www.nyasatimes.com/keep-girls-in-schools-end-child-marriages-panos/.

Population Council. (2005). Child marriage briefing: Zambia. New York: The Population Council. Retrieved from https://childhub.org/en/system/tdf/library/attachments/popcouncil_zambia_05_0309.pdf?file=1&type=node&id=18857.

Population Council, UNFPA, and Government of the Republic of Zambia. (2017). Child marriage in Zambia. Lusaka, Zambia: Author. Retrieved from http://zambia.unfpa.org/en/publications/child-marriage-zambia.

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UNICEF. (2014). Ending child marriage - progress and prospects. New York, USA: Author. Retrieved from https://www.unicef.org/media/files/Child_Marriage_Report_7_17_LR..pdf

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ANNEXES

ANNEX I: The Communica�on Landscape in Zambia

Literacy

The ability to read is an important personal asset allowing women and men increased

opportunities in life. Knowing the literacy level of the population can help communication

programme managers decide how to reach and engage girls and boys, women and men, with their

messages. In Zambia, about seven in ten women (68 per cent) and more than eight in ten men (83

per cent) are literate. However, literacy varies notably by place of residence. Eighty-three per cent

of women residing in urban areas are literate, as compared with only 54 per cent of rural women.

Moreover, literacy increases substantially with increasing household wealth, ranging from 38 per

cent among women in the lowest wealth quintile to 93 per cent among those in the highest

quintile (Central Statistics Office, Zambia, 2015). Communication efforts must, therefore, take

these disparities into account, along with considerations relating to reaching speakers of all

languages used in Zambia.

Mass media access and use

One of the targets spelled out in the National Strategy is a programme for engaging the media on

ending child marriage and related issues. To plan for this programme, it is necessary to review

media access and use, on the demand side, as well as availability and related initiatives, on the

supply side.

The ZDHS 2013-2014 reported that a slim 12 per cent of women and 22 per cent of men ages 15-49

are being exposed to three types of mass media (newspaper, television, and radio) at least once a

week. Thirty-four per cent of women and 22 per cent of men are not exposed to any of these mass

media. Exposure to mass media increases with increasing educational attainment among both

women and men. Less than 1 per cent of women and men with no education are exposed to all

three media at least once a week, as compared with 53 per cent of women and 67 per cent of men

with more than a secondary education. A similar pattern was observed in the relationship between

mass media exposure and wealth. ZDHS data showed that less than 1 per cent of men in the lowest

wealth quintile are exposed weekly to all three mass media, compared with 54 per cent of men in

the highest quintile. ZDHS did not mention use of mobile phones and Internet for information

exchange, information seeking or entertainment.

According to an Audience Scapes (2010) report, radio is the most prevalent and widely available

form of mass communication in Zambia, particularly for rural communities. Importantly, national

and local radio is cited as the most trusted and most common information source. Community

radio stations, known as local FM stations, fill the information demand left unserved by other

forms of mass media, due to their clear signals and localized programming.

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Figure 7. Provincial access to radio and TV across 9 provinces arranged by UN HDI

AudienceScapes further reported that in addition to provincial differences, respondents' rural or

urban location and level of income (tier 1 – 4) also influence access to radio and television, as

shown in Figure 7. The study confirmed a consistent difference between urban and rural as well as

income bracket, on both radio and TV access; 85 per cent of urban respondents and 68 per cent

rural dwellers have radio access, and 79 per cent in urban versus 26 per cent in rural areas have TV

access. As for income level, those in the highest bracket (tier 4) have the highest access to both

radio and TV.

Figure 6 shows provincial access to radio and TV across Zambia's nine provinces (AudienceScapes,

2010). It lists the provinces from left to right according to how they rank in the UN Human

Development Index from 0 to 1, which integrates levels of education, life expectancy and

per-capita gross domestic product to measure quality of life. Provinces with higher HDIs tend to

have higher TV access levels (with the notable exception of Northern Province), while radio access

is more consistent across provinces.

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Radio One broadcasts in seven local languages: Bemba, Lozi, Kaonde, Lunda, Luvale, Nyanja and

Tonga. This radio channel is seen as a medium through which Zambia's cultural diversity is

The state-run Zambia National Broadcasting Corporation (ZNBC) dominates television (ZNBC TV

1 and TV2) and radio broadcasting in the country with its wide geographic coverage. ZNBC has

three radio channels: Radio One, Radio Two and Radio Four (Kunda, 2013).

A 2010 survey by InterMedia Survey Institute reported that 78 per cent of weekly radio listeners in

Zambia said they often listen to one of the three state-run channels. Radio One is most popular in

rural areas while Radio Two is popular in urban areas, particularly among the elite and the middle

class, while Radio Four is popular among the elite and the youth.

Figure 8. Access to radio and television by rural and urban loca�on and income level

Internet penetra�on and social media use

As of June 2016, there were 6.8 million Internet users, including mobile phone users, or 40 per cent

of the country's 16.7 million population. In the same year, Facebook subscribers were at 1.4 million

or an 8 per cent penetration rate (Internet World Statistics, 2017). The advent of digital technology

in Zambia has revolutionized information seeking, sharing and exchange through the use of

mobile phones, computers and tablets. Particularly among young people, access to the Internet

and social media platforms like email, SMS, Facebook, Twitter, YouTube, etc., has made

communication faster and easier, including for accessing and reporting news, events, in visual,

audio and textual formats.

Mass media profile

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celebrated in local language broadcasts. Aside from the three state-run radio stations, the

country has over 50 other radio stations; the majority of these are community stations, set up by

various communities in their respective local environments, including religious groups and NGOs.

About three per cent of the radio stations are commercial (Kunda, 2013).

Zambians are at present more inclined to use radio, followed by TV, as well as digital social media,

rather than read newspapers for news and information (Kunda, 2013). There are three daily

English newspapers; two are state-run (Zambia Daily Mail and Times of Zambia) and one is

privately owned (The Post). Lack of access and affordability were cited for low newspaper

readership. In recent years however, the advent of private English news websites such as Zambia

Reports, Zambian Watchdog, Lusaka Times, and Lusaka Voice has overcome access and

affordability constraints for a growing number of newsreaders (InterMedia Institute, 2010).

Edutainment programmes

In summary, this profile of mass media and social media access and use by Zambians will be

harnessed to help achieve the objectives of this advocacy and communication strategy on ending

child marriage. Indeed, repeated exposure to consistent and appropriate mass and local media

content and related public actions helps to support consistency in the look, tone, and 'feel' of a new

model of communication to change social norms. This type of approach avoids the polarized

debate that often surrounds efforts to reduce child marriage by situating 'expertise' at family and

community level and models strongly positive messages that appeal to wide audiences. The

strategy aims to engage new and wider audiences through community engagement, respectful

dialogue and interactive communication approaches based on a careful assessment of the types

of social norms underlying early child marriage or other behaviours.

Edutainment (E-E) is popular in Zambia as in many other countries in Africa as part of behaviour

and social norms change communication strategies, many of them associated with HIV and AIDS

prevention. Through different forms and channels such as radio, television, soap operas,

community or street theatre, and comic books, E-E uses the power of human interest and

emotions through storytelling and role models (e.g., in characters, actors or music performers) to

affect positive social change. Bouman et al., (2015) reviewed innovative E-E programmes that

focused on child marriage and related adolescent girl issues in nine countries where child

marriage is high.

Notable African examples of widely popular and norm-changing E-E programmes include Soul

City in South Africa; Siri Ya Mtungi (Secrets of the Gourd) in Nigeria, Tanzania, South Africa; and

UNICEF's Sara Communication Initiative (Russon et al., 2014) that achieved popularity in Angola,

Botswana, Cote d'Ivoire, Ethiopia, Kenya, Malawi, Mozambique, Nigeria, Rwanda, Tanzania,

Uganda, Zambia and Zimbabwe (Russon and Associates, 2000).

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ANNEX II: Past and ongoing ini�a�ves on advocacy and communica�on for ECM

At the UN headquarters in New York in September 2016, H. E. President Edgar Lungu and the

Prime Minister of Canada jointly sponsored the UN Resolution to End Child Marriages 71/175,

calling for an end to child, early and forced marriage. The UN General Assembly has since passed it.

During the 2017 UN General Assembly, President Lungu, as designated champion on ending child

marriage by the African Union, followed up commitments to the resolution by hosting a well-

publicized high-level meeting with African heads of state.

Advocacy by Vice President and former Minister of Gender

In 2014, then Minister of Gender Inonge Wina, now Vice President of the Republic of Zambia,

declared child marriage a national crisis and also called for its criminalization in Zambia.

Advocacy by First Ladies

Na�onal campaign by consor�um of ministries and CSO coali�on

The First Lady Esther Lungu at the summit meeting of the Organization of African First Ladies

Against HIV and AIDS (OAFLA) highlighted that the scenario of early marriages and pregnancies

had become worrisome and that. as first ladies, their goal was to advocate and find ways to

eliminate or reduce early marriages and teen pregnancies.

Advocacy by the President - UN Resolu�on to End Child Marriage

Partnership between government and civil society is proving to be an effective approach to

delaying child marriage. As mentioned earlier, the Campaign Against Child Marriage was

launched in 2013, spearheaded by MoCTA with 11 other government ministries, together with the

coalition of 13 CSOs dedicated to ECM. This campaign has become a continuing programme for

2016 to 2021, when the National Strategy on Ending Child Marriage was launched with the

Ministry of Gender as Secretariat.

Engagement of chiefs in preven�ng child marriage in their chiefdoms

Involving chiefs has been observed to be the most effective way of reducing child marriages. They

make influential pronouncements and by-laws that discourage people to practice child marriages

in their communities. Multiple chiefs in areas where child marriages have been rampant pledged

to support efforts to end the practice (Girls not Brides, Zambia, n.d.), some going so far as to refer

members of their communities to the police for ignoring the prohibition.

In November 2015, Zambia co-hosted with the African Union Commission the First African Girls'

Summit, with the participation of Ministers dealing with social development issues and children's

Co-hos�ng the First African Girls' Summit on Ending Child Marriage¹⁸

18 https://au.int/en/newsevents/19343/�irst-african-girls%E2%80%99-summit-ending-child-marriage-africa

77


A ground-breaking radio programme, “Innovating for Girls Education”, was aired from October

2013 to April 2014 over Zambia's leading private radio station, Radio Phoenix. Thirteen 40-minute

radio programmes were produced and aired during prime time, featuring live interviews with

experts as well as children discussing issues about child marriage and education. The discussions

helped make public the outcomes of reviews of existing child laws and helped create awareness of

the importance of promoting girls' education to prevent child marriage. Other topics discussed

included:

· Revision of school curricula by integrating positive messages on gender norms related to

violence against children, especially the girl child and ending child marriages

· Vocational training and girls' economic empowerment

• Organize recreational activities to keep girls busy and from being exposed;

Members of Girls' Clubs in Zambia took the First African Girls' Summit as an opportunity to make

the following recommendations to their government:

· Advocating for the strengthening of child protection systems to curb child marriages and

· Reviewing the status of current children's laws

Advocacy by Girls Clubs of Zambia

The Summit was designed to create region-wide awareness of the negative consequences of child

marriage and accelerate an end to the practice in Africa. Participants, including girls themselves,

shared experiences and good practices as well as challenges at country, regional and international

levels, particularly with countries that have already launched the AUC Campaign on Ending Girls'

Child Marriage.

· Lobbying the government to enact, enforce, and raise public awareness of legislation that

sets the minimum legal age for marriage, including asserting the primacy of national law

over other forms of law, such as religious or customary laws

affairs, Ministers of Finance, religious and community leaders, youth advocates (particularly

women and girls affected by child marriage), development partners, UN Agencies, bilateral and

multi-lateral agencies and representatives from civil society.

Radio programme on girls' educa�on and child marriage

• Educate teenagers about sexual health and distribute condoms to prevent teenage

pregnancies;

• “Governments should put their heart in supporting girls – the money, the funds, everything to

support girls and give them a voice. Girls are important. And they can bring development to

this country if they are supported.”

• First, educate the parents, especially in rural areas where many families are not literate;

• Involve schools in prevention;

· Violence in schools and enactment of policies that promote a conducive environment for

girls to complete secondary education

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disseminating the results of the children's law review (Catapult Action for Equality, 2014).

(Outcomes of the review will be followed up and featured in future collaborative activities

with Radio Phoenix.)

Edutainment programmes

Edutainment (E-E) is popular in Zambia as in many other countries in Africa as part of behaviour

and social norms change communication strategies, many of them associated with HIV and AIDS

prevention. Through different forms and channels such as radio, television, soap operas,

community or street theatre, and comic books, E-E uses the power of human interest and

emotions through storytelling and role models (e.g., in characters, actors or music performers) to

affect positive social change. Bouman et al., (2015) reviewed innovative E-E programmes that

focused on child marriage and related adolescent girl issues in nine countries where child marriage

is high.

Notable African examples of widely popular and norm-changing E-E programmes include Soul

City in South Africa; Siri Ya Mtungi (Secrets of the Gourd) in Nigeria, Tanzania, South Africa; and

UNICEF's Sara Communication Initiative (Russon et al., 2014) that achieved popularity in Angola,

Botswana, Cote d'Ivoire, Ethiopia, Kenya, Malawi, Mozambique, Nigeria, Rwanda, Tanzania,

Uganda, Zambia and Zimbabwe (Russon and Associates, 2000).

Girls' Clubs: Crea�ng safe spaces for girls

A CSO in Zambia called Continuity-Zambia, a member of the Girls Not Brides network, runs

educational clubs for girls from Grade 8 – 12, helping girls to stand up for their rights, say no to child

marriage, and seeking to empower this generation of girls to be tomorrow's leaders. At the club,

girls learn about issues that affect them, including child marriage and adolescent pregnancy,

gender-based violence and how they can seek help. They learn leadership and life skills that boost

their self-confidence, and find friendship and support from a group of girls their age.¹⁹

An�-Gender Based Violence Act

One such club is active at the Lusaka Girls' Secondary School. For two hours every week,

adolescent girls meet in a classroom. A member named Mary shared: “Thanks to the club, I've

learned to speak out. As a girl, I also have a voice in my country, in my family. I can speak out when

things are wrong.” Her friend Lolanji agreed: “I've learned to be assertive, to set my own goals

without anyone pushing me.”²⁰

The United Nations Development Programme (UNDP), working with other UN Agencies –

UNICEF, UNFPA, ILO and IOM – with financial support from the Governments of Sweden and the

Republic of Ireland, led the development of the United Nations Joint Programme on Gender Based

19 Girls Not Brides. (2016). “Howsafespacesforgirlsarepreventingchildmarriage”. Retrieved from http://www.girlsnotbrides.org/zambian-girls-message-to-leaders-ahead-of-the-african-girls-summit/ 20 Ibid.

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Photo @UNICEF Zambia/2012/ Mark Maseko

Interna�onal and regional days

Violence. In 2011, GRZ passed the Anti-Gender Based Violence Act, which made early, forced, and

child marriage illegal.

International and regional days provide multiple events and recurring opportunities for aligning

messaging and activities on ECM. Members of the multisectoral consortium and the CSO

coalition can take the Day of the African Girl Child, International Day of the Girl Child and

International Women's Day to coordinate messaging and events with partners, including the

media, business community and academe, to create a unified voice that could have pervasive and

maximum impact.

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The four major communication approaches corresponding to the socio-ecological model –

advocacy, social mobilization, social change communication, and behaviour (individual) change

ANNEX III: Theore�cal Framework for “ECM Models” Programme

The Socio-Ecological Model

Three communication-related theories and models primarily inform the proposed Theory of

Change for advocacy and communication in the ECM programme, shown in Figure 1 (Section 1).

First among these is the Socio-Ecological Model (SEM), which provides the basis for much of the

contemporary work on social and behaviour change communication (SBCC) and communication

for development (C4D) (Mckee, Manoncourt, Chin & Carnegie, 2000). The SEM, used and

promoted by UNICEF's global C4D Section, postulates that understanding and influencing

individual behaviour and promoting social change requires addressing the entire “ecological

system”. It shows the interconnected influences on the child of his or her family, peers,

community and society. Figure 8 illustrates the expanding circles of influence and the four key

communication approaches that UNICEF, other international development agencies and many

partners and counterparts use.

communication – are integrated into the design of the ECM programme through the use of

the strategic approaches discussed in Section 2.

The final M & E framework for this strategy proposes options for how to include

measurement across all levels of the SEM, although the decision to conduct such

measurement will depend on available resources.

Figure 9: The Socio-Ecological Model in C4D

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An important theoretical model that overarches the design of the ECM programme is the

Hierarchy of Effects model (Chaffee & Roser, 1986), which suggests that an individual's

behaviours or practices are informed by their knowledge and attitudes toward the practice. A

quantitative KAP study would support the implementation of the communication portion of the

strategy as it would a) provide a baseline from which change can be measured and b) provide

insight into the areas most likely to be influenced by communication activities by identifying the

current prevalence of knowledge and attitudes supportive of the delay of marriage and

pregnancy. With these results identified, communication activities and reinforcing materials can

be tailored to address those areas in which knowledge and attitudes could be shifted to enable

the adoption of these, as well as other supportive behaviours.

C4D interventions often use the combination of the SEM and the hierarchy of effects models as

their sole theoretical framework. However, given the complexity of the social structures

surrounding child marriage in Zambia, the use of two additional theories is proposed: the Theory

of Planned Behaviour and Social Cognitive theory, explained below.

Theory of Planned Behaviour

The Theory of Planned Behaviour (Azjen, 1991) is based on research that indicates that an

individual's intention to undertake a particular behaviour is highly predictive of the likelihood that

the behaviour will be undertaken. The factors that influence the likelihood that an individual will

intend to undertake a particular behaviour include attitudes, norms, and the individual's

perceived control over the behaviour, as indicated in Figure 10, below.

Factors involved in changing intentions in the Theory of Planned Behaviour

Beliefs Attitude Intention Behaviour

Behavioural belief: The new behaviour is valuable because:

Attitude towards the behaviour: I will get benefits from the new behaviour

I have the intention to engage in a different or updated behaviour.

I have undertaken the intended behaviour.

Normative belief: People who I trust want me to engage in the new behaviour

Subjective norm: What those around me expect me to do

Control belief: The benefits of the new behaviour are greater than its costs

Perceived behavioural control: It is easy to practice the behaviour

Figure 10: Changing Inten�ons in the Theory of Planned Behaviour

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Each of these factors can contribute to an individual's intention to delay marriage (either of

themselves, as a child under the age of 18, or of their children under age 18). However, the

approach is more likely to lead to a strong intention to delay marriages when as many of the

factors as possible are considered in communication activities.

· Development of messages that are intended to describe the ways in which the new

activities are valuable

Communication programmers tend to consider self-efficacy a cornerstone of most

communication activities because of the many studies demonstrating the link between an

individual's confidence that they can achieve a behaviour and the actual practice of the behaviour

(for examples, see Bandura, 1977, 1997, 2001, 2004; Glanz, Rimer, & Su, 2005). If individuals have a

sense of personal agency or self-efficacy, they can change behaviours even when faced with

obstacles. If they do not feel that they can exercise control over their behaviour, they are not

motivated to act, or to persist through challenges.

· Measurement of the current norms related to the practice of child marriage and activities

that can delay marriage

· Measurement and communication related to the benefits vs. the costs of activities that

delay marriage

Examples of communication activities that could contribute to an individual's intention to delay

marriage could include community dialogue and engagement, mass media messaging that

discusses the benefits of delaying marriage, the results of research related to social norms among

communities that demonstrate success at delaying marriage, and the costs to health, livelihood,

and future earning potential associated with marrying before age 18.

Social Cognitive Theory

The application of the Theory of Planned Behaviour to the ECM programme will span several

aspects of the communication activities, including:

· Identification and elaboration of activities that will delay marriage until age 18, for children

under 18 and their parents

· Measurement of the current attitudes toward, and intention related to, the delay of

marriage until after age 18.

Social Cognitive Theory (SCT) describes a dynamic, ongoing process in which personal factors,

environmental factors, and human behaviour exert influence upon each other. According to SCT,

three main factors affect the likelihood that a person will change a behaviour: (1) self-efficacy, (2)

goals, and (3) outcome expectancies. Self-efficacy, in the case of child marriage, refers to an

individual's belief that they are capable of either a) delaying marriage alone or b) engaging in an

alternative behaviour to marriage that can be suggested by communication activities.

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Social Cognitive Theory is also used extensively in Edutainment programmes, in which characters

in the story adopt particular behaviours as either positive role models or as negative examples.

These archetypes are often applied to episodic dramas and may also be used in community

theatre (see Svenkerud, Rahoi, and Singhal, (1995) for an archetypal analysis of an entertainment

education programme from Japan). Such approaches have been used in the Zambian context in

previous initiatives; most notably in the Club Risky Business series of short stories developed by

the ZCCP and OneLoveKwasila programme to reduce multiple and concurrent partnerships

(MCP).²¹

SCT evolved from research on Social Learning Theory (SLT), which asserts that people learn not

only from their own experiences, but also by observing the actions of others and the benefits of

those actions. Bandura later updated SLT, adding the construct of self-efficacy and renaming it

SCT (although SCT is the dominant version in current practice, it is still sometimes called SLT). SCT

integrates concepts and processes from cognitive, behaviourist, and emotional models of

behaviour change, so it includes many constructs. It has been used to design successful behaviour

change interventions in areas ranging from dietary change to pain control.

The setting of goals is also an important factor in Social Cognitive Theory. One of the key

components of the use of SCT as a theoretical framework in C4D work is the setting of incremental

and specific goals that allow people to maintain their self-efficacy as they adopt new behaviours.

In the case of ECM, these incremental goals could involve small changes in behaviour of children

under the age of 18, in which they commit to, for example, attending school every day. This

behaviour can scaffold with subsequent goals, such as achievements on standardized tests,

commitments to study sessions, or decisions to join after school clubs or organizations.

Finally, a key component of SCT is the presence of role models and peer mentors who provide

guidance to the individual for the appropriate behaviour through their own behaviour. In the case

of ECM initiatives, this could involve prominent individuals in Zambia who have decided to delay

their own marriage until they had completed school or made other important achievements in

their lives.

The application of SCT also suggests that as a person adopts new behaviours, this causes changes

in both the environment and in the person. Behaviour is not simply a product of the environment

and the person, and environment is not simply a product of the person and behaviour. It suggests

that individual behavior and environmental factors influence each other dynamically. This implies

that small changes in individuals within communities, such as those parents who decide to delay

their children's marriage, can lead to significant environmental changes, which in turn can lead to

changes in others' behaviour.

21 For more information on this programme, see this document: http://pdf.usaid.gov/pdf_docs/pnadz896.pdf


84


Key Constructs in Social Cognitive Theory

Construct Definition

Reciprocal Determinism The dynamic interaction of the person, behaviour, and the environment in which the behaviour is performed

Behavioural Capability

Knowledge and skill to perform a given behaviour

Expectations Anticipated outcomes of a behaviour

Self-Efficacy Confidence in one’s ability to take action and overcome barriers

Observational Learning (modeling)

Behavioural acquisition that occurs by watching the actions and outcomes of others’ behaviour

ReinforcementsResponses to a person’s behaviour that increase or decrease the likelihood of reoccurrence

Figure 11: Key Constructs in Social Cogni�ve Theory

There are multiple ways in which SCT could be applied to communication interventions around ECM. Its main applications include tailoring messages to increase the self-efficacy of youth and their parents to make alternative choices regarding marriage and to provide role models who exemplify the impact that a decision to delay marriage can have.

85


ANNEX IV: Stakeholders for ending child marriage in Zambia

Annex IV. Stakeholders for ending child marriage in Zambia

Level Stakeholder Group

Family

Children/Adolescents


Other family members: grandparents, aunts, uncles, siblings

Friends, neighbours, social network

Community

Chieftains

Traditional leaders: chieftains, chiefs, ndunas, counselors, elders

Religious leaders and their faith communities

Community based organizations

Child and Youth Clubs

Out of school children

Rural health centers and Rural health posts

Small business owners

Schools

Administrators, head teachers

Primary and secondary schools

Teachers, guidance counselors

Parent-teachers association

Students/schoolmates

Student organizations

Health Centres/Adolescent-Friendly Reproductive Health Services

Community Health Workers (CHWs)

Health Care Professionals (HCPs)

Agriculture Agricultural Extension Workers (AEWs)

Law Enforcement Police

Victims Support Unit

Civil Registration Civil registrars; Marriage and birth registration officers

District

District Commissioner

District Administrative Officer

District Planning Officer

District Development Coordinating Committee

District heads of line ministries (in process of devolution): · District Council· General Education· Chiefs and Traditional Affairs· Community Development and Social Services

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· Health· Youth, Sports and Child Development· Agriculture· Home Affairs – Police- Victim Support Unit

Traditional Leaders Hierarchy of Chieftains, Chiefs and Ndunas • Chiefdoms

Religious communities • Catholic Church• Zambia Apostolic Church• Pastors Fellowship• Pentecostal Assemblies of God• Jehovah’s Witness• Bread of Life Church• New Apostolic Church• Evangelical Fellowship of Zambia• Redeemed Christian Church of God• Seventh Day Adventist• United Apostolic Faith• United Church of Zambia

NGOs/CSOs/CBOs · YWCA· ChildLine/LifeLine· Plan Zambia· ZCCP

Sub-committees: · Gender – district secretariat for ECM· Education· Health· WASH· Social Services· DMMU· Economic and Investment· Natural Resources· Agriculture· Infrastructure· District AIDS Task Force (DATF)· District Planning

Gender Sub-committee for ECM • District Administrative Officer• YWCA• Social Welfare• Community Development• Zambia Police - Victims Support Unit• District Education Board

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• Chiefs and Traditional Affairs• Health• Education• DACA• Religious community representative

District media – community radio, cable TV, wall newspapers, CIBs, social media, local communicators, creative media content producers, theatre groups

Business community at district level

Province Provincial Development Coordinating Committee

Exisiting media run at provincial level - Community radio station owners and managers, traditional media, telecom relay station managers, Internet service providers, cable TV operators, media content producers and scriptwriters

Academic and research institutions (tertiary); primary and secondary school administrators, faculty and researchers

Major business proprietors at provincial level

National

Interministerial Consortium to ECM · Ministry of Chiefs and Traditional Affairs (MOCTA)· Ministry of Gender· Ministry of Community Development and Social Welfare· Ministry of General Education· Ministry of Higher Education· Ministry of Health· Ministry of Home Affairs· Ministry of Youth, Sport and Child Development· Ministry of Local Government and Housing· Ministry of Finance· Ministry of Labour and Social Security· Ministry of Justice· Ministry of Home Affairs· Ministry of Local Government and Housing

Coalition of CSOs/NGOs in Zambia: • Plan Zambia• World Vision• Girls Not Brides• Concern Worldwide• Women and Law in Southern Africa• Young Women’s Christian Association (YWCA)• Zambia Center for Communication Programmes (ZCCP)

Academic and research institutions

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National media and creative groups: National radio, TV, cable TV operators, film and video producers and scriptwriters, music industry, creative media agencies, media production and printing houses, Internet service providers, telecommunications agencies, theatre groups, media associations

Telecommunications and Internet service providers

Business community

Multilateral and bilateral development partners in the Joint Programme on Accelerating Action to End Child Marriage • UNICEF• UNFPA• DFID – UK• European UnionGovernments of · Canada· Netherlands

ANNEX V: Key Messages

Key messages on children’s rights

· Every child has rights, as enshrined in the Convention on the Rights of the Child and the

African Charter on the Rights and Welfare of the Child or The Children’s Act . Every child

needs to know that each right has equivalent responsibilities that she or he should fulfil22.

For example:

o Children have the right to a family, to be loved and protected from harm ... and the

responsibility to show love and caring to his/her parents and other family members;

o Children have the right to a good education ... and the responsibility to go to school,

study and learn, and respect their teachers and other students.

o Children have the right to a nationality, pride in their heritage, traditions and beliefs

... and the responsibility to respect other people, no matter their age, race, origin,

religion or beliefs.

22 See: https://www.unicef.org/southafrica/SAF_resources_childactx1.pdf

https://www.unicef.org/southafrica/SAF_resources_childactx2.pdf http://leadsa.co.za/articles/8184/childrens-rights-in-south-africa http://childprotectionoffice.org/kids/?page_id=44

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o Children have the right to special care for special needs ... and the responsibility to

be the best people they can be.

o Children have the right to a safe and comfortable home ... and the responsibility toshare in keeping it neat and clean.

o Children have the right to be adequately fed ... and the responsibility not to wastefood and water.

o Children have the right to quality medical care ... and the responsibility to take care

of themselves.

o Children have the right to be protected by their government…and the responsibilityto respect the law – that means you must not lie, steal, cheat, vandalize otherpeople’s property or take drugs; and not to drink alcohol or smoke until you are 18years old.

o Children have the right to participate in making decisions on matters that affect

them, including early marriage, etc., …and take responsibility for their decisions and

actions.

• Every child should be cared for, protected, respected and have a voice in ma�ers thatconcern them.

• Communi�es and families must ensure that their children are healthy, nourished, haveclean surroundings, par�cipate in home, school and community development; a�end andcomplete secondary educa�on and are protected from violence, abuse and exploita�on.

• All children and adolescents have the right to age-appropriate information, to be heard andto participate in making decisions that concern them.

• Fulfilment of the right to information enables children to take an active role in their ownprotection against abuse, violence and exploitation, and to become active citizens.

Key messages on child marriage

· Recall the Minister of Justice’s statement of commitment: “On behalf of Government and

the People of Zambia, I commit to ensuring that the customary and statutory laws are so

reconciled that you, our children, do not have to suffer the shame, pain and suffering thatcome with our current dual legal system. Law is supposed to protect you and not leave youat the mercy of adults' selfishness and immoral appetites”.23

· A strong legal and policy framework for preventing child marriage and teen pregnancies,

and for supporting married girls is the cornerstone of any government programme on

ending child marriage.

23 National Strategy on Ending Child Marriage in Zambia , 2016 – 2021. Ministry of Gender, Zambia, 2015.

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· Legally define a child as an individual under the age of 18 years, with no exceptions, as perthe Convention on the Rights of the Child. Fix the minimum legal age of marriage for bothmales and females at 18. Harmonize all legal systems (civil, criminal, family and customarylaws) to that standard.

· Enforcing legislation against child marriage should be done alongside addressing the

underlying causes. Girls who are pulled out of forced marriages without follow-up

protection and support may be abandoned or ostracized.

· Ending child marriage is everyone’s responsibility: government, traditional leaders,religious leaders, civil society, children and youth, media, business community, teachers,parents, families.

· Make birth and marriage registration mandatory and free/low-cost. Establish an effectivecivil registration system at the national and sub-national levels that is sufficiently

resourced with the necessary infrastructure and training of civil registration authorities.

· Recognize the risks associated with child marriage:

o Early pregnancy results in a number of health-related complications: The health

risks of child marriage for girls are widely documented. They include maternal death

from childbirth, birth complications, and sexually transmitted diseases, including

HIV, cervical cancer

and other health problems.

o Voluntary withdrawal from or forced end to formal education. Parents who have

low education tend to assign a lesser value to girls’ education than to that of boys.

Their reasoning is that investing in girls’ education is not worthwhile because they

will either marry or become pregnant and then marry. While becoming pregnant

does not always lead to marriage, both occurrences make girls less likely than boys

to complete their education. National data analysed by the Population Council

(2005) indicated that 68 per cent of girls who married did not complete primary

school, and approximately 60 per cent were unable to read or write. Married girls

who drop out are denied the well-established benefits of schooling, such as better

economic prospects, health status and self-efficacy.

o Hampers personal development. Girls and boys gain in maturity throughout

adolescence but are not sufficiently mature to enter a marital relationship. Often,

they are unprepared to handle the financial, social and emotional responsibilities

that come with marriage and family life, resulting in tensions within the marriage,

abandonment of the family or divorce.

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o Child single mothers as a result of teen pregnancy, abandonment or divorce.

Child marriage and pregnancy among girls aged 12–17 are widely considered as

responsible for the large numbers of single mothers in some communities. There is

stigma associated with being a young single mother, whether they are not married,

or are abandoned, or divorced. They are perceived to be unable to provide adequate

care, support, guidance and supervision for their children. It has been noted that

children of under-age single mothers may end up as “street children”, juvenile

offenders, or in child labour.

o Inadequate parental care and supervision. Child marriage and early pregnancy can

result in an ongoing cycle of children growing up without adequate parental care.

Given that many child marriages do not last, there is a fear that the cycle of poverty,

lack of education and employment and teenage pregnancy will continue into future

generations.

o Increased burden on parents and families. When child marriages fail, which is a

common occurrence, the burden rests on the natal families of both husband and

wife. Not only do returning girls require support for themselves and their children,

they also failed to deliver the hoped-for economic boost for the wider family.

o Increased rates of gender-based violence. Child marriage tends to contribute to

increased levels of GBV. Incidents of domestic violence were largely related to

marriages between girls and older men, in which girls refused to consistently

perform the sexual and domestic roles expected of them.

· Poverty, low level of education, gender-based violence and gender discrimination influence

girls’ vulnerability to child marriage.

· Child brides are exposed to a significantly higher risk of abuse, violence, depression, early

pregnancy, and complications during childbirth (including fistula), and higher risk of death

for their infants. Becoming a child bride often means the end of education for most girls.

Key messages on education

· Recall the Minister of Education’s 2015 statement of commitment to ECM: “On behalf

Government and the People of Zambia, I dedicate myself to mobilizing the necessary

resources that will allow each one of you, our children, to attend high quality education

until you are over the age of 18. You are our future and good education is the wing on

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which you will fly”24.

· Girls and women who are educated and healthy are more productive and contribute to

greater national productivity and higher GDP.

• Boys and girls and their families from the poorest economic quintiles are better positionedto complete secondary education and can become more productive and prosperous whenthey have access to:

o Adequate and quality education and learning facilitieso Guidance counseling serviceso Early childhood education and parenting educationo Adult literacy classeso WASH facilities including menstrual hygiene materialso Information on education policies and incentives

• Parents who achieve a higher standard of formal education are more likely keep their sons

and daughters in school and less likely to allow them to marry. These parents tend to have

better parenting skills, a strong sense of the importance of education and an appreciation

of its value in increasing the life opportunities of their children.

• Children who succeed academically are more likely to remain in school, especially girls who

are encouraged by their teachers and who aspire for a better future than their parents.

They tend to feel a sense of achievement and are able to demonstrate to their parents or

guardians that they are benefiting from schooling.

• Education is a key protective factor against child marriage. The Education Act protects a

girl who is still schooling from being taken out of school for marriage. And being in school

builds a girl's knowledge, skills and confidence so that she is better able to decide on

delaying marriage.

• The Government of Zambia is implementing the School Re-entry Policy as a measure to

enhance girls’ retention rates in school. This policy allows girls who drop out of school due

to pregnancy to return and continue their education after they have delivered their babies.

(Central Statistics Office, Zambia, 2015 ).

Key messages on adolescent sexual and reproduc�ve health and teen pregnancy

· Recall the Minister of Health’s statement of commitment to ECM: “On behalf of

24 See Appendix C, National Strategy on Ending Child Marriage in Zambia , 2016 – 2021. Ministry of Gender,

Zambia, 2015. p. 38.

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Government and the People of Zambia, I commit myself to ensuring that you, our children,

access the healthcare you need to grow up as healthy citizens of our country…I want to

spend our budget on keeping our young people healthy.”25

· Parents or guardians should talk with their daughters and sons about relationships, sex and

their vulnerability to HIV and other STIs. Girls and young women are especially vulnerable

to HIV and HPV infection which can lead to cervical cancer. Girls and boys need to learn

how to avoid, reject or defend themselves against sexual harassment, abuse, violence and

peer pressure. They need to understand the importance of equality and respect in

relationships.

· While girls and boys need to know the biological facts about sex, they also need to

understand that sexual relationships involve caring and responsibility. Discussing and

stressing the emotional aspect of a sexual relationship with children can help them make

healthy decisions and resist peer pressure as they grow and develop. It is important to talk

about sex in a way that fits the child’s age and stage of development, and conveys positive

values.

· Girls and women have the right to refuse unwanted and unprotected sex. They also have

the right to learn skills on how to avoid, reject or defend themselves against unwanted

sexual advances.

· Pregnancy before the age of 18 increases the health risks for the mother and her baby. The

risk of maternal death related to pregnancy and childbirth for adolescent girls between 15

and 19 years of age accounts for some 70,000 deaths each year. For adolescents under 15

years of age these risks increase substantially. Girls who give birth before age 15 are five

times more likely to die in childbirth than women in their twenties.

· Adolescent girls and young women, married or unmarried, should have access to family

planning services and contraceptives. Girls who are at least 16 years of age do not need

parental consent to avail of sexual and reproductive health services, including counseling

on how to prevent sexually transmitted infections, including HIV.

· All who might be involved with an early pregnancy – adolescent girls and young women

and adolescent boys and men as well as their families – should be aware of the risks

involved and how to avoid them.

25 Ibid, p. 36

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· Girls who are educated and healthy and who have a nutritious diet throughout their

childhood and teenage years are more likely to have healthy babies and go through

pregnancy and childbirth safely, if childbearing begins after they are 18 years old.

· Complications in pregnancy and childbirth are among the leading causes of death for girls

aged 15-19 in developing countries.

· Child brides experience higher rates of anaemia and malnutrition than girls who marry later

in life.

Key messages on birth registra�on

· Birth registration provides an official record of a child’s existence and nationality. It is

considered a fundamental human right. A child without a birth certificate can be denied

health care, legal services, access to school and the right to vote upon reaching adulthood.

· Registering a child’s birth is a vital step towards her or his protection. Children under age 5

with a birth certificate are more likely to be immunized and receive health care for

childhood illnesses, assuring them a healthier start in life than those who are unregistered.

· Any enforcement of minimum-age marriage or other legislation depends upon an official

record of a child’s age. For example, a birth certificate can be used to protect a child from

illegal recruitment by armed forces or armed groups, from child marriage or from

hazardous forms of work.

· Birth registration should be free and accessible for every child. Where it is not, civil society

organizations can sometimes assist families in registering their children.

· The birth registration process may be supported by social services, such as health care and

education. Health centers and hospitals sometimes have civil registrars on site that can

provide a child’s birth certificate at birth or during a health-care visit. Registration

sometimes takes place in early childhood education programmes.

Key messages on child protec�on

· Recall Minister of Home Affairs statement of commitment to ECM: “On behalf of

Government and the People of Zambia, I pledge that I will invest my energies into making

our Police Service a protector and promoter of children's right, among which is your right

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to enjoy your childhood unhindered by evil practices veiled as ‘traditions’”.26

· Every girl and boy has the right to protection. They have the right to survive, to be safe, to

belong, to be heard, to receive adequate care and to grow up in a protective environment.

· Every community should create and implement a plan of action to eliminate all forms of

violence against children in the home, school and community:

- Child marriage- Corporal punishment- Sexual abuse- Child labour- Physical, psychological, verbal, sexual violence

• Every community should establish safe ways for children to report violence against themthrough telephone hotlines and accessible social protection centers.

• Work should not prevent children from attending school.

· A family is the first line of protection for children. Parents or guardians are responsible for

building a protective and loving home environment. Schools and communities are

responsible for building a safe and child-friendly environment outside the child’s home. In

the family, school and community, children should be fully protected so they can survive,

grow, learn and develop to their fullest potential.

· Parents, teachers, peer leaders and other role models should provide adolescents with a

safe environment and a range of life skills that can help them make healthy choices and

practice healthy, responsible and safe behaviour to avoid substance abuse and conflict with

the law.

· Girls and boys must be protected from all forms of violence and abuse. This includesphysical, sexual and emotional abuse, gender-based violence, neglect and harmfulpractices such as child marriage. Families, communities and authorities are responsible forensuring this protection.

· Girls and women need to know what to do and where to go if they have been victims of

sexual assault (Give hotline numbers for ChildLine; refer to Victims Support Unit) . They

should seek the support of a trained health worker or go to a health facility for medical

attention and counseling. Health care providers and social workers should be trained to be

26 Ibid., p. 37

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understanding of girls and women in these situations. This information also applies to

cases involving boys.

· To effectively address violence, boys and men need to be actively engaged in finding

solutions. Their full engagement is needed to work on preventing violence and sexual

harassment, resisting peer pressure and achieving gender equality. This should include an

understanding of gender stereotypes and inequalities.

· Discussions at home, in school and in the community between children/adolescents and

their parents, teachers, community leaders and other role models can help develop healthy

attitudes and behaviours. They can contribute to:

o Respect for girls and women and their rights

o Equality in decision-making and relationships

o Skills development on how to confront peer pressure, sexual harassment, violence

and stereotypes

· Children must be protected from all work that is hazardous. Work should not prevent them

from attending school. Children should never be involved in the worst forms of child labour,

such as slavery, forced labour, drug production or trafficking.

· Girls and boys can be at risk of violence and sexual abuse and exploitation in their home,

school, workplace or community. Measures should be taken to prevent sexual abuse and

exploitation. Sexually abused and exploited children need immediate help to stop such

abuse.

· All children have a right to age-appropriate information, to be heard and to participate in

making decisions that concern them. Fulfilment of this right enables children to take an

active role in their own protection against abuse, violence and exploitation, and to become

active citizens.

· Girls who marry before 18 are more likely to experience violence in marriage than girls who

marry later.

· Sexual violence has multiple causes and consequences and demands a multi-sectoral

response appropriate for children and adolescents.

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· Building non-violent homes, schools, and communities depends on building good

parenting skills at home, respect among children/pupils and between children/pupils and

parents and their teachers. Parents and teachers who use corporal punishment to control

children are unlikely to succeed in encouraging nonviolent behaviour among children.

· GBV and violence against children impose heavy costs on families, communities and

nations. It is responsible for substantial life-changing emotional, psychological and physical

harm and disabilities; damages mental health; affects behavioural development; carries

serious sexual and reproductive health risks, e.g., HIV and STIs, and undermine human and

economic development.

· Children who suffer sexual violence are more likely to adopt risky behaviours that increase

the risk of exposure to HIV.

• Government is responsible for ensuring that systems and specific measures are in place to:• Prevent child abuse, violence and exploitation• Enable children to report abuse and exploitation (ChildLine)• Make sure perpetrators of sexual abuse and exploitation are dealt with to the full extent

of the law (VSU)• Make social services child-friendly and adolescent-friendly as well as confidential, such

as health care, psychosocial support, temporary care, education and legal assistance,timely and available for children who have been abused and exploited.

Key messages on poverty reduc�on and social protec�on

· Recall Minister of Gender’s statement of commitment: “On behalf of Government and the

People of Zambia, I promise to increase my promotion of policies and practices that lead to

sustainable development in order to remove the excuses for child marriage that are based

on household poverty”.27

· Social protection schemes such as social cash transfers and social welfare services can helpkeep vulnerable families together and children in school and ensure access to health care.

· Child marriage is a multifaceted issue. It affects our efforts to end poverty and violence and

to improve health and education for all.

· Child marriage traps girls, their families and communities in a cycle of intergenerational

poverty.

27 Ibid, p. 37

The UNFPA-UNICEF Global Programme to Accelerate Action to End Child Marriage is generously funded by the Governments of Canada, the Netherlands, the United Kingdom,

the European Union and Zonta International.

Documents

National Advocacy and Communication Strategy on Ending ... · CSOs in developing and launching the National Strategy on Ending Child Marriage in Zambia for the period 2016 – 2021,