Upload
fao
View
283
Download
0
Embed Size (px)
Citation preview
1
Subdirección de Investigación y ExtensiónResearch and Extension BranchFood and Agriculture Organization of theUnited Nations
Communication Communication for Developmentfor Development
Mario Acunzo Mario Acunzo [email protected] [email protected]
Marzia Pafumi Marzia Pafumi [email protected] [email protected]
AMREF Communications ForumAMREF Communications ForumRome - March 29, 2012Rome - March 29, 2012
2
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Presentation OutlinePresentation Outline What is ComDev?a. Definitionb. Key Principles and Functionsc. ComDev in FAO
Communication for Development Planning a. Steps in ComDev Planningb. Participator Rural Communication Appraisalc. Participatory Communication Strategy Design
Case study examples from FAO experience a. Boliviab. Bangladesh
3
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Communication PathwaysCommunication Pathways What is your understanding of ‘Communication
for Development’ and how would you describe the role of communication in development programmes?
What communication approaches do you currently use in your projects?
What do you think are the mostimportant communication activities and skills needed for your work?
4
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
What is ComDev ?What is ComDev ?Type Purpose/Definition Main Functions Required Core Competencies
Corporate communication
Communicate the mission and activities of the organization,
mostly for external audiences.
Use media outputs and products to promote the mission and values of
the institution; inform selected audiences about relevant activities.
Public relations, institutional communication, excellent writing skills, press releases, broad media
network contacts
Internal communication
Facilitate the flow of information within an institution/project. Sometimes this area can be
included in corporate communication.
Ensure timely and effective sharing of relevant information within the
staff and institution units. It enhances synergies and avoids
duplication.
Institutional communication, excellent writing skills, web and
internet skills
Advocacy communication
Influence change at the public or policy level and promote issues
related to development.
Raise awareness on hot development issues; use
communication methods and media to influence specific audiences and
support the intended change.
Public relations, marketing, experience in media campaigns and
advocacy campaign
Communication for
Development
Support sustainable change in development operations by engaging key stakeholders.
Establish conducive environments; assess risks and opportunities;
disseminate information; induce behavior and social change.
Communication research, participatory approaches, adult
education, communication methods and media, consultations and
facilitation skills
5
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
What is ComDev ?What is ComDev ?
“Communication for Development (ComDev) is a social process based on dialogue using a broad range of tools and methods. ComDev is about seeking change at different levels including listening, establishing trust, sharing knowledge and skills, building policies, debating and learning for sustained and meaningful change”.
World Congress on Communication for Development, Rome 2006
6
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
What is ComDev ?What is ComDev ?The ComDev process: goes beyond information dissemination involves the use of participatory methods and different tools
(e.g. traditional & local media, rural radio, ICTs) facilitates active participation and stakeholder dialogue is different from public relations or corporate communication Special attention is given to the convergence of the media,
the development of local contents and the enhancement of local capacities for planning and implementing communication processes
7
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Key ComDev Key ComDev PrinciplesPrinciplesFostering dialogue and mediationFostering dialogue and mediation
8
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Key ComDev Key ComDev PrinciplesPrinciplesStrengthening local knowledge and communication processesStrengthening local knowledge and communication processes
9
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Key ComDev Key ComDev PrinciplesPrinciplesConvergence and local appropriation of technologiesConvergence and local appropriation of technologies
10
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
ComDev FunctionsComDev Functions Facilitate access to knowledge and information Promote peoples’ participation and collaborative action Strengthen peoples’ capability to share knowledge and
manage horizontal communication processes Enhance mutual learning co-creation of knowledge Improve linkages and strengthen dialogue between policy
makers, institutions and small farmers / local communities Bridge the gap between global information and local
knowledge
11
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
ComDev in FAO - MandateComDev in FAO - MandateDevelop and implement communication strategies to enhance capacities of agricultural development programs, institutions, farmers and grass-roots organizations to access knowledge and information and actively make decisions on their livelihoods.
Policy advice to member countries Technical assistance to governments, regional offices and field
projects Capacity development of national staff and institutions Documentation of activities, including case studies, guidelines,
videos and publications Advocacy, training and knowledge sharing in ComDev
12
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
ComDev in FAO – Priority AreasComDev in FAO – Priority Areas1. Natural Resources
Management, Climate Change Adaptation and Disaster Risk Reduction
2. Food and Nutrition Security3. Agricultural Innovation
Capacity DevelopmentKnowledge and Info SharingGender and Equity Issues
embedded as crosscutting issues in all projects
13
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
ComDev in FAO – MethodologiesComDev in FAO – Methodologies
14
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
ComDev in FAO – MediaComDev in FAO – Media
Community Rural Radio Audiovisual Pedagogy
and Participatory Video Local appropriation of
ICTs (Information and Communication Technologies)
Traditional and Local Media
15
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Communication for Sustainable Communication for Sustainable Development Initiative (CSDI)Development Initiative (CSDI)
Objectives Effective applications and management of
ComDev strategies, tools and services for natural resource management (NRM) and climate change adaptation (CCA)
Improved capacities and partnerships in communication for sustainable NRM & CCA
Strategy Knowledge sharing on ComDev methods
and tools for NRM and CCA Capacity strengthening and networking Technical assistance to countries and field
projectswww.csdinitiative.org
16
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Communication for Sustainable Communication for Sustainable Development Initiative (CSDI)Development Initiative (CSDI)
17
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Capacity DevelopmentCapacity Development Learning Kit on Communication
for Rural Developmentfor field agents, communication practitioners and community facilitators to learn how to plan and implement ComDev strategies in the agricultural and rural sector.
Collaborative Change CommunicationWeb platform for learning and knowledge sharing, aimed at:
• Strengthen professional capacities in ComDev
• Consolidate on-line and off-line knowledge networks
• Facilitate the creation of a global community of practice in ComDev
www.cccomdev.org
18
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Knowledge Sharing in ComDevKnowledge Sharing in ComDev Platforms and online
networks are a tool used to foster knowledge exchange and support local communication processes by:
a. sharing practices in ComDev on a regional basis
b. disseminating information and aggregating knowledge on specific themes
c. creating an interface with local and national activities
19
Subdirección de Investigación y ExtensiónResearch and Extension BranchFood and Agriculture Organization of theUnited Nations
Communication for Communication for Development Development
PlanningPlanning
20
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Strategic ComDev PlanningStrategic ComDev Planning Communication for Development is about participation,
dialogue and the sharing of knowledge and information In short, the pillars of ComDev are: Strategic participatory planning with all stakeholders Facilitation of exchanges among different knowledge
bases Strategic use of appropriate media – both traditional
media and emerging ICT technologies Building of local capacity Strengthening of partnerships and best practices
21
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Steps in ComDev PlanningSteps in ComDev Planning
Piotrow, et al. 1997. Health Communication: Lessons from Family Planning and Reproductive Health.
THE
P -
PRO
CES
STH
E P
- PR
OC
ESS
22
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Steps in ComDev PlanningSteps in ComDev PlanningA participatory & audience-based methodology1. Situation analysis and problem assessment –
Participatory Rural Communication Appraisal (PRCA)2. Participatory Communication Strategy Design (PCSD)3. Communication materials development, pretesting
and production4. Implementation and monitoring of participatory,
targeted communication interventions5. Evaluation of outcomes/impacts in terms of changes
in attitudes, knowledge levels and practices
23
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Why doing PRCAWhy doing PRCA“Research is the corner stone of communication and makes program development a bottom-up process […] rather than the usual top-down approach” (Kline,1999)
LISTENING to your target group to find out their real needs and ensure local relevance and appropriation of communication efforts“Producers and subject specialists who commission mediacampaigns have control over what information they distribute,but do not control what and how much is actually communicated – the receiver does” (Mody,1991)
Understanding DIFFERENT PERCEPTIONS and avoiding assumptions
24
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
PRCA componentsPRCA components Situation Analysis (including
mappingof existing programs, policies and best practices)
Stakeholder / Audience analysis Analysis of Knowledge, Attitude
and Practice (KAP) Social network analysis Analysis of communication
resources
25
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
KAP AnalysisKAP Analysis Pinpointing knowledge gaps, patterns of behavior, cultural
beliefs and practices that may either hinder or facilitate a community’s understanding and action
Investigating current levels of awareness and assessing the real information and knowledge needs of rural clients on the ground
Learning what local practices may already apply and use them as a basis to identify workable, improved solutions
DATA are usually gathered through participatory methods
26
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
KAP AnalysisKAP AnalysisSample KAP Key Questions – Climate Change
KNOWLEDGE What is your current understanding of climate change? You may explain, illustrate or use examples and analogies. Why do you think this is happening? What information or knowledge about climate change have you heard or received from others which you think are not true or doubtful? Why? How did you verify them? From whom or from what source did you get these information about climate change? Did you deliberately seek out for these information or they were relayed to you without you asking for them?
ATTITUDE Do you find it useful to learn more about climate change? Do you think it is an issue for you? Why or why not? Do you believe that people should intervene and adapt to climate change? Do you agree with the need to modify your farming practices because of changes occurring in the climate and the environment? Are you willing to work in groups in order to take collective actions to mitigate the causes of climate change and adapt to these changes? Why or why not?
PRACTICE What activities do you undertake to cope with climate change? Do you think these are effective? Why or why not? What old practices do you still stick to and not modify despite the occurrence of climate change? Why? If given the necessary resources, what other activities do you plan to pursue in your farm and household to cope better with climate change? Please specify the necessary resources for each planned activity.
27
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
PRCA toolsPRCA tools Key Informant Interview Focus Group Discussion Problem Tree Time line/ seasonal calendar Social/ community mapping Matrix Ranking Participant Observation Venn Diagram
TRIANGULATIONAlways use more than one tool or method to check and verify
findings
28
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
PCSD stepsPCSD steps Summarize findings of PRCA Set SMART stakeholder-oriented objectives Define the communication approach and key messages Select communication methods, channels and tools Define the communication workplan and budget Plan for monitoring and evaluation Plan for sustainability
29
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
ComDev Strategy MatrixComDev Strategy MatrixComDev strategy matrix
Stakeholder Communicationobjective Key message
Method and tools(Combine mass, group & individual methods)
Approach(Combine the strength
of each approach)
Policy makers
Local officials
Service providers
Local community
Others, specify
30
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
ComDev MediaComDev Media Rural and community radio Folk media such as popular songs and community
theatre Print media (cartoons, booklets, brochures, flyers, fact
sheets) Video and multimedia materials (community TV, DVD,
CD-Rom) Public service announcements Face-to-face interpersonal communication (e.g. farmer
field days, extension visits, community meetings)
31
Subdirección de Investigación y ExtensiónResearch and Extension BranchFood and Agriculture Organization of theUnited Nations
Communication for Communication for DevelopmentDevelopment
EXAMPLES FROM FAO EXAMPLES FROM FAO
FIELD EXPERIENCEFIELD EXPERIENCE
32
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Case StudiesCase StudiesA. BOLIVIA
National Communication Plan for Agricultural Innovation and Participatory Local Communication Planning
B. BANGLADESHEnhancing Rural Communication Services for Agricultural Development through Community Rural Radio
33
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
A ComDev National Plan designed and approved by the Ministry for Rural Development and Land (MDRyT) is being implemented by the National Institute for Agriculture and Forestry Innovation (INIAF)
Objectives • Design, validate and implement ComDev strategies, systems and services• Strengthen national capacities in ComDev for agriculture and innovation at the local and national level
Bolivia: National ComDev PlanBolivia: National ComDev Plan
34
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
INIAF
Local government
Academic centres
Projects,Institutions, NGOs, etc.
Productive innovation
centers
Grassroots and IPs’
organization
In support to the consolidation of Local Innovation Systems (SILos)
Innovation Managers
Innovation Facilitators
Learning communities
Bolivia: National ComDev PlanBolivia: National ComDev Plan
35
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
At national level the ComDev strategy is developing:
• An information and knowledge management service for agriculture and forestry innovation (including TECA)
TECA is an information and communication system with two main functions:- Repository of technology for small farmers- Exchange groups on technologies
Bolivia: National ComDev PlanBolivia: National ComDev Plan
36
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
And at local level the project implemented: • Local information and communication plans
for agricultural innovation (PLICs), based on local knowledge and communication needs.
Examples of PLICs• Pasture management for dairy cattle
(Yapacani) • Direct sowing (Yacuiba) • Water harvesting for diversified crops
(Chiquitania) and • Forage conservation (at the national level).
Bolivia: Local Communication Bolivia: Local Communication Plans for Innovation (PLICs)Plans for Innovation (PLICs)
37
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
a) Local Information and Communication Appraisal
b) Local Information and Communication Program
1. Identify problems and communication needs, as well as possible solutions.
2. Involve local stakeholders, including farmers, grassroots organizations, local institutions and the local government.
Information and Communication
Services in support to Agriculture
Innovation and Rural Development
1. Systematize the appraisal results2. Design and agreement on strategic communication
interventions3. Facilitate coordination and networking among local partners.4. Contribute to a participatory monitoring of activities
c) Local Information and Communication Plan
1. Implementation of priority communication activities at field level2. Organize activities and defines responsibilities for local
stakeholders3. Develop communication products and tools (Knowledge and
Communication Modules - MCC)4. Implement training activities
Bolivia: Steps for PLICs Bolivia: Steps for PLICs implementationimplementation
38
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Training results:• 8 intensive training-of-trainers courses to technical experts and workers on the audiovisual
methodology and the application of Knowledge and Communication Modules (MCC)• 162 people trained as facilitators and on the use of MCC to train small producers• Yapacaní: 11 workshops attended by overall 320 small-scale producers, local extensionists
and field workers on establishing and managing pastures for dairy cows. • 4 workshops in Chiquitania on rainwater harvesting, 8 in the Chaco area on direct seeding,
and 3 on forage conservation in the Norte Integrado.
• In the four pilot areas, overall 489 producers have been trained, involving 52 institutions and organizations in Bolivia.
Local Information and Communication Plans are implemented within the context of “Espacios locales de concertación” that are venues for dialogue and informed decision making.
Bolivia: ResultsBolivia: Results
39
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
A ComDev National Plan institutionalized within the INIAF Improved agriculture innovation and communication
services Increased participation of rural people in agriculture
innovation Local knowledge documented and shared Technical information validated and disseminated Improved ComDev capacities of rural actors and
extension professionals Knowledge and communication training modules
developed and validated with farmers
Bolivia: ResultsBolivia: Results
40
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Bangladesh: Rural Bangladesh: Rural Communication Service (RCS)Communication Service (RCS)
Background High vulnerability to climate change
and its adverse impact Agriculture engages 74% of population Community Radio Installation,
Broadcast and Operation Policy (2008)
Project Objectives Improve access to and utilization of
agricultural information, knowledge and services
Enhance communication, knowledge sharing, lesson learning between and among stakeholdersin the agriculture sector
41
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Bangladesh: Rural Bangladesh: Rural Communication Service (RCS)Communication Service (RCS)
What is RCS? Network-like integration of demand-driven communication
services using ComDev strategies, methods and tools to support agricultural development programs
Platform for discussion and knowledge sharing among government institutions in collaboration with NGOs, academe, media groups, private sector, CBOs
Maximize the resources of research and extension services (DAE/AIS) and strengthen the linkages with other public institutions, NGOs etc. to deliver farmer-centered agricultural advisory services
42
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Bangladesh: Rural Bangladesh: Rural Communication Service (RCS)Communication Service (RCS)
Advantages Connecting geographically
dispersed stakeholders Strengthening local
communication networks Broadening participation and
enabling informed decision-making Generating proactive stance and a
collaborative environment Avoiding duplication and ensuring
more timely information provision
43
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Bangladesh: steps to set up RCSBangladesh: steps to set up RCS
44
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Bangladesh: steps to set up CRRBangladesh: steps to set up CRR
45
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Bangladesh: RCS and CRRBangladesh: RCS and CRRServices provided Participatory rural communication
planning Capacity Development – training in
ComDev (workshops, study tour) Multi-stakeholder partnerships Provision of information, knowledge
and communication products Link with local and national media Mainstreaming of ComDev in
agricultural development programs
Emergency Project PRCA and ComDev Plan for harvesting of saline-tolerant rive variety
46
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Bangladesh: Krishi RadioBangladesh: Krishi RadioMy Radio, My Voice - Krishi Radio FM 98.8 Daily programming in local languages on agriculture,
livestock, fisheries, science, women, children, youth, indigenous communities
500 RCS-CRR posters and leaflets, folk song, station call sign, promotional jingle, program signature music, etc.
5 training workshops with CRR staff and volunteers (20 of 300 applicants)
Over 100 local farmers belong to a listener club that regularly tunes in and participates in live discussions
47
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Bangladesh: Krishi RadioBangladesh: Krishi Radio“We advice farmers on how best to use
their land in the face of increasing salinity causing huge economic losses. Field visits and demonstrations can now be reduced as we explain every aspect of cultivating a new crop during our live discussions over radio”
Zakia Sultana Baby, agriculture officer
“The community radio’s growing popularity is owing to the fact that it really serves the needs of the rural poor people”
Salauddin Ahmed, Amtali union council chairman
48
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Key ReferencesKey References Participatory Rural Communication Appraisal. A handbook (FAO,
2004) Participatory Communication Strategy Design. A handbook
(FAO, 2004) World Congress on Communication for Development. Lessons,
challenges and way forward (WB-FAO-CI, 2007) Learning Kit on Communication for Rural Development (FAO,
forthcoming) Communication for Development: meeting today’s agriculture
and rural development challenges (FAO, 2011)
www.cccomdev.org/index.php/learning-resources/learning-materials
49
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Related sitesRelated sites www.fao.org/oek/communication-for-develompent/en www.csdinitiative.org www.fsca-pisa.org www.cccomdev.org http://Km.fao.org/vercon
50
Research and Extension BranchFood and Agriculture Organization of theUnited Nations
Thank you!Thank you!
Mario Acunzo [email protected] Marzia Pafumi [email protected]