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How has media programming supported polio eradication? (BBC Media Action Research Briefing, 2018)

November 19, 2018

This briefing synthesises findings from research conducted in the three countries – Afghanistan, Nigeria and Somalia – with a focus on Afghanistan. Research findings suggested that BBC Media Action’s programming provided listeners with accurate, trusted and clear information against misinformation and harmful rumours, increased knowledge on the requirement of multiple doses of vaccines and vaccination schedules, prompted discussion and dialogue in communities, garnered trust and confidence among caregivers through the use of doctors and religious leaders and encouraged parents to vaccinate their children by dispelling misconceptions about vaccinations.

Click here for full briefing.

Filed Under: *MASS MEDIA ROUTES, Afghanistan, Awareness Raising, Behaviour Change Communication, Early Childhood Development (ECD), Early Childhood Development Highlights, Health, Media Development, Media Development Highlights, Nigeria, Publications (published in print and/or online) Tagged With: Community Dialogue, Immunisation, Parents, Polio, Religious Leaders, Rumours

Tips for running public awareness campaigns in Africa: Insights from eight case studies (DW Akademie, 2018)

October 22, 2018

Effective campaigns require careful planning and execution. And drawing on the experiences and knowledge of others can help overcome some common stumbling blocks and improve the chances of success. To this end, this booklet profiles eight public awareness campaigns conducted in African countries. It gives an overview of how the campaigns were designed and implemented, and outlines the lessons learned.

The idea for the publication came from DW Akademie’s ongoing cooperation with national chapters of the Media Institute of Southern Africa (MISA), which advocates for freedom of expression and access to information in the SADC region. To strengthen its support of MISA’s advocacy work, DW Akademie turned to others campaigning on similar topics in Africa to learn from their experiences.

DWA looked for campaigns with strong links to Africa – that is, either run by organizations or individuals in Africa, or targeting African countries. They also specifically sought insight from people working on campaigns that were diverse in the way they were created, organized and funded – from large organizations with considerable resources and formal structures to volunteer-led coalitions with limited funding.

Click here for full publication.

Filed Under: Case Studies, Kenya, Media Development, Nigeria, Publications (published in print and/or online), Social Media, South Africa

Beyond the theoretical: Visualising social norms theory

August 12, 2018

The following article considers the role pictorial methods can play in supporting a social norms approach. The article is based on C4D Support and the C4D Network’s practical experience gained through a number of social norms focused projects.

As social norms theory increasingly becomes the conceptual base for many initiatives, getting to grips with the social norms approach is becoming essential for communication for development (C4D) practitioners. Knowing what constitutes a social norms approach, as well as how to design or commission one, are important emerging technical skills.

However, it’s also important that the practice of developing and implementing a social norms approach does not stay in the realm of C4D practitioners only. To be really effective it should be a process that any informed group of people can do, whether on a community level or institutional level.

After all analysing ourselves is something very human and very common. It is just common sense, and social norms theory offers a set of analytical concepts, and off the back of this analysis, it suggests some good ideas for helping to make positive change happen.

For social norms approaches to be effective they should be tools for as many change agents as possible. So how can we ‘popularise’ this theory and process without dumbing it down? How can we advance capacity development in social norms theory in a way that makes it useful for all of us?

One way is to ‘visualise’ social norms approaches, to embed them in story scenarios, and to lessen the centrality of the academic words through more accessible definitions and explanations of the central analytical ideas.

In a small way, we at C4D Support and the C4D Network have been trying to do this through a number of social norms focused projects. Most recently we have worked with UNICEF Nigeria through a nationwide capacity development project on social norms approaches to counter violence against children.

This project is special because unlike so many interventions it is not only the experts doing the analysis and then creating campaigns, it is about helping to build the know-how of many different people throughout government and civil society to analyse and create their own social norms interventions as part of a national strategy. People from federal, state and local government, and people from diverse NGOs and small community groups – all with very different contexts, understandings and backgrounds.

Against this background a wordy training about ‘pluralistic ignorance’ and ‘behavioural determinants’ did not seem right so through trial and error we worked to drill down to the core ideas, and then tried to visually play-out these ideas in familiar settings. We know that such pictorial methods are not enough for a thorough technical learning (there needs to be the depth of input through academia), but such methods can be a supplement or an introduction.

By introducing these ideas and skills such visuals can hopefully provide a gateway, breaking down some of the barriers between experts and non-experts when it comes to social norms analysis. They can help people to get the core concepts and consider how to apply these strategies locally themselves, and most of all they highlight how social norms approaches can be usefully applied to advancing social change right where people are – here and now, not just theoretically.

It would be valuable to see how other people have pictured social norms concepts and scenarios; if you have any examples or leads about this please do share via [email protected].

 

Filed Under: Children, NETWORK, Network Showcase, Nigeria, Social Norms Analysis, Social Norms Highlights

Solutions brief: entertainment-education to address child marriage (Girls Not Brides, 2017)

August 12, 2018

Mass media has long been recognised as a way to prompt large-scale behaviour change. But can it change the norms and beliefs which perpetuate child marriage?

This brief takes a look at what entertainment-education is and its potential for addressing a complex social issue such as child marriage. It also contains a list of useful resources on the issue.

Click here for full brief.

Filed Under: *MASS MEDIA ROUTES, Children, Edutainment, Ethiopia, India, Mexico, Nigeria, Publications (published in print and/or online), Senegal, Sierra Leone, Social Mobilisation, Social Norms, Social Norms Analysis, South Africa

Breaking a Culture of Silence: Social norms that perpetuate violence against women and girls in Nigeria (Oxfam Novib Research Report, 2018)

August 9, 2018

“Enough” – a worldwide Oxfam campaign -aims to replace harmful social norms with positive ones that promote gender equality and non-violence. To better understand which social norms perpetuate traditional practices in Nigeria and how they influence behaviour, Oxfam in Nigeria conducted formative research by interviewing 20 men and 20 women and analysing the results in a campaign design workshop with partner organizations and experts working on violence against women and girls. The findings will inform the development of the Enough campaign in Nigeria.

From the research and subsequent analysis in the workshop, four social norms were identified as drivers of the harmful traditional practices FGM/C and early marriage: A respectable woman marries early; A respectable woman is submissive to male authority; A suitable woman is not promiscuous; A woman is worth more as a wife than as a daughter. Women and girls who transgress these norms face four main kinds of sanction: peer pressure, condemnation, exclusion and force. Encouragingly, although the research found that respondents believe others still think it is appropriate to follow traditional practices, many of the respondents’ own individual attitudes have already shifted – a first signifier of social norms change.

Click here for full report.

Filed Under: Behaviour Change Communication, Gender, Gender Based Violence, Nigeria, Publications (published in print and/or online), Social Norms, Social Norms Analysis, Social Norms Highlights Tagged With: FGM/C

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