United Nations
Information Centre | Nepal
Strategic Communication - For Behaviour and Social Change in South Asia
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This working paper captures the essence of the 2004 Experts’ Consultation on Strategic
Communication for Behaviour and Social Change in South Asia, held in New Delhi, India,22 to 24 September 2004. The meeting, jointly organised by the UNICEF Regional Office for South Asia (ROSA) and the UNICEF India office, was attended by over 70 participants, including communication scholars and practitioners from the public and corporate sector, UNICEF senior staff from South Asia, headquarters and other regional offices. UNICEF, as an agency with a long tradition in development communication, utilizes an array of communication approaches, ranging from policy advocacy,social and community mobilisation, to interpersonal communication and much more. UNICEF espouses the new development paradigm that advances results-oriented communication to support development goals. This working paper presents a synthesis of the latest experiences in applying various communication approaches and synergy among the various components of development programmes. It necessitates that communication interventions are grounded in research and based on sound documentation, monitoring, and evaluation. This paradigm stresses the importance of reviewing planning,funding and management processes and staff functions within UNICEF as critical steps in recasting coomunication to shape behaviours and contribute to positive social change on a larger scale, so that more women and children in South Asia would realize a better quality of life.The consultation reviewed the lastest concepts and approaches in communication for behaviour and social changes and clarified the role of strategic communication in South Asia.This working paper presents a synthesis of the latest experiences in applying various communication approaches ranging from mass communication and entertainment education, interpersonal communication, participatory development communication,advocacy and social mobilisation that have been used in South Asia and elsewhere.
Publisher:
UNICEF ,   (2005 )
Type / Script:
Progress Report in English
Keywords:
SOCIAL CHANGE, SOCIAL PROGRESS, SOCIAL DEVELOPMENT, SOCIAL ACTION, MASS COMMUNICATION, DEVELOPMENT COMMUNICATION, INTERPERSONAL COMMUNICATION, SOCIAL WELFARE, CHILD DEVELOPMENT, CHILD DEVELOPMENT, CULTURAL COOPERATION, AIDS, HIV/AIDS, SEXUALLY TRANSMITTED DISEASES, PROTECTION, AIDS PREVENTION
Thematic Group:
 UNICEF : Children Fund
Thesaurus:
14.05.03  -  Social Development
Reference Link:
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