Gender Responsive Communication For Development: Mapping .
Gender Responsive Communication for Development:Mapping and Assessment of UNICEF Initiatives inAfghanistan, Bangladesh, Nepal and PakistanUNICEF Regional Office for South AsiaFebruary 2018
Gender Responsive Communication for Development:Mapping and Assessment of UNICEF Initiatives inAfghanistan, Bangladesh, Nepal and PakistanThis report provides in-depth analysis of initiatives from four countries – Afghanistan, Bangladesh, Nepaland Pakistan. These country offices participated in all phases of the assessment by responding to the initialrequest for information, providing documents for review, completing the survey and reviewing the draftreport. The lessons learned, guidelines and recommendations, however, are intended to benefit all countriesin the region.This assessment was undertaken by Ami Sengupta, Consultant with overall guidance and inputs fromSheeba Harma, Regional Gender Adviser UNICEF ROSA. Acknowledging the contribution of C4D andGender teams in the country offices for their collaboration and for sharing materials and reviewingthe assessment. Also acknowledging, Diane Summers, Regional Adviser C4D and Kendra Gregson,Regional Adviser Child Protection for reviewing this assessment and Rui Nomoto, Gender Officer forsupporting the document design and layout. The assessment was undertaken with joint fundingfrom Gender and Child Protection sections at UNICEF ROSA. UNICEF ROSACover Photo: UNICEF/UNI121045/Froutan2
Table of ContentsList of Tables .4List of Figures . 5Abbreviations .6Introduction .9Overview . 9Definitions and Key Concepts . 10Section 1: Mapping of Current Interventions . 14Methodology. 14Trends in UNICEF C4D and Gender Initiatives in South Asia. 15Country Snap Shots . 23Afghanistan . 24Bangladesh . 32Nepal.43Pakistan . 51Section 2: Case Studies and Lessons Learned . 63Afghanistan: Golden Villages Initiative .63Bangladesh: National Multi-Media Campaign Strategy to End Child Marriage .67Nepal: The Golden 1000 Days Communication Campaign . 72Pakistan: Menstrual Hygiene C4D Strategy .76Section 3: Gender Responsive C4D . 80Opportunities and Challenges for Integrating Gender in C4D . 80Applying a Gender Lens to C4D Programme Planning .83Gender Responsive C4D Checklist .85Integrating Gender in the C4D Planning Process . 86Section 4: C4D and Gender Needs Assessment. 95Methodology.95Findings .95Section 5: Recommendations . 102Annex 1: Mapping and Needs Assessment Survey . 1063
List of TablesTable 1: Gender Responsive Assessment Scale . 13Table 2: Criteria for Inclusion . 15Table 3: Summary of C4D Initiatives Across the Focus Areas . 18Table 4: Different Kinds of Beliefs and Collective Practices on Child Marriage. 68Table 5: Sample of Social Change Indicators included in the Strategy . 77Table 6: Phase(s) of the C4D Planning Cycle where Gender Considerations are Integrated . 82Table 7: Phase(s) of the C4D Planning Cycle that are most Challenging to Integrate GenderConsiderations . 82Table 8: Gender Responsive C4D Initiatives to Address VAC .84Table 9: C4D Staffing in Country Offices . 95Table 10: Gender Staffing in Country Offices. 96Table 11: Level of Coordination Between C4D and Gender Sections . 97Table 12: Involvement of Gender Specialist/Focal Point in the C4D Planning Cycle . 97Table 13: Level of Gender Integration in Current C4D Programmes . 98Table 14: Stages of C4D Planning and Gender Integration . 100Table 15: Thematic Areas Requiring Further Investments and Capacity Building . 1004
List of FiguresFigure 1: Mapping Methodology and Report Writing Process . 14Figure 2: Gender Equality Continuum . 83Figure 3: Social Ecological Model . 86Figure 4: Overview of Integrating Gender and C4D . 87Figure 5: Integrating Gender in the C4D Planning Process . 885
AbbreviationsAATWINAlliance Against Trafficking In Woman and Children in NepalACORABAssociation of Community Radio BroadcastersAGEAcute Gastro EnteritisAIAppreciative InquiryAKRSPAgha Khan Rural Support ProgrammeAMARCWorld Association of Community Radio Broadcasters (AssociationMondiale Des Radiodiffuseurs Communautaires)ANCAnte Natal CareARLCAdolescent Radio Listener ClubAWLIAfghan Women’s Leadership InitiativeBCCBehaviour Change CommunicationC4DCommunication for DevelopmentCBACommunity Based ApproachesCBOCommunity Based OrganizationsCHWCommunity Health WorkerCLTSCommunity led Total SanitationCOCountry OfficeCPDCountry Programme DocumentCTIComprehensive Targeted InterventionDSMSDirectorate of School Management ShurasECDEarly Childhood DevelopmentECMPEnding Child Marriage ProgrammeE-EEntertainment-EducationEFMEarly Forced MarriageEPIExpanded Programme on ImmunizationFATAFederally Administered Tribal AreaFCHVFemale Community Health VolunteerFGDFocus Group DiscussionFLWFront Line WorkersFTFixed TermGAPGender Action PlanGBVGender Based ViolenceGESIGender and Social Inclusion TeamGFPGender Focal PointGRIDGaming Revolution for International Development6
GVIGolden Village InitiativeICTInformation Communication TechnologyIECInformation Education and CommunicationIFAIron and Folic AcidIFCInformation Feedback CentresIMCIIntegrated Management of Childhood IllnessIPImplementing PartnerIPCInterpersonal CommunicationIVRInteractive Voice ResponseIYCFInfant Young Child FeedingKAPBKnowledge Attitudes Practices and BehavioursKPKhyber PakhtunkhwaLHWLady Health WorkerM&EMonitoring and EvaluationMICMicrosoft Innovation CentreMIYCNMaternal Infant Young Child NutritionMCWkMother and Child WeekMHMMenstrual Hygiene ManagementMOWCAMinistry of Women and Children AffairsMSNPMulti-Sector Nutrition PlanMTRMid Term ReviewNHEICCNational Health Education Information Communication CentreNGONon Governmental OrganizationNMICSNepal Multiple Indicator Cluster SurveyNPCNational Planning CommissionORSOral Rehydration SaltsPCAProgramme Cooperation AgreementsRMNCAHReproductive Maternal Newborn Child and Adolescent HealthRIRoutine ImmunizationROSARegional Office for South AsiaSBCCSocial and Behaviour Change CommunicationSEMSocial Ecological ModelSMSSchool Management ShuraTATemporary AppointmentTOCTheory of ChangeUNICEFUnited Nations Children’s FundVACViolence Against Children7
VDCVillage Development CommitteeVSCVillage Sanitation CommitteeWASHWater Sanitation and HygieneWIFSWeekly Iron and Folic Acid SupplementationWHOWorld Health Organization8
IntroductionOverviewThe United Nations Children’s Fund (UNICEF) Regional Office for South Asia (ROSA) commissioned anassessment of the gender responsiveness of communication and development (C4D) initiatives in the regionin order to better understand how to address critical gender norms. The primary objective of the assessmentis to examine how gender has been integrated into C4D efforts, collate good practices in addressing gendernorms, identify areas for improvement and provide a set of clear recommendations to enhance genderresponsiveness in C4D programming in the region.Recognizing the value of the girl child is a fundamental part of achieving UNICEF’s mission and addressinggender discrimination is an imperative to ensuring the rights of girls and women. Evidence clearly supportsthat gender-based norms contribute to and perpetuate the marginalization of girls in South Asia. Girls arediscriminated against throughout their lifecycle, from birth, in the early years and through adolescence. Girlsare disadvantaged in terms of health care and nutrition, access to education and secondary schoolcompletion, and are at risk of child marriage and several forms of violence, abuse and exploitation. Dataacross countries supports the fact that a disproportionate share of gender disadvantage is faced by womenand girls.1 Gender is, therefore, a critical determinant of child outcomes and accounting for gender-baseddifferentials in C4D planning, implementation and evaluation can enhance the impact of social and behaviourchange efforts.Assessing how gender is being addressed in C4D interventions enables planners to consider what has beendone well and identify potential gaps and opportunities for future investments. A systematic review ofongoing work, garnering insights from UNICEF staff and analysis of relevant literature supports enhancedgender responsive social and behaviour change interventions in the future. In addition to this mappingreport and the accompanying needs assessment report, the assignment includes developing practicalguidelines and evidence based recommendations to inform forthcoming C4D and gender efforts.The overall question guiding the assessment was to gain an understanding of how gender is integrated inrecent, on going or planned C4D initiatives led by UNICEF offices in South Asia. Specifically, the assignmentseeks to shed light on the following questions: What types of gender related C4D interventions are currently being carried out or planned byUNICEF offices in South Asia?How gender aware or responsive are UNICEF’s C4D interventions in South Asia?Which stages of the C4D planning cycle have integrated gender considerations? Which stagesrequire better integration?What are some good practices, lessons learned and opportunities to scale up in the region?What are some gaps, potential opportunities and areas for improvement in further integratinga gender perspective in C4D interventions?What are some barriers and bottlenecks in integrating gender perspectives in C4D interventionsin South Asia?How can UNICEF staff in South Asia be supported to better integrate gender elements incurrent C4D programming?This report comprises of five parts; a mapping of C4D and gender initiatives, case studies and lessons learned,guidance on planning gender responsive C4D, C4D and gender needs assessment, and recommendations forfuture actions. The mapping presents an overview and gender analysis of C4D efforts based on documents1UNICEF Gender Action Plan 2014-2017.9
shared by Afghanistan, Bangladesh, Nepal and Pakistan Country Offices. The case studies highlight initiativesacross countries and programme areas where gender has been well integrated. The section on genderresponsive C4D provides practical guidance on better integrating gender in C4D initiatives. This sectionincludes a check-list and a step-by-step guidance. The needs assessment addresses technical needs ofUNICEF staff in country offices. Finally, the recommendations put forth specific actions that will supportcountry office teams to ensure more gender responsive C4D interventions in the future. A separate reportwill cover a review of literature on C4D and gender in South Asia and global good practices.Definitions and Key ConceptsIn order to have a common frame of reference for the assessment, this section provides definitions of keyterms and concepts related to both C4D and gender. Communication for DevelopmentCommunication for development is currently defined in UNICEF as a “ systematic, planned and evidencebased strategic process to promote positive and measurable behaviour and social change that is intrinsicallylinked to programme elements; uses consultation and participation of children, families, communities andnetworks, and privileges local contexts; and relies on a mix of communication tools, channels andapproaches.”2 C4D uses a combination of complementary and mutually reinforcing approaches to promotebehaviour and social change among targeted participant groups. These approaches include advocacy, socialmobilization, social change communication and behaviour change communication. Each approach typicallyoperates at different levels of the Social Ecological Model (SEM). It is important to note that these are broadcategorizations; in practice there is often some overlap between these closely related approaches. Thefollowing section provides definitions for each approach. 3Advocacy is an organized effort to inform and motivate leadership to create an enabling environment forachieving programme objectives and development goals. The purpose for advocacy is: (1) to promote thedevelopment of new policies, change existing governmental or organizational laws, policies or rules, and/orensure the adequate implementation of existing policies; (2) to redefine public perceptions, social normsand procedures; (3) to support protocols that benefit specific populations affected by existing legislation,norms and procedures, and/or (4) to influence funding decisions and equitable allocation of resources forspecific initiatives. Community level advocacy provides a platform for voices of children and women,especially those from marginalized and excluded groups, to be heard.Social mobilization is a continuous process that engages and motivates various inter-sectoral partners atnational and local levels to raise awareness of, and demand for, a particular development objective. Thesepartners may include government policymakers and decision-makers, community opinion leaders,bureaucrats and technocrats, professional groups, religious associations, non-governmental organizations,private sector entities, communities, and individuals. This communication approach focuses on people andcommunities as agents of their own change, emphasizes community empowerment, and creates an enablingenvironment for change and helps build the capacity of the groups in the process, so that they are able tomobilize resources and plan, implement and monitor activities with the community. Engagement is usuallythrough interpersonal communication (i.e., face-to-face dialogue) among partners towards changing socialnorms and accountability structures; providing sustainable, multifaceted solutions to broad social problems,2 Communicationfor Development (C4D) Strategic Framework and Plan of Action 2008-2011: Harnessing the Power ofCommunication to Deliver Results for Children. C4D Section, UNICEF: New York.3 A Global Communication for Development Strategy Guide for Maternal, Newborn and Child Health and NutritionProgrammes (2015). UNICEF: New York.10
and creating demand and utilization of quality services.Social change communication is a purposeful and iterative process of public and private dialogue, debateand negotiation that allows groups of individuals or communities to define their needs, identify their rights,and collaborate to transform the way their social system is organized, including the way power is distributedwithin social and political institutions. This process is usually participatory and is meant to change behaviourson a large scale, eliminate harmful social and cultural practices, and change social norms and structuralinequalities.Behaviour change communication (BCC) is the strategic use of communication to promote positive healthand other outcomes. BCC is a theory-based, research-based, interactive process to develop tailoredmessages and approaches, using a variety of population-appropriate communication channels to motivatesustained individual- and community-level changes in knowledge, attitudes, and behaviours. Formativeresearch is used to understand current levels of knowledge, attitudes and behaviours among individuals ina specified population in order to develop communication programmes that move those individuals along acontinuum of change (or through stages of change) towards the desired positive behaviour(s).Communication has been used for several decades as a means to improving the situation of children andfamilies by promoting health, nutrition, sanitation, education and numerous other human rights issues.There is abundant evidence demonstrating that communication strategies implemented through a mix ofapproaches, channels and aimed at different participants and stakeholders can inform, influence, motivate,engage and empower. The UNICEF Global Strategic Plan 2018-2021 highlights the role of C4D in achieving itsfive goals.4 At the regional level, too, C4D is considered a vital strategy in achieving results for children. C4Dcan contribute to the following changes: Increase knowledge and skills related to child survival, education and protection;Alter attitudes and perceptions that pose barriers to children’s health, safety and well-being;Strengthen capacity and confidence to demand and use available services for child survival,nutrition, sanitation, education and pro
shared by Afghanistan, Bangladesh, Nepal and Pakistan Country Offices. The case studies highlight initiatives across countries and programme areas where gender has been well integrated. The section on gender responsive C4D provides practical guidance on better integrating gender in C4D initiatives. This section
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