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Counting on Communication : The Uganda Nutrition and Early Childhood Development Project - Cecilia Cabaanero-Verzosa

Counting on Communication

The Uganda Nutrition and Early Childhood Development Project


Published: 24th June 2005
Format: PDF
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"The Uganda Nutrition and Early Childhood Development Project was one of the World Bank's first projects to demonstrate the value-added of strategic communication. The strategic communication component developed for this project included the use of formative research about values and attitudes with respect to child rearing, in order to develop and test effective messages. The communication strategy was developed in a highly participatory manner and included nurturing a team of champions for the project among policymakers, district officials, community leaders, and grassroots organizations to advocate for the project. It also included two-way communication activities developed to address the practices and behaviors that would need to be changed in order for the project to be successful, rather than merely disseminating messages based on assumptions of project benefits.

This publication is the first in a series of Working Papers sponsored by the Development Communication Division (DevComm) of the World Bank's External Affairs Vice-Presidency. This series is designed to share innovations and lessons learned in the application of strategic communication in development projects. Together with other donors, NGOs, and private sector partners, DevComm seeks to mainstream the discipline of development communication in development practice."

Introduction -- Designing strategic communication for behavior change -- Link communication objectives to outcomes -- Understand target audiences through research -- Map the road to behavior change -- Define operationally-linked communication activities -- Influencing project outcomes through strategic communication -- Critical success factors -- Policy and operational implications -- Appendixes -- A. Formative research findings: Implications for communication strategy -- B. Stages of behavior change communication -- C. NECDP management decision matrix -- Bibliography.

ISBN: 9780821362693
ISBN-10: 0821362690
Format: PDF
Language: English
Published: 24th June 2005
Publisher: World Bank