The purpose of this toolkit is to provide practical guidance for strengthening ongoing awareness-raising information campaigns and related outreach through the application of Communication for Development (C4D).
This toolkit will help you: Understand C4D and Behaviour Change Communication (BCC) Develop a C4D strategy for counter trafficking initiatives.
What is Communication for Development (C4D) ?
It is a participatory process where communication tools and activities are used to support social and behaviour change in a sustained way. It is used to understand a targeted audience’s knowledge, attitudes and practices around a certain issue in order to work with them to develop empowering messages and tools.
Why use C4D?
Experience from development initiatives have shown that it is not enough to come up with solutions and expect people to automatically adopt them. Knowledge does not automatically lead to changes in behaviour — whether a person’s use of a social service (e.g. visit to a migrant information centre) or personal hygiene behaviour (e.g. hand-washing with soap). People’s access to information, their attitudes on an issue and motivation or ability to act are coloured by a complex system of internal and external influences.
Participatory processes, under C4D, allow for a deeper understanding of a given problem and the related factors, including influencers, that can be addressed and leveraged to motivate and promote positive change.