"Le plaidoyer est souvent associé à une logique de confrontation, proche en cela des luttes syndicales et des mouvements sociaux. Il est vrai qu’un « plaidoyeur » – c’est ainsi que nous nommerons la personne en charge de développer un plaidoyer – se trouve souvent en position de contest
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ation, réagissant aux prises de position ou aux actions des décideurs qu’il cherche à influencer. Il tentera pour cela de discréditer le discours ou de dénoncer les agissements de ses opposants en mobilisant le public ou en diffusant ses messages à travers les médias pour mettre la pression sur les décideurs. Pourtant, ce ne sont pas les seules cordes à son arc ! Pour influencer, modifier, créer, abroger une politique ou une pratique, un plaidoyeur va également tenter de négocier avec les décideurs, de proposer des solutions alternatives, après avoir décrypté les intérêts de ses différents interlocuteurs. Il va saisir les opportunités lui permettant de prendre part au processus de décision (officiellement ou non) et va fournir des éléments d’expertise jusqu’ici inexistants, parcellaires ou méconnus permettant d’appuyer ses propositions. En fonction des acteurs et des évènements, le plaidoyeur va donc alternativement adopter une démarche de confrontation, (dénonçant par exemple des injustices vécues par un groupe d’individus) ou une position de co-construction, lorsqu’il a l’opportunité de faire progresser ses positions. Il va successivement se positionner au coeur et en dehors du processus de négociation." (Page 4)
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"This manual is for media practitioners and social activists who wish to use the power of entertainment and mass media to promote health, human rights and social justice. Drawing on successful stories and case studies from Africa and elsewhere, this manual aims to inspire, give fresh ideas and share
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experiences of interesting edutainment programmes. If you are a social activist or development worker, it will introduce you to the exciting opportunities that edutainment presents. If you are an edutainment practitioner, it invites you to think about your own practice, whether you are using multimedia, TV dramas, radio talk shows, theatre, social media or on-the-ground community dialogues and advocacy." (Page 3)
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"In this fully revised and expanded Fourth Edition, Ronald E. Rice and Charles K. Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Updated to reflect the latest theories and research, this text extends coverage to new areas, including sun
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protection, organ donation, human rights, social norms, corporate social responsibility, condom use, ocean sustainability, fear messages, and digital games. Classic chapters include updates on topics such as campaign history, theoretical foundations, formative evaluation, systems approaches, input-output persuasion matrix, design and evaluation, meta-analysis, and sense-making methodology." (Publisher description)
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"Behaviour change communication is vital for increasing the enactment of particular behaviours known to promote health and growth. The techniques used to change behaviour are important for determining how successful the intervention is. In order to integrate findings from different interventions, we
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need to define and organize the techniques previously used and connect them to effectiveness data. This paper reviews 24 interventions and programs implemented to change four health behaviours related to child health in developing countries: the use of bed nets, hand washing, face washing and complementary feeding. The techniques employed are organized under six categories: information, performance, problem solving, social support, materials, and media. The most successful interventions use three or even four categories of techniques, engaging participants at the behavioural, social, sensory, and cognitive levels. We discuss the link between techniques and theories. We propose that program development would be more systematic if researchers considered a menu of technique categories appropriate for the targeted behaviour and audience when designing their studies." (Abstract)
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"This tool is used to assess the SBCC knowledge and competence of individuals and how successful a specific training has been for them. Individuals about to take an SBCC training fill in the pre-assessment provided in this document, then fill in the post-assessment right after completing the trainin
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g. The questions and items are the same for both assessments. Individuals completing a successful training and filling in the post-assessment will answer a higher number of questions correctly and rate their own SBCC competencies at increased levels. It is the comparison that matters. The difference between an individual’s scores and ratings in the two assessments allows the training to be monitored and measurably evaluated. The score indicates whether an individual increased his or her SBCC knowledge, skills, and competencies during the training, and the ratings can suggest whether further training or capacity strengthening is needed and in which specific SBCC competencies." (Introduction, page 4)
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"To encourage smoking cessation, persuasive messages can be used to raise smokers' risk perception. This article discusses challenges and solutions in designing a study to evaluate the effect of two different communication strategies ("gains from quitting" vs. "losses from continuing smoking") in en
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couraging calls to a quitline. The authors conducted an intervention study in two subway stations for 4 weeks, considering only 1 strategy per station. Large posters containing non-age-specific images and texts, on the basis of the theme "shortness of breath," were displayed on central dividing columns on the boarding platforms. Call rates from the selected stations, and respective rate ratios, overall and per study week, were calculated. Passengers who were smokers, exposed to the positive-content message, called on average 1.7 times more often than did those exposed to the negative-content message (p = .01). Moreover, call rate ratios did not decline over the 4 weeks of the study (p = .40). The effectiveness findings suggest that antismoking campaigns could use positive-content messages in order to recruit a larger smoker population. The proposed methodology can also be used to evaluate effectiveness of messages for "capturing" individuals with other health problems (e.g., alcohol abuse), thereby increasing its potential impact." (Abstract)
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"Getting SMS campaigns right is not simple. The right content, delivered at the right time in the right context, is critical. Adding the right kind of interaction to campaigns can make them more engaging, and increase their power in encouraging positive change. Positive behavior change campaigns sho
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uld also ideally be measurable - this is never easy, but when your recipients are difficult to access physically, as is often the case with SMS campaigns, this becomes more challenging. This guide seeks to introduce some key points to think about when planning to use SMS for behavioral change campaigning." (Introduction)
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"Behavior Change Communication (BCC) interventions have become an integral part of many HIV prevention programs. Monitoring and evaluation is expected to be included in the design of any BCC interventions from the beginning on. However, the know-how on how to demonstrate results and impacts of such
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interventions in a methodologically sound way often lags behind. This document aims at enhancing program officials' understanding of the importance of evaluations as well as the most important steps to take and decisions to make in the course of an evaluation, and at enabling them to oversee the work done by the evaluators.
It is divided into three parts. The first part presents the main general aspects that need to be taken into consideration when monitoring and evaluating BCC interventions with a focus on HIV-related BCC approaches. More specifically, a general framework for monitoring and evaluation is presented, including among others information on the use of appropriate indicators, the development of an evaluation plan, different types of evaluation, study designs of summative evaluations, statistical analysis and dissemination of the evaluation results. Based on this theoretical background presented in part one, the second part draws conclusions, presents recommendations and gives practical advice on monitoring and evaluating HIV BCC programs. Three types of HIV BCC interventions, relevant to the work of German Development Cooperation (GDC), are also here discussed; these are the tool Join-in-Circuit, peer education programs and mass media campaigns. The third part presents four country examples of M&E of HIV BCC interventions implemented by GDC programs. These were discussed during a short-course on evaluation of BBC interventions offered by GIZ from 9]10 March, 2012 in Johannesburg, South Africa." (Executive summary)
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"The global success of the film KONY 2012 by Invisible Children, Inc., manifests far greater magical powers than those of Joseph Kony and his ruthless Lord’s Resistance Army, which it portrays. The most prominent feature of the Invisible Children lobby is the making and constant remaking of a mast
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er narrative that depoliticizes and dehistoricizes a murky reality of globalized war into an essentialized black-and-white story. The magic of such a digestible storyline, with Ugandan rebel leader Joseph Kony as a global poster boy for evil personified, not only plays into the hands of the oppressive Ugandan government but has also become handy for the US armed forces as they seek to increase their presence on the African continent. As the US-led war on terror is renewed and expanded, Invisible Children’s humanitarian slogan, “Stop at nothing”, has proven to be exceptionally selective, manifesting the occult economy of global activism that calls for military interventions." (Abstract)
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"MTV EXIT ASIA is a large-scale multi-media program designed to raise awareness of trafficking in persons (TIP) in the Asia-Pacific Region with the objective of promoting behaviour change and driving social action. It reflects an innovative co-donor partnership between USAID and AusAID that aims to
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contribute to a reduction in human trafficking as well as strengthening the anti-TIP sector within the region. The program employs a mix of high profile concerts, roadshows, television programs, national and international TIPfocused websites, public service announcements, as well as features and music videos. MTV EXIT ASIA’s television programs are broadcast nationally and regionally through MTV channels, as well as free-to-air terrestrial broadcast networks. In addition to these outputs, MTV EXIT ASIA produces printed material, supports youth sessions and youth media capacity development camps (both designed to help push anti-TIP messages to the local level). It is also active in working with local anti-TIP and media partners to extend its messages and brand to areas that MTV EXIT ASIA would find difficult to target, i.e. vulnerable populations in rural areas. This PD provides a clear ‘roadmap’ describing MTV EXIT ASIA implementation and sets out four thematic components under which the bulk of program outcomes and activities are gathered. These components reflect the elements of the program that directly contribute to social and behavioural change. They include: (i) Media Content; (ii) Live Events; (iii) Youth Engagement; and (iv) Strategic Communication." (Executive summary)
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"Mit „Soziale Bewegungen und Social Media“ liegt das erste Handbuch zum Einsatz von Social Media vor, das sich nicht dem wirtschaftlichen Nutzen und der kommerziellen Verwertung widmet, sondern das für Arbeitnehmer_innen und Betriebsrät_innen, Bürgerinitiativen, NGO und Gewerkschaften geschri
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eben ist. Im Fokus stehen kooperatives gesellschaftliches Engagement, Informations- und Kampagnenarbeit im Sinne autonomer Gegenöffentlichkeit sowie (transnationale) Vernetzung und Zusammenarbeit. Das Buch vereint die Anregungen einiger aufsehenerregender Fallbeispiele mit nützlichen Anleitungen. Es bietet einen umfassenden Überblick und stellt ein praktisches Nachschlagewerk für politischen Aktivismus dar." (Verlagsbeschreibung)
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"Working on Health Communication provides a practical guide to the process of designing, implementing and evaluating campaigns. The book follows the campaign design process step-by-step. It covers every stage from selecting theoretical models and identifying the message and target audience, right th
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rough to running the campaign and evaluating its success. "Real-life examples" of actual campaigns are used throughout to show how theoretical ideas work in practice." (Back cover)
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"The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social m
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arketing perspective." (Publisher description)
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"L’atteinte des objectifs de sécurité alimentaire, de nutrition et d’égalité entre les hommes et les femmes passe par l’application d’approches de développement visant à donner aux communautés rurales l’occasion de participer et de prendre en main leur futur. Parmi les nombreuses ap
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proches utilisées par la FAO, il en est une qui est efficace pour permettre aux groupes les plus marginalisés, dont les femmes, de s’approprier leur développement et de parvenir à une autonomisation économique et sociale: il s’agit de l’introduction du genre dans la communication pour le développement. Les capacités dans le domaine sont assez rares pour exploiter toute la force de cette démarche et il y a relativement peu de réflexions théoriques en la matière. Le projet FAO-Dimitra partage son expérience avec la publication Communiquer le genre pour le développement rural. Celle-ci est destinée à tous les agents et agentes de développement et vise à encourager l’introduction d’une perspective genre dans les actions de communication pour le développement en milieu rural. Elle propose des ouvertures pratiques pour le faire, entendant ainsi susciter des réflexes afin que les projets et programmes incluent davantage les spécificités, besoins et aspirations des hommes et des femmes." (Dos de couverture)
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