Counting on Communication : The Uganda Nutrition and Early Childhood Development Project

Cabañ ; ero-Verzosa, Cecilia

Washington, DC:World Bank

关键词: ACTIVE LEARNING;    ADVERTISEMENTS;    AFFECTION;    AGED;    ATTENTION;   

DOI  :  10.1596/978-0-8213-6268-6
RP-ID  :  33430

学科分类：社会科学、人文和艺术（综合）

来源: World Bank Open Knowledge Repository

【 摘 要 】

The Uganda Nutrition and Early ChildhoodDevelopment Project was one of the World Bank's firstprojects to demonstrate the value-added of strategiccommunication. The strategic communication componentdeveloped for this project included the use of formativeresearch about values and attitudes with respect to childrearing, in order to develop and test effective messages.The communication strategy was developed in a highlyparticipatory manner and included nurturing a team ofchampions for the project among policymakers, districtofficials, community leaders, and grassroots organizationsto advocate for the project. It also included two-waycommunication activities developed to address the practicesand behaviors that would need to be changed in order for theproject to be successful, rather than merely disseminatingmessages based on assumptions of project benefits. Thispublication is the first in a series of Working Paperssponsored by the Development Communication Division(DevComm) of the World Bank's External AffairsVice-Presidency. This series is designed to shareinnovations and lessons learned in the application ofstrategic communication in development projects. Togetherwith other donors, NGOs, and private sector partners,DevComm seeks to mainstream the discipline of developmentcommunication in development practice.