Body of Knowledge
Approaches to Development. Studies on Communication for Development - Involving People, Evolving Behavior: The UNICEF Experience
by Neill McKee; Erma Manoncourt; Chin Saik, et. al. Yoon
Neill McKee,Erma Manoncourt, Chin Saik Yook and Rachel Carnegie summarize the UNICEF experience. They start from very basic questions such as 'Why are people's behaviors so difficult to change?', and 'Why do development communication interventions often fall short of their behavior altering goals?'. Basing themselves on an integrated approach towards involving people in evolving behavior, and an analysis of several cases, they conclude that many processes and factors must converge in order to facilitate behavior change. They also emphasize the importance of building effective and responsive communication elements into development programmes right from the start of all projects:" While communication on its own will not bring about change and development, neither will change happen without development communication. We need to integrate all our efforts".
Publication Type: Article / Chapter / Essay: 36 pages
Publisher: UNESCO (2003)
Location: Paris, France
Click here to return to the main page