"This guide is designed for development practitioners in donor organizations, governments, and civil society, who are setting up capacity-building programs for promoting sustainable accountability and governance reform. A conceptual framework for communication and accountability provides trainers wi
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th an understanding of the role of communication, while several case studies exemplify communication for accountability in developing countries. The guide proposes a training structure and provides training materials as well as exercises." (Back cover)
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"Based on CommGAP’s interactions with the global anticorruption community as well as earlier research, we were able to collate 18 representative instances (case studies) from around the world, with real-life examples of citizens coming together to speak up against corruption and social norms vis-
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-vis corruption or to change public services affected by corrupt practices. This report is a “one-step-up” analysis of the collated case studies, which is intended to shed light on practical approaches, tools, and techniques that have been successful in bringing citizens together to stand against the daunting phenomenon of corruption." (Page 1)
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"The African Farm Radio Research Initiative (AFRRI) was a 42-month action research project implemented by Farm Radio International (FRI) in partnership with World University Service of Canada (WUSC), and with the support of the Bill & Melinda Gates Foundation. An estimated 40 million farmers in five
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different countries were served by the AFRRI partnership with 25 radio stations. Farmers engaged in the design and development of farm radio programming were almost 50 per cent more likely to take up agricultural practices deemed to improve their food security than passive listeners. Those in what AFRRI deemed "active listening communities" (ALCs) were 10 times more likely to adopt the practice than those farmers who had no access to the farm radio programs. Farmers demonstrated increased knowledge of agriculture innovations as a result of listening to AFRRI radio programs, with up to 96% of some radio listeners scoring at least 60% on a follow-up knowledge quiz about the promoted farm practices [.] Farmers participate in selecting the focus – or topic – of the radio campaign, choose the time of broadcast, and are intimately engaged in the ongoing development of the farm radio programming over a set number of weeks; including as central agents of the knowledge-sharing process. Lively and entertaining formats are designed to attract listeners. [.] This report presents and discusses the key findings from an in-depth evaluation of 15 round-two Participatory Radio Campaigns (PRCs) – three PRCs in each of the five countries involved in AFRRI. AFRRI examined a mix of radio stations – community, associative, commercial, and state. Tools used for this evaluation included 4,500 household surveys (300 per radio station) in 90 communities, farm visits and field measurements, key informant interviews, and collection of secondary data (from other sources, such as national agricultural extension services)." (Executive summary, page 5)
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"Participatory Radio Campaigns (PRCs) were developed by Farm Radio International as a way to help farmers learn about, evaluate, and introduce new agricultural practices that they are interested in trying. With training and facilitation support from Farm Radio International, selected radio stations
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work closely with farmers and farmer organizations, agricultural extension and advisory services, researchers and others to carefully plan and deliver a four-six month radio campaign. During the PRC, farmers are able to explore, exchange knowledge, gain information and share experiences with a new agricultural practice that can improve their family’s food security. Lively and entertaining, PRCs feature the voices, stories and perspectives of ordinary farmers through a mix of radio formats, including panel discussions, vox pops, village debates, phone-in shows, mini-dramas and music. Farmers provide feedback and are involved in monitoring and evaluating the PRCs throughout. New Information Communication Technologies (ICTs) such as cell phones, MP3 players, interactive voice response systems, and bulk SMS messaging systems are linked with radio to boost the interactivity, reach and accessibility of PRCs." (Page 2)
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"This guide sets out approaches and tools for public awareness and public education in disaster risk reduction already widely in use by National Societies. It pulls together a range of research on risk communications and public education for behaviour change, and practitioners’ own discoveries in
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applying these. The guide focuses on four key approaches: campaigns, participatory learning, informal education, formal school-based interventions. It considers the following tools for implementing these approaches, including publications, curricula, modules and presentations, e-learning, performing and cultural arts, games and competitions, audio and video materials, web pages and activities, and social media and telecommunications. It then explains how to ensure that these tools are high quality, focusing on powerful images and well-crafted messages that are engaging, proven, adapted and localized. It also highlights the principles needed to apply these effectively: ensuring legitimacy and credibility, consistency and standard messaging, scalability, and sustainability. Through a wealth of examples, the guide highlights integrated experiences, approaches and tools, by region." (Pages 9-10)
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"This working paper aims to synthesize current efforts to develop comparable evaluation methods for social issue documentary films. Authored by two researchers who have been jointly documenting the field’s transformation over the past five years, this paper offers a framework for planning and eval
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uating the impact of these films in a networked media environment [...] Drawing insights from the design thinking field—a user-focused creation process that has emerged from the commercial design field and is now being applied to create and improve social sector projects—this working paper examines state-of-the art methodologies for strategic design and evaluation of documentaries. The report’s recommendations are informed by lessons from six case studies of representative films: A Lion in the House; The Line; Lioness; Not in Our Town; Out in the Silence; and State of Fear. These are all award-winning projects featuring compelling documentary films at the center of multiplatform strategic outreach campaigns. All have been screened in traditional broadcast and/or film festival settings, as well as venues designed to engage publics and mobilize advocates relevant to the issue being addressed. These producers utilize a variety of technologies and both online and offline organizing tactics. At their most powerful, they catalyze and support issue-based networks that connect individuals with relevant organizations and empower participants not only to learn about and discuss shared problems, but to organize for action and respond to breaking developments. In this way, documentaries feed both social movements and the broader public sphere." (Introduction)
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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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"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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"This report provides a timely review of what is currently known about road safety advertising design and evaluation. Australian and international advertising literature published from 2001 to 2009 was reviewed to determine best practice for road safety mass media campaigns in South Australia. Inste
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ad of determining whether road safety advertising is effective or not, this review focused on what elements of road safety advertising are more effective and for whom. The review describes current psychological theories of behaviour change and social persuasion that are relevant to road safety advertising. In terms of mass media campaign design, factors that can improve campaign effectiveness were identified such as integrating advertising with other activities (e.g. enforcement), tailoring message content and means of communication to the characteristics of the target audience, and using new technology and multiple forms of media to reach the target audience. In addition, the effects of different levels of advertising exposure were considered and the efficacy of threat appeals and alternatives (i.e. positive emotional appeals) were discussed. The review also highlighted the difficulties in establishing the effectiveness of a mass media campaign, considered different evaluation methods and discussed the value of different campaign evaluation measures. Recent campaign evaluations were reviewed to highlight current key issues in campaign evaluation research. The report concludes with constructive recommendations for best practice for road safety mass media campaigns." (Abstract)
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"Seit den 1960er Jahren kommunizieren christliche Organisationen mit Kampagnen, Projekten, Initiativen und Aktionen wie 'Brot für die Welt', 'Sieben Wochen ohne', 'Misch dich ein', 'Mach dich stark für starke Kinder', 'Advent ist im Dezember' u. a. Erstmals wird hier die Gesamtheit kirchlicher Kam
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pagnen analysiert. Dabei geht die Arbeit der Frage nach den Zielen von Kommunikationskampagnen unter praktisch-theologischen und Public Relations-wissenschaftlichen Perspektiven nach. Unter Bezug auf Erkenntnisse der allgemeinen Kampagnenforschung in den Kontexten von Markt, Medien, Organisationen, Kommunikation und Public Relations werden rund 250 Kampagnen einer Grobanalyse und 15 Kampagnen exemplarischen Einzelanalysen unterzogen. Im Ergebnis wird eine praktisch-theologische Kampagnentheorie von und für die Kampagnenkommunikation formuliert." (Klappentext)
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"A Comunicação Política é uma área vasta em expansão quer sob o ponto de vista da reflexão teórica praticada nas Academias quer sob o ponto de vista da sua prática em numerosos domínios da vida cívica. Vislumbra-se um claro aprofundamento dos estudos nesta área visível na imprensa unive
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rsitária e especializada, na formação de Grupos de Trabalho nas Sociedades Científicas nacionais e internacionais. O livro surge neste contexto deveras interessante em que a Comunicação Política ganha uma centralidade nos estudos seja de comunicação seja de política, carecendo quer de modelos descritivos quer de reflexões normativas que apreendam a complexidade das modernas sociedades pluralistas." (Sinopse pág. web)
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"El presente texto es una aproximación básica a distintas cuestiones de la producción de radio que son necesarias para comenzar. No aspira a ser un manual de uso, de esos que tienen pasos a seguir para lograr el éxito, sino todo lo contrario: aspira a ser un texto de guía basado en conocimiento
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s obtenidos por la experiencia. Y cada experiencia, al ser distinta, puede generar distintos conocimientos. Por eso, en este texto se encontrarán algunas claves, algunos consejos, y la mención de algunos puntos a tener en cuenta, como para saber de su existencia, poder adentrarse en ellos y, sobre todo, animarse a investigar, intentar, equivocarse y encontrar las formas y estilos propios para encarar una producción radiofónica. Nos manejaremos otorgando conceptos habituales, herramientas útiles, caminos posibles. Hablaremos tanto sobre generalidades de la radio, sus formatos, sus características y posibilidades, la importancia de la radio social, como así también sobre claves para la producción, el guión, la edición y la difusión de contenidos. La intención es brindar herramientas para la producción independiente." (Introducción, página 7)
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"This guide outlines important, basic steps to ensure that your advocacy is as effective as possible. It draws on learning within the Open Society Foundations’ network, especially the experiences of our advocacy colleagues, as well as resources from other organizations. Understanding of and engage
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ment with advocacy varies from one organization to another. Here is a description that I hope helps clarify what we mean by advocacy: Advocacy is an organized attempt to change policy, practice, and/or attitudes by presenting evidence and arguments for how and why change should happen. As advocates we should always be clear about the values and principles which inform our reason for taking a particular stand. Key to delivering effective advocacy is the evidence we can gather, the messages that we present, and, of course, clarity about the impact that we achieve." (Preface)
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"Para los que trabajamos en la Representación Patagonia de la Fundación AVINA Argentina fue una oportunidad extraordinaria poder acompañar, muy próximos, a un puñado abierto y generoso de ciudadanos de San Carlos de Bariloche que decidió incidir directamente en el proceso de la reforma de su C
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arta Orgánica. Ello les significó organizarse, capacitarse, obtener recursos, planificar, evaluar durante la marcha y ejecutar una gran variedad de acciones para cumplir con las metas que se fijaron oportunamente. El resultado fue exitoso pues, sobre todo, a través del grupo que conformaron: Vecinos por la Carta, adquirieron una enorme experiencia ciudadana, afianzaron sus relaciones y confianzas mutuas y, más aún, lograron que al menos unos veinte artículos del nuevo texto legal reflejara sus propuestas. También trabajaron para que el Reglamento Interno de la Convención contribuyera decididamente a la participación de todo quien lo quiso hacer. Desde las incipientes reuniones preparatorias quedó en claro que una de las herramientas principales que deberían emplear con profesionalismo, astucia y perseverancia era los medios de comunicación social convertidos como tales pues, los mismos, también contribuyen a informar, formar opinión, alentar intercambios de ideas y pueden llegar a incidir en las reflexiones y propuestas de quienes deben, en última instancia, votar a favor o en contra de las decisiones colegiadas. Entonces comenzó la búsqueda de un conocedor en la materia y, afortunadamente, encontraron a Noelia García Villamil quien, con entusiasmo y ciencia, asumió la tarea de asistir a Vecinos por la Carta en cuanto a la planificación, preparación, ejecución y evaluación de un Plan específico con respecto a los medios de comunicación social como extraordinarios vehículos de información y debate de acceso público. Una vez finalizado el notable proceso de incidencia pública, a través del involucramiento activo y responsable de ciudadanos, Vecinos por la Carta y la Fundación AVINA seguimos mancomunados, con el acompañamiento de Silvana De Falco y los aportes de Ramiro Fernández. Este libro es una sistematización de la tarea realizada exitosamente que busca, entre otras cuestiones, difundir lo realizado para que otros pobladores perciban la importancia de contar con el concurso de profesionales en la materia, analizar el comportamiento de los distintos diarios, cotejar los contenidos y las formas de la inserción en las páginas publicadas, la gravitación pública del grupo autoconvocado con relación a los partidos políticos con abundantes recursos económicos y humanos, etcétera." (Prólogo, páginas 9-10)
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