"The GSMA mHealth programme, under the mNutrition Initiative funded by UK aid (the UK Department for International Development, DFID), has been working with mobile network operators (MNOs) and other mobile and health sector stakeholders to support the launch and scale of mobile health (mHealth) valu
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e-added services (VAS). As of December 2017, these services have cumulatively delivered lifesaving maternal and newborn child health (MNCH) and nutrition information to over 1.59 million women and their families across eight Sub-Saharan African markets: Malawi, Ghana, Tanzania, Kenya, Nigeria, Zambia, Uganda and Mozambique (Figure 1). Key findings: Adopting a HCD approach to product development and optimisation led to increased user engagement; mHealth service users demonstrated improved nutrition behaviours over non-users across all implementing markets; mHealth services resulted in an average improvement of 12 percentage points in overall nutrition knowledge among users across all eight markets; Mobile information services improve knowledge, even when existing knowledge around certain nutrition topics is reasonably high; Mobile information services have a stronger impact with poorly understood concepts; Repetition of messages about key health practices reinforces the behaviour; Forty-two per cent of mNutrition service users report sharing the information they learn with their family, friends and communities [...]" (Executive summary)
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"This memo presents evidence based on a survey experiment embedded in a national survey of Ukrainians and a laboratory experiment conducted with Ukrainian university students. The findings indicate that anti-Corruption messaging that emphasizes the success of anti-Corruption campaigns (i.e., a “po
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sitive” message) may reduce citizens’ willingness to give bribes. By contrast, anti-Corruption messaging emphasizing that corruption is a growing problem (i.e., a “negative” message) appears to be less effective and, in some circumstances, may even inadvertently increase citizens’ willingness to engage in corrupt acts." (Page 1)
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"Esta guía metodológica sistematiza dinámicas y herramientas construidas colectivamente por el equipo de la Asociación Voces Nuestras y agrupaciones aliadas. Nuestra propuesta fue aplicada y validada en procesos de formación a partir del año 2017, en el trabajo con organizaciones puente y defe
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nsoras de territorios mesoaméricanos en resistencia. El contenido de esta guía es resultado de esos procesos de fortalecimiento de capacidades informativas, articulación e incidencia en la región. La guía busca apoyar la facilitación de talleres de comunicación para la incidencia pública y política. Por eso, las ideas que aporta son de uso libre, pues así tienen que ser los conocimientos, los ríos, los bosques y los medios: ¡siempre libres!" (Introducción)
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"This guidebook helps Pact field staff and core partners strengthen the capacity of local partners engaged in advocacy efforts. It discusses a wide variety of options for communities to advocate on their own behalf. It was written for the advocate who is passionate about a particular cause or issue,
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but lacks experience in planning, organizing, implementing, monitoring, and evaluating advocacy or constructive engagement with government officials and other power-holders. This handbook will teach you, the advocate, the principles and techniques necessary to plan and implement a successful advocacy campaign. The goals of your campaign may be as specific as securing minor alterations to local regulations or as large as demanding an overhaul of a national law or international policy." (Introduction)
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"Effective campaigns require careful planning and execution. And drawing on the experiences and knowledge of others can help overcome some common stumbling blocks and improve the chances of success. To this end, this booklet profiles eight public awareness campaigns conducted in African countries. I
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t gives an overview of how the campaigns were designed and implemented, and outlines the lessons learned [...] We looked for campaigns with strong links to Africa – that is, they are either run by organizations or individuals in Africa, or they target African countries. We also specifically sought insight from people working on campaigns that were diverse in the way they were created, organized and funded – from large organizations with considerable resources and formal structures to volunteer-led coalitions with limited funding. Despite their different models, however, the campaigns had much in common in that the challenges they faced and the lessons learned were strikingly similar." (Introduction)
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"Taking the participation in social and humanitarian campaigns of TV host and social entrepreneur Luciano Huck as a case in point, this chapter investigates how new models of celebrity civic engagement are becoming increasingly popular in Brazil. Huck belongs to a growing group of Brazilian celebrit
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ies who combine the support for social causes with private economic interests. Just like Angelina Jolie, Bono Vox, and George Clooney, Huck is frequently promoting humanitarian and environmental campaigns aiming at some of the most challenging problems facing society. The eradication of hunger in poor regions, support for actions to protect the environment, and the lessening of natural disasters are some of the most recurrent examples of civic engagement by celebrities. However, for Huck, these issues should be tackled with the assistance of the private sector. He is a champion of social entrepreneurship. His profiles on Facebook, Twitter, and Instagram are frequently used to give visibility to companies that partner with his philanthropic projects." (Page 397)
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"The overall approach to advocacy in this toolkit is generic, but the toolkit focuses on increasing safety for journalists in Somalia/Somaliland. The order of the different steps follows a logical sequence. However, do keep in mind that advocacy is not necessarily a linear process. Advocacy rarely f
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ollows the same process twice, and there is always an element of unpredictability. This toolkit will give you an insight into: Main advocacy concepts and an advocacy vocabulary; How to develop a strategy to achieve your advocacy goals; How to analyse policies and political context with a focus on stakeholders; How to develop your approach to the target groups and audiences; and finally how to identify and acquire essential skills needed to prepare a strong advocacy strategy." (Introduction)
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"'Half the Sky' is an ambitious humanitarian documentary about the global crises in gender discrimination. Based on Nicholas Kristof and Sheryl WuDunn's book (Kristof and WuDunn 2010), the nearly four-hour documentary visits six countries to explore six issues: gender-based violence in Sierra Leone,
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sex trafficking in Cambodia, education in Vietnam, female genital mutilation in Somaliland, intergenerational prostitution in India, and economic empowerment in Kenya. Heather McIntosh explores the role of celebrity in telling these stories. Six American actresses, each of whom visits a country, meet local activists and survivors, and leam about the situation. Drawing on scholarship about documentary representation and celebrity, McIntosh engages critical perspectives that charge that the appearance of notable personalities simplifies complex issues, and overshadows survivors' voices. She evaluates the success of 'Half the Sky' and the film's attempt to cast celebrities as moral agents helping viewers emotionally connect to the issues and the people involved. Ultimately, she questions the film's ability to overcome the tensions between suffering and poverty, and glamour and Western privilege." (Introduction to part 7, page 380-381)
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"Campaigns are likely to be more successful when they include messages about legal penalties for non-compliant behaviour and fresh information, and when they reach a large proportion of the intended audience. Digital campaigns must therefore work alongside laws and policies. Legislation can be a key
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tool in changing behaviour and perceptions of cultural and social norms. Laws and policies that make violent behaviour an offence send a message to society that it is not acceptable.
Success is more likely if messages are tailored to audiences using social marketing principles and create a supportive environment that enables the intended audience to make changes – e.g. by mobilising communities in support of the campaign.
To develop effective campaigns, it is also important to use research, such as interviews with key stakeholders and focus groups with members of the target audience, to determine existing attitudes and beliefs and ways of motivating people to change their behaviour.
Campaign messages should also be pre-tested to ensure they are understood correctly and to minimize any unintended negative effects.
The most successful interventions work with experienced organisations to develop and deliver sophisticated television/radio programming and communications combined with community mobilisation strategies aimed at changing gender-related norms and behaviours." (Overview, page 3)
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"UNICEF and the Government of Montenegro implemented a communication strategy "It's about ability" to challenge the existing, exclusionary practices and promote new, inclusive social norms for children with disability. Drawing on communication for development principles and social norms theory, a 20
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10-2013 nation-wide campaign mobilized disability rights NGOs, parents associations, media and private sector to stimulate inclusive attitudes and practices towards children with disabilities. As a result, the percentage of citizens who find it acceptable for a child with disability to attend the same class with theirs increased from 35 before the campaign to 80 percent at the end of it. Similarly, the percentage of Montenegrin citizens who find it acceptable for a child with disability to be the best friend of their child increased from 22 before the campaign to 51 percent at the end of it. The campaign was participatory, audience-centred and guided by the key communication planning principles." (Abstract)
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"This book is the perfect guide to aspiring storytellers as it illustrates the different manner of how and why stories are told, and how to make them "interactive." Storytelling features heavy game development as a method of storytelling and delivery, and how to develop compelling plots, characters,
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settings, and actions inside a game. The concept of digital storytelling will be explored, and how this differs from previous incarnations of mediums for stories." (Publisher description)
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"Celebrities champion global development, bringing public visibility to poverty while spotlighting neoliberal strategies as heroic adventures. The wealthy few are applauded for their noble gestures toward helping the projected grateful beneficiaries. These narratives of individual sacrifice and bene
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fit draw attention away from more complex and contextual issues of inequity and injustice. Issues of global development are of serious concern, with an increasing gap between the wealthy and the poor, impending environmental consequences to human industry, and enduring concerns with human rights. In efforts toward resolution, global development schemes require massive financial capital, steered toward strategic social change, applauded by audiences of celebrities glamourizing development processes. Following a brief articulation of global development as an industry, I turn to the roles of celebrities within this landscape, considering their characterization in narratives that position sanctified heroes as rescuing romanticized victims at the mercy of depoliticized villains. I conclude with concerns over the implications for engagement in global development." (Page 128)
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"Este libro relata la gestión de la campaña de lucha contra la desnutrición infantil realizada por el Grupo RPP y difundida de forma ininterrumpida a traves de su principal emisora radial, desde el 2006 hasta el 2010. Dicha experiencia representó una apuesta empresarial donde se evidenció que l
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as campañas sociales bien estructuradas, que reciben el compromiso de alta dirección de la institución y logran el involucramiento de los grupos de interés, pueden llegar a ser una eficiente estrategia de responsabilidad social a mediano plazo." (Editorial)
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"This article analyzes the 2015 campaign by net neutrality advocates against Facebook’s Free Basics service in India, and argues that their victory can be best understood by analyzing their privileged place in an India that imagines itself high tech and global. The advocates, predominantly tech wo
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rkers, loosely organized under the banner of Save the Internet (STI) echoing the net neutrality debate in the United States. The article assesses the competing claims and modes of contention of both Facebook and STI, and examines how STI’s appeals were able to mobilize public opinion in record numbers. I argue that STI formed a ‘recursive public’, which practiced a technopolitics that resonated within the broader narrative of technocultural nationalism championed by the current ruling party. I trace the historical origins of this dominant discourse that eventually led the regulator to ban all zero-ratings plans, including Free Basics." (Abstract)
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"Changing public health policy is one of the most effective ways to improve public health on a population-wide scale. As part of the advocacy campaign to move a public health issue onto the policy agenda and through the policy making process, a strategic and well executed media advocacy campaign is
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critical. The primary components of a media advocacy campaign are the same regardless of the desired policy outcomes, just customized to meet the specific objectives. This guide is designed to help civil society organizations plan and conduct effective media advocacy campaigns that will result in the adoption and implementation of strong, effective public health policies." (About the guide)
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