December 13, 2017
The Drum BeatCommunication and Change News and Issues - The Drum Beat 748
December 13 2017
EVALUATIONS: Social Franchising and Thriving,Inclusive Child Norms,BCC and IPV
JOIN US: Global Summit: What Works? - Shifting Norms, Changing Behaviours, Amplifying Voices
STRATEGIC THINKING: Amazonian Radio Drama,Social Media Data for Good,Media Approaches to C4D
HELP SUSTAIN THE CI: Partner with Us in 2018
MATERIALS: Video Learning,Disaster Broadcasting,Adaptation Storytelling
We welcome you to the final Drum Beat issue of 2017, with the hope that reading our publication and contributing your work to it has informed and inspired you in various ways throughout the year(s). Thank you so much for your engagement with The CI network - each of you is a valuable asset to our growing community. Until we meet again in 2018, we wish you peace and hope at this time of year and beyond.
From The Communication Initiative Network - where communication and media are central to social and economic development.
LIKE The CI on Facebook; FOLLOW The CI on Twitter; VIEW this issue online; READ PAST ISSUES of The Drum Beat; and ask your colleagues and networks to SUBSCRIBE to The Drum Beat.
  • 1. Social Franchising and a Nationwide Mass Media Campaign Increased the Prevalence of Adequate Complementary Feeding in Vietnam: A Cluster-Randomized Program Evaluation

    by Rahul Rawat et al.
    The Alive & Thrive (A&T) initiative, carried out in Bangladesh, Ethiopia, and Vietnam, applied principles of social franchising within the government health system in Vietnam to improve the quality of interpersonal counseling (IPC) for infant and young child feeding (IYCF), combined with a national mass media (MM) campaign and community mobilisation (CM). When combined with MM and CM, "an at-scale social franchising approach to improve IPC, delivered through the existing health care system, significantly improved CF practices, but not child growth, among mothers who used counseling services at least once." They point to several lessons learned from this social franchise approach to deliver high-quality IPC at scale and to improve CF practices, all within a government health system. [Feb 2017]

  • 2. Inclusive Rural Communication Services: Building Evidence, Informing Policy

    The research in this report draws on a literature review and 19 cases from across Africa, Asia-Pacific, Latin America, and the Caribbean to compare, analyse, and document convincing evidence of evaluative approaches, methods, and outcomes of 'Rural Communication Services' (RCS). Published by the Food and Agriculture Organization of the United Nations (FAO) and The University of Queensland, the paper highlights the need for policy that takes into account all aspects of RCS initiatives, including the focus on investing in stakeholders' capacity development to participate at all levels of RCS initiatives and strengthening rural knowledge institutions and farmer organisations. It calls for longer-term impact assessment processes that apply a learning-based approach to provide a mechanism to sustain change. [2017]

  • 3. Communication for Development and Social Change: Influencing Social Norms for an Inclusive Society in Montenegro

    by Jelena Perovic and Rafael Obregon
    The United Nations Children's Fund (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 (C4D) principles and social norms theory, the 2010-2013 nationwide campaign mobilised disability rights non-governmental organisations (NGOs), parents' associations, the media, and the private sector to stimulate inclusive attitudes and practices towards children with disabilities. This report explores the campaign's theoretical background, key components, results, and implications for future communication efforts to address stigma, discrimination, and exclusion of children with disability, which may be considered across countries around the world. [May 2017]

  • 4. Governance in Tajikistan: Evaluation of the Women Smallholder Farmer Advocacy Campaign

    by Clay Westrope
    This is an evaluation of Oxfam GB (OGB)'s global advocacy campaign, GROW, as implemented in the Khatlon region of Tajikistan. The GROW campaign takes a multi-pronged approach to the multi-faceted issue of global food insecurity by focusing on a diversity of causes. This report documents the findings of a qualitative impact evaluation, carried out in May 2016. The evaluation used process tracing to assess the effectiveness of the GROW campaign in Tajikistan. The GROW campaign was found to have made an important contribution to increasing awareness and knowledge by engaging affinity networks associated with issues related to rural communities and women smallholder farmers and empowering women at the community level. [Jun 2017]

  • 5. Transfers, Behavior Change Communication, and Intimate Partner Violence: Postprogram Evidence from Rural Bangladesh

    by Shalini Roy, Melissa Hidrobo, John Hoddinott, and Akhter Ahmed
    Transfer programmes have been shown to reduce intimate partner violence (IPV), but little evidence exists on how activities linked to transfers affect IPV or what happens when programmes end. The researchers assessed post-programme impacts on IPV of randomly assigning women in Bangladesh - a country where IPV is high and social norms are conservative - to receive cash or food, with or without nutrition behaviour change communication (BCC). Evidence on mechanisms suggests sustained effects of BCC on women's "threat points", men's social costs of violence, and household well-being. [Sep 2017]

Please consider attending the 2018 International Social and Behavior Change Communication (SBCC) Summit (featuring Entertainment-Education) - April 16 to 20, 2018 in Nusa Dua, Indonesia

Registration is now open (early bird discount ends December 15) for anyone with an interest in learning about and furthering the science and art of SBCC.

Click here for more information

  • 6. Minga Perú's Strategy for Social Change in the Peruvian Amazon: A Rhetorical Model for Participatory, Intercultural Practice to Advance Human Rights

    by Lucia Durá, Arvind Singhal, and Eliana Elías
    This paper analyses the participatory and intercultural practices that the human rights NGO Minga Peru enacts through its long-running radio socio-drama Bienvenida Salud ("Welcome Health") to advance human rights and dignity in the very remote Loreto region of the Peruvian Amazon. Listeners' letters, more than half of which are from women, serve as the basis for creating the programme scripts, which feature characters bringing to life issues such as domestic violence, HIV/AIDS, gender equality, and bio-cultural preservation in a playful and culturally-relevant manner. This paper systematises Minga's three strategic, interdependent components (communication, leadership, and income generation) into a single model for social change. [Oct 2013]

  • 7. Persuading Others to Avoid Persuasion: Inoculation Theory and Resistant Health Attitudes

    by Josh Compton, Ben Jackson, and James A. Dimmock
    This paper explores the effectiveness of messages that are based on inoculation theory for creating positive health attitudes. It highlights the structure of typical inoculation-based health messages and examines the similarities and differences between this method of counter-persuasion and other techniques commonly employed by health researchers and practitioners. Finally, it considers contexts in which inoculation-oriented health messages could be particularly useful and describes how the health domain could be a useful context in which to study conceptual issues of the theory. [Feb 2016]

  • 8. The Potential of Social Media Intelligence to Improve People's Lives: Social Media Data for Good

    by Stefaan Verhulst and Andrew Young
    Developed with support from Facebook, this report from the Governance Lab (GovLab) explores the premise that data - and, in particular, the data and analytical expertise held by social media companies - may provide for a new type of intelligence that could help develop solutions to today's challenges. It focuses on data collaboratives, for example between social media companies and humanitarian organisations or civil society actors, as possible templates for leveraging privately held data towards the attainment of public goals. [Sep 2017]

  • 9. Media Approaches to Communicating for Development - Communication for Development Roundtable, Sydney, June 2017 - Proceedings

    by Valentina Baú and Tait Brimacombe
    In June 2017, a group of researchers from Australian universities and practitioners from different not-for-profit organisations came together to share knowledge and experience in the study and practice of C4D. This report summarises the proceedings, linking to various projects and papers highlighted by the C4D practitioners who presented their thinking and experiences. [Nov 2017]

  • 10. Advocacy, Communication, and Partnerships: Mobilizing for Effective Widespread Cervical Cancer Prevention

    by Scott Wittet et al.
    This paper seeks to provide a snapshot of the global cervical cancer advocacy and communication environment in 2017, with a special focus on networks and coalitions. The recommendations at the end of the paper suggest activities that ministries of health and NGOs can undertake, and donors can support, to increase political will and public demand for expanded cervical cancer prevention services. [Jul 2017]

Help Sustain The CI

Become a Communication Initiative Partner

The CI Partners (a) collectively provide the strategic guidance and direction for The Communication Initiative - ensuring that it meets the overall development priorities and needs of the communication and media community and (b) provide significant resources to support this overall initiative.

Current CI Partners

Please contact Warrent Feek if your organisation is considering providing this significant level of support to the CI.

  • 11. REALIZE: Social and Behavioral Change for Gender Equity and Diversity

    Drawing on the work of CARE USA and the Technical and Operational Performance Support (TOPS) Program, this manual offers a set of field-friendly activities that are designed to build awareness, facilitate critical reflective dialogue, and explore potential action to improve gender equity and diversity (GED). The activities are also meant to help identify GED linkages within social and behaviour change (SBC) interventions to increase the effectiveness of GED interventions. [Jul 2017]

  • 12. LEARNO.NET: Professional Video Training by EJC

    LEARNO.NET is an online learning platform launched in December 2015 by the European Journalism Centre (EJC). Designed especially for journalists and journalism students, LEARNO.NET also serves bloggers, advocacy groups, media entrepreneurs, and writers - in short, anyone with a public-interest mission and journalistic mindset. The video courses are accessible worldwide and are accompanied by an online support community of peers.

  • 13. Child Sensitivity in Poverty Alleviation Programming: An Analytical Toolkit

    The purpose of this toolkit from Save the Children is to present practical guidance to help project teams ensure that poverty alleviation (PA) programmes such as those addressing food security and hunger, livelihoods, social protection, humanitarian cash/resource transfers are child-sensitive, i.e., maximise benefits for children and eliminate harm to children. This involves using child-sensitive approaches in the design, implementation, monitoring, and/or evaluation phases of PA projects whenever possible. [Jul 2017]

  • 14. Broadcasting Live Radio Programs on Disaster Preparedness and Response through Community Radio Stations: Guideline

    Noting that community radio may have the ability to broadcast when other media or mobile networks fail to communicate, this guide from the Bangladesh Red Crescent Society and the International Federation of Red Cross and Red Crescent Societies (IFRC) seeks to help governmental organisations (GOs) and NGOs provide accurate and timely information during disasters - in part by conducting live/phone-in programmes. [Aug 2017]

  • 15. Guidance on Generating Content: Capturing and Creating Stories, Photos and Films

    Effective documentation and sharing of the experiences and lessons emerging from adaptation projects is critical. To support this effort, the Canada-UNDP Climate Change Adaptation Facility (CCAF) developed this guidance document to help national project teams capture, organise, share, and create material such as stories, photos, and films that will feed into knowledge and communications products. [2015]

ENQUIRY: Your priorities, opportunities and challenges!

What kinds of challenges and opportunities infuse your communication and media development, social and behavioural change work? This survey is a chance for you to let us know! In 2018, we will report back on results and trends so you can gain insights from your peers in the network.Click here to lend your voice.
This issue of The Drum Beat was written by Kier Olsen DeVries.
The Drum Beat is the email and web network of The Communication Initiative Partnership.

Full list of the CI Partners:
ANDI, BBC Media Action, Bernard van Leer Foundation, Breakthrough, Citurna TV, Fundación Imaginario,Fundación Nuevo Periodismo Iberoamericano (FNPI),
Heartlines, Johns Hopkins Bloomberg School of Public Health Center for Communication Programs, Maternal and Child Survival Program (MCSP), MISA, Open Society Foundations, Oxfam Novib, PAHO,The Panos Institute, Puntos de Encuentro, SAfAIDS, Sesame Workshop, Soul City, STEPS International, UNAIDS, UNICEF,Universidad de los Andes, World Health Organization (WHO), W.K. Kellogg Foundation

The Drum Beat seeks to cover the full range of communication for development activities. Inclusion of an item does not imply endorsement or support by The Partners.

Chair of the Partners Group: Garth Japhet, Founder, Soul City

Executive Director: Warren Feek
The Editor of The Drum Beat is Kier Olsen DeVries.
Please send additional project, evaluation, strategic thinking, and materials information on communication for development at any time. Send to

To reproduce any portion of The Drum Beat, click here for our policy.

To subscribe, click here.

To unsubscribe, please send an email to with "Unsubscribe" in the subject line.