Communication in Mine Awareness Programmes
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Communication in Mine Awareness Programmes Communication in Mine Awareness Communication in Mine Awareness Programmes Geneva International Centre for Humanitarian Demining 7bis, avenue de la Paix P.O. Box 1300 CH - 1211 Geneva 1 Switzerland Tel. (41 22) 906 16 60, Fax (41 22) 906 16 90 www.gichd.ch i Communication in Mine Awareness Programmes ii The Geneva International Centre for Humanitarian Demining (GICHD) supports the efforts of the international community in reducing the impact of mines and unexploded ordnance. The Centre is active in research, provides operational assistance and supports the implementation of the Mine Ban Treaty. For further information please contact: Geneva International Centre for Humanitarian Demining 7bis, avenue de la Paix P.O. Box 1300 CH-1211 Geneva 1 Switzerland Tel. (41 22) 906 16 60 Fax (41 22) 906 16 90 www.gichd.ch [email protected] Communication in Mine Awareness Programmes, GICHD, Geneva, 2002. The project was managed by Eric Filippino, Head, Socio-Economic Section ([email protected]). ISBN 2-88487-001-6 © GICHD The views expressed in this report are those of the authors and do not necessarily represent those of the GICHD. The designations employed and the presentation of the material in this publication do not imply the expression of the GICHD concerning the legal status of any country, territory or area, or of its authorities or armed groups, or concerning the delimitation of its frontiers or boundaries. iii Contents Foreword 1 Summary of findings 3 Introduction 13 Study objectives 13 Summary of methodology 13 Background to the case studies 14 Guidelines for good communication practice in mine awareness programmes 17 How to conduct a needs assessment 17 Methodologies for collecting information 19 Programme design 23 Developing messages 26 Communication channels and media analysis 26 Qualities of effective communication materials 29 Nineteen principles for designing print materials 31 Review and pre-testing of communication materials 32 Monitoring and evaluation 34 Research instruments 38 Appendixes 1. Cambodia case study 45 2. Kosovo case study 75 3. Nicaragua case study 101 4. Study methodology and survey tools 143 Bibliography 189 Glossary 191 iv Acknowledgements This study has benefited from input from a wide range of sources. The evidential basis of the report is the set of three case studies — Cambodia, Kosovo, and Nicaragua. The case studies were conducted by Indochina Research in Phnom Penh, Prism Research in Pristina, and the Centre for Communication Research (CINCO) in Managua, respectively. In addition, Prism Research developed and field-tested the survey instruments and protocols. A draft of the study was reviewed by a User Focus Group (UFG), held in Geneva on 5 November 2001. The participants in the UFG were Leonie Barnes, Laurence Desvignes, Jack Glattbach, Ray Harris, Ben Lark, Pamela Thomas, and Andy Wheatley. The study was written by Stuart Maslen with input from Ray Harris and Pamela Thomas, edited for the GICHD by Jack Glattbach and laid out for publication by Françoise Jaffré. The project was managed by Eric Filippino, Head of the Socio- Economic Section of the GICHD. The cover image is adapted from a mine awareness poster used in Kosovo. The study was funded by the United States Department of State. 1 Foreword ffective communication should be at the heart of every mine awareness initiative, but until recently, mine action professionals have not always accorded it the Eattention it deserves. The study of Communication in Mine Awareness Programmes has sought to fill this gap by looking objectively at the use, and relative effectiveness, of media and other communication channels in preventing deaths and injuries from landmines and unexploded ordnance. The study looked at mine awareness communication strategy and implementation in three disparate contexts ó Cambodia, Kosovo, and Nicaragua ó and as part of its methodology, it generated a number of specific research tools, including survey instruments and protocols. It found that in many cases, more careful selection of communication channels and better targeting of mine awareness would have led to more successful programmes. As a consequence, the study identifies lessons that will help to strengthen future mine awareness programmes. In particular, it sets out guidelines for good communication practice and includes sample survey instruments that can be adapted to other contexts. The study has also resulted in the production of a handbook for mine awareness practitioners entitled Improving Communication in Mine Awareness Programmes ó An Operational Handbook. The study and the development and production of the handbook were made possible thanks to funding from the United States Department of State ó their contribution is gratefully acknowledged. Copies of both documents are available from the GICHD Socio-Economic Section. Ambassador Martin Dahinden Director Geneva International Centre for Humanitarian Demining 2 Communication in Mine Awareness Programmes 3 Summary of findings his section presents the main study findings, supporting analysis, and accompanying recommendations. The recommendations are addressed Tto the mine awareness community as a whole, as well as to donors funding mine awareness programmes. Main study findings 1. There is little or no evidence of the use of professional communication expertise in mine awareness programmes. Programmes have tended to commit extensive funding to the production of media items ignoring the broader spectrum of communication channels. 2. Increased knowledge and awareness about the danger of mines and unexploded ordnance and safe behaviour do not necessarily translate into positive behavioural change. 3. Needs assessments for mine awareness programmes, when conducted, typically fail to collect the information required for the elaboration of a comprehensive and targeted communication strategy. 4. There is no universally effective communication channel or communication strategy for mine awareness. The case studies show clearly that this varies by country, region, gender and ethnic group. The case studies also suggest that local radio is a valuable but underused resource for mine awareness but that small media, such as posters and pamphlets, have been used out of proportion to their effectiveness. 5. With few exceptions, messages, communication channels and communication products are neither pre-tested nor field-tested prior to their use and distribution, seriously diminishing their relevance and effectiveness. 6. Monitoring and evaluation of the impact and effectiveness of mine awareness programmes are seldom undertaken, seriously weakening long-term impact and project effectiveness. 7. National co-ordination of activities and messages has often been poor in mine awareness programmes, resulting in duplication of effort in some locations while others are ignored. Conflicting messages have caused difficulties and misunderstanding. 4 Communication in Mine Awareness Programmes Study finding 1 Although the primary objective of mine awareness is to effect behaviour change through the communication of messages about safe behaviour concerning mines and UXO, there is little or no evidence of the use of professional communication expertise in mine awareness programmes. Indeed, programmes have tended to commit extensive funding to the production of media items ignoring the broader spectrum of communication channels. Discussion Communication ó a set of techniques for the sharing of information and meaning ó is widely recognised as an important component of development programmes. However, as the case studies illustrate, it is unfortunately not always given the respect, priority and funding that it deserves. There is little or no evidence that mine awareness programmes have engaged professional communication expertise at any stage of the programme cycle. Indeed, mine awareness has tended to concentrate its efforts ó and funding ó on ìplannedî communication, through the production of media products, ignoring a broad spectrum of advocacy, information and communication initiatives that exploit opportunities in the mass media and interpersonal communication. Based on its experiences in health communication, UNICEF recommends a series of 12 steps towards effective communication that have obvious relevance to mine awareness (Williams, 1989:iii and following1): 1. Define clearly what behaviour you are trying to promote. 2. Decide exactly who in the population you are trying to influence. 3. Ask whether the new behaviour requires new skills. 4. Learn about the present knowledge, beliefs and behaviour of the target audience. 5. Enquire whether the behaviour you are trying to promote has already been introduced to the community. 6. Investigate the target audienceís present sources of information about health. 7. Select the communication channels and media which are most capable of reaching and influencing the target audience. These will include a mix of: interpersonal channels: health professionals, community health workers, religious and community leaders, traditional health 1. The section has been slightly adapted from the original for the purposes of the present study. Study findings and recommendations 5 practitioners, womenís and youth organisations, school teachers, trade union leaders, development workers, government officials, parents, child-to-child; mass media: radio, television, newspapers, magazines, comic books; small media: posters, cassettes, leaflets, brochures, slide sets, video,