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Addressing Violent Conflict, Fragility and Social Cohesion Capability Statement

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Addressing Violent Conflict, Fragility and Social Cohesion Capability Statement ADDRESSING VIOLENT CONFLICT, FRAGILITY AND SOCIAL COHESION CAPABILITY STATEMENT Who are we? We work in the following countries: Established in 1999, BBC Media Action is the international development organisation of the BBC. We reach 100 million people each year, working with creative communication and trusted media to achieve positive change. We support the independent media so essential to democracy and development. We bridge divides, challenge prejudice and ensure people have access to information they can trust. We enable people to have their say, understand their rights and take action to transform their lives. Working with mass media, interpersonal communication and community mobilisation, we achieve impact at scale across our focus areas of governance and Sub-Saharan Africa: Ethiopia, Kenya, Nigeria, Sierra rights, health, resilience, humanitarian response and gender Leone, Somalia, South Sudan, Tanzania, Zambia equality. We have expertise in fragile and conflict-affected Asia: Afghanistan, Bangladesh, Cambodia, India, Indonesia, societies and environments where political, security or Myanmar, Nepal, Thailand other factors mean that media is one of the few options MEE: Algeria, Georgia, Iraq, Jordan, Lebanon, Libya, available to reach and engage marginalised groups. Moldova, Syria, Tunisia, Ukraine, Uzbekistan BBC MEDIA ACTION | CONFLICT CAPABILITY STATEMENT The role of media and communication in conflict between peaceful, inclusive and cohesive societies, and fragile settings increased fragility and conflict is a complex and fluid one. We support inclusive and peaceful states and societies by: There is increasing evidence that well designed media and communication can play a positive role in managing and • Supporting the provision of accurate, preventing conflict, for example by encouraging discussion credible and balanced information at scale. about inter-group co-operation reducing competitive • Empowering people: helping people understand victim-hood1 by supporting constructive inter-community their rights, the issues that drive conflict and engagement, increasing tolerance and positively affecting opportunities for them to contribute towards peace. people’s attitudes towards ‘others’. BBC Media Action uses audience research to understand how best to reach • Creating space: convening broad and inclusive and engage audiences on these sensitive topics and our discussion that bridges divides in fractured societies, evaluative research is showing encouraging examples creating space for peaceful exchange between groups of impact from our programmes. We have found that and dispelling rumours and mis/disinformation. audiences of programmes made or supported by BBC • Shifting attitudes and social norms around Media Action are more likely (than non-audiences) to: violence: modelling non-violent approaches to conflict believe there are better ways to resolve conflict than resolution and reducing the acceptance of violence. using violence; feel confident that they can use non- influencing powerful actors violent ways to resolve disputes; agree it is better • Influencing power: whose decisions affect peace and conflict, encouraging to discuss differences calmly than resort to violence; their accountability to their citizens and supporting and report that disputes in their community have political settlements that are inclusive of all society. been resolved peacefully. We have also seen that such programming can increase knowledge and acceptance • Improving social cohesion and tolerance: of people from different religious and ethnic groups. helping people to understand each other and supporting people to negotiate differences peacefully, increasing tolerance of ‘difference’ and empathy Our approach to addressing violent conflict, towards others and supporting the development fragility and social cohesion of inclusive and shared identities and values. BBC Media Action has a long-established presence in countries experiencing protracted conflict, fragmented social structures and post-conflict situations. We use mass Our work actively targets hard-to-reach populations that struggle to access quality information, for reasons media, including digital, and outreach to support conflict including poverty, lack of/disrupted network coverage and prevention, conflict resolution and peace-building across a range of settings, recognising that the pathway social marginalisation. 1 A tendency to see one’s group as having comparatively suffered relative to others BBC MEDIA ACTION | CONFLICT CAPABILITY STATEMENT How we do it Research Capacity Strengthening Local researchers use mixed methods to understand We provide capacity strengthening support audiences’ media and communication habits, for local and national media organisations, civil their needs, beliefs, behaviour and influencers. society organisations (CSOs), and development Gender, conflict and power analysis also help agencies to work effectively with media and understand underlying root causes and dynamics of communication to achieve positive outcomes. conflict. Insights inform our theories of change and This is vital for sustainability. programme strategies. Content is tested to ensure it is conflict sensitive and resonates with target audiences and we use research to adapt activities and evaluate. Production and Dissemination of Media Outreach: Community Mobilisation and Content Interpersonal Communication Creative, informative and engaging media outputs are Many people have limited or no access to media at the heart of our work. We use TV, radio, online due to their location, gender, age or circumstance. and mobile platforms and produce a range of We use a range of outreach activities, such as factual and entertainment formats (such as dramas, discussion groups, live recordings or community magazine shows, discussions and spots) to engage with events to engage with excluded audiences. We also audiences. We interact with our audience and achieve use face-to-face communication to stimulate greatest impact through interventions that combine a the household and community level discussion to strategic mix of platforms and formats. empower populations to solve differences peacefully. Key Differentiators Our success in achieving scale, sustainability and and more cohesive communities. We also pay impact are driven by: close attention to understanding the role of social norms. • Trust: BBC Media Action is closely linked with the BBC which is trusted by people across the globe, • Working in partnership: to maximise from the household and village level, through to impact. We work with local and national media heads of government. organisations to reach our target audiences and improve the strength of independent • Creativity and high production values: We and public service media. We partner with local work in often very competitive media markets. community organisations to extend reach of We harness the creative talent available from to those without media access and across the BBC, our other media partnerships and our content to facilitate face to face discussion. We work with local creative industries to develop content which technical experts and academics to attracts, entertains and inspires audiences. support the quality of our programmes and the rigour • Reach and engagement: We reach millions of our research. Our work benefits from with our programming regularly, using varied partnerships with the wider BBC, including BBC formats and platforms to produce emotionally World Service. engaging programming that stimulates discussion We go beyond sharing on sensitive issues at scale, generates mass appeal, • Beyond messaging: messages or information to increase our keeps audiences interested and inspires positive audience’s knowledge. Our evidence shows that change. This is critical for achieving impact. it is also critical that people discuss issues with • Understanding audiences: Our work is trusted others and believe that new practices are rooted in audience needs; a strong understanding beneficial, possible and becoming common in their of people’s values, beliefs and their influencers, community. In many cases, challenging deep- enables us to produce programming that meets seated beliefs that prevent people from engaging different needs to increase knowledge, beliefs with and understanding others is also vital to and practices to support reduction of violence supporting positive change. BBC MEDIA ACTION | CONFLICT CAPABILITY STATEMENT Our work on conflict and fragility includes modelling of “I have totally changed from the way I used to do non-violent ways to resolve conflict, dispelling of myths my thing in the past, after listening to Life in Lulu. and mis/disinformation and supporting the provision of Now if I have a problem then I will sit with people accurate, credible and balanced information. and negotiate until we reach a peaceful resolution.” - Life in Lulu listener and listening group member, Tonj Prison, Life in Lulu is our long-running radio drama in South Central South Sudan Sudan, using role modelling to encourage non-violent conflict resolution and tolerance. The drama is produced In Libya, our El Kul project’s Facebook page (which in three widely spoken languages (simple Arabic, Dinka and became one of Libya’s top five most active pages) provides Nuer) and broadcasts nationally on over 40 partner radio Libyans with access to reliable information and a space stations. Storylines and characters are designed to resonate for voices and viewpoints from across society.
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