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Human Change for Survival Communicating _ for Development Human Change for Survival Colin Eraser and Sonia Restrepo-Estrada I.B.TAURIS COMMUNICATING FOR DEVELOPMENT Human Change for Survival COLIN FRASER AND SONIA RESTREPO-ESTRADA I.B.Tauris Publishers LONDON • NEW YORK Published in 1998 by I.B.Tauris & Co Ltd, Victoria House, Bloomsbury Square, London WCIB 4DZ 175 Fifth Avenue, New York NY 10010 In the United States of America and in Canada distributed by St Martin's Press, 17; Fifth Avenue, New York NY 10010 Copyright © 1998 by Colin Fraser and Sonia Restrepo-Estrada All rights reserved. Except for brief quotations in a review, this book, or any part thereof, may not be reproduced in any form without permission in writing from the publisher. A full CIP record for this book is available from the British Library A full CIP record for this book is available from the Library of Congress ISBN 1 86064 347 7 (hb) ISBN 1 86064 238 1 (pb) Library of Congress catalog card number: available Set in Monotype Garamond by Ewan Smith, London Printed and bound in Great Britain by WBC Ltd, Bridgend, Mid-Glamorgan Colin Fraser was a pioneer in the use of communication for development, founding this area of work in the UN's Food and Agriculture Organization and running it for 17 years. Now a consultant, he has worked in communication for agriculture, rural development, the environment, and children's health and rights. He has worked in more than sixty countries and with most development agencies. Sonia Restrepo-Estrada has specialized in communication for health and nutrition, and for women's and children's rights. She has designed and implemented innovative strategies for putting children onto political agendas. After several years with UNICEF, she is now a consultant and has also worked in communication for natural resources, agriculture, and rural development in various countries. 'If my analysis is roughly correct, the forces for change facing the world could be so far-reaching, complex, and interactive that they call for nothing less than the re- education of humankind.' Paul Kennedy, Preparing for the Twenty-First Century Contents Abbreviations vi Acknowledgements viii Authors' Note x PART ONE Change for the Next Century i 1 The Panorama for Change 3 2 Why Communication? 39 PART TWO Communication for Development at Work 65 3 A Process without Precedent: Societies Mobilized for Immunization 67 4 Communication for Rural Development in Mexico: in Good Times and in Bad 97 5 The Quick and the Dead: a Tale of Two Educational Radio Programmes 130 6 Of 'Condoms and Cabbages': Communication for Population and Family Planning 162 7 Tambuli: the Electronic Carabao Horn 190 PART THREE A Communication Agenda for the Next Century 219 8 Towards Successful Communication Strategies 221 9 Towards Communication Policies 236 10 A Framework for Action 266 Bibliography 284 Index 289 Abbreviations Action for Popular Culture, Colombia acquired immune deficiency syndrome British Broadcasting Corporation BKKBN National Family Planning Board, Indonesia Centre of Support for Rural Development, Mexico Community Media Council, Philippines Community Media and Training Centre, Philippines National Water Commission, Mexico Child Survival and Development Revolution DANIDA Danish International Development Agency unit of a communal land ownership system, Mexico Expanded Programme of Immunization Food and Agriculture Organization of the United Nations Focus Group Discussion human immunodeficiency virus Bolivian Institute of Agricultural and Livestock Technology Information, Education, Communication Mexican Institute for Water Technology Intergovernmental Panel on Climate Change Local Development Plan, Mexico non-governmental organization Overseas Development Administration, United Kingdom oral rehydration therapy PRODERITH Programme of Integrated Rural Development for the Tropical Wetlands, Mexico Regional Communication Unit, Tamuin, Mexico Secretariat for Agriculture and Water Resources, Mexico ABBREVIATIONS VU UCI Universal Child Immunization UCT Technical Cooperation Unit, Mexico UN United Nations Organization UNDP United Nations Development Programme UNESCO United Nations Educational, Scientific, and Cultural Organization UNFPA United Nations Population Fund UNICEF United Nations Children's Fund USAID United States Agency for International Development WHO World Health Organization Acknowledgements We were privileged to receive generous support and help from many sources to write this book. UNICEF, UNFPA, and UNESCO pro- vided grants with no strings attached. In addition, FAO and the Government of Mexico contracted us to write a case study of rural communication in that country which would also appear, in shortened form, as a chapter in the book (Chapter 4). Finally, the consultancy company for which we work, Agrisystems (Overseas) Ltd of the United Kingdom, supported us and gave us the time we needed for the task. We are deeply grateful to all of the individuals in those organizations who had enough faith in the project to back us in this way. We particularly want to mention Mehr Khan, Stirling Scruggs, Carlos Arnaldo, Silvia Balk, and David Hopkins. Before starting the book, we were fortunate to be commissioned by UNICEF and WHO to carry out a survey among decision-makers in international development agencies to ascertain their opinions about communication for development. We interviewed about forty very high-level staff for this survey, and we subsequently found that many interviewees had made comments or expressed ideas that were of significance for the book. We thank them all for the time they devoted to talking to us and for their valuable opinions, but in particular, we must single out Ismail Serageldin and Kathryn Marshall of the World Bank, who are extensively quoted in this book, David Nabarro of ODA, and the late James P. Grant of UNICEF. We received help from numerous other people. The interviewees and others who provided information for the various case studies that make up Part II of the book are unfortunately too numerous to mention by name, for they run into the hundreds. The contribu- tions of all were vitally important to us, but for their particular commitment in providing us with information and opinions when we asked for them, and sometimes spontaneously, we would like to mention the late Patricia Anzola, Hernando Bernal, Manuel Calvelo, the late Erskine Childers, Santiago Funes, Luis Masias, Sergio Sangines, Haryono Suyono, and O. J. Sykes. ACKNOWLEDGEMENTS IX Our thanks are also due to the organizations that allowed us to include material that was originally written for them. Chapter 3 is an abbreviated version of a case study written for UNICEF, and Chapter 4 and the part of Chapter 5 describing The Archers were first written We wish to make special mention of two fundamental works that we drew on as source material for Chapter 1. They are Preparing for the Twenty-First Century by Paul Kennedy and The Third Revolution by Paul Harrison. The enormous research efforts that went into both of these outstanding books compel profound admiration. Other basic sources of information were UNICEF's annual publications The State of the World's Children and The Progress of Nations as well as UNFPA's annual The State of World Population. The bibliography was created for us from a suitcase of books and documents we dropped on Eugenia Pieschacon's doorstep. We thank her for this labour of love. We wish to give special thanks to Celine Baker, Rosemarie Clarke, and David Hopkins for the time and trouble they took to read the first draft of this book and for their valuable comments. Emma Sinclair-Webb, our editor, deserves our gratitude for her support and interest in this book from the stage when it was just an idea. She was always a source of encouragement, but at the same time, she helped to keep us on track with her comments and probing questions. The printing of the paperback edition of this book was made possible through advance purchases by UNFPA, UNICEF, UNESCO, Deutsche Gesellschaft fur Technische Zusammenarbeit (GTZ), and Worldview International Foundation.We are particularly grateful to them because the existence of a paperback version and its dis- tribution by these institutions will allow the book to reach many more people than it would have as a hardback only. Authors' Note In this book we envision how communication could help societies engender the changes and development necessary for a better and more secure future on earth. We do admit to a certain professional bias, but this is probably a natural consequence of our combined total of more than fifty years of work in development, and in communication for it. Perhaps some readers may find our views Utopian, but we believe that they should be put forward because we are convinced of the need for radical change by people at all levels and in various walks of life. We trust that these views will at least provide food for thought; if they also lead to action, especially among some influential people, so much the better. In hoping this, we quote the memorable words of Margaret Mead: 'Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it is the only thing that ever has.' PART ONE Change for the Next Century Part One will identify the need for human change and development at different levels of society for creating a sustainable and better future on earth and the role of communication in these processes. CHAPTER I The Panorama for Change Any rational reflection about the present and future, as we approach the end of the twentieth century, must conclude that humankind faces unprecedented threats to its well-being, and perhaps even to its survival. The growing numbers of people on earth and the way we are already making demands on natural resources are undermining the ecosystems that support us. Global warming, damage to the ozone layer, and acid rain have implications for the whole planet, while at the more local level, pollution of air and water are creating serious harm, including to health.
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