WORLD CONGRESS ON COMMUNICATION FOR DEVELOPMENT
Lessons, Challenges, and the Way Forward
The Communication Initiative Food and Agriculture Organization of the United Nations (FAO) The World Bank
WORLD CONGRESS ON COMMUNICATION FOR DEVELOPMENT
WORLD CONGRESS ON COMMUNICATION FOR DEVELOPMENT
Lessons, Challenges, and the Way Forward
The Communication Initiative Food and Agriculture Organization of the United Nations (FAO) The World Bank © 2007 The International Bank for Reconstruction and Development / The World Bank 1818 H Street NW Washington DC 20433 Telephone: 202-473-1000 Internet: www.worldbank.org E-mail: [email protected] All rights reserved 1 2 3 4 10 09 08 07 This volume is a product of the staff of The Communication Initiative, the Food and Agriculture Organization of the United Nations, and the International Bank for Reconstruction and Development / The World Bank. The findings, interpretations, and conclusions expressed in this volume do not necessarily reflect the views of the Executive Directors of The World Bank or the governments they represent. The World Bank does not guarantee the accuracy of the data included in this work. The bound- aries, colors, denominations, and other information shown on any map in this work do not imply any judgement on the part of The World Bank concerning the legal status of any territory or the endorsement or acceptance of such boundaries. Rights and Permissions The material in this publication is copyrighted. Copying and/or transmitting portions or all of this work without permission may be a violation of applicable law. The International Bank for Recon- struction and Development / The World Bank encourages dissemination of its work and will normally grant permission to reproduce portions of the work promptly. For permission to photocopy or reprint any part of this work, please send a request with com- plete information to the Copyright Clearance Center Inc., 222 Rosewood Drive, Danvers, MA 01923, USA; telephone: 978-750-8400; fax: 978-750-4470; Internet: www.copyright.com. All other queries on rights and licenses, including subsidiary rights, should be addressed to the Office of the Publisher, The World Bank, 1818 H Street NW, Washington, DC 20433, USA; fax: 202-522-2422; e-mail: [email protected]. ISBN-13: 978-0-8213-7137-4 eISBN-13: 978-0-8213-7138-1 DOI: 10.1596/978-0-8213-7137-4 Cover illustration: Cyrus Tafty, Incentive SPA. Cover design: Circle Graphics. Library of Congress Cataloging-in-Publication Data World Congress on Communication for Development (1st : 2006 : Rome, Italy) World Congress on Communication for Development : lessons, challenges, and the way forward / The Communication Initiative, Food and Agriculture Organization of the United Nations, The World Bank. p. cm. “The first World Congress on Communication for Development was held between October 25 and 27, [2006] at the Food and Agriculture Organization (FAO) in Rome, Italy. It was organized by the World Bank, the FAO and The Communication Initiative”—Executive summary. Includes bibliographical references. ISBN-13: 978-0-8213-7137-4 ISBN-10: 0-8213-7137-1 ISBN-13: 978-0-8213-7138-1 (electronic 13) ISBN-10: 0-8213-7138-X (electronic 10) 1. Communication in economic development—Congresses. 2. Communication in public health—Congresses. 3. Communication in public administration—Congresses. I. Communication Initiative (Organization) II. Food and Agriculture Organization of the United Nations. III. World Bank. IV. Title. HD76.W67 2006 338.9001'4—dc22 2007019880 Contents
Foreword ix Preface xiii Acknowledgments xv Executive Summary xxvii The Rome Consensus xxxi Abbreviations xxxvii
1 The First World Congress on Communication for Development 1 Organization of the Congress 5 Participants in the Congress 6
2 Communication and Health 11 Sex, Lies, and Stories of AIDS 13 The Race to Immunize Every Child: Communication for Polio Eradication and Immunization 18 Of Birds and Humans: Communication Aspects of Avian Influenza 22 Message