Strategic Communication for Development Projects : A Toolkit for Task Team Leaders
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World Bank, Washington, DC
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Efforts to promote general awareness
of public health issues - the traditional goal of
information, education, and communication (IEC) programs
have built a good foundation for population, health, and
nutrition (PHN) activities. So communication programs must
be designed to support behavior change in key constituencies
delivering the message not just to potential clients, but to
health providers as well. This document accompanies a
toolkit designed to help Bank task managers plan and
supervise the implementation of communication activities in
PHN projects. It reviews the basic principles of
communication for behavior change, presenting a step-by-stop
guide to planning and implementing communication activities
and linking those steps to the Bank's project cycle.
The toolkit contains a set of practical modules, including:
communication research approaches for bank projects; a guide
to communication indicators; sample term of reference for
Bank and Borrower consultants; guide questions for assessing
organizational capacity; sample budget and implementation
plan; and case studies of best practice in behavior change communication.
Palabras clave
ACCESS TO INFORMATION, ADMINISTRATIVE SYSTEMS, ADVERTISING, AGED, ALTERNATIVE STRATEGY, APPROPRIATE TECHNOLOGY, BABIES, BEHAVIOR CHANGE, BEHAVIORS, BELIEFS, BEST PRACTICE, BEST PRACTICES, BIRTH ATTENDANTS, BREAST FEEDING, BREASTFEEDING, BROADCAST, BULLETIN, CAPACITY BUILDING, CAPACITY-BUILDING, CHANGE IN BEHAVIOR, CHANGE IN POPULATION, CHILD CARE, CHILD HEALTH, CHILD SURVIVAL, CHILDBIRTH, CLASSROOM TEACHERS, CLINICS, COLLABORATION, COMMUNICATION ACTIVITIES, COMMUNICATION ACTIVITY, COMMUNICATION CAMPAIGN, COMMUNICATION CHANNELS, COMMUNICATION DATA, COMMUNICATION EFFORTS, COMMUNICATION SKILLS, COMMUNICATION SPECIALISTS, COMMUNICATION STRATEGIES, COMMUNICATION STRATEGY, COMMUNITIES, COMPLEXITY, CONDOM, CONDOM USE, CONDOMS, CONTRACEPTIVE METHOD, CONTRACEPTIVE METHODS, CONTRACEPTIVES, COPYRIGHT, COUNSELORS, DATA COLLECTION, DATA SOURCES, DECISION MAKING, DECISION-MAKING, DELIVERY SYSTEM, DEMAND FOR SERVICES, DEVELOPING COUNTRIES, DISCUSSION, DISCUSSIONS, DISSEMINATION, DISTANCE LEARNING, DOCUMENTS, DRUGS, EPIDEMIOLOGICAL RESEARCH, EXIT INTERVIEW, FAMILY CARE, FAMILY CARE INTERNATIONAL, FAMILY HEALTH, FAMILY PLANNING, FAMILY PLANNING PROGRAM, FAMILY PLANNING PROGRAMS, FAMILY WELFARE, FEWER PEOPLE, FINANCIAL RESOURCES, FOCUS GROUP DISCUSSIONS, FOCUS GROUPS, HEALTH CARE, HEALTH CENTERS, HEALTH EDUCATION, HEALTH FACILITIES, HEALTH INDICATORS, HEALTH INTERVENTIONS, HEALTH OUTCOMES, HEALTH PROBLEMS, HEALTH PROMOTION, HEALTH PROVIDERS, HEALTH RISKS, HEALTH SERVICES, HEALTH SYSTEMS, HEALTH WORKERS, HIV, HOSPITAL, HOSPITALS, HOUSEHOLD LEVEL, HUMAN DEVELOPMENT, HUMAN RESOURCES, IDEAS, ILLNESS, ILLNESSES, IMMUNIZATION, IMMUNIZATIONS, IMPLEMENTATION PLAN, IMPLEMENTATION STAGES, IMPROVEMENT OF HEALTH, INFANT, INFORMED CHOICE, INSTITUTIONAL CAPACITY, INTEGRATION, INTENDED AUDIENCES, INTERMEDIARIES, INTERPERSONAL COMMUNICATION, INTERVENTION, LEARNING, LOGISTICAL INFORMATION, MARKET RESEARCH, MARRIED MEN, MARRIED WOMEN, MASS COMMUNICATION, MASS MEDIA, MATERIAL, MATERNAL MORTALITY, MATERNAL MORTALITY RATES, MEASLES, MEASLES IMMUNIZATION, MEDIA, MEDICINES, MIDWIVES, MINISTRIES OF HEALTH, MINISTRY OF HEALTH, MODERN CONTRACEPTION, MORBIDITY, MORTALITY, MOTHER, MULTIPLE PARTNERS, NATIONAL FAMILY PLANNING, NETWORKS, NEWBORNS, NUMBER OF PEOPLE, NUTRITION, OBSTETRIC EMERGENCIES, OPINION LEADERS, ORAL REHYDRATION THERAPY, ORGANIZATIONAL STRUCTURE, ORGANIZATIONAL SYSTEMS, OUTREACH WORKERS, PARTICIPATORY METHODS, PARTICIPATORY PROCESS, PERFORMANCE INDICATORS, PHARMACIES, PHYSICIANS, POLITICAL SUPPORT, POPULATION ACTIVITIES, POSTERS, POTENTIAL USERS, PREGNANCY, PREGNANT WOMEN, PRETESTING, PREVENTIVE ACTION, PRIVATE SECTOR, PROBLEM SOLVING, PROGRESS, PROTOTYPE, PUBLIC AWARENESS, PUBLIC HEALTH, PUBLIC HEALTH PROBLEM, PUBLIC HOSPITALS, QUALITY OF SERVICE, QUALITY SERVICES, QUANTITATIVE RESEARCH, RADIO, RADIO PROGRAM, RADIO PROGRAMS, RESOURCE CONSTRAINTS, RESULT, RESULTS, RETAIL OUTLETS, RURAL AREAS, SAFE MOTHERHOOD, SECONDARY SCHOOL, SECONDARY SCHOOLS, SECRETARY OF HEALTH, SERVICE DELIVERY, SERVICE PROVIDERS, SERVICE PROVISION, SERVICE QUALITY, SEX, SEXUAL INTERCOURSE, SEXUALLY TRANSMITTED DISEASES, SITES, SMOKERS, SMOKING, SOCIAL EXPECTATIONS, SOCIAL FACTORS, SOCIAL MARKETING, SOCIAL NORMS, SOCIAL SUPPORT, SOURCES OF INFORMATION, SPOUSES, STDS, SUPERVISION, TARGETS, TECHNICAL EXPERTS, TECHNICAL SKILLS, TECHNICAL SUPPORT, TEEN, TELEVISION, TELEVISION ADVERTISEMENTS, THINKING, TRADITIONAL BIRTH ATTENDANTS, TRAINING HEALTH WORKERS, TRANSMISSION, TV, UNMARRIED WOMEN, UNPROTECTED SEX, UNPROTECTED SEXUAL INTERCOURSE, URBAN AREAS, URBAN WOMEN, USE OF CONDOMS, USE OF RESOURCES, USERS, VACCINATION, VACCINES, VARIETY, VERIFICATION, VIDEO, WOMENS HEALTH, WORKERS, WORLD HEALTH ORGANIZATION