Let’s TalK – The potential of Social Communication
Study implemented by ORG Centre for Social Research in West Bengal and A C Nielsen in Bangladesh (both divisions of The Nielsen Company) In a rights-based context, communication is at the heart of child protection programming, whether in generating awareness of issues, building knowledge, challenging societal and political attitudes, or in facilitating convergence of efforts, and in making policy and action responsive to ground realities. Let’s Talk (2007) studies IEC tools developed in West Bengal and Bangladesh over the five years prior to publication of the study, as well as the processes of development, implementation, monitoring and dissemination of such tools by community based organizations. 73 NGOs participated in the study which identified, amongst other findings, that there was negligible development of communication tools by rural NGOs, that the existing tools under-represented particular issues and aspects, and that there was a marked lack of audience segmentation. The study, implemented by two research divisions of The Nielsen Company, includes a pilot exercise on developing social communication tools for anti-trafficking programmes and makes a number of recommendations which point to areas of growth and intersectional collaboration. Apart from informing programming strategies, this study could be of special interest to corporate houses, especially media and advertising agencies interested in bridging the gap between communication in development and the more ‘mainstream’ media.
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