Communication for Development

Introduction

© UNICEF/HQ06-2444/Edy Purnomo

Indonesia: A boy waves a paper cut-out of a hand, a symbol of 'taking action' at an avian influenza education event.

Communication for Development (C4D) is one of the most empowering ways of improving health, nutrition and other key social outcomes for children and their families.

In UNICEF, C4D is defined as a systematic, planned and evidence-based strategic process to promote positive and measurable individual behaviour and social change that is an integral part of development programmes, policy advocacy and humanitarian work.

C4D uses dialogue and consultation with, and participation of children, their families and communities. It privileges local contexts and relies on a mix of communication tools, channels and approaches. C4D is not public relations or corporate communications.

C4D seeks to accelerate achievement of key results in UNICEF's Medium-term Strategic Plan (MTSP) for the Millennium Development Goals (MDGs) by:

• Increasing knowledge and awareness
• Improving and building new skills
• Maintaining and increasing demand for products and services
• Improving the performance of service providers 
• Changing individual behaviours and collective practices
• Influencing attitudes, social norms and power relationships
• Enhancing self esteem and promoting self efficacy
• Changing national and local policies and legislationn