C4D involves understanding people, their beliefs and values, the social and cultural norms that shape their lives. It involves engaging communities and listening to adults and children as they identify problems, propose solutions and act upon them. Communication for development is seen as a two-way process for sharing ideas and knowledge using a range of communication tools and approaches that empower individuals and communities to take actions to improve their lives.
UNICEF has a strong track record of amplifying the voices of children and communities by harnessing the power of communication to promote child survival, development, protection and participation. Successful case studies range from polio immunization, curbing maternal mortality, delaying child marriage for girls and use of ITCs for development.