UNICEF Mali views Communication for Development (C4D) as a systematic, planned and evidence-informed strategic process to promote positive and measurable behaviour and social change that is integral to the implementation of the national and UNICEF response to improve the lives of children and women throughout the life cycle.
C4D in Mali aims at facilitating dialogue and community engagement so that children, families and communities have access to information, skills, technologies they need to make informed choices; reach their full potential; participate meaningfully in decisions affecting their lives and realize their rights.
The mission of C4D, recently integrated in the Country Programme, is to collaborate with various partners and social networks to harness the power of communication for behavioural and social change. These partners include community leaders, traditional communicators (griots), service providers, NGO/CBO, the media (mainly local radio), street theatre groups, digital and outdoor cinema and new technologies.
UNICEF Mali supports the Government in defining its national policy guidelines and in the implementation of programmes under these policies. As regards C4D, UNICEF has helped to prepare the National Communication for Development Policy (PNCD) which serves as national reference framework for all interventions in this area.
Thus the PNCD is considered as a key tool for satisfying the aspirations of the Malian people towards participating in making decisions that affect them, adopting positive individual and collective behavior, and improving the welfare of all citizens - men, women and children, without exception – while respecting their fundamental rights.
Its general principles are:
• provide a coherent reference framework that is open-ended and flexible for all national partners and external stakeholders, with due regard for the sovereignty of the State of Mali;
The general objectives of the PNCD are to:
• promote the policy of inclusion and participation of the population in the definition and implementation of major development projects of the country, including Malians abroad;
Its specific objectives are to:
• contribute to achievement of the MDGs;