UNICEF applies Communication for Development (C4D) to bring about positive behavioural and social changes for the well-being of children in Bhutan.
The well-being of children can best be affected and sustained by positive behavioural and social changes within families and communities. While cost-effective, affordable and high-impact interventions such as vaccines save lives, such interventions alone are not enough for long-term, sustained impact. Even with access to such services and commodities, children will continue to suffer from preventable diseases, become malnourished, and live compromised lives, if their families and communities do not care, protect and nurture them effectively.
UNICEF Bhutan’s focus is on providing strategic technical support for improved results through behavior change, and addressing social norms and root causes to accelerate programme results.
Sustained behaviour and social change is effective only when combined with changes in the broader socio-economic environment within which families and communities live. To effect such change, we have to address underlying factors such as government policies, gender inequalities and systems of representation. Contextual issues related to poverty, discrimination and sustainable livelihoods must also be considered. Such changes often take time, are challenging to measure, and require sustained application of resources and effort. The need for them is often underestimated by governments, development agencies and donors.