All development goals and government priorities require behavioural and social change, especially around promoting the adoption of positive behaviours, practices and establishing new norms including changing negative gender norms.
This in turn requires an enabling environment of institutions that understand, support and implement evidence-based, gender-responsive social and behaviour change communication (SBCC) and programmes.
In recognition of the current global, as well as regional and national commitments to development programming, the role of C4D in India has been recognized as centric to achieving “programming excellence at scale and is a cross-sectoral strategy of UNICEF.
In UNICEF India’s Country Program Action Plan for 2018-2022, the specific goal and contribution of C4D to children and family well-being in India is to increase demand for and utilization of essential services and promote caregiving and well-being practices.
C4D also aims at influencing abandonment of harmful social norms, adoption of positive norms and facilitate diverse forms of engagement at scale in both development and disaster/civil strife contexts. This overall target is to empower communities and adolescents and especially girls and women for sustainable change.
C4D’s programme design is based on Social and Behaviour Change Communication (SBCC) - Gender framework of UNICEF India. The framework enlists six strategies—system strengthening, capacity development, building social capital, platforms and mega-partnerships for at- scale and convergent SBCC programming, targeted SBCC campaigns, evidence generation and knowledge management.
C4D in India focusses on strengthening the systems, capacities and approaches of government, civil society, informal community-based structures and networks, academic and professional organizations, and media organizations, and their respective human resources, from national to block level.
Key focus areas for C4D in India
a) Increase demand for and utilization of essential services, especially for vulnerable children, including girls, and communities;
b) Promote optimal and equitable caregiving and well-being practices;
c) Influence reduction of harmful social norms, including harmful gender norms and adoption of positive social norms;
d) Facilitate diverse forms of engagement to empower girls and boys, especially adolescents, and their communities for sustained change