What we do

In the Maldives and around the world, UNICEF uses a Communications for Development (C4D) approach to understand people, their beliefs, and the social norms that shape their lives. We use this approach to understand to unlock solutions that help communities spark positive change.

C4D is an evidence-based process that incorporates a variety of communications channels, tools and approaches to engage children, families, communities and key decision makers. By increasing awareness around a harmful social norm, a C4D approach can gradually dissolve misconceptions and increase positive behaviors.

Whether we’re trying to determine how to prevent violence against children, promote better nutrition, or help children succeed in school, the underlying reasons for the challenges children face will nearly always be underpinned by a social norm or behavioral pattern. The C4D approach helps us understand the context in which decisions are made, and how to create sustainable social change by tapping into the reality individuals actually face.

UNICEF injects C4D into each of our program sectors. Examples of this approach include our work with nutrition in schools, where we hold educational sessions and food demonstrations for both students and parents. It includes our initiative to end child abuse, which uses the media, education sessions, and other awareness-raising activities to encourage communities to speak up about violence against children. And, it includes our programs for children with disabilities, which promote children’s right to attend school by changing harmful social norms among parents, students and decision-makers.