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(P?) M&E in ComDev

This seminar explores the various aspects of monitoring and evaluation in communication for development. Topics covered include the purpose of M&E, decision-making in monitoring, tools and instruments used, and participation in the M&E process. Case studies and challenges are also discussed.

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(P?) M&E in ComDev

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  1. (P?) M&E in ComDev By Thomas Tufte Strategic Communication Planning Seminar Malmø, Sunday 30 March 2008

  2. What is M&E about? (1) 1. Why monitor and evaluate? 2. Who decides what to monitor? • The people, the org/consultant, the donor, the government? 3. What do you typically monitor? - processes, outcomes, impact

  3. What is M&E about? (2) 4. M><E, internal>< external M&E 5. What tools/instruments do you use? • From KAP to ethnography 6. Time-line: long-, medium- or short term

  4. Participation in M&E?- a 4-step generic model Participation in: R – Research S – Strategy I – Implementation E - Evaluation

  5. Participation in M&E? • A proliferation of emerging approaches: • OGC/UNDP: Communication for Empowerment • WB: Communication-Based Assessment • UNDF: Community Conversations • SIDA: Listener Studies

  6. Participation – the new tyranny? • The tyranny of decision-making and control • The tyranny of the group • The tyranny of the method. Issues around quality, intent and ownership. No uniform definition of participation Difficulties in scaling up and replicability

  7. Examples of (P)M&E • ADRA Malawi: LEFAM • FEMINA HIP: Tanzania • Soul City: South Africa

  8. LEFAM – Let’s Fight HIV/AIDS in Malawi 2007-2010ADRA Malawi CFSC at the heart of a development project: in theory and practice

  9. LEFAM * Conceptual move and current framework (from AIDS 5 to LEFAM) * Putting CFSC at the heart of the project

  10. Catalyst CFSC Model Community Dialogue Collective Action Individual Change Social Change SOCIETAL IMPACT

  11. Let’s fights HIV/AIDSBuilding capacity for change in Malawi 1) By the end of the project the sexually active and becoming sexually active in the targeted communities: • have appropriate knowledge and understanding of HIV/AIDS transmission and prevention • show a positive change in HIV/AIDS related attitudes • show a positive change in risk behaviours and norms related to HIV and sexually transmitted infections 2) By the end of the project the targeted communities have increased capacity to support infected and affected individuals and households 3) Both strong and weak groups in Malawi have by the end of the project period gained understanding of and experience with exercising influence on democratic processes

  12. Target Audience 1. 600.000 women, men, youth, children, radio listeners and TV viewers The project will work directly with vulnerable and resource poor households, orphans and vulnerable children, Home Based Care clients, Community Income Generating Activity group members and support group members 2. The secondary target group will consist of Community Workers, Community Facilitators, Traditional leaders, Traditional counsellors and traditional birth attendants, Traditional healers, Religious leaders, Youth Peer Trainers, Home Based Care providers, guardians of orphan and vulnerable children and radio and TV programme listeners and viewers with special political- traditional- or religious power or influence.

  13. Strategic project approach Community dialogue

  14. Media/Comm Component • Tikuferanji – radio drama, 10 mins, Thursday mornings • Tikuferanji – tv drama, Sunday evenings • Lets Talk – radio phone in program, Sunday late mornings • Lets Talk TV – talk show program

  15. M&E Activities • M&E Dept – 2 people • Baseline survey/1200 people (pre & post survey) • Sentinel Site Study (1 week, 1 community, in-depth, FGDs)

  16. Challenges (1) • Changing Mindsets – of Ourselves (in LEFAM) • Defining Communication for Social Change • Is ADRA implementing according to these principles? • Strategic Starting Point: Conceptual Clarity

  17. Challenges (2) • Five Core Challenges in Implementation • Role of the Catalyst: How to Catalyse the Desired Change Processes in LEFAM • An Emphasis on Process Facilitation and Content • Opening Spaces for Dialogue, Debate and Advocacy: Training sessions, Community Dialogue Session, National Public Debate • Capacity and Competency to Enhance Change • Communication Links between Objectives 1, 2 and 3: products and materials, people, places, particular events

  18. Challenges (3) • Implementation Start • Conceptual Tools • M&E Management Tools: LogFrame, Activity Plan, Baseline Survey Outline, Sentinel Site Work Plan • Activity Planning Tools

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