Building Communication Capacity and Sustaining Change

This presentation, assembled for the UNAIDS Consultation on Communication for Social Change, introduces communication for social change (CFSC) and participatory monitoring and evaluation (M&E). It defines CFSC as "[a] process of public and private dialogue through which people themselves define who they are, what they want and how they can act collectively to get what they want and need in order to improve their lives." It then discusses effective social change in the CFSC context and illustrates a model with the following stages: a catalyst; community dialogue; collective action; and individual and social change that result in social impact. It uses case studies as examples to illustrate - drawing on the CFSC model to address gender inequities, stigma, the human right to health, and sustaining HIV/AIDS social movements. It also describes a second model for M&E using the CFSC context.


The presentation states that the following have been strategies learned from the case studies:

1. “Listen and discuss at all levels - value every voice;
2. Community-based planning at all stages;
3. Include communication skills training: facilitating and sustaining dialogue, negotiation, managing conflict;
4. Need activities over time to keep interest;
5. Insiders monitor;
6. Share what you learn; and
7. Outsiders advise and train only.”

The section on M&E examines how to demonstrate the differences that CFSC projects are making. The following principles, as stated here, should inform the implementation of M&E:

• ”Success is determined by intended beneficiaries
• Action-oriented and useful
• Wider accountability
• Participation and local ownership
• Equity – unheard voices
• Based on trust, respect for local knowledge and experience
• Flexible and responsive”

The key strengths of participatory M&E include: 1) its fit with core value of participant; 2) its maximisation of learning; 3) its equity; and 4) community ownership of the process resulting in increased commitment. This process can result, as stated here, in more respect, trust, and support of the process, along with increased capacity building.


The presentation describes the “most significant change approach (MSC)”, based on the CFSC Consortium guide: Who Measures Change? A Guide to Participatory Monitoring and Evaluation of Communication for Social Change. The methodology is described as the following: "All stakeholders are involved in deciding what kinds of change to record. Stories are used to identify the impact of an intervention. MSC is systematic because the same questions are asked of everyone, to produce stories that are rigorously and regularly collected. These stories become the subject of collective analysis, discussion, filtering, verification and documentation."


The article states that this evaluation method moves participants toward a greater understanding of each other, including individual values and preferences, and a clearer understanding of what is and is not being achieved. The key stages are as follows:

1. "Establishing domains (areas) of interest through a participatory process
2. Setting up a process to collect and review stories of change. Using a simple question like “During the last 6 months, what do you think was the most significant change that took place in the lives of people participating in the project?”
3. Secondary analysis of stories and monitoring the process. This can enhance understanding of impact, shared vision, skill in conceptualizing and capturing impact and in using findings."