Communication for Development (C4D)


    06 - 17 October 2014


As the United Nations is counting down to 2015, the dateline set for countries to achieve the Millennium Development Goals (MDGs), recent reviews of progress in achieving the MDGs show that health related goals are lagging compared to their expected levels of achievement particularly those related to MDGs 3, 4, 5 and MDG 6.

In its resolution 50/130, the United Nations General Assembly recognized the important role of communication for development (C4D) programmes in the United Nations system to enhance and to maximize the impact of the development programmes. This was reaffirmed by participants at the 12th UN Inter-AgencyRound Table on Communication for Development held in New Delhi, India in 2011 and a follow up meeting of C4D Specialists and institutions offering training on C4D hosted by UNICEF, New York in December 2012. C4D interventions can play extremely important roles if these MDGs are to be achieved by 2015.

The concept of Communication for Development (C4D) is broad and covers the wide spectrum of stages of social change intertwine with relevant communication interventions. It uses a broad range of tools and methods to create dialogue and participation among people to shape policies, influence attitudes and social norms. This range from social media such as Facebook and Twitter to well-known “old” media such as community radio, TV and video as well as traditional folk media. C4D is about seeking change at different levels including shaping and building policies, listening, establishing trust, sharing knowledge and skills, debating and learning for sustained and meaningful change.

Description of the Course

This 10-days course is intended to clarify the concepts of C4D by focusing on policy advocacy, analyzing risk behaviours related to health and how to induce behaviour change through strategic communication. Emphasis will be on how cultural, social, economic and political factors influence the individual’s choices and behaviour in relation to health, prevention of diseases and health seeking behaviours. Throughout the course, participants will learn how to analyse behavioural problems, set communication indicators that are measurable, plan, implement, monitor and evaluate results-oriented C4D strategies and programmes. The course consists of in-house sessions, practical assignments and possibility of a field trip to observe hands-on cases, as well as experiences sharing among participants.

Learning Objectives:

By the end of this 10-day course, the participants will be able to:

  • Describe various components of Communication for Development (C4D);

  • Understand the use of C4D and develop skills for Policy Advocacy;

  • Identify substantial elements of the cultural, social, political and economic factors underlying health behaviour and behaviour change;

  • Analyse behavioural aspects of health problems, the context, target groups and their social environments as well as the target groups' use of various types of media including social media;

  • Explain strategic use of mass and interpersonal communication techniques and media in health programmes;

  • Select the most appropriate means of communication and media, and design messages and materials based on research and analysis;

  • Plan C4D/BCC strategies for the improvement of health of targeted population groups


§  Conceptual framework

Introduction to and understanding of the various conceptual framework used for C4D including social marketing, behavior change theories, adult learning and cognitive theories

§  Policy Advocacy

Use of C4D to influence policy making within governments (such as population policy, aging policy, reproductive health policy, population and environment policy, etc.)

§  Social Media

Introduction to use of social media for C4D

§  Planning a Communication Strategy

Setting Communication/Behaviour objectives and indicators; Communication Research, Monitoring and Evaluation; Discussion on various planning tools available; Introduction to the use of a planning tool

§  Practicum in use of a communication planning tool to design a BCC Strategy and workplan

Format: The course will include instructor presentations, case studies, individual and group exercises and group presentations. Practicing C4D Experts/Specialists will be invited to share their perspectives and experiences.

Certificate: A certificate will be awarded on the final day of the course to those with full attendance.

Course Fee:USD 2,200

ADCC is unable to provide scholarships. Participants are encouraged to explore with their employers or other sponsors for funding. However, there is an early bird discount of 10% of the tuition fees if paid on or before 30 days of the course start date.The fee covers costs of tuition, teaching materials, lunches and two coffee/tea & snacks during the training days only. It does not cover the costs of visa, airfares, airport transfers and hotel accomodation.  For other practical information, click here.


Asia-Pacific Development Communication Centre (ADCC) 
Dhurakij Pundit University
110/1-4 Prachachuen Road, Laksi,
Bangkok 10210

Tel: +66 (0) 2954 9512 (direct) or +66 (0) 2954 7300-29 ext. 530
Fax: +66 (0) 2591 3154




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