This is my first blog since I left the World Bank and relocated to New Delhi to work for UNICEF. Different cultures, different contexts, different communication challenges. Every change implies dealing with unknown and unexpected situations and it usually also entails refining a different way of thinking in approaching new challenges. In this case, the change I went through allowed me to see even clearer the critical role of communication for development (C4D), or program communication as it is also called in UNICEF, for achieving sustainable change.
The current trend in most international organizations towards results-based management planning is a further element confirming the crucial role of C4D. Results are now defined basically at outputs level and outcomes level. The former refers to results directly related to activities carried out as technical solutions (e.g. production of infrastructure or provision of services), but outcomes are results of a higher level, capable of achieving a greater impact, linked with institutional or behavioral change. That is where C4D becomes a sine-qua-non for the success of most development initiatives. No matter what is the technical solution to be adopted; i.e. latrines, water irrigation schemes, a new kind of crop, children immunization or better governance, these can only be achieved through a professional and systematic use of communication for social and behavior change.