Community Learning Programme (CLP): Innovative content development and dissemination approach
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The CLP uses a participatory approach that prioritizes community involvement, local stories and experiences, and multimedia formats. Content is generated through formative research, collaborative workshops, and message matrices that identify key health issues. Programmes follow a process of pre-production, production, and post-production evaluation. The goal is to create engaging educational content to build healthier communities.
Community Learning Programme (CLP): Innovative content development and dissemination approach
- 1. COMMUNITY LEARNING PROGRAMME (CLP): INNOVATIVE CONTENT DEVELOPMENT AND DISSEMINATION APPROACH Dr Ankuran Dutta Associate Professor, Bhupen Hazarika School of Mass Communication, KKHSOU Managing Trustee, Dr. Anamika Ray Memorial Trust 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC-BY-SA 1
- 2. this presentation is dedicated to DR. ANAMIKA RAY 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 2
- 3. UNDERSTANDING COMMUNITY Defining the term community is a complex concern, with various diverging perspectives and outlooks. How can we define the term 'community' in a simplest yet most comprehensive way? As we try to understand the term with a slightly different approach it’s observed ‘community’ comprises of two distinct yet intricately imbibed phrases- Common and Unity (Common + Unity = Community)* Commons, simply refers to people or masses Unity stands for the state or feature of being one, uniformity, being in accord, harmony with one another or towards a particular cause. So, Community is a group of people with unification of some specific genre, may be geographical, political, economic, cultural, identity real or virtual. Examples. * Concept by Dr Anamika Ray 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 3
- 4. EFFECTIVE COMMUNICATION FOR COMMUNITY LEVEL Remember Seven Cs of Communication Command attention Cater to the heart and the head Clarify the message Communicate a benefit Create trust Call to action Be consistent Esta de Fossard (1996) How To Write a Radio Serial Drama for Social Development 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 4
- 5. COMMUNICATION APPROACHES TO BUILD HEALTHY COMMUNITY • One way communication • Vertical communication • No Feedback mechanism • Knowledge & Information throw • Entry to Celebrities and experts Non Participatory Approach • Two way communication • Horizontal Communication • Well managed feedback mechanism • Learning through Experiance sharing • Entry to common people Participatory Approach 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 5
- 6. COL/CEMCA’S INNOVATIVE CONTENT DEVELOPMENT COL Model of participatory communication for learning: Community Learning Programme CLP Local Level/ Field Based Collaborative Blended Participatory Research Based Story Based Cost Effective 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 6
- 7. BASICS OF CLP Focus on the local level Involve local stakeholders Bring together different types of groups 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 7
- 8. Prioritise the experience and stories of learners Draw on traditional cultural formats, such as storytelling, drama, music and other folk media Highlight interactive, dynamic and engaging formats Promote multichannel and blended approaches http://www.col.org/progServ/programmes/livelihoods/healthyComm/Pages/CommunityLearningProgrammeModel.aspx 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 8
- 9. COLLABORATIVE APPROACH OF CONTENT GENERATION Ian Pringle: http://www.col.org/SiteCollectionImages/collaboration.PNG 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 9
- 10. PARTICIPATORY APPROACH OF CONTENT GENERATION Ian Pringle: http://www.col.org/SiteCollectionImages/participation.PNG 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 10
- 11. IDENTIFYING THE TARGET AUDIENCE Ian Pringle: http://www.col.org/SiteCollectionImages/target-learners.PNG 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 11
- 12. BLENDED APPROACH OF CONTENT DISSEMINATION 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 12
- 13. PROCESSES OF CLP Pre Production Production Post Production • Formative Research • Programme Planning • Message Matrix (Internal) • Message Matrix (Community) • Discussion with Stake Holders • Episode Plan • Story telling Pedagogy • Showcasing the findings from FGD & IDIs • Share Learning • Community Participation • Experimenting with formats • Evaluation • Feedback • Cascade Workshops • Action Research 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 13
- 14. FORMATIVE RESEARCH It is research methodology that improves the practices of communication by understanding peoples’ interest, attributes, needs etc. The tools used in FR- Focused Group Discussion In-depth Interviews Case Studies Observations 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 14
- 15. PLAN FOR CLP 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 15
- 16. MESSAGE MATRIX The Message Matrix acts as a guide to plan the programme in a systematic order to achieve the objectives and ensures the credibility of information. A message matrix should address the issue, objectives, probable outcomes, target audience and the sources. 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 16
- 17. EXAMPLE OF MESSAGE MATRIX Sub-issue Bad practices / behaviours Consequences Good practices / behaviours Benefits Malaria prevention Families not sleeping under insecticide treated nets due o Ignorance (not believing that mosquitoes transmit malaria o Lack of bed nets o Laziness Not draining stagnant water around homes and in the community Not slashing down bushes around homes Not visiting health facility when sick Taking of painkillers instead of going to hospital for malaria treatment Pregnant mothers not taking drugs to prevent Malaria Families suffer from malaria Activities that would have developed the family stall because of illnesses or deaths due to malaria Mosquitoes c ontinue multiplying Lack of good sleep Lethargy Anaemia Miscarriages Sleeping under insecticide treated nets every night of the year Burying ditches and draining stagnant water Clearing bushes around homes Hygiene Visiting the hospital as soon as one has signs of Malaria Pregnant women taking all malaria preventing drugs Pregnant women attending antenatal clinics Health families Families participating in activities that can help develop their families and communities Reduced incidences of mosquitoes Good sleep during the night Reduced miscarriages Deaths due to malaria are prevented Recognizing danger signs in pregnant women Not visiting health facilities when a pregnant woman has or is experiencing the following: o Discharging blood or water o High blood pressure o First pangs of labour o Fainting o Sepsis o Swelling of limbs o High fever Miscarriages Deaths Perpetual sickness Anaemia Complications during labour Pregnant women visiting health when they have or are experiencing the following o Discharging blood or water o High blood pressure o First pangs of labour o Fainting o Sepsis o Swelling of limbs o High fever Reduced maternal and child mortality Reduced maternal morbidity Reduced cases of anaemia in pregnant mothers Reduced numbers of miscarriages and still births 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 17
- 18. CLP PLAN & DESIGN Objectives of the programme Primary Issue + Secondary/ Sub Issues + Target audience Balancing the expected outcomes and Main purpose Format of the Programme Programme schedule + Episode contents Listner/ Community Support strategies & Management Logistics Monitoring & Evaluation 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 18
- 19. Thank you Contact ankurandutta@gmail.com 14 FEBRUARY 2016© DR ANAMIKA RAY MEMORIAL TRUST, 2015; CC -BY-SA 19