developing effective communication strategy

Conference Proceedings, Innovation and Sustainability Conference and Expo, 24-27 August, 2011, (Makerere University) Kampala, Uganda (pp.12-14) - Website: http://www.pilot-Int.org (Author: Okaka Wilson)

DEVELOPING EFFECTIVE COMMUNICATION STRATEGY TO ENHANCE WOMEN EMPOWERMENT TO ACHIEVE THE MDGs FOR SUSTAINABLE DEVELOPMENT IN AFRICA Author: Wilson Okaka Kyambogo University, Faculty of Education, Department of Teacher Education and Development Studies, P.O.Box 1, Kyambogo, Uganda. Email: [email protected] (Tel:256- 0782588846) ABSTRACT The paper aims to: highlight the Millennium Development Goals (MDGs); describe key policy communication campaign areas of focus for effective public communications campaigns; to explain the enablers for engagement women in MDG policy communication strategy; state the possible constraints to the engagement women for early achievements of the MDGs; and highlight the role of effective communication strategy in implementing the UN Convention on Elimination of All forms of Discriminations against Women and MDGs in Africa. Theory plays a crucial role for any effective public communication campaigns and campaigns evaluation for effectiveness. Public awareness is vital for policy and decision-makers, audiences, the campaigners, the donors or development partners. Evaluation process (input, process, output, and impact) of the strategy is critical. Mainstreaming gender equality and women empowerment is the ‘secret weapon’ for the speedy and successful achievements of the set target of all the eight UN’s MDGs in Africa. Keywords: awareness, communication, mass media, gender, empowerment INTRODUCTION MDGs are a series of targets and indicators, which the UN has adopted to curb poverty by at a half by the end of 2015. MDG 8 (Developing a global partnership for development), is key to the successful and timely implementation of the MDGs worldwide. The MDGs are: MDG1: Eradicating extreme poverty and hunger; MDG2: Achieving universal primary education; MDG3: Promoting gender equality and women empowerment; MDG4: Reducing child mortality; MDG5: Improving maternal health; MDG6: Combating HIV/AIDS, malaria, and other diseases; MDG7: Ensuring environmental sustainability; and MDG8: Developing a global partnership for development. The UN’s CEDAW (GoU, 1999) obligates states to provide for: international representation and participation of women; national laws; education; employment; equality and participation of women; national laws; equality and access to appropriate health care; economic and social benefits; rural women; equality before the law and in civil matter; and equality in marriage and family life. Conference Proceedings, Innovation and Sustainability Conference and Expo, 24-27 August, 2011, (Makerere University) Kampala, Uganda (pp.12-14) - Website: http://www.pilot-Int.org (Author: Okaka Wilson)

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Most African states have eagerly responded to the CEDAW and MDGs, but public awareness of them are still too low or nonexistent. Effective awareness communication strategy will enhance women’s empowerment for sustainable development. METHODS In this review, we collated published evidence on gender equality and women empowerment for sustainable development using relevant search terms. Information was accessed using internet search engines and libraries. All documents that were obtained during the review process were used to broaden the search for primary information sources. Initially additional information was sought from the databases of national, regional, and international agencies like UNDP, UNIFEM, UNCEDAW, MDGs, and the UN systems. In the searches, we looked for documents referring gender andwomen empowerment research and education networks, sustainable development, mass media and effective public awareness communication campaigns strategy. Retrieved data were scrutinized and well examined for evidence. The data were then consolidated into a summary, which informed the development of this paper presentation.

RESULTS AND DISCUSSION Defining Gender Equality and Public Awareness Concepts Gender (UNDP, 2005) equality, which is defined as equal enjoyment by women and men of socially valued goods, rights, opportunities and resources can be achieved, should be the primary ethical issue in decision on any subject in our day-to-day lifestyle. It is imperative that public awareness of all the practical and strategic gender equality issues are ruthlessly created, raised, developed, and sustained at every doorstep across Africa. Awareness must reign deep, high, wide, or broad across-cultures and demographics. Awareness campaigns are critical for effective policy, constitutional and legal implementation; they are vital for policy and decision makers themselves; the campaigns provide information and knowledge for empowerment of the people; they are important for policy implementers and key stake holders as they act as guides; and the professionals or the campaigners rely on them as they provide more insight and raw materials for better campaigns strategies. ELEMENTS OF NATIONAL GENDER POLICY Gender policy, UN CEDAW, and MDG communication areas of focus are: • Awareness campaigns strategy based on policy goals, principles, objectives, strategy, and action plan; • Participatory message design approach, which underscores audiences and environmental constraints; • Accessible message delivery and message reach with express regard to gender concerns and ethical issues; Conference Proceedings, Innovation and Sustainability Conference and Expo, 24-27 August, 2011, (Makerere University) Kampala, Uganda (pp.12-14) - Website: http://www.pilot-Int.org (Author: Okaka Wilson)

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Appropriate communication channels and media choice based on all the target audience participation levels. Research / theory and communication model, performance evaluation and dissemination; Central government; Local governments (parish, subcounty, county, district); Communities (urban, per-urban, and rural). Donors and external development partners and key networks; Civil society organisations such as the NGOS and CBOS; private sector and investors (local and foreign). Households (families) and individuals; professionals and experts and specialists. Regional and the United Nations systems such UNIFEM, UNESCO,WHO, UNEP.

ENABLERS OF GENDER EQUALITY Key enablers for engagement in gender equality communication strategy include: • Awareness of gender concepts, issues, concerns, and needs; • Accessible gender information (e-readiness and ICT diffusion) • Incentives for gender sensitive attitudes and behaviour; • Applicable gender policy and laws (enforcement/regulations); • Political, management and administrative commitment and will • Education and functional literacy levels; • Stable social, economic, legal, political, and natural environment; • Role models, appeals, credible messages, media (channels) • Scan and remove environment barriers (constraints), quality of messages and services. • Message alignments to actors (target / intended audiences); • Participation of key stakeholders (staff and students); • Gender equality and equity, empowerment of women; • Participatory message design and harmonious messages; • Message – reach to the intended audiences, multimedia approach and strategy; • Ethical conduct of campaigns process e.g. cultural sensitivity; • Empowerment to performance, positive messages and encouraging appeals; and • Access to services and products (outputs). GENDER POLICY AWARENESS CHALLENGES Constraints in the gender policy awareness communication campaigns strategy include: • Lack of awareness and information accessibility and uncoordinated stakeholders. • Misconceptions and cultural myths, and superstitions and unscientific beliefs in witchcrafts. • Conflicting campaigns messages, distorted messages, and inaccessible information. • Wrong or ineffective media and communications (channels), media and audience skepticism. • Lack of a comprehensive communications strategy, and financial and budget constraints. • Unsynchronized messages and lack of research information dissemination strategy. • Irregular gender policy messages and environmental constraints such as poverty; • Disempowerment (lack of skills, knowledge, inequality); Conference Proceedings, Innovation and Sustainability Conference and Expo, 24-27 August, 2011, (Makerere University) Kampala, Uganda (pp.12-14) - Website: http://www.pilot-Int.org (Author: Okaka Wilson)

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Discrimination, exclusion, bias, stereotyping, prejudice; Unilateral message design, message delivery, and evaluation; Unprofessional conduct of the campaigns process, political, management, and administrative interferences, corruption or financial leakages, and unsustainability; Low and wrong institutional policy priority to awareness, ignorance, wrong and negative attitudes, and behaviour.

CONCLUSION AND RECOMMENDATION The first article (UN CEDAW, 1999) defines discrimination against women as any distinction, exclusions or restrictions made based on sex, which has the effect or purpose of impairing both the spirit and letter of the Convention in their own countries. Discrimination is one of the key gender and ethical issues listed in the article. The convention obligates the states to, institute the appropriate constitution, policy, legal, institutional, and administrative reforms or initiatives in order to implement the letter and spirit of the document. States should address: the development and advancement of women, acceleration of equality between men and women, sex role and stereotypes, suppression of the exploitation of women, political and public life. Lessons in areas of focus in women empowerment and MDGs campaigns call for: • Need to develop effective women empowerment awareness communication campaigns strategy and coordinate stakeholders and key actors; blend mass media with inter-personal communication strategy and give top priority to participatory communications strategy. • Know that communication is a psychological, cultural, ethical, and courtesy issue, and target the main women empowerment issues consistently and mainstream gender policy awareness. • Audience participation in message design is best, infuses key gender, ethical and research issues and uses a mix of multi-media campaigns strategy, and evaluates the process regularly. • Give strong political and financial support or backing for women empowerment plans. • Avoid ‘flat’, incomplete or conflicting women empowerment messages. • Use participatory research methods in women empowerment and MDGs’ programmes, develop action plan for district, institutional, national, and global gender policy. • Preach and practice gender empowerment management (GEM) policy and programmes. BIBLIOGRAPHY Blumler, J.G. & Guvercih, M. (2000). Rethinking the Study of Political Communication. In J. Curram & M.Gurevitch (Eds.) Mass Media and Society. (2000). Arnold Publishers. London Coffman, J. (2002).The Evaluation Exchange, Volume VIII, No.3, Winter2002.Issue Topic: Campaigns and Evaluation. Havard Family Research Project. Ethel, K. (2002).The Evaluation Exchange, Volume VIII, No.3, Winter2002.Issue Topic: Evaluation for Continuous Improvement. Havard Family Research Project. Government of Uganda. (1995). The Constitution of the Republic of Uganda1995.Kampala, Conference Proceedings, Innovation and Sustainability Conference and Expo, 24-27 August, 2011, (Makerere University) Kampala, Uganda (pp.12-14) - Website: http://www.pilot-Int.org (Author: Okaka Wilson)

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Government of Uganda. (1999). A simplified version of the United Nations Convention on the Elimination of All Forms of Discrimination against Women (CEDAW). Kampala. Uganda. Government of Uganda. (1999). National health policy. Ministry of Health.Kampala, Uganda Government of Uganda. (1997). National gender policy. Ministry of Gender, Labour and Social Development. Kampala. Uganda. J. Curram & M.Gurevitch (Eds.) Mass Media and Society. (2000). Arnold publishers. London Mody, B. (2002). Designing Messages For Development Communication:Audience Participation Based Approach. Sage publications: London. Okaka, W. (2010), Developing Regional Communications Campaigns Strategy for Environment and Natural Resources Management Policy Awareness for the East African Community. Research Journal of Environmental and Earth Sciences 2(2): 106-111 Okaka, W., Migunga, G.A., Wanyama, J. N and Mbego, J. (2009).The national biomass energy policy communication campaigns for community access to sustainable renewable energy in east Africa. Journal of Geology and Mining Research Vol. 1(4) pp. 105-110 Okaka, W. (2009), Effectiveness of public communication campaigns in promoting adaptation to climate change in Africa. Website: http://iopscience.iop.org/1755-1315/6/53/532020/pdf/17551315_6_53_532020.pdf / Rogers, E.M., (1962, 1995), Diffusion of innovations. The Free Press. New York. Stanley J.B & Dennis K.D. (2003) .Mass communication theory (3rdEd.).Webcom. USA. UNDP. (2005). Uganda human development report 2005. Linking environment to development: A deliberate Choice. Kampala, Uganda. Government of Uganda / UNDP. (2007, 2010). MDG progress reports forUganda. Kampala, Uganda.


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