Transcript ADRA Malawi

(P?) M&E in ComDev
By
Thomas Tufte
Strategic Communication Planning Seminar
Malmø, Sunday 30 March 2008
What is M&E about? (1)
1. Why monitor and evaluate?
2. Who decides what to monitor?
- The people, the org/consultant, the donor, the
government?
3. What do you typically monitor?
- processes, outcomes, impact
What is M&E about? (2)
4. M><E, internal>< external M&E
5. What tools/instruments do you use?
- From KAP to ethnography
6. Time-line: long-, medium- or short term
Participation in M&E?
- a 4-step generic model
Participation in:
R – Research
S – Strategy
I – Implementation
E - Evaluation
Participation in M&E?
 A proliferation
•
•
•
•
of emerging approaches:
OGC/UNDP: Communication for
Empowerment
WB: Communication-Based Assessment
UNDF: Community Conversations
SIDA: Listener Studies
Participation – the new tyranny?
•
•
•
The tyranny of decision-making and
control
The tyranny of the group
The tyranny of the method.
Issues around quality, intent and ownership.
No uniform definition of participation
Difficulties in scaling up and replicability
Examples of (P)M&E
 ADRA Malawi:
 FEMINA HIP:
 Soul
LEFAM
Tanzania
City: South Africa
LEFAM – Let’s Fight HIV/AIDS in Malawi
2007-2010
ADRA Malawi
CFSC at the heart of a
development project:
in theory and practice
LEFAM
* Conceptual move and current framework
(from AIDS 5 to LEFAM)
* Putting CFSC at the heart of the project
Catalyst
CFSC
Model
Community Dialogue
Collective Action
Individual Change
Social Change
SOCIETAL IMPACT
Let’s fights HIV/AIDS
Building capacity for change in Malawi
1) By the end of the project the sexually active and becoming sexually active in
the targeted communities:
a) have appropriate knowledge and understanding of HIV/AIDS transmission
and prevention
b) show a positive change in HIV/AIDS related attitudes
c) show a positive change in risk behaviours and norms related to HIV and
sexually transmitted infections
2) By the end of the project the targeted communities have increased capacity
to support infected and affected individuals and households
3) Both strong and weak groups in Malawi have by the end of the project period
gained understanding of and experience with exercising influence on
democratic processes
Target Audience
1. 600.000 women, men, youth, children, radio listeners and TV viewers
The project will work directly with vulnerable and resource poor households,
orphans and vulnerable children, Home Based Care clients, Community
Income Generating Activity group members and support group members
2. The secondary target group will consist of Community Workers,
Community Facilitators, Traditional leaders, Traditional counsellors and
traditional birth attendants, Traditional healers, Religious leaders, Youth Peer
Trainers, Home Based Care providers, guardians of orphan and vulnerable
children and radio and TV programme listeners and viewers with special
political- traditional- or religious power or influence.
Main outputs
-The target groups in the communities are engaged in dialogue sessions on prevention,
attitudes, norms, stigma and discrimination and rights and responsibilities using principles of
Communication for Social Change.
-Home Based Care systems are strengthened in the 200 targeted villages and service to clients
is given by competent Home Based Care providers.
-Village gardens are established in the 200 targeted villages.
-20 Community IGA groups are established in the targeted communities150 TV and 150
programmes have been produced and broadcasted on a weekly basis on national TV/radio.
-75 interactive TV advocacy programmes have been produced and broadcasted on a bimonthly basis on national TV.
-150 interactive radio advocacy programmes have been produced and broadcasted on a weekly
basis on national radio.
Risks and pre-conditions
-Government and international agencies coordinate action effectively and present a unified
response to the issues of HIV/AIDS, food insecurity and rural poverty
-The political situation will remain stable throughout the project period
-Positive response and sustained participation of the targeted communities
-The targeted villages are supportive of the programme activities
-Extremely erratic or abnormal rainfall conditions making crop production impossible will not
occur
Partner Organizations
ADRA Malawi
Amount applied for
20.700.000
Implementation period
February 2007 to February 2010
Strategic project approach
Capacity buiding and empowerment
Advocacy
Collective action
Community dialogue
Radio/TV drama and
advocacy programmes
Community
supportsystems
Dialogue sessions on
individual and community
Individual change
Social change
Societal change
Reduced HIV incidens
Minimalized impact of HIV/AIDS
Increased respect of human rights
Community dialogue
Media/Comm Component
– radio drama, 10 mins,
Thursday mornings
 Tikuferanji – tv drama, Sunday evenings
 Lets Talk – radio phone in program,
Sunday late mornings
 Lets Talk TV – talk show program
 Tikuferanji
M&E Activities
Dept – 2 people
 Baseline survey/1200 people (pre & post
survey)
 Sentinel Site Study (1 week, 1 community,
in-depth, FGDs)
 M&E
Challenges (1)
Changing Mindsets – of Ourselves (in
LEFAM)




Defining Communication for Social Change
Is ADRA implementing according to these
principles?
Strategic Starting Point: Conceptual Clarity
Challenges (2)

Five Core Challenges in Implementation





Role of the Catalyst: How to Catalyse the Desired
Change Processes in LEFAM
An Emphasis on Process Facilitation and Content
Opening Spaces for Dialogue, Debate and Advocacy:
Training sessions, Community Dialogue Session,
National Public Debate
Capacity and Competency to Enhance Change
Communication Links between Objectives 1, 2 and 3:
products and materials, people, places, particular
events
Challenges (3)
 Implementation



Start
Conceptual Tools
M&E Management Tools: LogFrame, Activity
Plan, Baseline Survey Outline, Sentinel Site
Work Plan
Activity Planning Tools
Comunication for
development
1st Generation
2nd Generation
3rd Generation
Definition of the
problem
Lack of information
Lack of information
and skills
Structural inequality
Power relations
Social conflict
Notion of culture
Culture as obstacle
Culture as ally
Culture as ’way of life’
Notion of catalyist
External change agent
External catalyst in
partnership with
the community
Internal community
member
Notion of education
Banking pedagogy
Life skills
Didactics
Liberating pedagogy
Notion of audience
Segments
Target groups
Passive
Participatory
Target groups
Active
Citizens
Active
What are you
communicating
Messages
Messages and
situations
Social issues and
problems
Notion of change
Individual behaviour
Social Norms
Individual Behaviour
Social Norms
Structural Conditions
Individual Behaviour
Social Norms
Power relations
Structural Conditions
Expected outcome
Changs of norms and
individual
behaviour
Numerical results
Changs of norms and
individual
behaviour
Public and Private
Debate
Articulation of
political and
social processes
Structural Change
Collective Action
Duration of activity
Short Term
Short and Middle term
Mid- and Long term