Transcript Use of CDCynergy Model in Kazakhstan

Use of CDCynergy Model in
Kazakhstan
Raimbek Sissemaliev
CARK Programme
Communication Workhshop,
9-13 August 2004
Tashkent, Uzbekistan
6 Phases of CDCynergy Model
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2.
3.
4.
Defining and Describing the Problem
Analyzing the Problem
Identifying and Profiling Audiences
Developing Communication Strategies and
Tactics
5. Developing an Evaluation Plan
6. Launch and Feedback
In Phase 1:
Defining and Describing the Problem
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Define and describe health problems
Situation analysis of project factors
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Funding
Work underway by other agencies
Other issues taken for granted
In phase 2: Analyzing the Problem
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Determinants of the problem
Direct and indirect causes
Determine how to intervene
In phase 3:
Identifying and Profiling Audiences
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Dominant communication role
Supportive communication role
Conduct research with intended audiences
Audience profiles
In phase 4: Developing Communication
Strategies and Tactics
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Testing, developing and selecting:
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concepts
messages
settings
channel specific activities
channel specific materials
In phase 5:
Developing an Evaluation Plan
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Engage stakeholders
Formulate an evaluation plan and reporting
system
Agreements to protect those involved in
evaluation
In phase 6: Launch and Feedback
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Wrap up planning
Execute intervention and evaluation activities
Consider lessons learnt
Disseminate experiences and findings
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HOW DID WE USE THE CDCYNERGY
MODEL FOR DEVELOPMENT
COMMUNICATION FOR IDD/IDA
PREVENTION PROGRAMME AND BETTER
PARENTING PROGRAMME ?
Preparation
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Workshop for all stakeholders on CDCynergy model
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UNICEF, WHO, CDC, ADB
Ministry of Health
Ministry of Information and Public Accord
National Healthy Lifestyle Promotion Centre
Kazakh Academy of Nutrition
NGOs
Private sector (producers)
Mass Media
Others
Preparation
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Identified health and nutrition problems
Used KAP/B studies findings and agreed what are
the problems that could be targeted by
communication activities
Conducted SWOT analysis
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for stakeholders involved
for interventions to be conducted
for financing
Defined goals and objectives for the communication
programme
Preparation
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Identified target groups for the communication
programme
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Policy makers and local authorities;
Producers;
General population, including teachers and schoolchildren, health
workers and pregnant women, grandparents and NGO sector;
Mass media.
Developed communication strategy for each target
group
Target audience:
problem causes addressed by the communication…
Knowledge, Behavior, and Environmental
Objectives:
Preparation
Concepts…
Messages…
Settings…
Activities…
Materials…
Testing and/or
Feedback
from Stakeholders
Implementation
Responsible
Party
Responsible
Party
Testing
Date(s)
Completi
on Date
Preparation
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Agreed on materials and specific communication
activities
Identified communication channels to reach each
target group
Finalized communication plan for each target group
Developed integrated communication plan
Development of budget and distribution of
responsibilities
Established technical assistance and implementation
group (TAIG) that had meetings every month and
Steering Committee that met quarterly
Preparation
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Cost efficiency analysis for introduction of
flour fortification programme
Developed video on IDD and IDA prevention
Ministry of Information put the video in the
plan for airing within the Order for Social
Advertising
Preparation
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Developed evaluation plan
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Developed indicators to be used for monitoring
and evaluation
Media monitoring plan
Agreed on conduct a rapid assessment at second
year of programme implementation
Agreed on final evaluation of the communication
activities (conduct of KAP/B study at the 4th year
of implementation)
Implementation
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Official launch of communication campaign
(visit to Almaty of Mr. Karpov, UNICEF
Goodwill Ambassador)
All stakeholders are aware of what should be
implemented where and how
TAIG meetings are held on quarterly basis
TAIG members conduct monitoring visits
Implementation
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Training of trainers
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To provide training to health personnel at PHC
level
To provide training to NGOs
To provide training to schoolchildren and teachers
To provide training to Mass media
Results
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Law About IDD Prevention was adopted in
2003
Law About Quality and Safety of Food
Products that contains Articles on mandatory
flour fortification by iron and folic acid was
adopted in 2004
Current plans
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Continue implementation of communication
campaign
Work with the government on development of
law enforcement mechanisms and establish
monitoring of fortified food products
Work with producer to ensure availability of
fortified food products with healthy food logo
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Video !rovingeyes.rm
Thank you very much for your
kind attention !