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Recommended Core Competencies for Societal Outreach and Campaigns Approach
Recommended Readings and External Resources
Recommended Core Competencies for Societal Outreach and Campaigns Approach
- Excellent communication skills:
- Effective communication skills appropriate for the chosen channel of communication
- Charismatic/engaging public speaker (for individuals delivering outreach messages publicly)
- Expertise in effective message framing
- Gender Mainstreaming: Understanding of gender mainstreaming to promote gender equality, as well as intersectionality and implications for vulnerable groups and planning and implementing projects.
- Understanding of COM-B and stages of change model and appropriate strategies of engagement at each stage.
- Animal Welfare: good understanding of animal welfare in terms of the five domains of animal welfare and their human behaviour equivalents.
- Empathy and compassion: capacity to see things from other’s people’s perspective, be understanding and consider their situation, and read the community’s feelings, cultural norms and adjust as needed to suit situation.
- Event organization: experienced and effective planning and organizer of community events and activities.
The following C4A tools and resources may be useful to supporting capacity building related to these core competencies:
- Gender Mainstreaming Checklist
- Essential Communication Skills for Facilitating Behaviour Change
- Guidance on Identifying Effective Behaviour Change Strategies Based on COM-B Behavioural Diagnosis
- Guidance on Listening for Change Talk
- Guidance on Effective Outreach Messaging
- Techniques for Supporting Progress through the Stages of Change
- Example of Five Domains of Animal Welfare for Donkeys Linked with Human Behaviours
Recommended Readings and External Resources
Recommended readings and external resources that support this approach and development of recommended core competencies are provided below.
C4A RECOMMENDED READINGS
- Animal Welfare and Communities Learning Module – recommended for gaining an understanding of concepts of the five domains of welfare and how this can be used in raising awareness with communities
- Human Behaviour Change Learning Module - recommended for gaining an understanding of behaviour change theory and best practices, the stages of change, and their importance to facilitating behaviour change, as well as the COM-B model and the behaviour change wheel.
- Community Engagement and Development Learning Module - recommended for gaining an understanding of the difference between community engagement and community development, and understanding principles and best practices essential to effective community engagement
- Essential Ethical Considerations for Working with Communities
COMMUNITY ENGAGEMENT
GENDER MAINSTREAMING AND INTERSECTIONALITY
- Guidelines on integrating gender in livestock projects and programs (CGIAR)
- Gender Integration Continuum: Training Session User’s Guide Interagency Gender Working Group (IGWG)
- Toolkit for Community Facilitators in the field of intersection of gender and cultural diversity
BEHAVIOUR CHANGE
- VIDEO: Intro to the COM-B model
- The Behaviour Change Wheel
- Fostering sustainable behaviour: An introduction to community-based social marketing – book and website with useful guidance and resources: www.cbsm.com
- Webinar series on Social and Behaviour Change (SBC) for Improved Agriculture and Nutrition, by the Agriculture, Nutrition and Health Academy:
- Make Me a Change Agent: A Multisectoral Social Behaviour Change Resource for Community Workers and Field Staff English Guide / Spanish Guide / French Guide / Amharic Guide
- Getting Practical: Integrating Social Norms into Social and Behaviour Change Programs - English Guide / French Guide
- VIDEO: Operationally Defining Behaviour: Target and Replacement Behaviours
- VIDEO: Identify your target audience
- VIDEO: What is barrier analysis? - Barrier analysis explained
- VIDEO: Steps in Barrier Analysis
- VIDEO: Persuasion Psychology: "Reactance" and Overcoming Resistance
- VIDEO: What Does Change Talk Sound Like in Motivational Interviewing?
- VIDEO: Three Myths of Behaviour Change What You Think You Know That You Don't (Jeni Cross)
- VIDEO: ‘Improve Your Life Using the Stages of Change (Transtheoretical) Model with Dr Wendy Guess’
OUTREACH COMMUNICATION SKILLS AND MESSAGING
- Framing Nature Toolkit - practical application of communication tools in the field of environmental conservation
- Common Cause for Nature: Finding values and frames in conservation - offers recommendations for the conservation sector and others on how to ensure their work strengthens the values that motivate people to action
- The Power of Storytelling eLearning Course
- How to Design Effective SBC Messages and Materials
- VIDEO: The recipe for great communication
- VIDEO: Brené Brown on Empathy
- Theatre
- Community Drama: Theatre for Development English / Spanish / French / Portuguese Tearfund (2004)
- The Royal Tropical Institute lists several references on theatre and development http://insightshare.org/resources/pv-handbook
- Participatory Communication: A Practical Guide, World Bank 2009
- VIDEO: Theatre for Development & Performing Arts
- Participatory Video
- Insights into Participatory Video: A Handbook for the Field. N. Lunch and C. Lunch (2006). Insight, Oxford, UK.
- Participatory Video for Monitoring & Evaluation
- Community Radio
- Community Radio Start-Up Information Guide K. Barker (2008). Farm Radio International.
- Extension Approaches and Radio Messaging for Improving the Welfare of Working Equines: A Manual for Implementing a Radio Programme to Improve Equine Welfare F. Ochieng and P. Kaumbutho (2006).
- How to do Community Radio. L.Tabing (2002). UNESCO Asia-Pacific Bureau for Communication and Information, New Delhi, India.
- VIDEO: How community radio can change rural areas
OTHER
- VIDEO: Designing a survey
- VIDEO: Key Informant Interviews: An Introduction
- VIDEO: Using In-Depth Interviews (IDIs) In Your Research: Qualitative Research Methods
- VIDEO: Preparing for Focus Groups: Qualitative Research Methods
- VIDEO: Quantitative vs. Qualitative Research: The Differences Explained
- VIDEO: Creating a project plan that works