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Resilience and Humanitarian Response

Our approach

January 2013

This paper is written to inform and guide BBC Media Action’s work on Resilience and Humanitarian Response. It is intended to support project design, proposal development and the development of regional and country programmes. It will also help shape BBC Media Action’s policy and research work. It sets out:

• The needs we address and what we aim to achieve; • How our work with media and communication can improve resilience and humanitarian response; • Our approach to our work

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CONTENTS

Executive Summary p3

1. The needs we address and the aims of our work p4

1.1 Why Resilience and Humanitarian Response? p4

1.2 What we are working to achieve p4

1.3 The needs we address p5

Food and water security p5

Economic security and opportunity p6

Disaster risk reduction p8

Humanitarian response p9

Cross-cutting issues and needs p10

2. How our work can improve Resilience and Humanitarian Response p11

3. Our approach p12

3.1 Our four ‘areas of influence’ p12

3.2 Media, communication and information as ‘drivers of change’ p14

3.3 Project activities p16

3.4 Summary: our approach p21

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EXECUTIVE SUMMARY

Poor and vulnerable people can be further pushed into poverty by sudden events, such as cyclones or earthquakes and long-term strains, such as changes in the climate or economic crises. Resilient individuals, households and communities can avoid the severe effects of such events, recover more quickly and adapt effectively to long-term trends1. When a population isn’t sufficiently resilient to either natural or man-made hazards, humanitarian emergencies can occur. Current trends indicate that humanitarian emergencies will affect more people, particularly in developing countries, over the coming years. In humanitarian responses, evidence shows that emergency relief efforts should be conducted with a focus on strengthening people’s resilience to future hazards. At BBC Media Action, we understand resilience to be the ability of countries, communities, households and individuals to manage risk from sudden events and long-term trends and to respond positively to change without compromising their long-term potential. For example, withdrawing children from school to meet basic household costs may help make ends meet in the short-term, but may ultimately erode the family’s future prospects. Within the theme of Resilience and Humanitarian Response, we have identified four priority areas of work – where needs are high and where media and communication can make a significant contribution:

a) Food and water security: The ability to secure sufficient food and water

b) Economic security and opportunity: The ability to earn and manage income

c) Disaster risk reduction: The ability to reduce risk and prepare for potential hazards

d) Humanitarian response: The ability to survive and cope with a humanitarian crisis

Our work aims to increase resilience and improve humanitarian responses. In particular we aim to increase people’s ability to secure food and water, improve their economic security and opportunities, reduce their risk to disaster, and increase their ability to survive and cope with humanitarian emergencies.

Media and communication can help build the resilience of people vulnerable to shocks and long-term trends by providing information, changing attitudes towards risk and innovation, supporting dialogue that will facilitate positive change and encouraging greater accountability in service

1 Pasteur, K. (2011). From Vulnerability to Resilience: A framework for analysis and action to build community resilience. Warwickshire: Practical Action Publishing Ltd.

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provision and policy making. Our work on Resilience and Humanitarian response involves a range of activities including research, capacity building, the development of media outputs and communication materials, and outreach. Combined, these activities aim to influence the populations, practitioners, organisations and systems which - working together - can positively influence long-term change. 1. THE NEEDS WE ADDRESS AND THE AIMS OF OUR WORK 1.1 Why Resilience and Humanitarian Response?

Poor and vulnerable people can be further pushed into poverty by sudden events, such as cyclones or earthquakes (shocks), and long-term strains, such as changes in the climate or economic crises (stresses). Resilient individuals, households and communities can avoid severe effects of such events, recover more quickly and adapt effectively to long-term trends2. When a population is not sufficiently resilient to either natural or man-made hazards, humanitarian emergencies can occur. Current trends indicate that humanitarian emergencies will affect more people, particularly in developing countries, over the coming years. In humanitarian responses, evidence shows that emergency relief efforts must be conducted with a focus on strengthening people’s resilience to future hazards.

We understand resilience to be the ability of countries, communities, households and individuals to manage risk from sudden events and long-term trends and to respond positively to change without compromising their long-term potential. For example, withdrawing children from school to meet basic household costs may help make ends meet in the short-term, but ultimately erodes the family’s future prospects. 1.2 What we are working to achieve Our work aims to increase resilience and improve humanitarian responses. In particular, we aim to increase people’s ability to secure food and water, improve their economic security and opportunities, reduce their risk to disaster, and increase their ability to survive and cope with humanitarian emergencies.

1.3 The needs we address

Food and water security Food and water security enables people to secure sufficient clean water and sufficient nutritious food at all times without compromising their financial security, health or safety and well-being. Food security is one of the most pressing issues facing poor people today. Globally, 925 million people suffer from chronic hunger3 and more than 2 billion people are affected by malnutrition4.

2 Pasteur, K. (2011). From Vulnerability to Resilience: A framework for analysis and action to build community resilience. Warwickshire: Practical Action Publishing Ltd. 3 FAO (2010). “925 million in chronic hunger worldwide- Though improved, global hunger level “unacceptable”. 4 FAO (1997). “Introduction” in Preventing Micronutrient Malnutrition: A Guide to Food-Based Approaches. Washington, DC: International Life Sciences Institute.

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Taking demographic increases into account, global food production alone may need to increase by around 70% in order to cope with the increasing population demand by 20505.

Factors placing pressure on food security include (i) reduced available land and natural resources to feed growing populations in rural and urban areas (ii) the impact of climate change on food systems, such as the increased frequency and duration of droughts, floods and other natural disasters (iii) higher and more volatile prices, putting countries that are dependent on global food imports at increased risk of food insecurity and civil unrest.6 Three-quarters of the world’s poorest people, most of whom are women, rely on farming small plots of land for food and income.7 Water is essential for achieving food security, as well as for personal health. Farmers, herders, fishermen, and small enterprises all rely on water for their livelihoods and to provide food for themselves and others. As populations increase and development demands more water for households, agriculture and industrial sectors, water management is becoming a critical issue. Rapidly growing urban centres are placing increasing pressure on neighbouring areas. By 2025, two-thirds of the world’s population could be living under water-stressed conditions. 8 Water management is not only about coping with varied rainfall patterns and droughts, but also about infrastructure development, fair and equitable distribution, and governance.9 Evidence suggests that media and communication can play an important role in food security. Farming radio programmes can increase knowledge of agricultural innovations, link farmers to new markets and buyers, strengthen their ability to negotiate prices, and help them adapt crops to meet demands10. A report based on experiences by the International Institute for Communication and Development suggests that Information and Communication Technologies (including broadcast media) have the potential to enhance agricultural production; improve access to market information to increase income; and build capacity and empower farmers to represent their interests11.

5 FAO (2009). “How to Feed the World in 2050.” 6 FAO (2011). “Food, Agriculture and Cities: Challenges of food and nutrition security, agriculture and ecosystem management in an urbanizing world.” Food for the Cities multi-disciplinary initiative. 7 The World Bank (2008). World Development Report: Agriculture. 8 FAO (2012). “Hot issues: water scarcity.” Water Development and Management Unit 9 ibid 10 Perkins, K., Ward, D. and Leclair, M. (2011). Participatory Radio Campaigns and food security: How radio can help farmers make informed decisions. Farm Radio International. 11 Stienen, J., Bruinsma, W. and Neuman, F. (2007). “How ICT can make a difference in agricultural livelihoods.” In Commonwealth Ministers Reference Book 2007. London: Henley Media Group Ltd.

Past BBC Media Action Projects: Food and Water Security

The Somali Livestock Project (2005-2008) used radio to improve skills and knowledge across the Somali Livestock sector. This was done through (i) a weekly educational radio programme produced in Somalia and broadcast on the BBC Somali Service and (b) ‘face-to-face’ learning via listening groups organised within local communities. Impact: Listeners of the programme showed a higher level of knowledge on issues addressed. For example, listeners were more able than non-listeners to correctly identify symptoms of foot and mouth disease in their cattle.

Filega (2006-2007) was a radio drama in Ethiopia which covered agricultural issues such as soil and water management, including deforestation and soil erosion, and new crop varieties. Pretesting showed that storylines, characters and issues strongly resonated with our audience.

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Economic security and opportunity

By economic security and opportunity we mean people’s ability to earn diverse and secure incomes and manage the assets they earn with minimal risk to health, safety and well-being. People need support on a number of levels to make a living and step out of poverty, whether they are subsistence farmers shifting to the production of cash crops, small business entrepreneurs, or migrant workers seeking employment in urban centres. The impact of the global economic crisis adversely affects the already poor12, leading to decreased demand for labour, increased competition, fluctuating prices, and pressures for informal workers to overwork, take on additional risks, and cut back on expenditure (including food and healthcare), while watching their incomes decline13. The informal economy (although difficult to define14) can include entrepreneurs, the self-employed small business owners, and labourers and comprises half to three-quarters of all non-agricultural employment in developing countries15. Informal employment can involve precarious working conditions, characterised by unreliable income streams and unsafe working conditions. The private sector is increasingly recognised as key to meeting development challenges. Economic growth is fuelled by the creativity of entrepreneurs and successful enterprises that innovate, invest, and generate employment and wages for workers.16 Financial services, especially those available through mobile telephony, can help people struggling with economic insecurity by supporting savings, offering payment mechanisms, lending money, and providing insurance. This can help households invest in activities that can increase their future income (e.g. agricultural investments or starting a business) and protect them from shocks which may push them deeper into poverty.17 However, three-quarters of the world’s poor operate in the cash economy18. This means they use cash, physical assets (e.g. jewellery or livestock), or informal providers to meet their financial needs. These mechanisms can be expensive, hard to use and can leave people vulnerable to theft19. Infrastructure and new technology can help overcome some of these challenges but people can face barriers to using new services successfully. These might include lack of skills, a culture of saving, or the knowledge and confidence to access financial services. Research conducted by the International Labour Organisation showed that mass media (TV, radio, print) offered an efficient, innovative and sustainable means to reach greater numbers of people than through face-to-face interventions and to provide populations in developing countries with

12 Mehrotra, S. and Kapoor, S. (2009). “Gender Discrimination in Asia: A Regional Perspective.” Global Social Policy, 9(suppl): 197-205 13 WIEGO (2012). “The Global Economic Crisis & the Urban Informal Economy.” Women in Informal Employment: Globalizing and Organising and the Inclusive Cities Project. 14 Chambwera, M., MacGregor, J. and Baker, A. (2011). The Informal Economy: A primer for development professionals on the importance of the informal economy in developing countries. London: International Institute for Environment and Development. 15 World Bank. “Size of the Informal Economy.” 16 ILO (2007). “The promotion of sustainable enterprises.” 17 Ellis, et al (2010). “Investigating the impact of access to financial services on household investment”. Overseas Development Institute. 18 The World Bank (2012). The Global Findex Database 19 Ellis, et al (2010). “Investigating the impact of access to financial services on household investment”. Overseas Development Institute.

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tools to increase their economic development20. For example, mass media supported skills-building (including financial management skills), provided lacking information on markets and regulations and boosted entrepreneurial motivation. It was found to enable small entrepreneurs to build business links, spark collaborations, and help voice their opinions to policy makers21. Disaster risk reduction More than 226 million people are affected by disasters every year with earthquakes and droughts responsible for the most deaths, and floods and storms affecting the most people through displacement and disruption of livelihoods. Poor people are among the most vulnerable, especially women, children and people with disabilities. Ninety-seven per cent of all deaths resulting from natural disasters occur in developing countries22. Asia is most at risk. Economic damage from disasters is on the rise and climate change could add $28-68 billion in damage each year as tropical cyclones alone are predicted to become more severe and frequent. Small-scale disasters create long-term impact. Tens of thousands of small-scale disasters occur each year. While the scale of

20 Anderson, G. (2008). “Integrating mass media in small enterprise development: Current knowledge and good practices.” Employment Sector Employment Working Paper No. 2. Geneva: International Labour Office. 21 ibid 22 World Bank (2000). World Development Report 2000-2001: Attacking Poverty. Oxford: Oxford University Press.

Past BBC Media Action Projects: Economic Security & Opportunity

New Home, New Life (various since 1994) The Afghan Education Project has addressed livelihoods in a number of ways, including raising discussion around growing legal vs. illegal crops (e.g. poppy), providing information about organisations and services to assist people in pursuing new or alternative professions, raising understanding of microfinance and the importance of small and medium enterprises among both rural and urban communities. Impact: Frequent listeners to the programme were more likely to secure a job, ensure their children received an education, start their own business and increase crop production. Tree of Life (2007) This radio drama for Burma was part of a media initiative that used a mix of drama, factual programming and education materials to address a range of development issues, including improving livelihoods, managing debt, and addressing environmental issues with an emphasis on water. A specific objective of the project was to increase possibilities for income generation by stimulating ideas, building skills and knowledge and creating links with relevant activities and services where possible. Who are you calling helpless? (2009) This project in India focused on bonded labour in relation to both governance/human rights issues and income generation through radio and social mobilisation activities. Filega (2006-07) This radio drama in Ethiopia addressed livelihood diversification, micro-credit and more. The Somali Livestock Project (2005-2008) included information and advice about basic business skills, especially those that would support entrepreneurship. For example, it suggested ways that pastoralists could improve the selling price of their animals by making them look better at market. It also suggested ways for people to start new businesses, such as yogurt-making, which was not previously common. English in Action (2008-current). An upcoming TV series by the English in Action project in Bangladesh focuses on improving the basic business skills for a range of professions. This factual/reality programme features regular people running small businesses who receive the support of an English mentor as well as a business mentor. For example, a woman who struggled to open her own salon despite the odds is learning about how to run her business in a way that will attract new customers and increase her profits.

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these disasters may be less striking than large ones, the impact on those affected can be just as damaging causing injury and death, undermining livelihoods and leading to chronic poverty23. Naturally occurring hazards (earthquakes, floods, extreme temperatures), only become ‘disasters’ when they come in contact with people. Although natural hazards cannot be prevented, it is possible to prevent them from resulting in disasters. Reducing exposure to hazards (e.g. floods, droughts, cyclones, earthquakes), decreasing the vulnerability of people and property, wise management of land and the environment, and improving preparedness for adverse events are all examples of disaster risk reduction24. According to research presented by DFID, for every dollar invested in disaster risk reduction, between 2 and 4 dollars are returned in terms of avoided or reduced disaster impacts25. Evidence suggests that media and communication can play a role in disaster risk reduction in the following ways:262728 (i) Sensitise people to risks and encourage positive behaviours to mitigate risks and prepare for emergencies; (ii) Disseminate locally specific and relevant information (e.g. early-warning systems); (iii) Identify, build, document, and share locally rooted and contextualised adaptation strategies among communities; (iv) Facilitate local risk assessments and make communities part of the process to mobilise local knowledge and develop local coping mechanisms; (v) Contribute to context specific repositories of information on disaster management and risk mitigation.

Humanitarian response In 2010 alone, 263 million people were affected by humanitarian emergencies – 42% more than in

23 Leoni, B., Radford, T. and Schulman, M. (2010). Disaster through a Different Lens: Behind every effect, there is a cause. UNISDR. 24 UNISDR. “What is Disaster Risk Reduction?” 25 DFID (2008). “Frequently asked questions on disaster risk reduction.” The National Archives. 26 UNISDR (2006). “Developing Early Warning Systems: A Checklist.” EWC III Third International Conference on Early Warning. 27 Cate, F.H. (1994). International Disaster Communications: Harnessing the Power of Communications to Avert Disasters and Save Lives. Evanston, Ill.: Annenberg Washington Program in Communications Policy Studies of Northwestern University. 28 IFRC (2008). The Red Cross Red Crescent and the Hyogo Framework for Action: Focus on the Asia-Pacific region. International Federation of Red Cross and Red Crescent Societies.

Past BBC Media Action Projects: Disaster Risk Reduction (DRR)

In India (2008) Media Action implemented a project to build the capacity of NGOs, media, and government officials to work with media for disaster preparedness. Activities included training workshops, including specific training for radio professionals on the production of Public Service Announcements around DRR. The project also organised a concert to raise awareness of disaster preparedness issues among the general population. In Vietnam (2008) Media Action conducted a project that involved training NGOs alongside media to better prepare for annual floods and storms. The project also produced a comedic documentary film in partnership with the Red Cross which presented factual information and advice in a humorous and entertaining format, in order to encourage people to take actions that would reduce risks The Afghan Education Project (2005 & 2008) implemented a project to improve disaster management education through community radio. Activities included conveying disaster management information through the radio drama ‘New Home, New Life’. Alongside the drama, radio clubs were mobilised, facilitated and formed into an informal network.

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2004, the year of the Indian Ocean tsunami29. Trends suggest that more people will be affected by humanitarian emergencies in the near future, particularly those in developing countries30. There is a body of scientific evidence that indicates that climate change will raise special challenges, which will make humanitarian crises, such as droughts, landslides and floods, more likely and more severe.31 More people will become vulnerable to these disasters due to poverty and their location, especially in urban areas where rapid population growth generates unplanned and unsafe housing.

Some environmental changes will increase the threat of new conflicts. There is already evidence that the number of conflicts is on the rise while long-running conflicts, such as those in Sudan, Somalia, and the Democratic Republic of Congo continue to produce suffering and increased humanitarian demands32. Within conflict situations, access to the increasing number of people affected is becoming more difficult. Violent attacks on humanitarian workers have increased by 177% from 1997 to 2008 and analysis of the reasons behind the attacks indicates the attacks are increasingly politically motivated. 33

There is a limited, but growing body of evidence that timely, appropriate humanitarian responses can save lives and livelihoods and help people recover from emergencies. It is also recognised that media and communication can play a strong role in humanitarian responses, especially when physical access to communities is a challenge. Measuring the impact of humanitarian responses is complicated given the limited ability to determine baselines, questions of ethics, and difficult operating environments. Traditionally, the humanitarian sector has been poor at measuring impact, but it is working to improve34.

29 Schuemer-Cross, T. and Taylor, B.H. (2009). The Right to Survive: The humanitarian challenge for the twenty-first century. Oxford: Oxfam International. 30 ibid 31 ibid 32 ibid 33 Borton, J. (2009). “Future of the Humanitarian System: Impacts of Internal Changes.” 34 Hofmann, C-A., Roberts, L., Shoham, J. and Harvey, P. (2004). “Measuring the impact of humanitarian aid: A review of current practice.” HPG Report 17. Overseas Development Institute.

Past Media Action Projects: Humanitarian Response In Pakistan (2010) the infoasaid project supported the BBC Urdu Service to produce interactive daily bulletins in Urdu and Pashto. Later, the infoasaid project supported Save the Children to distribute radios. The Somali Lifeline programme (2009) was launched in response to an upsurge in violence and provided up-to-date, accurate, conflict-sensitive information to IDPs, refugees, migrants, and host communities. In Gaza (2009) Media Action worked with local media professionals to produce Fresh Air, a radio series addressing long-term collective psychosocial issues related to trauma. Living Today, Stronger Tomorrow (2008) was broadcast in Burma following cyclone Nargis. A series of five-minute daily bulletins covered humanitarian topics at different stages, from survival to reconstruction. In the Sahel (2008), in response food crisis, we produced a radio drama in Hausa to address malnutrition. Darfur Lifeline (2005-2009) included a series of daily radio programmes for general audiences and vulnerable groups, including children, women, youth and older people. The project partnered closely with a number of aid agencies to organise listening groups and conduct research to inform the programme. Calling Iraq (2003) was produced for people with restricted mobility and limited access to resources in Iraq during conflict. It provided people with humanitarian and health information and security and safety tips.

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Cross-cutting issues and needs

Across the four areas outlined above, a number of cross-cutting issues and needs should be considered: Long-term trends such as environmental degradation, globalization, migration, intensification of agriculture and a decline in biodiversity can have incremental effects over time yet culminate in significant impacts. One of the most critical long-term trends is climate change, which impacts on populations globally, but affects the poor most negatively.35 Research recently conducted in Africa concluded that work to support local adaptive capacity to climate change should also focus on factors that contribute to poverty and marginalisation as well as addressing the effects of climate change specifically.36 Such work is expected to be more effective than programmes that explore the effects of climate change in isolation.

Energy is critical for development. It can impact people’s ability to access food and water, earn a livelihood, and receive education.37 Approximately 1.5 billion people have no access to electricity and another one billion have unreliable and intermittent supplies.38 Access to sustainable sources of clean, reliable and affordable energy are issues that need to be addressed at a policy level (e.g. in decisions made about physical infrastructure and energy provision), and an individual level (e.g. considering alternative energy sources and accessing them when appropriate).

Governance plays a direct role in the resilience of individuals and communities39. Critical infrastructure can impact people’s access to water, sanitation and energy and it can determine whether structures (buildings, dams, bridges, roads) are able to withstand pressure from sudden events. Tenure rights to housing and land disputes can leave people living on marginal land at high risk of hazards, with lack of adequate settlement planning, infrastructure, or access to cultivatable land for farming.

Health can directly affect the resilience of a community by determining whether people are well enough to secure food and water and earn and maintain livelihoods. Poor health can increase an individual’s vulnerability and, in turn, that of their family.

Gender issues can impact an individual’s resilience to shocks and stresses and their ability to cope with emergencies. In humanitarian crises women and men can often be affected differently. Women must overcome increased obstacles to provide care and safety for others even as their own vulnerability increases. Specific risks may include malnutrition, sexual violence and exploitation, sexually transmitted infection, unplanned pregnancy and unassisted childbirth. On the other hand, men who are displaced as a result of humanitarian crisis often suffer from a loss of status in their communities and families.

35 Stern, N. (2006). “Executive Summary” in Stern Review on the Economics of Climate Change. Cambridge: Cambridge University Press. 36 Levine, S., Ludi, E. and Jones, L. (2011). Rethinking Support for Adaptive Capacity to Climate Change: The Role of Development Interventions. Findings from Mozambique, Uganda and Ethiopia. London: Overseas Development Institute. 37 UNDP (2012). “Sustainable Energy.” 38 Economist Staff (2010, September 2). “Power to the people.” The Economist, Technology Quarterly: Q3. 39 Moser, C., Norton, A., Stein, A. and Georgieva, S. (2010). Pro-Poor Adaptation to Climate Change in Urban Centers: Case Studies of Vulnerability and Resilience in Kenya and Nicaragua. The World Bank Social Development Department Report No. 54947-GLB.

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2. HOW OUR WORK CAN IMPROVE RESILIENCE AND HUMANITARIAN RESPONSE (PROJECT OUTCOMES)

In response to the needs set out above, and to contribute to better resilience and improved humanitarian response our work with media and communication can: • Support people to take action to improve their situation. This might include:

o Practicing a variety of farming or fishing techniques that produce high yields without degrading the environment;

o Practicing techniques that conserve water, especially in areas where it is scarce; o Engaging in activities that generate income from diverse and reliable sources, that do

not risk the wellbeing of individuals (e.g. starting up a new business as well as cultivating a small plot of land);

o Generating surplus income or assets that can be used to sustain people through challenging times or crisis;

o Take action that will reduce the risk of a crisis severely affecting the household.

• Support stronger systems that increase resilience in which: o Ordinary people participate in the formation of policies that will influence their food

and water security, economic opportunities, and ability to avoid or prepare for disasters;

o Ordinary people hold leaders and service providers to account around policies and services within their community;

o Extension workers and other professionals that support issues related to resilience are more effective: knowledgeable, skilled, motivated and better able to communicate.

o Communication with affected populations is prioritised in humanitarian responses.

3. OUR APPROACH

Our approach to work on resilience and humanitarian response involves:

Analysis of our four ‘areas of influence’; Identification of key ‘drivers of change’; Design and delivery of project activities, including research, capacity strengthening, media

content and outreach.

3.1 Our four ‘areas of influence’

Our organisational approach to work with media and communication is informed by socio-ecological models, which recognize that the way that people think and act is influenced by multiple overlapping individual, interpersonal, social and structural factors.40 Peoples’ opinions and actions are shaped by their social networks (families, partners, friends and colleagues), wider communities, as well as by social structures and systems. In turn, social systems and structures are shaped by the actions of groups and individuals within a society.

40McLeroy, K Bibeau, D stickler, A and Glanz K (1988) An Ecological Perspective on Health Promotion Programmes. Health Education Quarterly 15(4): 351-377

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With this in mind, our work engages with four different ‘areas of influence’ – populations, practitioners, organisation and systems - that correspond to different sociological ‘spheres’.

Populations are the individuals, families and communities whose lives are directly affected by our work. Living in rural or urban areas, these are poor or marginalized people and those affected by poor governance, conflict or humanitarian disaster.

The populations that we reach with our work will vary greatly, depending on the focus of the resilience or humanitarian response project. Examples may include rural farmers, small business owners and entrepreneurs, urban migrants seeking alternative incomes, families living in areas at risk of hazards, or individuals affected by crisis. We consider those who are highly at risk or vulnerable to threats as well as those in the community that can influence the well-being of others (e.g. heads of households or community leaders, who can have significant influences on individual behaviours and collective decision-making).

Practitioners are those – who through their work or profession - reach and interact with our beneficiary populations or work to make effective use of communication for development/governance sustainable in the long term. Practitioners are often important agents of change within communities, as well – of course – as individuals in their own right and friends and neighbours of others whose lives we hope to improve through our work.

Practitioners that we work with may include, for example, media professionals, civil society workers, agricultural extension workers, business people, government officials, and staff in international NGOs and aid agencies. In Tanzania, for example, the “Radio for Resilience” project (2012-2013) is training Civil Society Organisations (CSOs) to communicate better with the people they serve on climate-related resilience issues, to improve people’s understanding of climate-related risks, how to increase resilience, and to help hold officials to account on issues that affect

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resilience. As part of the training, staff working with CSOs will learn how to work effectively with the local media.

We support practitioners through the capacity building activities described above: building skills and providing communication tools that they can use to make their work more effective. Sometimes, when practitioners constitute a substantial portion of the community, mass media outputs might include information for practitioners as well as the general public. For example, the Somali Livestock project recognised that it was relatively common for shop-keepers to dispense medication for animal welfare. However, shop keepers were not always able to provide adequate instructions when doing so, which could negatively affect animal health. The programme raised the importance of proper instructions to both those who sold medication and those who were buying it.

Organisations including media organisations, civil society organisations, NGOs, universities and government agencies – are important constituent parts of many communities. They also form part of the ‘systems’ that affect people’s lives. We work with organisations whose work and policies influence the daily lives of the populations we reach with our work.

Partner organisations may have wide-reaching, face-to-face programmes that could complement the media and communications activities (especially government programmes and those of large NGOs). They may have existing contacts and established trust with the populations we aim to reach. In humanitarian responses, aid agencies typically have stronger logistics networks than we do, facilitating movement and reach in challenging environments.

Organisations that we work with on resilience and response may include, for example, media organisations, civil society organisations, NGOs (international and local), universities and government agencies. For example, we partnered with women’s groups across Somalia to implement listening groups alongside the Somali Lifeline radio programmes (2008-2009). Their ability to convene groups of women who would benefit from the programme was especially beneficial in conflict-affected areas where trust and understanding of local dynamics was critical.

We support organisations through capacity building activities described above and through advisory work on organisational practices and policies. In Sierra Leone, for example, a project to support the cocoa industry includes a partnership with Njala University to support development of a curriculum for cocoa farmers that can be taught via the radio to help improve the quality of cocoa produced. The infoasaid project (2010-2012), examined the internal policies of select aid agency partners to determine how they could improve their communication with the crisis-affected communities they served, including significant analysis for ActionAid and the International Federation of the Red Cross and Red Crescent Societies.

Our work with populations, practitioners and organisations is sometimes designed to bring about change in systems - the formal and informal systems and structures that influence people’s lives. These include social and political customs and norms and power relationships, as well as formal systems of government and public services, public policy, regulatory frameworks and economic structures.

By supporting public dialogue, social norms can be addressed, policies informed and officials held to account. For example, public discussion can allow populations to raise issues on policies and practices around land rights that affect their ability to secure food and water. Media can provide a platform to raise these issues at scale and provide a means for communities to interact with

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In Nepal, the BBC Media Action radio programme, Sajha Sawal, featured a promising but little-known horticulturist who talked about his pioneering techniques to boost tomato production and the nuances and economics of tomato farming. Such knowledge spread quickly, attracting a wave of young people to the tomato business.

government officials on the issues they feel are important. Similarly, issues around the government’s role in mitigating disasters can be addressed, such as investment in infrastructure or the establishment and maintenance of early warning systems.

3.2 Media, communication and information as ‘drivers of change’

Research on the role of media and communication in resilience and humanitarian response is relatively recent and has not reached the same level of policy or academic attention as in health and governance41. However, based on existing data and inferences from work in other areas, there is strong indication that our work can affect the following factors that can support resilience building and humanitarian response. In our work we sometimes refer to these factors as ‘drivers of change’. Our work with media and communication can: Provide information and build knowledge. In order to mitigate against risks, adapt to climate change, increase income, and secure the assets necessary to have stable access to food and water, people, practitioners (e.g. extension workers, small business owners) policy makers need knowledge and information about the risks they face and what options exist for change so that they can make informed choices. This might include market prices, weather reports, and analysis of long-term trends. Improve confidence (self-efficacy) and motivation Sometimes people need encouragement and support to take steps towards significant changes in their lives. Confidence in one’s ability to try something new or develop a new skill can influence whether people seek information or engage in learning exercises in the first place. Motivation and self-efficacy are especially important in humanitarian crises when people affected by trauma may need support to take steps to respond. Build skills. Media and communication can support the development of life skills such as analytical skills, decision-making and problem-solving skills, which can help audiences make sense of the increasing information available. Media and communication can also support the development of technical skills, such as business skills or farming techniques by providing instructions or encouraging people to seek local services to acquire new skills. In many instances, practitioners can develop the skills required to integrate media and communication into their work in a way that improves the services they deliver. For example, NGO workers talking to communities about disaster risk could incorporate audio/visual material to help explain new ideas.

Spark innovation. Media and communication can help people, practitioners and policy makers consider old problems – or newly emerging ones – in a different light. It can also share innovative ideas at scale across audiences of millions at a time. Innovation can involve the development of new techniques to improve farming or fishing practice, or generating new ideas for business opportunities.

41 Kogen, L et al (December 2012). Evaluating Media & Communication in Development: Does it matter? Final report to BBC Media Action. Center for Global Communication Studies, Annenberg School for Communication.

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A farmer in Ethiopia picked up new ideas while temporarily living in a different part of the country. When he returned home and planted an orchard with fruit trees, vegetables and beehives surrounded by eucalyptus trees, his neighbours called him crazy and showed little interest in copying his ideas, even when he used the profits to pay for all of his children to go to school. Media could play a role in raising positive community discussion about his new practices. Levine (2011).

In Pakistan, where a government-led drainage project was affecting the food security and health of fishermen and farmers, a project which included media-based discussions raised the debate to a national level by hosting an assembly at the affected area with community members, local leaders and landowners which was broadcast on national television. Panos London (2011). “All together now: Oral testimony, theatre, media, debate.”

Explore social norms. Cultural and social factors can determine the extent to which positive behaviours are practiced and new ideas are generated and adopted. In many communities a dominant culture may discourage people or professional practitioners from doing things differently, especially if it involves rejecting traditional techniques or customs that have been practiced for generations. For example, in some societies, women are not meant to leave the home unaccompanied by a male or elder, which can hinder their ability to evacuate in the event of sudden disasters and seek safe shelter. Communication can play a role in prompting and facilitating community-wide discussions about social norms, helping people make their own decisions about whether to try new approaches.

Alter risk perception. How people perceive risk, the extent to which they think about and talk about risks, how they feel around risks, and what they expect to happen as a result of taking action can all influence the extent to which they take steps to prepare for or mitigate against them. For example, considering whether a severe storm might affect your family and if so, how, can be an important but very difficult topic for people to think about in detail. Media and communication can help broach sensitive topics and model ways of talking about the issue which make it easier for people to engage. Enable connectedness. Resilience to shocks and stresses, and the ability to cope with humanitarian crises, can depend on social, political economic and cultural networks. For example, building successful small businesses can be dependent on connecting with new markets and potential partners. Villagers being able to share irrigation techniques in the face of water shortages can help farmers feel less isolated and increase the flow of new ideas among communities. Media and communication can play a role in connecting people and practitioners and strengthening existing networks by providing information about existing groups and how to contact them, brokering dialogue between distant communities, sharing information between the groups, and emphasising the role that a group can play in decision-making. Enable discussion and dialogue. Communities and individuals that are vulnerable to shocks and stresses or coping with a crisis need platforms to discuss existing problems, share ideas and seek solutions. Practitioners need similar forums to discuss professional techniques and practices. Media and communication can provide a platform that convenes and amplifies these discussions making them accessible to wider populations, especially marginalized communities.

Promote public dialogue. Issues related to resilience and humanitarian response, and the role of the government and civil society in addressing those issues, warrant discussion and public debate.

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Challenges such as land rights, urban development and the ability of public infrastructure to facilitate economic opportunities and withstand disasters require participation and debate. Yet public meetings in urban areas with high-level decision makers are often inaccessible to time-pressed and resource-poor rural people with low levels of education. Media can bridge social and geographical divides to facilitate more rounded and representative debates.

Improve collective efficacy. Addressing issues related to resilience and humanitarian response often depend on group approaches in addition to individual efforts. In order to participate in solving collective problems, people often need to feel part of a wave of change, rather than isolated and ‘powerless’ individuals. This ‘collective efficacy’ and collective action can affect the welfare of whole communities as well as individual members. Collective approaches help make the solutions to some problems seem more attainable and prevent a sense of injustice that might be associated with making the effort alone. Enhance accountability. Government systems can play a critical role in building resilience and delivering efficient humanitarian responses. ‘Good’ governance will create opportunities for people most at risk, respond quickly when critical threats to populations are apparent, and will make policy decisions based on fairness and equity. Media and communication can help hold leaders to account, facilitate participation and encourage transparency. 3.3 Project activities

The work we do includes four mutually reinforcing and interrelated types of activity – research, capacity strengthening, media content and outreach.

Research: Our work is underpinned by rigorous research to inform each stage of project delivery and to measure impact. This ensures that we respond as effectively as possible wherever we work. The types of research we conduct include: Formative research into needs and context to guide the development of our projects. Understanding the complex situations that can influence people’s resilience is critical for designing interventions that are effective. Sometimes formative research may become the primary output of a project. For example, Africa Talks Climate (2009) was an extensive research project conducted across ten countries in Africa on public understanding of climate change on the continent. Similarly, Climate Asia (2011-2013) is a research-based project examining people’s experiences with and understanding of climate change in seven Asian countries to better understand how media and communication can help those affected respond. Future interventions will be informed by the findings of these projects. In humanitarian emergencies, understanding people’s communication needs (what information they lack, what access they have to working media sources, etc.) must be established in order to design responses that are most likely to save lives. We are currently working with “Communication for Affected Communities” (CDAC) Network partners to establish methodologies for needs assessments that can be administered quickly and effectively in rapid onset emergencies. Pre-testing and piloting of media products to provide feedback on audience responses. Mass media outputs need to appeal to wide audiences and elicit the desired outcomes. In Ethiopia, our radio drama Filega (2006-2007) used pre-testing to ensure it had credibility with listeners in order to

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attract an audience and communicate effectively. Through pre-testing with focus groups, we were able to establish that farmers strongly identified with the characters and felt that storylines accurately reflected real issues in their communities. Monitoring audience and other stakeholders' reactions to our work. This is typically on-going throughout the life of a project. In humanitarian responses, which can be fast-changing, it is critical to regularly monitor the communication needs of audiences and respond with appropriate programming immediately. This can be done through mobile, SMS or crowd-sourcing platforms and accessing information through partner aid agencies. Evaluating the impact of our projects at system, organisation, practitioner and population levels. Given the current lack of evidence that indicates how resilience is built – and the role of media and communication in that process – it is critical that we understand what elements have been successful in our projects to inform future approaches and to contribute to global policy discussions. Similarly, there is a lack of evidence of how media and communication can impact humanitarian response. We are currently working with partners in the sector to identify better ways of measuring the impact of media and communication in rapid onset emergencies. Capacity Strengthening. We work to strengthen the capacity and commitment of media organisations, government agencies, civil society organisations and development agencies to work effectively with media and communication to build resilience and strengthen humanitarian response. This work both ensures that local partnerships are as effective as possible throughout the life-time of our projects and supports long-term change after our projects have ended. We work to improve skills among professionals and provide tools that can enhance their work. Professional Skills: local media organisations: We can support local broadcasters to better understand the resilience issues that people face and to develop the skills to cover these issues through quality programming. We can also help build important links between media organisations and NGOs that can provide information on resilience or humanitarian issues for audiences. For example, the infoasaid project (2010-2012) co-trained a local radio station in northern Kenya alongside Save the Children to better meet the needs of audiences affected by drought. Our “Earth Headlines” project (2011-2013) in India works with local journalists to effectively report on climate change. The “Preparation for Lifeline Programming” work under the Global Grant from DFID (The Department for International Development) is training local media alongside BBC staff and NGOs to be better prepared to respond to disasters. In the future, we may consider working with local media to play a strong role in early warning systems for disasters. Beyond the local media’s role in providing information, there is substantial work to be done in supporting local media to facilitate conversations and help identify audience priorities. Professional Skills: government agencies, development agencies, aid agencies: Agencies that provide technical expertise to support resilience or response may not normally include media and communications activities as part of what they deliver. Media Action can support these agencies to consider ways in which they can apply media and communication to maximise the impact of their work and to develop the skills to do so. For example, government extension workers can benefit from audio/visual tools to enhance the support they provide face-to-face. To support humanitarian agencies, the infoasaid project (a joint project between BBC Media Action and Internews) worked with select humanitarian partners to review their internal practices on communicating with affected populations and trained staff on how to incorporate this activity into

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standard responses. The project also developed an eLearning course to introduce practitioners across the sector to basic good practices of communicating with affected populations. Professional Skills: civil society-based organisations: Small groups addressing resilience issues in local communities can benefit from using media and communication in their work. We have trained members of these groups in facilitation skills to support ‘discussion groups’ around radio programmes. Tools to enhance work: In many instances, practitioners can use media-based tools to improve their work. For example, farming extension workers can receive information on their mobiles to provide more accurate and up-to-date advice to the people they are serving. Other audio/visual aids can also help outreach workers and other professionals communicate better with populations. In humanitarian responses, tools that help aid workers and media development agencies know what the media landscape looked like before the emergency and knowing what basic information people need at the outset of certain emergencies can save valuable time and enable relief workers and local media to reach those affected with relevant information more quickly. The infoasaid project has developed a series of Media Landscape Guides and a ‘Message Library’ to help in these two areas. Media Outputs: Our most visible work lies in the area of media production. We use different media platforms – both broadcast and non-broadcast - to achieve our project goals. Where possible, this work is carried out in partnership with existing local media houses and production companies. Different types of platforms and formats play different roles in supporting change. We select platforms and formats based on their ability to reach and appeal to audiences as well as their ability to support the objectives of the project. When considering options, we bear rapidly changing media landscapes in mind. Media landscapes are becoming increasingly complex and fragmented with a growing number of media providers, giving audiences a wider choice of content through different formats. Television viewing is growing in many areas where it was previously uncommon and people are listening to radio through their mobile phones. Social media is on the rise and online platforms offer a wide range of formats. Access to new technologies, including mobile phones and the internet, is becoming increasingly realistic for poor people through improved network coverage and lower costs. Despite these trends, millions of people – often the most vulnerable – still have limited access to media and projects wishing to engage with these audiences must consider appropriate options.

We understand that multi-pronged campaigns that reach our audiences through a range of communication channels and media formats will have the biggest impact. We seek to ensure that programming is as interactive with audiences as possible, emphasising the importance of two-way communication between media providers and audiences. Platforms might include radio, television, mobile phone, online, and print. Radio can be especially useful in reaching rural audiences struggling with resilience issues where other media platforms may be inaccessible and literacy rates are low. In humanitarian emergencies, radio can be especially suitable for displaced people who need to carry items with them and do not have access to mains electricity. Television, when accessible to key audiences, can be particularly useful in illustrating certain techniques such as how to build storm-resistant shelters. Mobile phones offer a range of

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Listening groups organised around the Somali Livestock radio programme (2005-2008) prompted groups to undertake practical learning exercises after each show. On one occasion, following a hygiene programme, listeners were asked to thoroughly wash a jerry can and then cut it open to inspect how clean it was inside. Participants in one group expressed surprise and disgust upon discovering the trapped filth that hadn’t washed away.

possibilities. For example, the infoasaid project partnered with ActionAid to provide market prices and information on food distributions through SMS and interactive voice recordings, which won a ‘Technology4Good’ award in 2012. Online platforms are increasingly popular in humanitarian responses, such as maps that illustrate where incidents have occurred or who needs help where. Print formats might include manuals for practitioners, comic books, posters, billboards and more. Audio / visual formats might include drama, magazine programmes, discussion programmes, reality shows, debates, audio diaries, and public service announcements among others. Dramas can be especially useful for raising sensitive topics with care and ‘modelling’ ways in which community members can talk about issues or act in in real life. They can also be used to bring potentially dry topics to life. For example, the NGO ‘No Strings International’ has created a series of dramas with puppet-based characters to improve people’s understanding of natural hazards and what they can do to reduce risks. Discussion programmes can help people share information, generate ideas and feel supported in the challenges they face. For example, rural farmers who are trying to adjust practices to cope with unpredictable weather patterns ask questions and hear what is working for farmers elsewhere. They can also be useful for raising controversial issues for public debate, bringing them to the attention of authority figures that take action in response, and holding officials to account. Radio ‘magazine’ programmes are useful for presenting a range of different elements which each serve a different purpose. While these formats tend to be common responses to resilience programming, innovative approaches to formats and programming should be considered. The comedic documentary we produced in Vietnam to raise awareness of risk reduction techniques is a great example of a such an approach. Reality programmes, may be especially suitable for exploring the real life challenges that people face when dealing with uncertainty around resilience issues. This provides a more open format and positions ‘real’ people and the challenges they face in a semi-unscripted manner – facilitating the ‘bottom-up’ approach that resilience stakeholders emphasise. Outreach (Interpersonal communication and community mobilisation): We understand that the impact of media is increased when audiences have the chance to talk about the issues raised. This reinforces information presented, provides the opportunity to make sense of it in local contexts, allows people to raise questions particular to their personal situation, and to share their own experiences with peers. We work in partnership with local civil society organisations, NGOs, governments and other actors to support interpersonal communication, often through the provision of audio-visual and print materials for use by community-group leaders or workers that support resilience activities. Listening and discussion groups: We work with local community organisations to convene listening and discussion groups around broadcast programmes helping us to reach people who might not ordinarily have access to television or radio. This deepens the impact of our work by encouraging discussion and exploration of the issues raised within our programmes. Person-to-person discussion: Some issues are best discussed in one-on-one conversations with trusted

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professionals. Media and communication can encourage people to seek the support and guidance of others who are trained to help them make positive changes in their lives. For example, if a young person is considering starting up a new business but wants advice specific to her idea, she may seek input from a professional who can provide feedback directly. Road shows: Taking media content and interactive activities such as concerts and games directly to communities can enhance the impact of our work, especially in rural areas. “Media dark” communities, those which receive no form of mass media, can benefit from on-site screenings and related outreach activities. Street Theatre: Organising opportunities for people to watch actors role-play familiar scenarios, or even engaging with impromptu acting themselves can be an effective way for people to explore issues in detail. Not only can theatre be lively and entertaining, it can also be easily adapted to local contexts to encourage more local-level debate. Local partners make take the lead in delivering this kind of activity. Distributions of radios or other items that facilitate communication: When people lack access to media, sometimes distributions can be appropriate. Radio distributions as part of a humanitarian response can help ensure that people have access to critical information. This is best done in partnership with aid agencies that are familiar with distributing goods and the best practices that should be followed. In other cases, distributing mobile phones, SIM cards, credit for mobiles, or solar chargers may be sensible options to ensure that people have access to mass media and can engage with interactive programming. 3.4 Summary: Our Approach