Use of CDCynergy Model in Kazakhstan Raimbek Sissemaliev CARK Programme Communication Workhshop, 9-13 August 2004 Tashkent, Uzbekistan

6 Phases of CDCynergy Model 1.Defining and Describing the Problem 2.Analyzing the Problem 3.Identifying and Profiling Audiences 4.Developing Communication Strategies and Tactics 5.Developing an Evaluation Plan 6.Launch and Feedback

In Phase 1: Defining and Describing the Problem Define and describe health problems Situation analysis of project factors – Funding – Work underway by other agencies – Other issues taken for granted

In phase 2: Analyzing the Problem Determinants of the problem Direct and indirect causes Determine how to intervene

In phase 3: Identifying and Profiling Audiences Dominant communication role Supportive communication role Conduct research with intended audiences Audience profiles

In phase 4: Developing Communication Strategies and Tactics Testing, developing and selecting: – concepts – messages – settings – channel specific activities – channel specific materials

In phase 5: Developing an Evaluation Plan Engage stakeholders Formulate an evaluation plan and reporting system Agreements to protect those involved in evaluation

In phase 6: Launch and Feedback Wrap up planning Execute intervention and evaluation activities Consider lessons learnt Disseminate experiences and findings

HOW DID WE USE THE CDCYNERGY MODEL FOR DEVELOPMENT COMMUNICATION FOR IDD/IDA PREVENTION PROGRAMME AND BETTER PARENTING PROGRAMME ?

Preparation Workshop for all stakeholders on CDCynergy model – 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 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 – for stakeholders involved – for interventions to be conducted – for financing Defined goals and objectives for the communication programme

Preparation Identified target groups for the communication programme – 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

Preparation Target audience: problem causes addressed by the communication… Knowledge, Behavior, and Environmental Objectives: Testing and/or Feedback from Stakeholders Implementation Responsible Party Testing Date(s) Responsible Party Completi on Date Concepts… Messages… Settings… Activities… Materials…

Preparation 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 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 Developed evaluation plan – 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 4 th year of implementation)

Implementation 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 Training of trainers – 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 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 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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