Communication for

Development
Overview

Issue

Despite substantial gains in child health

indicators in Bangladesh, some key
household behaviours that have a
strong positive effect on child health and
wellbeing are still not well known and
are not widely practiced. In addition,
some widespread social norms have
very harmful effects on the survival and
wellbeing of children.

Only 1.4 per cent of children born in 2013

had their birth registered within 45 days
(Birth Registration Information System
2013);

Among children under 5 years of age, 4

out of 10 are chronically malnourished.
Only one in five children 6 to 24 months
of age receives a diverse diet with the
minimum meal frequency (Demographic
Health Survey 2011);
Only one in five caregivers washes both
hands with soap after cleaning a child’s
bottom, and less than 1 in 20 does so
before eating (Multiple Indicator Cluster
Survey 2009);
Only 20 per cent of pregnant women living
in rural areas make the recommended
four or more antenatal visits during the
course of the pregnancy (Demographic
Health Survey 2011);
Among women who were 20 to 24 years
of age at the time of the survey, 65 per
cent got married before the age of 18
(Demographic Health Survey 2011).
© UNICEF/BANA2014-00664/Haque
Adolescents perform an Interactive Popular Theatre show at Korail slum, Dhaka. The drama
demonstrates “Change”’ in attitudes and practices related to corporal punishment, child marriage,
child labour and hygiene issues such as hand washing with soap at critical times.
Engaging communities to address
norms and behaviours for improved
child wellbeing
Since August 2012, the Government of Bangladesh and UNICEF have
been engaging communities for social and behaviour change in 21
upazilas (sub-districts) in seven out of the 20 most deprived districts
identified by the UN. The aim is to promote key child care practices and
social norm change for improved child wellbeing through systematic,
evidence-informed communication for development. The Ministry of
Information, the Ministry of Women and Children Affairs and UNICEF
are programme partners. Field level implementing partners include
Assistance for Social Organization and Development (ASOD), BRAC,
Coastal Association for Social Transformation (COAST) Trust, Friends
in Village Development, Bangladesh (FIVDB), Gram Unnayon
Sangathon (GRAUS), Rupantar, Shamaj Unnayan Sangstha (SUS),
Radda and World Vision.
Communication for
Development
The Government of Bangladesh, UNICEF
and partners work to unlock the potential
of communities for improved child
survival, growth and general wellbeing
through behaviour and social norm
change communication, promoting the
understanding and practice of a package
of behaviours that include:
Expected results
1. By 2016, at least 60 per cent of caregivers know the benefits of
eight key behaviours, and 40 per cent report the practice of four key
behaviours;
2. By 2016, key national bodies and select communities facilitate
discourse and promote changes in three social norms; and
3. By 2016, at least two national institutions use research, monitoring
and evaluation data to support the planning and implementation of
Communication for Development interventions.

•• Washing both hands with soap at

critical times;
Behaviour and social change communication
approaches
•• Registration of births within 45 days of
delivery with certificate; Advocacy: Advocating strategic policies, funding and action for
increased child wellbeing with policy and decision-makers;
•• Early initiation and exclusive
breastfeeding for the first six months Community-led social change: Strengthening capacities and forging
of a child’s life, and complementary strategic partnerships with the public and private sector. Supporting
feeding afterwards; community dialogue to reinforce positive norms and practices.
Empowering children and adolescents with the knowledge, skills and
•• At least four antenatal visits during supportive environment to be agents of change in their communities;
pregnancy and daily iron-folic acid
tablets; Behaviour change communication: Stimulating dialogue on key
behaviours and social norms through communication approaches in
•• Not marrying or encouraging marriage
different formats;
of children less than 18 years of age.
Communication system strengthening: Supporting national institutions
Increased community awareness is
to plan, implement, monitor and report on the contribution of
promoted in the following areas:
Communication for Development approaches to increased child
wellbeing.
•• Taking children under five years of
age with fast breathing and fever
to the hospital immediately (Acute
Respiratory Infection);

•• Stopping the beating and physical

abuse of children;

•• Protecting young children from injury

and harm, especially from drowning;

•• Preventing new HIV infections by

abstaining from sex before marriage,
being faithful to one faithful partner,
using condoms and not using drugs.

© UNICEF/BANA2013-00568/Ahsan Khan
(Left to right) Farzana Islam, 26, the voice of Meena,
Abarar Sajid Pasha, the voice of Raju, and Kamal Ahsan
Bipul, the voice for Mithu, talk to callers during a live radio
show in Dhaka. Children can call to air their views and
concerns on a national platform through a live children’s
show every weekend with Meena, Mithu and Raju as
radio presenters.