Communication for Development-C4D

This is a new intervention area that MISA Zambia has outlined and is in response to the change in the operating environment. This programme is called Communication for Development (C4D). It seeks to enhance public participation in development and governance processes.  Participation of RHs in development and governance processes is vital because it improves RHs’  right-claiming ability to improved public services, hold duty bearers accountable, demand equitable access and distribution of national resources including accountability in natural resources management and exploitation.

Through this programme, MISA Zambia hopes to create a society that is able to participate in decision-making processes fully because it is equipped with communication knowledge and tools and therefore can claim its rights. It is envisaged that the programme will result in a society that is better able to claim its rights to an improved quality of life. This will be achieved through empowering target communities with ample knowledge on communication techniques and tools; in addition to advocacy and relevant cross-cutting issues. It is indisputable that empowered and well-informed societies are better able to identify and address their problems or have the appropriate DBs resolve them.

It is also key to note that a well-informed community that is fully aware about national and local development plans, budgets, policies and laws that affect it and can thus grow into a more responsive and responsible citizenry which for instance improve their tax compliance and watchdog role towards state projects such as roads, school or health centres to reduce poor quality workmanship from contractors. Zambia has been a victim of poor works from contractors which results into time and resource wastage. Through such processes, it is hoped that national and local plans, budgets, laws and policies will reflect aspirations of RHs and therefore will aid the country and local communities to attain development that leaves no one behind.

Other benefits of C4D is reduced inequality resulting in an inclusive society that upholds the rights of all sections of society especially for vulnerable groups in society like women, youths and persons living with disabilities. Target stakeholders under this programme include the state, RHs in vulnerable communities, the media and international, national and local CSOs. In addition, it hopes to strengthen DBs ability to be responsive to their constituencies (RHs) and act on their demands.

Lastly, the programme will build capacity of the media to facilitate communication for development through strengthening their governance, management and sustainability. This will be in addition to capacity building of media in communication for development.

Strategic objective

An empowered media and communities that use communication for development as a tool to demand their rights and participate in governance and development processes by the end of 2024.

Operational objectives

1. To enhance media’s effectiveness in promoting good governance, democracy and sustainable development
2. To strengthen the capacity of media to provide inclusive platforms and content which promotes inclusive development.
3. To promote community participation in governance and development processes through the use of media and communication for development