Lessons for behaviour change communications in the age of austerity

'to the rescue' by fergaloid

Last week was One World Media Week, a week-long programme of events around the One World Media Awards.

I made it along to two of the fringe events organised by the Institute of Development Studies at the Royal Society, ‘Media as a Tool for Development’ and ‘White Man to the Rescue? International Development in the Media’. Discussions at both meetings ranged across international development issues, but it was behaviour change campaigns proved a consistent theme.

The delegates were mainly from academia, NGOs and broadcast and press media. Yet behaviour change communications is also a major theme for government. Having worked in both sectors, it struck me over the course that in this so-called age of austerity that there were many lessons government can learn from the way NGOs conduct their campaigns. That said, on reflection, there are lessons that civil society can learn from government.

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