Publications

FORMUJER Programme
Communication strategy: a tool for managing training and equity policies.
- Teaching and training materials

Montevideo: CINTERFOR, 2003
115 pp. (incl. CD)

ISBN 92-9088-150-X
USD 15

(Full text available only in Spanish pdf format)

 

The effectiveness and outputs of social programmes are often affected by the lack or insufficient obtention of information by the concerned and target populations. This is why communication is one of the barriers to be avoided. Avoiding it implies to achieve an unambiguous and distinctive address and a visual identity that clearly identify the programme and its sponsoring agency. It also implies a promotional and communication strategy attuning the needs and interests of target populations with the programme's management objectives and modalities.

If the implementation of a Communication Strategy turns out to be essential in any type of intervention, it is even more so when the objective is to incorporate gender perspective to employment and training policies, as a condition to improve their quality, relevance and equity. Furthermore, challenges increase in number if the aim is to incorporate women under poverty and vulnerability conditions. To understand communication methods is to have access to cultural patterns, to get into the ways of "doing things" and "building meanings ". As a result, a close relationship exists between gender and communication: individuals are not only passive recipients of messages that determine their self-perception but also, simultaneously, they interpret them in an active way, they may accept, reject or reformulate them. Therefore, it is through new messages, directed to revise and question what is already established, that gender stereotypes and bias may be first identified and later modified.
Starting from this conviction, the FORMUJER Programme has drawn up its Communication Strategy, understood as a crosscutting component of its actions and a crucial tool for managing equity policies referred to training. This edition aims to critically look upon its implementation process at regional and national levels, to share the results, and to make available to governments, institutions and stakeholders the methodologies and communication materials developed. They are intended to serve as inputs and support to move ahead faster and with lower costs. To that end, the book is complemented with a CD containing videos, TV and radio spots, printed material, web site, etc., and a systematisation chart of the action lines carried out.

 

INDEX

Introduction
1. Terms of reference and rationale
2. The role of systematising, disseminating and transferring results and lessons drawn out
3. FORMUJER publications: modalities, structure and some keys for reading them

I. Communication strategy: A tool for managing training and gender equity policies
1. Rationale and conceptualisation
2. Design and implementation
3. Results achieved
4. Lessons drawn out and recommendations for sustainability

II. A communication strategy focused on the co-implementing institutions and on the model's transfer and dissemination - FORMUJER Argentina
1. Rationale
2. The profile of FORMUJER Argentina's communication strategy
3. Design, challenges and approaches of communication planning for a decentralised intervention model and to achieve a feasible transfer and sustainability
4. Global Communication Plan

III. A communication strategy aimed to convert gender equity and the value of training into institutional identity and image marks - FORMUJER Bolivia
1. Rationale and conceptualisation
2. Design
3. Implementation
4. Results and lessons learned
5. Recommendations and suggestions for sustainability

IV. A communication strategy for gender perspective crosscutting - FORMUJER Costa Rica
1. Rationale and conceptualisation
2. Communication Strategy's design
3. Implementation
4. Results achieved and lessons learned
5. Recommendations and suggestions for sustainability

 

 

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