Paper short abstract:

UNICEF undertakes both C4D and CAD. A process of institutional history mapping with reveals how a range of complex and interacting factors shape the dynamic interplay between C4D and CAD, and how responsibilities and practices continue to be merged, dissected and shared.

Paper long abstract:

UNICEF is considered one of the leading agencies in communication for development (C4D). It also invests in external communication, or 'communication about development' (CAD). As part of ongoing participatory action research with UNICEF we undertook an institutional history mapping process, examining the changing theories and practices of C4D. C4D work has been organised differently overtime, moving between being combined with (or situated under) the external communication section, being a stand-alone section, and being embedded within program areas (such as HIV/AIDS or Nutrition). The different configurations have had some lasting legacies, and at times blur the boundaries between 'looking good' and 'doing good'. Historical associations between C4D and CAD influence (mis)perceptions and practices. Structure and control over budgets can be a significant determinant, where being seen (T-shirts, banners, media campaigns) can present as a more visible 'result' than less tangible C4D alternatives. On the other hand, the current institutional 'mainstreaming of C4D' where C4D must support program sections (e.g. HIV, Nutrition, Education etc.), has shifted some 'C4D' initiatives to the external communication sections. This occurs where initiatives, such as those relating to voice and community media, are not specific to development themes but instead are more open and fluid. The institutional history mapping of C4D within UNICEF shows how a range of complex and interacting institutional factors, such as human resources and staffing, budgets, organisational structures, agendas, and external events, all shape the dynamic interplay between C4D and CAD, and how responsibilities and practices continue to be merged, dissected and shared.