Project Model

Community Change for Social Action

An effective approach for treating and addressing harmful socio-cultural norms and practices

PRIMARY
TARGET GROUP
What is this approach?
The facilitators and The Community Change for Social Action project model is a process
participants in the Community of facilitated interpersonal dialogue by which communities explore
Change groups, their
immediate family members, in depth the underlying beliefs, socio-cultural norms and traditional
peers and friends. practices that either challenge or support their progress towards
Members of the Community improving the well-being of children. Through this dialogue, community
Change groups should
be representative of all members are empowered to come up with their own solutions and
those in the community. plans for social change.
Gender, age, status in the
community, socioeconomic
status, ethnicities, and When would this project model be used?
individuals representing
different occupations as The Community Change project model is an appropriate and effective
well as different religions approach for addressing issues such as: early child marriage; female
are all factors that should be
genital mutilation (FGM); stigma or discrimination against vulnerable
considered when selecting
representative members. groups; cultural norms around the value of education; inequitable
control and decision making rights in the household; misinformed
perceptions about family planning; and forms of violence, abuse and
exploitation (such as domestic, gender-based and interfamilial violence
as well as the abuse and exploitation of children).
Acronyms

ADAPT Analysis Design and Planning Tool

AIDS Acquired Immune Deficiency Syndrome
CBO Community-Based Organisation
CCE-CC Community Capacity Enhancement-Community Conversations
CCG Community Change Group
CEDAW Convention on the Elimination of All Forms of Discrimination against Women
CPA Child Protection and Advocacy
CVA Citizen Voice and Action
DADD Do/Assure/Don’t Do
DF Development Facilitator
ENDA Environment and Development Action
FGM Female Genital Mutilation
GBV Gender Based Violence
HIV Human Immunodeficiency Virus
NGO Non-Governmental Organisation
OVC Orphans and Vulnerable Children
ToF Training of Facilitators
ToT Training of Trainers
UNDP United Nations Development Program
WV World Vision

© World Vision International 2014.

All rights reserved. No portion of this publication may be

reproduced in any form, except for brief excerpts in reviews,
without prior permission of the publisher.

Published by Integrated Ministry on behalf

of World Vision International.

World Vision Guidance for Development Programmes 2

Table of Contents
Acronyms ................................................................................................................................................................................2
Table of Contents .................................................................................................................................................................3
Community Change project model ..................................................................................................................................4
1. What is the Community Change project model about? ..................................................... 4
1.1. What are the issues/problems that the project was developed to address? ........................................ 4
1.2. What are the main components of the model?............................................................................................... 5
1.3. What are the expected benefits or impacts of this model? ........................................................................ 5
1.4. How does the project model contribute to WV’s ministry goal? ............................................................ 6
2. Context Considerations ......................................................................................................... 6
2.1 In which contexts is the project model likely to work best?....................................................................... 6
2.2 In which contexts should this model not be considered?............................................................................. 6
2.3 What questions should field staff ask when adapting this model?.............................................................. 6
3. Who are the key target groups and beneficiaries of this model?....................................... 7
3.1 Target group(s) ........................................................................................................................................................... 7
3.2 Who are the intended primary beneficiaries? .................................................................................................. 7
3.3 Life cycle stages to which the model contributes........................................................................................... 7
3.4 How will the model include/impact the most vulnerable? ........................................................................... 8
4. How does the project model work? ...................................................................................... 8
4.1 Overview of approach/methodology .................................................................................................................. 8
4.2 What local level partners could be involved? ................................................................................................ 10
4.3 How does the model promote the empowerment of partners and project participants? ............ 11
5. Project DME.......................................................................................................................... 11
5.1 What are the goal and outcomes that will be sustained as a result of this project model? .......... 11
5.2 Sample logic model for this project model ..................................................................................................... 12
5.3 Recommended monitoring methods................................................................................................................. 12
5.4 Advocacy component(s) ........................................................................................................................................ 13
5.5 Critical assumptions and risk management ..................................................................................................... 13
5.6 Sustainability............................................................................................................................................................... 13
6. Protection and equity considerations ................................................................................. 14
6.1 How can child protection be promoted in the implementation of this project model? ................. 14
6.2 How can the model promote equitable access to and control of resources? ................................... 14
7. Project management ........................................................................................................... 14
7.1 National office support required for project implementation and success ......................................... 14
7.2 Technical expertise needed .................................................................................................................................. 15
7.3 Guidelines for staffing ............................................................................................................................................. 15
7.4 Guidelines for resources needed for project implementation ................................................................. 16
7.5 Critical success factors for the model .............................................................................................................. 16
8. Any necessary tools .............................................................................................................. 17
9. Linkages and integration...................................................................................................... 17
9.1 Child sponsorship ............................................................................................................................................ 17
9.2 Enabling project models ................................................................................................................................. 17
Appendix A – Illustrative logframe ......................................................................................... 18

World Vision Guidance for Development Programmes 3

Community Change project model
1. What is the Community Change project model about?
The Community Change for Social Action project model is a process of facilitated interpersonal dialogue
by which communities explore in depth the underlying beliefs, socio-cultural norms and traditional
practices that either challenge or support their progress towards improving the well-being of
children. Through this dialogue, community members are empowered to come up with their own
solutions and plans for social change. The Community Change process is foundational and
complementary to other development goals and projects, providing a space for people to debate
complex issues of importance to them, both as individuals and as a community, in a situation of trust
and respect. Based on this, they are able to develop a vision and actions for community norms that
are conducive to human rights and child well-being. The model is particularly useful for challenging
the invisible, yet persistent, social norms concerning gender and power that inhibit full and equitable
participation and the empowerment of women and children, especially the most vulnerable.

The Community Change methodology is based on a Community Conversations methodology created in

Africa by the Salvation Army, Environment and Development Action (ENDA), and other non-
governmental organisations (NGOs). The approach was then more widely tested and promoted by
the United Nations Development Programme (UNDP). UNDP pioneered its application in
approaches aiming to reduce female genital cutting and other harmful practices as well as in HIV and
AIDs prevention. Assessments 1 undertaken by UNDP show that the methodology is effective in
raising community awareness about underlying gender and other social-cultural norms that can be
barriers to development goals. Communities have responded in many cases with a robust social
change process to eradicate harmful practices and address imbalanced gender power relationships.
WV obtained permission to adapt the tool and has been integrating its use in programmes aiming to
reduce vulnerability to HIV infection and gender-based violence (GBV).

1.1. What are the issues/problems that the project was developed to address?
At different points during the critical path, staff, local partners and other key stakeholders may
recognise issues concerning incorrect or unjust beliefs, harmful cultural norms, traditional practices
or social pressures. These issues may emerge from the LEAP Programme Assessment, participatory
exercises with different groups, or during the root cause analysis with local partners in Step 5. The
Community Change project model is an appropriate and effective approach for addressing these kinds
of issues.

In addition, if an issue affecting the most vulnerable has been identified by WV staff, but has not yet
recognised by the community as an issue, the Community Change project model can be used to
catalyse dialogue and enable awareness of such hidden issues.

For example, data gathered through the Analysis, Design and Planning tool (ADAPT) for Child Protection
could highlight the need for the use of the Community Change model when social norms are shown to
be a strong underlying factor affecting the protection of children.

Specific issues and problems the project addresses could include issues such as:
o Early child marriage
o Female genital mutilation (FGM) or other harmful practices
o Stigma or discrimination against vulnerable groups
o Cultural norms around the importance of education – linked to drop outs
o Inequitable control and decision making rights in the household
o Limited access to resources and services by vulnerable groups
o Misinformed perceptions about family planning

1
Ayalew Gebre (Ph.D) and Yeraswork Admissie (PhD), Community Conversations on HIV AND AIDS: Pilot Projects in Alaba and Yabello:
Assessment of the Methodology, UNDP Ethiopia, December 2005.

World Vision Guidance for Development Programmes 4

 o Forms of violence, abuse and exploitation (such as domestic, gender-based, interfamilial as
well as the abuse and exploitation of children).

1.2. What are the main components of the model?

The main components of the Community Change project model are:
o Training, support and supervision of community facilitators.
o Mobilisation of Community Change discussion facilitated in six phases:
1. Relationship building
2. Concern identification
A Community Change group is a
3. Concern exploration group of 40-60 people representing
4. Decision making various subgroups of the community
5. Action who have committed to the values
6. Reflection and review. and principles of Community Change
and are willing to meet on a regular
o Empowerment of Community Change groups (see sidebar) basis to participate in an ongoing
in the implementation of action plans and linkages to dialogue for the entire process.
other systems, services and projects.

1.3. What are the expected benefits or impacts of this model?

Community Change empowers communities to find their own answers and propose their own changes
to vexing, harmful, or unjust socio-cultural norms and traditional practices that are hindering
development in the community. Based on qualitative and limited quantitative data, the methodology
has found recurrent success in Ethiopia and South Africa, primarily focusing on issues of reproductive
health, HIV and AIDS, gender norms, and child protection. Here are some examples of evidence to
date:

o Family Health International observed a reduction in stigma and discrimination for people living
with HIV and AIDS and orphans and vulnerable children (OVC); improved social capital and
positive influence on local governance and neighbouring areas. 2
o An evaluation of UNDP’s Community Conversations programming for HIV and AIDS highlighted
participating populations taking ownership of their own health prevention; discontinuing
traditional practices (female circumcision, widow inheritance, and wife sharing); and increased
support for OVC. 3
o A UN study in Ethiopia using quantitative research found a statistical significant impact on early
marriage and reproductive health. 4 One positive impact suggests that projects that are well-
designed and effectively implemented, can delay early marriage until later in adolescence within
a relatively short time period. 5
o In Ethiopia, a qualitative mid-term evaluation of a WV Community Change project revealed
reduced misconceptions about HIV transmission and early marriage, the adoption of social by-
laws that prohibited harmful practices, and increased gender equity. 6
o A WV operations research project in Ethiopia using Community Change identified impacts such
as changes in attitude and behaviours towards early marriage, female genital mutilation (FGM),
domestic violence, and women’s role in domestic decision-making and health seeking
behaviour. Findings also indicated a change in the community’s attitudes about the value of
education for girls. 7
Based on this evidence, implementation of the Community Change model can bring tangible benefits
including the adoption of new by-laws and policies that reverse harmful or discriminatory practices.

2
FHI 360, Community Capacity Enhancement-Community Conversation (CCE-CC): Lessons Learned about Facilitating Positive Change in
Communities through a local discussion, planning, and action process (2010).
3
UNDP, Upscaling Community Conversations in Ethiopia: Unleashing Capacities of Communities for the HIV/AIDS Response (2004).
4
Erulkar, A and Muthengi, E, Evaluation of ‘Berhane Hewan’: A Program to Delay Child Marriage & Promote Education in Rural Ethiopia (2009).
5
Ibid.
6
ProAct Business and Development Enterprise, Midterm Evaluation – Qualitative Assessment Report: Community Capacity Enhancement (CCE)
for HIV Resilience Project – July 2007 – June 2011, World Vision Ethiopia (2010).
7
Birhan Research and Development Consultancy, Community Capacity Enhancement Project Mid-term Evaluation: A Report of Findings, World
Vision Ethiopia (2011).

World Vision Guidance for Development Programmes 5

 The model can also empower civil society to generate evidence that can be used for advocacy and
policy dialogue at national, regional and international levels.

1.4. How does the project model contribute to WV’s ministry goal and specific
child well-being outcomes, and reflect WV strategies?
Community Change contributes to sustained outcomes by addressing entrenched social norms
that hinder the well-being of children and perpetuate the cycle of poverty. It can also help
identify and reinforce positive, social norms that currently contribute to child well-being.

The primary child well-being outcomes to which the Community Change project contributes are:
o Boys and girls are cared for in a loving safe family and community environment
o Boys and girls enjoy positive relationships with peers, family and community.
The secondary child well-being outcomes to which the Community Change project model contributes
are:
o Boys, girls and caregivers access essential health services
o Boys and girls are respected participants in decision that affect their lives
o Boys and girls access complete basic education.

Since gender is a cross-cutting theme, the Community Change model provides one way of
mainstreaming gender into sectors, themes, and lines of ministry. Additionally, it helps operationalise
the Gender Do-Assure-Don’t Do (DADD) 8 through:

o Developing and promoting projects that seek to transform the consciousness of women, men,
boys, and girls in relation to gender norms and healthy relationships.
o Empowering communities to eliminate harmful practices, exclusionary or discriminatory
norms, or gender-based violence (GBV); and specifically promoting engagement with men and
boys as partners in transforming social norms and behaviours.
o Promoting equitable participation of men, women, boys, and girls in the development
processes.

2. Context Considerations
2.1 In which contexts is the project model likely to work best?
Community Change may be used in both development and humanitarian response settings. It may be
particularly effective in rural and traditional communities. The model may be used in any faith or
mixed faith community. Community Change is effective in communities that have not been previously
exposed to, nor had opportunity to engage in an open dialogue on issues of gender equity and child
rights and how these affect their own development. As yet there is no evaluation data for using the
model in urban settings.

2.2 In which contexts should this model not be considered?

The model requires a safe space and sufficient time for a sustained dialogue to develop in order to
explore in depth sensitive and complex issues. For this reason, a certain degree of civil and social
stability is required. The model is not appropriate in the midst of active conflict or complex
humanitarian emergencies. However, it can be particularly effective in a post-conflict situation if the
community facilitators are well-trained and sensitive to Do No Harm/Local Capacities for Peace.

2.3 What questions should field staff ask when adapting this model, and are
there particular context factors relating to this project model that they
should consider?
Interfaith: The model is based on principles of inclusivity and non-discrimination and does not draw
on one particular religion or faith group. In contexts where any faith group promotes or enforces

8
Gender DADD, Reference materials, www.wvdevelopment.org.

World Vision Guidance for Development Programmes 6

 particularly rigid gender norms, care should be taken to explain the model carefully to faith leaders
and involve them fully in the Community Change groups. Faith leaders, traditional leaders, traditional
healers and religious teachers are among the ‘custodians of culture’. Their adoption and modelling of
transformed values and beliefs will spearhead their diffusion into, and adoption by, the wider
community.

Literacy: The model can be implemented in both low and high literacy contexts. It is recommended
that community facilitators are literate in order to document and report the dialogue. Facilitators will
be introduced to documentation tools that are suitable for low literacy contexts.

Gender and power dynamics: Depending on the context, culturally-dictated gender norms can
affect power relations between males and females. Given the emphasis on encouraging participation
of the entire group and the sensitive nature of subjects discussed, these power dynamics need to be
considered when determining who in the community can be trained as facilitators. These dynamics
also need to be discussed when forming the Community Change groups.

Advocacy: The model is very effective for contexts where laws and policies protecting and
promoting the rights of women, children and the most vulnerable already exist at the national level,
but change has not yet occurred at the local level. This may be due to deeply embedded cultural
beliefs, norms or a lack of services. In situations where the national legal context is not conducive,
the model can be used for local level advocacy. As community members become aware of how
discrimination and rights abuses can also be barriers to services, they can begin to demand improved
policies and services.

3. Who are the key target groups and beneficiaries of this

model?
3.1 Target group(s)
The primary target groups for this model are the facilitators and participants in the Community
Change groups, their immediate family members, peers and friends. Members of the Community
Change groups should be representative of all those in the community. Gender, age, status in the
community, socioeconomic status, ethnicities, and individuals representing different occupations as
well as different religions are all factors that should be considered when selecting representative
members.

3.2 Who are the intended primary beneficiaries?

Through a social diffusion process, the decisions and action plans of the Community Change groups are
intended to improve the well-being of children. Depending on the goals chosen by the group, the
specific action plans developed by the different Community Change groups will be of most benefit to
those affected by the harmful practices, discrimination or human rights abuses that the groups want
to change.

Community Change groups will strive to influence the values, attitudes and relationships of decision
makers and influencers within the community, such as traditional and faith leaders, political leaders,
parents and teachers. In turn, these individuals and groups will positively impact the environment in
which girls and boys are growing up. Changes in this environment can promote healthy relationships,
strengthen the protection of children and increase equitable access to services for boys and girls.

3.3 Life cycle stages to which the model contributes

The Community Change model has the potential to impact girls and boys at every stage of the life
cycle. The life cycle stage that will be impacted depends on the issues identified and selected by the
Community Change group.
o For boys and girls 0 to 5 years of age, Community Change action plans could aim to address
issues of foeticide, infanticide, and infant mortality. If education of women and joint decision-
making between parents are chosen as issues to be addressed, then boys and girls in this age
group could also be positively affected by improved antenatal care, increased access to
immunisation, and improved nutrition and health care.

World Vision Guidance for Development Programmes 7

 o For girls and boys 6 to 11 years of age, Community Change action plans could aim to address
issues of protection within the household or community and increase equitable access to
school and the opportunity to remain in school.
o For adolescents, 12 to 18 years of age, Community Change action plans could aim to address
issues of school dropout, sexual debut, pregnancy, or harmful practices such as female genital
mutilation (FGM), initiation rites, abduction, early marriage, trafficking, child soldiers, and child
labour.

3.4 How will the model include/impact the most vulnerable?

At the heart of the Community Change model is the community dialogue that facilitates a deep
exploration of the underlying drivers of vulnerability in the community. The debate and consensus-
building process leads the community groups to identify their own solutions to the challenges faced
by the most vulnerable children. This may include, for example, stigma and discrimination that
prevents children from enjoying rights and accessing basic services; inequitable gender norms that
prevent girls from accessing education or make them more vulnerable to HIV infection; or the
nutritional taboos that are harmful to maternal and new-born health.

In some places, these underlying drivers might not be recognized by the community. For example,
early child marriage or FGM may be accepted as the norm. In these situations, the Community Change
approach is appropriate and effective for raising awareness around these harmful practices.

Action plans developed by the Community Change groups can also include specific steps to bring
about tangible, sustained changes in the environment including new policies, improved services and
transformed attitudes to both prevent vulnerability, and to support the most vulnerable and their
families.

The voice of vulnerable groups should be intentionally included in the process. Identifying those who
are most vulnerable will depend on each context. Participatory exercises conducted earlier in the
Critical Path, such as Exploring our Context, Part 2, can be used to define the most vulnerable in each
context. This enables staff and local partners to identify and include the most vulnerable as part of
the Community Change process.

4. How does the project model work?

4.1 Overview of approach/methodology
Community Change is implemented through a series of 20 or more sessions in which a diverse group
of community members meet for structured discussions or ‘community conversations’. These
Community Change groups, comprised of 40 to 60 participants, should be as open as possible to
diverse representation of all members of the community. The effectiveness of the methodology is
grounded by having participants from all the different sub-groups of a given community.

Community Change is a process of facilitating interpersonal dialogue. Community Change includes a

package of participatory exercises that facilitators use to help the community move through a six-
phase process from identifying concerns to implementing action, as illustrated below.

The facilitator can be flexible with how the sessions are implemented, depending on the needs of the
group and how the issues unfold. The six-phase cycle may take anywhere from nine months to two
years depending on the complexity of the concerns, the depth of the discussions, and the duration of
the implementation phase for the Community Change groups’ action plans.

As the effectiveness of the methodology relies heavily on the capacity of the facilitator, training in the
methodology is required for implementation. Local level partners and WV will engage in the
identification and preparation of facilitators who will engage and support the community through this
change process.

See Section 8 for more information about the necessary training, tools and resources.

World Vision Guidance for Development Programmes 8

 Figure 1. The Community Change process

1. Relationship building
The first critical step in the change process is to build relationships. During this stage, facilitators
work to gain the confidence of the community members and encourage them to share their
expectations about the process. This step is critical because community members may not feel
safe discussing challenging issues (such as harmful practices and gender roles) or offering a
controversial opinion, if they feel their confidence may be betrayed.

2. Concern identification
Community concerns are issues that disturb or threaten a community’s well-being. The
Community Change process allows facilitators and communities to identify and explore these
concerns and distinguish them from needs. This also helps to identify any underlying causes that
may emerge through community norms, values and attitudes - and not only in the visible needs.
Clearly identifying and documenting concerns is an essential part of the facilitated Community
Change process because it is the key to bringing out real community responses.

3. Concern exploration
In other methodologies, once concerns are identified they are immediately prioritised. However,
this is not the case in Community Change. Concerns are verified and validated through a process of
exploration before prioritising them. Through exploration, community members examine how
significant or important the concern is, and unpack the underlying factors. Exploration helps to
show how concerns are often interconnected. It can also show how there can be different
manifestations of the same concerns, and reveal other factors that may be involved at different
levels.

Exploring issues may also lead to other people, including partners, becoming interested in the
same issue. It helps identify who else may be affected. It can create possibilities for collaboration
among various partners in addressing the situation. Exploration allows enough time for all
participants to voice their views so that the group may consider everyone’s perspectives on an
issue.

World Vision Guidance for Development Programmes 9

 4. Decision making
Community Change groups make their own decisions based on the concerns they identified and
what they discovered from further exploration. Through the decision-making process, the groups
can create a vision of their hope for the future. At this stage, the facilitator helps each group to
create collective goals and an action plan of how their objectives will be carried out.

Each Community Change group decides who is going to take action on each issue, where the action
will take place and by when. The action plans need to involve as many community members as
possible. Resources are identified and listed with each specific action point. These may include
people and organisations that can partner with the group to carry out their plan. During this stage
the facilitator acts as a link to connect the Community Change group with potential resources and
other organizations or groups that may be addressing similar issues.

Once the plan is ready, the Community Change group needs to make sure that all the action steps
are feasible. They also make sure their plan upholds the principles of human rights that are
foundational to the Community Change process: human dignity, equality, non-discrimination, non-
violence, participation, inclusion, accountability, and responsibility.

5. Action (implementation)
Action is the implementation of decisions and objectives made and prioritised by Community
Change groups. It is important for facilitators to continue to act as a link to other formal and
informal structures, including World Vision, working groups, other potential partners, and other
community groups. The facilitator will keep the Community Change group informed of available
resources that may be helpful. The facilitator and implementing partner will also ensure that other
partners working on relevant issues are aware of the efforts of the Community Change group in
addressing social norms. The WV programme team or implementing partner may be able to
support the implementing phase with financial, material or technical resources.

6. Reflection and review

Reflection and review is a way to look back at what has been revealed. Reflection and review starts
early in the Community Change process and continues throughout. It is both a link between phases
of the change process and a distinct stage in the Community Change process. During this stage, the
group thinks about the shifts in community attitudes and practices that came about from their
decision-making process. The group then answers critical questions about what has changed in
their values, attitudes and practices. Reflection is both personal as well as collective. It is about
going over events and processes, and sharing experiences.

A critical review of actions taken, can lead to suggestions on improvements and ways to do things
differently in the future. Reflection and review sessions can also help to analyse the collaboration
among the various actors and draw on learning for improvement in this area as well. Reflection and
review captures feelings, attitudes and values in a participatory way. In addition to reflecting upon
personal and communal growth and change, such sessions help to build evidence that can be used
to inform the groups’ future decisions as well as the decisions of other actors involved in the
action. The facilitator should respect the group’s capacity to identify any changes that are needed
and to develop plans for next steps.

See Section 8 for more information on the available tools and resources.

4.2 What local level partners could be involved?

During Step 5 of the Critical Path, a working group is formed made up of organisations and groups
who are seeking ways to work together on one or more of the community’s child well-being
priorities. Such a working group could be focused on education, child protection, health or other
priorities identified by the community. A working group can make the decision to implement the
Community Change project model if socio-cultural norms and practices are seen to be underlying
constraints to the child well-being priority the group is focused on.

The working group will then identify a partner to coordinate the approach. This partner could even
assist in the selection of potential facilitators and the formation of the Community Change groups. The
working group may identify one or more members of the group or may decide to find another local
partner who could implement the project. Because Community Change requires specific facilitation

World Vision Guidance for Development Programmes 10

 skills around social norms, building up facilitation skills for anyone involved in implementing the
model, will be key in all cases.

TABLE 1: Recommended partners

Priority for
Potential partner partnering Partner role
(Essential, Desirable)
• NGOs/Community Based Desirable • Orientation of WV staff and partners, training of
Organizations (CBO) with community facilitators, and training of national
existing experience in trainers.
Community Change
• Government departments Desirable • Technical input and expertise, content provision
(such as Ministry of Women’s and support for action plans.
Affairs, the Children’s
Department or the Ministry of
Health)
• Faith-based and other civil Desirable • Identification of Community Change participants
society organisations, and facilitators, expertise, content provision, and
especially those promoting support for implementation of action plans.
women and children’s rights,
protection, education, and
health
• Local leadership (traditional, Essential • ‘Buy in’ of the implementation of the project in the
religious or community) community. As custodians and gatekeepers of
community development, it will be critical that they
participate fully in the process from inception.

4.3 How does the model promote the empowerment of partners and project
participants?
Community Change is a transformational rather than an educational approach. The Community Change
groups promote empowerment, as all participants learn to connect cause and effect, identify their
own solutions, make decisions and jointly create and implement plans that lead them towards a
shared vision for just and equitable relationships, community services and policies. They begin to
realise that they already have the social capital and capacity to create lasting change.

Partners implementing Community Change as supervisors, trainers or facilitators are empowered

through the initial training and implementation process, as their facilitation skills are strengthened in
engaging communities in participatory activities and sustained dialogue.

5. Project DME
5.1 What are the goal and outcomes that will be sustained as a result of this
project model?
The goal of the Community Change project model is transformed social norms, practices and
behaviours that support the well-being of girls, boys, families and communities. Desired change in long
term outcomes will be based on the specific issues that the Community Change groups choose to
target but may include:
o Transformed individual and community attitudes.
o Reduction in stigma, discrimination and harmful practices that violate the rights of women, men,
boys, and girls.
o New sociocultural norms, values and practices, that favour a strengthened child protection system,
gender equity in education and economic opportunity, prevention of disease, and improved
maternal, new-born and child healthcare.
o Increased inclusion and participation of women, and the most vulnerable boys and girls in
community activities and projects.
o The capacity to facilitate sustained dialogue within communities by local partners around the
identification and transformation of negative social norms, and the encouragement of positive norms
to benefit the well-being of children.

World Vision Guidance for Development Programmes 11

5.2 Sample logic model for this project model
Community Change will rarely be a stand-alone project. Community Change is primarily used as a
complementary approach, implemented before, or alongside other interventions where it is
intentionally integrated within one comprehensive project design. Community Change outcomes can
effectively reduce barriers and contribute to the desired results of other sectoral and thematic
projects such as child protection, health or education. The specific objectives and indicators for
Community Change will depend upon the identification of underlying gender and socio-cultural norms
in the community that relate to the specific goals and objectives of other projects.

The diagram below shows the logic of this project model. The outputs can be adapted for each
project design, depending on the context. However, we recommend that any project using the
Community Change approach adheres closely to the critical success factors and outlined process in
order to ensure the best results. The indicators shown below illustrate the types of indicators that
can be used. An illustrative log frame including a range of potential indicators is provided in Appendix
A.

5.3 Recommended monitoring methods

Review and reflection is both an ongoing process and a distinct stage in the Community Change
methodology. These intentional times of reflection and review provide a form of self-monitoring by
the Community Change groups in which they assess their group’s progress on their ability to dig
deeper into issues, and collaboratively implement action plans to bring about their desired changes.
One of the main analysis tools in Community Change is the ‘Community and Facilitators’ Wall’, which
provides a way of keeping track of progress and looking back on the group's conversations,
perspectives, and decisions during the course of their meetings.

The Community Change Facilitator’s Manual includes monitoring indicators, data collection tools and
reporting formats. These monitoring tools are designed to help the facilitator assess the process
within the Community Change group as well as their overall progress on implementation of the model.
It is strongly recommended that projects use these monitoring tools because they have been tested
for monitoring and data aggregation at the process, supervision and project management level. These
tools may be adapted to the locally-designed project as needed.

World Vision Guidance for Development Programmes 12

5.4 Advocacy component(s)
Community Change works at the local context level, addressing underlying barriers to the well-being
of children while strengthening an enabling environment that will support other programming goals.
The outputs of the Community Change action plans may include policy initiatives, such as changes to
local bylaws, enforcement of existing laws, involvement in regional or national advocacy efforts for
policy change, or advocating at the local level for improved services.

Community Change has many similarities with an advocacy intervention; however, Community Change
doesn’t include skill building in local level advocacy. The mobilisation, awareness building and
subsequent action plans can trigger or accompany the use of the Citizen Voice and Action (CVA)
project model or interventions from other specialised partner organisations that specifically mobilise
and build skills in local level advocacy. Community Change can also be used alongside other
components in the Child Protection Advocacy (CPA) model to raise advocacy issues around child
protection at the local and national levels. (See 9.2 – Specific Project Models)

5.5 Critical assumptions and risk management

TABLE 2: Risk mitigation

Critical Importance
Management response
assumptions (high, medium)
Skill and High • Good selection process that emphasises core competencies.
commitment of • Strong training, support and supervision of facilitators.
community • Project staff and facilitators receive the full Training of Trainers (ToT) or
facilitators are high Training of Facilitators (ToF) as appropriate.
• Celebration of achievements to boost motivation and commitment of
local facilitators.
Participation of both High • In some restrictive contexts, while being sensitive to the context and
sexes, all ages and issues to be addressed, WV or partner leadership should use
the most vulnerable discernment and persuasion to ensure full participation of a mixed
is encouraged gender and age group. It may be necessary to precede a mixed group
throughout the community dialogue with an ‘ice breaking’ model such as Channels of
process Hope for Gender among the custodians of culture.
Turnover of High • Pay close attention to motivational factors for WV and partner staff and
volunteer facilitators community volunteers (including supervisory visits, refresher training,
remains low supervisory checklist, quarterly meeting, reimbursement for job tools
and out of pocket costs).
Turnover of High • Facilitators follow the process correctly and are attuned to community
community motivation and responses and adjust accordingly.
participants remains • The various communication forms are used to keep the community
low informed on progress and achievement.
• Enable facilitators to understand the importance of community being
proud and celebrating their achievement.
Funding or other in- High • The programme sets aside reasonable budget in advance.
kind support is • Facilitation process ensures that local assets, resources and social capital
available for the are recognised by the community as their primary resources.
Community Change • Facilitate linkages with partners and other forms of support.
group action plan • Develop some mechanisms as part of the programme that make use of,
and generate community resources to ensure continuation of the efforts.

5.6 Sustainability
The intended changes of Community Change group action plans are at the socio-cultural level and thus
enable and support sustained behaviour change. Social norms are changed at community level as well
as at an individual level, providing mutual support and thus sustainability for these outcomes.

When community members move through the Community Change process, they not only address
immediate visible social norms but gain the capacity to transform norms that may inhibit future
development. During the process, the Community Change groups realise the impact that social norms
have on their daily life and become aware that they have the power to change negative social norms
and create new positive ones. Thus, the process itself can be sustained by local groups and applied by
partners to various challenges as they emerge in the future.

World Vision Guidance for Development Programmes 13

 A third element of sustainability is the value added by the Community Change model to the other
project models that use it. As actions result in transformed norms, they are more likely to be
sustained. Finally, any funding that the programme may provide during the course of the project,
should be for activities that the community would be able to sustain from local resources at the close
of the project.

6. Protection and equity considerations

6.1 How can child protection be promoted in the implementation of this project
model?
As with any WV intervention, it is critical that project staff identify possible child protection issues
that could arise from implementing the Community Change project model. For example, there may be
a risk that sensitive information about a child could be shared inappropriately, exposing them to
community censure, discrimination, stigma or abuse. To mitigate against this risk, staff must follow
WV’s child protection standards and policies, including:
o Developing criteria for selecting and screening volunteers, including those with partner
organisations, especially in regards to protection issues.
o Helping coordinate partners and other groups working with the project to be child safe. This
is accomplished through ensuring or helping these groups to understand basic child
protection principles, evaluating the potential risks they could pose to children and taking
steps to minimise and mitigate those risks.
o Developing preparedness plans for serious abuse or exploitation of children in target
communities (WV Level 1, child protection incidents). 9
o Training volunteers on the basics of child protection, including child abuse, exploitation and
neglect, and discussing how these issues are seen in the community. Training volunteers on
how to recognise signs of abuse, neglect and exploitation, and how to respond. Ensure that
reporting and referral is done effectively and in a timely manner under the WVI Child
Protection Incident Definitions and Response Protocols. 10

6.2 How can the model promote equitable access to and control of resources,
opportunities, and benefits from a gender perspective as well as other
perspectives, such as disability, ethnicity, faith, etc.?
The primary purpose of this model is to promote equitable access to and control of resources and
benefits from a gender and other perspectives by utilising a process that models the values of human
rights, participation and inclusiveness. The Community Change methodology encourages an inclusive,
equitable group process and creates time and space for dialogue and deep exploration. Out of this
dialogue, the group develops a common shared vision, collective decision-making and action planning
to address inequities, discrimination and exclusionary practices in the community.

7. Project management
7.1 National office support required for project implementation and success
National office support requirements ask that:
o Two to three national office, zonal/cluster and/or local level staff in each country must participate
in a Community Change Trainers Orientation in the methodology – a seven-day process at the
regional or national level. One staff from each country should be the national gender advisor.
Other staff to be trained could include the national or zonal child protection advisor, education
advisor, capacity building advisor, as appropriate and available. These will constitute a national
Community Change training/scale-up team responsible for in-country training, mentoring and
supervising Community Change projects.
o Programme staff can also be trained as long as there is a national office commitment for them to
facilitate training for other programmes.

9
For further assistance on this step, see the following documents available from WV Child Protection: Guidance for Developing Level 1,
Child Protection Incident Preparedness Plans, World Vision International (2012). Reference materials: www.wvdevelopment.org
10
For more information, see the WVI Child Protection Standards (2012). Reference materials: www.wvdevelopment.org

World Vision Guidance for Development Programmes 14

 o During the training of trainers, national office participants develop their own national scale-up
plan, detailing how they will select pilot projects for implementation, budget for costs and organise
community entry and training of facilitators. The Community Change Facilitator’s Manual, which
includes monitoring tools, coaching and supervisory tools, reporting formats and national rollout
ideas, will be provided during the ToT.
o National office project coordinators implementing Community Change should benefit from regular
supportive monitoring from the regional and/or global centre level via teleconference or visits.

7.2 Technical expertise needed

A regional or national office should have both a gender and child protection coordinator on their
staff or another staff member with a strong background and qualifications in gender and child
protection programming who can provide support. Either one of these, or additional staff (such as a
capacity building coordinator) making up the national training team, should also have strong
facilitation skills and experience. Upon completion of the ToT, members of the national training team
should complete a minimum of six weeks of facilitation practice to continue to develop their
competency of the model before training others. A master trainer mentor should be present the
first time they facilitate a ToF as part of the certification process.

The national office will need to develop a unique implementation plan for Community Change,
identifying pilot or scale up programmes and budgets. At the programme level, development
facilitators or partner organisations will be trained as Community Change facilitators and as trainers
and supervisors of community-based facilitators. WV and partner staff trained as facilitators and
supervisors should facilitate at least one full round of community conversations before becoming full-
fledged trainers and supervisors.

Before participating in a ToT, the national office senior management will need to recognise the
added value of the Community Change project model and commit to utilising it by integrating it into
one or more technical approaches immediately upon completion of the ToT, with appropriate
budget, staffing and moral support.

7.3 Guidelines for staffing

Either WV or a qualified local partner can provide the necessary staffing for a Community Change
project. In either case, it is likely that the following guidelines will be relevant:
o Community Change will normally be implemented as part of an integrated project design alongside
other approaches or as a foundational intervention, preceding other approaches. Consequently,
many of the functions for leadership and implementation can be shared at the national level by
national sectoral and cross-cutting leaders. It is essential that among the national office team, there
are clear roles and responsibilities for technical support for this model.
o At the programme level, it is recommended that there is at least one development facilitator or
one local partner responsible for training, coordinating, supervising and supporting no more than
five or six Community Change groups and 10 to 18 community facilitators at a time. This is the
maximum number that can be effectively managed by any one supervisor or mentor.
o Each Community Change group will be facilitated by at least two (preferably a man and a woman)
volunteer community-based facilitators. The ideal team would also include a third facilitator to
help manage the workload and cover absences. The major success factor in the Community Change
approach comes as a result of the skill and commitment of the volunteer community facilitators.
They must be willing and able to handle deeply sensitive and, at times, taboo subject matter, gain
the trust and respect of the group, create a safe environment for candid dialogue and manage the
documentation and information synthesis process. Project outcomes rely heavily on the
discernment, commitment and abilities of these volunteers. They must be carefully selected,
trained, supervised and supported by WV or a partner organisation.

World Vision Guidance for Development Programmes 15

7.4 Guidelines for resources needed for project implementation
Planning for the rollout of Community Change, including capacity building for trainers and facilitators,
is currently in process. For the most up-to-date information, please contact Joanna Kretzer
([email protected]). The following is a preliminary list of costs to be considered based on the
HIV and AIDS rollout of the Community Change model. Rollout planning will explore various ways of
sharing costs for Community Change between departments and projects. These costs may be
resourced from a programme budget, a national or multi-programme initiative, grant, local partners,
community volunteerism and resources, or a combination of any of these.
National-level costs
 Part salary (shared project cost) for the national office advisor to provide national coordination
and technical support. (This could be a gender advisor, child protection advisor, or a sector
leader such as a health advisor).
 Office and travel budget for the national coordinator for training, support and supervision of
the programme team and implementing partner.
 Regional orientation for two to three individuals per country for a training team (covering
participant travel and accommodation); printing of the facilitator’s manual, guidance for
trainers, and other training materials.
 National training of trainers meeting – covering participants’ travel and accommodation;
printing of facilitator’s manual and other training materials.
 Design, monitoring and evaluation costs (shared with other projects).
Programme-level costs
 Part salary of development facilitator or project coordinator (may be shared with other
projects/sectors).
 Training of Community Change facilitators – translation and printing of facilitators’ manual,
materials, plus travel and accommodation of trainer.
 Regular support supervision to communities (development facilitator (DF) or project
coordinator’s travel and communications costs).
 Quarterly refresher training for facilitators (including local facilities, meals, materials, transport
costs, DF and/or lead trainer costs).
 Community Conversations – travel allowance for facilitators (if appropriate or needed),
documentation work tools and documentation materials.
 Action plan implementation – support (providing advocacy, linkages, technical advice) and
potential financial assistance for the Community Change action plans.

7.5 Critical success factors for the model

The success of the Community Change model is grounded in the recognition of capabilities inherent in
communities, in particular the capacity to change, create knowledge and sustain hope in the midst of
social upheavals. The Community Change process strengthens these capacities, respecting and trusting
communities’ insights, knowledge, interest and desire for change. Further strengthening comes
through the consistent use of facilitation approaches which support the value of inclusion, teamwork
and partnership. This is inherently a rights-based approach, and it is critical that project staff and
volunteers support this approach to empowerment.

To be successful, each Community Change group must be facilitated by a minimum of two trained and
competent volunteer facilitators (preferably a man and a woman), using appropriate tools for the
issues identified, and working within the Community Change framework. Recruitment and selection of
facilitators is a critical part of the implementation of a Community Change project.

The proper training, continued supervision, encouragement and support given to the facilitators are
key elements. It is preferable for project coordinators and WV or partner staff already trained as
core trainers and supervisors, to join in and practice the group facilitation in order to develop
authentic skills and insights for supervision and support.

In programmes that cover a large geographical area, multiple Community Change groups are suggested
in order to maximise population coverage and impact.

World Vision Guidance for Development Programmes 16

8. Any necessary tools
o The main resource to guide facilitators as they work with the community groups is the Community
Change Facilitator’s Manual. This manual includes the following tools:
 Session outlines: description of the content of the community conversations, exercises and
facilitation methods to improve group dynamics, participation and transformational learning.
 Community change monitoring tools: for collection of monitoring data, including participation,
facilitators’ observations and group process.
 Report formats: suggestions on aggregation, analysis and reporting of the monitoring data.
 Facilitators’ reflection guide: provides a way of looking back on what has been achieved, what has
worked and what has not worked at any given phase of the change process. This guide helps
with measuring Community Change and planning future community events.
 Action learning guidance: provides information about how facilitators, mentors and national
office staff learn and document their learning throughout the implementation of Community
Change.
o The Community Change Training Guide builds upon the content of the facilitator’s guide as a resource for
those who will be training or supervising Community Change facilitators. It includes broader descriptions
of the theory that underpins the model together with tools for training facilitators and monitoring and
evaluating their progress.
Contact [email protected] for more information about the tools.

9. Linkages and integration

9.1 Child sponsorship
Registered children will not be targeted specifically; however, an investment in Community Change can
benefit the entire community. Because of this, registered children will also benefit. Sponsorship
monitoring activities (Stepwise) could possibly be used as a trigger to highlight the need for using the
Community Change model. For example, if data shows trends in the community that are exacerbated
by social norms, such as a high prevalence of registered girls dropping out of school due to child
marriage, or a high proportion of sponsored boys or girls dropping out of school, then further
investigation of these trends might reveal harmful social norms.

9.2 Enabling project models

o Community Change is not a stand-alone intervention. It is an enabling project model that should be
integrated into other project designs, helping to reduce barriers by harmful social norms.
o Community Change can also be implemented as a project early in the life of a programme, guiding
the community to identify underlying issues that impede the well-being of children.
o During the life of a programme, Community Change can be initiated whenever it becomes evident
that the expected results of other projects are hindered by persistent underlying socio-cultural
norms and behaviours.
o Community Change can complement other project models. It can be implemented as an enabling
model alongside project models such as Home Visitors, Channels of Hope, Timed and Targeted
Counselling, Basic Education Improvement Plans, Early Childhood Development, Positive Adolescent
Development, Positive Deviance Hearth, Citizen Voice and Action and Savings Groups as well as other
health, economic development and food security project models.
o Through a process of community awareness raising and conscientisation, the Community Change
model can also be implemented as part of the Child Protection and Advocacy (CPA) model. By
engaging a diverse group of community members in discussion and reflection on social norms, the
Community Change model provides a platform for community members to identify and address
potential norms or harmful practices that may be jeopardising the protection and well-being of
children in their community.

World Vision Guidance for Development Programmes 17

Appendix A – Illustrative logframe

Hierarchy of Objectives Indicators Means of verification Assumptions

Project To transform social Changes in community Caregiver survey – questions CCGs have enough
Goal norms, practices and perceptions of existing positive dependent on area of focus coverage and influence to
behaviour to better and negative socio-cultural (See specific example for impact the wider
practices and norms. Gender-based Violence below). community.
support the well-being
of girls, boys, families Community members report Focus group discussions. Action plan targets larger
and communities. that the incidence of harmful Key informant interviews. community.
traditional or customary
practices has been reduced. Caregiver survey – questions Community change group
dependent on area of focus members discuss change
(See specific example for experiences with wider
Gender-based Violence below). community.

Outcome Facilitators, CCGs Increased inclusion and Focus group discussions. Informal/formal
and community participation of vulnerable community structures are
1 members change groups.
Key informant interviews.
supportive of CCG
Use of questions to explore efforts.
values, perceptions, Increased ability by group the area of focus determined
practices and members to effectively dialogue by CCGs. Legal framework is in
behaviour. and problem solve. place to support
Documentation of the community changes.
Reduced stigma among group ‘Sharing What We’ve Learned’
members. tools by CCGs.
Increased ability to enact social
change within their community.

Output Facilitators challenged # of facilitators that admit to Documented in To F report WV trainers effectively
individually regarding have experienced internal and refresher course report train community
1.1 change (as they define it). from individual evaluation facilitators.
their own practices,
forms.
behaviour and attitudes. # of facilitators mentoring Facilitators keep a journal
NOTE: facilitators are meetings. Summary of to document their own
identified based on their supervisor/mentoring meeting learning process.
reports.
personal transformation Mentors ensure that
process having already facilitators reflect on a
begun. regular basis.

Output Facilitators prepared for # of facilitators who have Supervisor tracking sheet. Community facilitators
completed the T of F course. are committed to seeing
1.2 implementing Community Documentation of
Change in their own # of facilitators who are the process through.
completion and individual
communities. emerging, growing, and evaluation forms (ToF and RC Turnover of volunteer
maturing in their ability to reports). 11 facilitators remains low.
facilitate conversations
(through observation visits). Supervisor/mentor Mentors meet regularly
observation form. with facilitators to give
# of facilitators mentoring support and ensure quality
meetings. Summary of of implementation.
supervisor/mentoring meeting
# of refresher courses for reports (to include areas of WV project staff facilitate
facilitators. improvement from relationship between local
facilitator’s wall). partners and community
facilitators.
Supervisor tracking sheet.

Output The working group # of community change groups Supervisor tracking sheet Turnover of members of
1.3 formed. Community Change
implements a plan for the Including documentation of
formation of CCGs. Regular attendance by the diverse representation groups remains low
Illustrative activities: community change group included. A diverse representation
members. of community members
Identify neutral and safe Attendance compilation
places. tool. 12 commit to participate.
A diverse representation of
community members are
invited to participate.

11
National offices will determine how facilitators are approved and ready begin work. They will track their progress based on a set of
competencies for the three levels of emerging, growing, and maturing.
12
National offices will determine how to ensure consistent attendance by committed community change group members.

World Vision Guidance for Development Programmes 18

Output CCGs challenged both # of community change Community change report – Community Change
members that admit to have including documentation from facilitators have the
1.4 individually and as a experienced internal change (as
group regarding their community wall, the learning competencies needed to
they define it). corner, and facilitators’ notes effectively lead process.
own practices, behaviour
# of community change (comments during personal
and attitudes. reflection and beginning A diverse representation
members who have shared of community members
topics discussed, with at least reflection review time).
commit to participate.
five people after their meetings. ‘Resonance Effect’ tool.
Regular attendance by
# of plans developed by CCGs Documentation of ‘Five CCG members.
and types of initiatives included Friends of Planning’ tool and
to influence the wider ‘Gender Matrix’ for each Community members
community. community change group. actively participate in
community change
meetings.

Output Community change # of plans implemented and Documentation from ‘Follow- Commitment of the CCG
monitored regularly. Up Calendar’ and ‘News members to enact plans.
1.5 groups implement plans
to change their # of reflection meetings taking Reports’.
CCGs complete all 6
communities. place to monitor progress. Documented change from the steps of the process.
# of CCGs that have Action, Reflection, Learning and
completed all six steps. Planning tool.
Summary of
supervisor/mentoring reports.

World Vision Guidance for Development Programmes 19