Assessment Brief Details
Module Title: Strategic Communication for Social Change
Module Leader: Philip Young
Module Code: MED7326 Occurrence: A
Academic Year: 2022/3 Semester: S2
Assessment No.: 2
Assessment Title
Communications Challenge
Core Task
You must identify a specific communications challenge faced by a named social
change organisation. It is likely, but not obligatory, that the same organisation will be
the focus for both the case study and the challenge proposal. Examples of suitable
challenges might be difficulties in reaching a particular target audience, reputational
challenges that hinder effectiveness, unappealing messaging and terminology, etc.
Again, it is likely that the issue will have emerged from the critical analysis included in
assignment one, the case study report. Acting as either an in-house PR or an account
executive for a PR Agency you must devise strategies and tactics that will address
the identified challenge. You will do this in a professionally produced document that
can be presented to the client or senior management of your organisation. This
document will briefly set the context, identify the issue, summarise relevant research,
and give a clear rationale for the approach you are suggesting. Although you need to
source any statistics or sector information this document is not likely to include
academic references.
Challenge Proposal: An investigation of the communication strategies adopted by
CDF to identify a communication defect and propose solutions.
Introduction
About Connecting Dream Foundation (CDF)
Connecting Dream Foundation is a Non-Governmental Organization. It may be a consider
on Connecting Dream Foundation (CDF) that has been locked in within the field of
education, healthcare, job and business in country zones. Connecting Dream Foundation’s
(CDF) Data and Communication Technology based activity, its utility and viability in
conveyance of data and administrations to rustic individuals, especially provincial youth and
country ladies. CDF endeavors to bridge the crevice between the rustic and urban India by
setting up sustainable models of education, healthcare and business. The ponder was
conducted within the Ghaziabad and Hapur locale of Uttar Pradesh as Connecting Dream
Foundation was working there. The information were collected through study strategy
utilizing organized meet plan. Eighty rustic ladies from four towns (Twenty from each town)
who were endorsers of the administrations advertised by CDF were chosen as respondents
through arbitrary test strategy. Think about uncovered that larger part of respondents found
administrations given by CDF like counseling administrations (60 percent), monetary
education (50 percent) of tall utility. Consider too expressed that respondents found
administrations advertised by Connecting Dreams Foundation (CDF) was exceptionally
viable.
(https://connecting-dreams.org/)
About CEE PR
Till Presently more than 5000 furthermore ladies and youth have been prepared and
enterprises have been set up over 4 states through taking after activities -
● Apna Tech Tree: A town level enterprise run by ladies business people in association
with neighborhood NGOs. It offers community centric learning show utilizing video
conferencing and voice over internet.
● Helping Hands: Projects to extend the winning of provincial ladies business people
through bolster from Corporates by sharing their mastery in ranges of promoting,
fund, item advancement, trade technique etc.
● Youth Initiative like Interface & Alter and Youth Brigade that includes young college
understudies in various internship projects to put through with rustic youth.
● Digital Library/ e-Pathshala: Giving quality education in rural India through e-
Pathshala and Digital Library.
(https://o4af.com/opportunity/connecting-dreams-global-change-makers-fellowship-for-
social-change-leaders/)
Background
Connecting-Dreams Foundation (CDF) could be a non-profit foundation enrolled and
authorized beneath area 8 of the Companies Act, 1956, Government of India, which makes
social enterprise models and enables underprivileged women.
CDF-SRCC could be a student-based activity committed to start improvement of rustic
India. CDF-SRCC could be a department of the umbrella association- ‘Connecting Dreams
Foundation’, which has been utilitarian since 2014 within the college and has contributed in
lifting various lives. Their group, having 60 committed and eager people are very willing to
make an affect within the society.
It has been positioned number 1 college chapter in India for the past 6 a long time. In
addition, our ventures have been spoken to at various national platform and worldwide
stages such as Joined together Countries and Hult Prize, and have won various prizes.
Our activities have been recognized and secured by different media stages such as 104.8
Ishq FM and daily paper reports counting the scope by Hindustan Times, Times of India and
others.
(https://www.srcc.edu/sites/default/files/naac/cyl2/crt3/3.4/3.4.1/A_3.4.1_7_Connecting
%20Dreams%20Foundation.pdf)
Research
Concurring to a financial outline report displayed by CDF on their program, funds bolster
came from people, blessings in kind, corporate accomplices. Whereas the last mentioned
contributed a huge share when compared to others, the gift target or program objective was
distant from being met.
A see at CDF consequent activity recommends that there has been a colossal decrease
within the level of partner back gathered. Past campaigns by CDF had seen distinctive
partners energetic to back and make a contrast. From a wide cluster of organizations over
distinctive divisions to person supporters and givers.
(https://connecting-dreams.org/impact-report-2021/)
Proposed Strategy
CDF aims to Empower youth and ladies in country India through network and business. We
at CDF, accept in “bridging the difference” between the Provincial and Urban India. And we
point to attain this by setting up feasible models of education, healthcare and livelihood in
rural areas.
(https://twitter.com/cdf_srcc?lang=en)
Rationale for improving Stakeholders’ communication and engagement
Representatives – The staff individuals or workers are an organization's most profitable
resource. They are dependable for championing the undertakings of the NGO and the
control of an organization’s victory or disappointment lies with them consequently they ought
to be treated with care. Representatives inside an NGO are ordinarily made up of the
operations group which handles the hands on work and executions, the raising money
group, which manages the budgetary perspective of the organization, the communications
group, and the administration group. Representatives at all levels inside an NGO ought to be
made to get it and adjust with the organizational values and points. They ought to moreover
be kept educated of advancements inside the organization.
Recipients – These are the gather of individuals who advantage from the gifts or the works
of the NGO’s. It is vital to keep them mindful of proposed activities.
Givers – These set of partners give subsidizing for different campaigns consequently they
must be kept interested and locked in.
Community – This can be made up of the habitants of the encompassing or broader
community that the NGO serves. They ordinarily have an intrigued in how the NGO
accomplishes its mission. Dynamic interest inside these nearby communities is ordinarily
advantageous in building connections with the community pioneers.
Community Pioneers – As said over, keeping up a sincere relationship with the pioneers or
nearby specialist is imperative. The neighborhood pioneers can make or damage your
activities inside the community. They are capable for giving consent to continue with
activities consequently it is vital to win them over at an early stage and maintain a great
relationship. This could as it were be accomplished through consistent engagement.
Volunteers – These are key individuals inside an NGO. NGOs depend intensely on
volunteers since most of their exercises cannot be carried out without their dynamic
cooperation. From arranging, execution, organizational errand, hands on work, etc. thus this
set of individuals ought to be overseen exceptionally closely.
Media - The media is another partner whose relationship ought to be luxuriously supported.
They abdicate the control to depict an organization emphatically or contrarily. For an NGO to
preserve a great open picture, it is vital to oversee the media closely and proactively give
them with exact data.
Accomplice Organizations – Shaping solid organizations is imperative to making a
effective NGO. It is imperative to continuously guarantee that both parties’ dreams are
adjusted. Data on activities and campaigns ought to be transparently communicated for input
and input.
Government – This alludes to the set of individuals charged with implementing
arrangements and laws. Interests the government can play a double part of being a
collaborator and a controller. It is imperative for NGOs to guarantee that the overseeing
bodies in charge of their environment have believe in their forms.
Providers – These are the procurers of items utilized in executing campaigns.
(https://www.facebook.com/connectingdreamssrcc/)
Objectives
By actualizing our proposed methodology , we point to
● Bridge the hole between roads and schools by conducting classes for
underprivileged children. Changemakers take classes for these understudies in
scholastics as well as co-curriculars 3-4 times a week.
● Motivate and propel Acid Attack Survivors to investigate their interface and offer
assistance them upgrade their delicate aptitudes in their favored field.
Changemakers work with the survivors to assist them profit salary producing
openings.
● The vision of strengthening, incorporation and acknowledgment of the LGBTQIA+
community. The project includes a two-fold motivation of work and sensitization of
the LGBTQIA+ community through Change Talks.
● Resuscitate the biting the dust craftsmanship of earthenware earthenware by making
coordinate showcase linkage, modernizing ceramics items and making a difference
in showcasing the items over online and offline stages in this manner, moving
forward patters life.
● Changemakers come up with their claim brand of premium hand rolled, bloom based,
charcoal free incense sticks which are eco-friendly and are made by a community of
underprivileged ladies and extraordinarily abled.
(https://connecting-dreams.org/)
Tactics
Identifying and Mapping Stakeholders
Identifying stakeholders and understanding their needs and needs is key to communicating
successfully and overseeing connections. In other to distinguish partners, a few striking
questions ought to be inquired. Cases incorporate: Who has the control to alter laws? who
includes a more noteworthy voice in this division? who can advantage from this program?
who has the cash and assets to bolster a cause? who has the specified abilities? and who
has key data?
Revisiting Stakeholders Mapping
Due to the firm competition that exists inside this division, it is likely that control or interface
have changed or may alter between the different partners after a period consequently it is
imperative to reassess the stakeholder’s interface and lock in in this partner mapping
movement regularly. This will offer assistance guarantee the communications endeavors are
being channeled viably.
Developing Relevant Messages
Depending on the campaign or program in see and who the beneficiary of the data is, we'll
break down the targets into messages that are imperative and pertinent to the accepting
group of onlookers (partner). CDFl ought to stand up to the encourage to send the same
broadcast message to different partners. The communication dialect for benefactors
oftentimes contrasts from that sent to the government consequently there's no premise to
use the same message for the diverse partners. We are going present the utilize of value-
rich, influencing messages and pictures in all our communications.
Recognizing Stakeholders via Media Channels/Platforms
Asides from fair inciting campaigns, we'll periodically make utilize of standard media (daily
papers, tvs, blogs) and social media (Facebook, Instagram, Twitter, YouTube) to recognize
the contributions of each partner. We are going highlight the positive affect we are making
through the back of our partners.
Face to Face Meetings and Workshops
We are going hold standard overhaul gatherings to keep stakeholders informed of all
exercises encompassing an continuous campaign or program and to look for criticism,
comment, or feedback. This can be urgent to cultivating authenticity and building believe.
We'll moreover have workshops that give an opportunity for partners to associated and
create vital approaches to issues that affect them.
Publication and Distribution of Monthly Newsletters
The appropriation of computerized administrations has expanded consequently we are going
utilize e-mail pamphlets to lock in with partners. Mail showcasing tends to be a cost-effective
way of routinely locks in with partners. Typically subsequently a great way to recap the affect
we’ve made in a inventive and less formal way than impact detailing. We'll create and
distribute these pamphlets month to month highlighting our work, and the viewpoint for the
year, requesting gifts and inciting partners to act on a given activity. This pamphlet will be
messaged to each partner and may too incorporate tributes and human-interest
stories to fortify intrigued and activity. Furthermore, we'll utilize a mix of truths and individual
stories to tell our story and point to fortify activity with each bulletin, report, or article.
Events Participation
A great way to support the relationship with partners (particularly accomplice organizations
and person benefactors) is to have charity occasions to grandstand the affect of each
stakeholder’s commitments to the underserved communities. These charity occasions may
be held quarterly because it presents an opportunity for organizations to exhibit their brands
and offerings in this manner emphatically situating them as a brand that bolsters a great
cause and advertising them a sense of inclusion. It too makes a difference with building
believe and validity.
Media Relations
The Media plays a gigantic part in progressing a social cause thus we'll endeavor to
construct and keep up a great relationship with the media through techniques that
successfully pass on our data. We'll deliver press units containing later affect reports, press
releases, vision explanations, etc., and disperse them to pertinent columnists. We'll
moreover utilize press briefings and conferences to keep individuals of the press effectively
included and educated.
Pre, Mid, and Post Event Report
Point by point reports will be shared ahead of any campaign. An assessment of the
campaign will be carried out mid-way as well, in other to report the accomplishments so
distant or change the strategies in case the campaign is underperforming. A post-event
report covering all parts of the campaign will be created opportune and shared with all
significant partners. Usually pointed at making each partner mindful of the occasions at each
given time of a campaign or program.
Encourage Collaboration through digital tools
With the information that utilizing conventional strategies to guarantee reliable data
conveyance can be troublesome, we are going utilize online tools to encourage collaboration
instead of continually organizing face-to-face gatherings or normal calls. This online
apparatus will be made available to all partners. Asides from empowering collaboration
utilizing advanced instruments, we are going commission quarterly overviews to gather data
and pick up a broader understanding of stakeholders’ concerns.
Underserved Community Visits
Community visits will be prearranged and gone to by stakeholders. This offers an opportunity
for them to meet and connected with person recipients in their characteristic state. It is
additionally a great way of exhibiting the affect of the stakeholders’ commitment inside the
different communities in this manner developing validity.
Government Engagement
We are going cease from treating the government as one body but or maybe as distinctive
powerful people. We'll explore these distinguished people to discover out those with a
demonstrated track record of supporting a cause such as our own or those with possibly
comparable interface. We'll at that point distinguish implies of communicating
straightforwardly with these sets of individuals in a offered to make a relationship with them.
(https://www.srcc.edu/sites/default/files/naac/cyl2/crt3/3.4/3.4.1/A_3.4.1_7_Connecting
%20Dreams%20Foundation.pdf)
Evaluation
During our work, we have been making substitute unused financial guidelines for
progression through making trade individuals and influencing thousands of lives. Expanding
from instruction, sanitation, menstrual cleanliness, and supportability we cover distinctive
SDGs through our ventures. CDF’s work puts sensitivity and regard to start with and to begin
with. Our all enveloping see of common progression is established in not because it were
fulfilling their principal needs but empowering them to be the decision-makers. Making
women commerce individuals and working towards raising people incorporates a huge
calculated taken a toll of dealing with, rentals, and transportation to operate on such scales.
(http://cdfsrcc.in/aboutus/)
Summary
It is honest to goodness that government has major commitment for headway and
improvement of rural ranges which cannot be finished without progression of rural women
and common youth but solely government cannot realized this dream. Subsequently, various
non-profit and consider organization are as well working unflinchingly for fortifying of the
nation women and natural youth through diverse inventive intervention over the country. As
finding of the paper proposed Connecting Dream Foundation in addition working for the
reinforcing of rural women and youth through progressing commerce and common arrange.
Beginning finding of the working illustrate of CDF are uncommonly engaging as prescribed
by the comes almost that 60 percent respondents found admonitory organizations of
exceedingly profitable. In a comparable way 50 percent re spondents found cash related
admonitory significantly profitable. Additionally bigger portion of the respondents (81.25)
respondents found information on distinctive perspectives promoted by CDF is palatable. But
in show disdain toward of its major promising potential to bring alter such non -advantage
organizations needs palatable back from government for scaling up their scope and scale of
operation which is able offer help in changing rural people standard of living and their in
common headway.
(https://www.researchgate.net/publication/
330441630_Case_Study_CASE_OF_CONNECTING_DREAM_FOUNDATION'S_INFORMA
TION_AND_COMMUNICATION_TECHNOLOGY_BASED_MODEL_ITS_PERCEIVED_UTI
LITY_AND_EFFECTIVENESS_IN_INFORMATION_AND_SERVICE_DELIVERY)
References
About Connecting Dream Foundation (CDF) & Objectives
https://connecting-dreams.org/
About CEE PR
https://o4af.com/opportunity/connecting-dreams-global-change-makers-fellowship-for-social-
change-leaders/
Background & Tactics
https://www.srcc.edu/sites/default/files/naac/cyl2/crt3/3.4/3.4.1/A_3.4.1_7_Connecting
%20Dreams%20Foundation.pdf
Research
https://connecting-dreams.org/impact-report-2021/
Proposed Strategy
https://twitter.com/cdf_srcc?lang=en
Rationale for improving Stakeholders’ communication and engagement
https://www.facebook.com/connectingdreamssrcc/
Evaluation
http://cdfsrcc.in/aboutus/
Summary
https://www.researchgate.net/publication/
330441630_Case_Study_CASE_OF_CONNECTING_DREAM_FOUNDATION'S_INFORMA
TION_AND_COMMUNICATION_TECHNOLOGY_BASED_MODEL_ITS_PERCEIVED_UTI
LITY_AND_EFFECTIVENESS_IN_INFORMATION_AND_SERVICE_DELIVERY
Marking Criteria - Please study this page carefully
Criterion 1
0-39% 40-49% 50-59% 60-69% 70-79% 80-100%
Proposal Proposal Proposal Proposal Proposal Proposal
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inadequate rudimentary adequate thorough meticulous outstanding
research, research, research, research, research, and
flawed weak efficient effective highly imaginative
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of key of key of key of key identification highly
issues, issues, issues, issues, of key creative,
unimaginativ limited effective imaginative issues, professional
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unrealistic tio ns, tio ns with recommenda and creative, realistic
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tio ns, highly adopted by be adopted would meet recommenda of key
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