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All Insights
With the growing polarization, uncertainties, and the spread of misinformation, Europe stands at the crossroads, and effective communication is more important than ever. Communication for development (C4D) is a powerful approach, allowing local communities across Europe and globally to engage in a dialogue with decision-makers and make their voices heard. Through C4D, people, including vulnerable groups, can express their concerns, which may help shape governmental pol-icies and programs for increased equality and better quality of life.
UN agencies and international development organizations actively use the C4D approach in their operations, leading to behaviour and social change, and a stronger media and communications environment. Working as a communications specialist with UN agencies (WHO and UNDP) and non-governmental organizations (Save the Children, youth NGOs in Eastern Ukraine), I have wit-nessed firsthand how effective communication interventions can drive positive change and social transformation. In my experience, the communication for development approach has proved to be especially beneficial in the areas of environmental sustainability and health.
The World Health Organization (WHO) uses the power of communication to share health advice for the benefit of people while supporting health authorities and decision-makers with technical and policy guidance to shape health policies and serve communities. The aim is to achieve universal health coverage, ensuring that all people have access to the full range of quality health services, when and where they need them, without financial hardship.
In Ukraine, WHO uses C4D across its activities. By engaging with communities through targeted communication, community listening, preparedness initiatives, behavioural and cultural insights studies, and awareness-raising campaigns in public health, immunization, and other areas, WHO ensures that critical information reaches those who need it most.
In 2024, for example, WHO implemented a public awareness campaign to reduce tobacco use in Ukraine. Targeting smokers aged 35-59, the campaign promoted messages about the risks of to-bacco use, the benefits of tobacco cessation, and the availability of free professional support to help people stop smoking. By engaging local communities and using various communication tools ─ social media messages, visual materials, video and audio testimonies of former smokers, media engagement, and digital and offline advertising ─ this initiative aimed to achieve behavioural change by reaching a wide audience through both traditional and digital media channels.
From health to the environment.
In Ukraine, burning organic waste, fallen leaves, and other garden and agricultural waste each spring and autumn has been a traditional practice. However, this practice is harmful to both the environment and health. Understanding that fines and other legal restrictions are not enough to change behaviour, United Nations Development Programme (UNDP) launched an innovative pro-ject in Ukraine using a Communication for Development approach. Through the "Don’t Burn – Compost" Challenge, rural communities across the country were encouraged to track the fires in their communities using digital tools and satellite data, and enter their findings into a specially designed online map. After speaking with the local communities, UNDP identified composting as one of the most effective and eco-friendly ways to reduce burning practices, resulting in the pro-motion of this eco-friendly practice through a communication and advocacy campaign, using the C4D approach.
Thus, C4D is an efficient tool, actively used in the development and humanitarian sectors, but it can serve as a powerful instrument for policymakers as well to engage with society, learn about their problems, and find solutions. This will not only help strengthen democracy but also lead to a stronger Europe.
Disclaimer: The views expressed in this opinion piece are those of the author and do not necessarily represent those of the World Health Organization, United Nations Development Programme, Save the Children or other organizations the author can be affiliated with.
Iryna Tarnavska serves as the Communications Officer for WHO in Ukraine, bringing extensive ex-perience in strategic communication within humanitarian and development contexts. Her previ-ous roles include positions at UNDP, Save the Children, and youth NGOs in Eastern Ukraine. She specializes in Communication for Development (C4D), leveraging this approach particularly in the fields of health and environment to effectively mobilize communities and influence policy makers.
UN Inter-agency publication, ‘Communication for Development: Strengthening the Effectiveness of the United Nations’, 2011. Available here.
all Insights
With the growing polarization, uncertainties, and the spread of misinformation, Europe stands at the crossroads, and effective communication is more important than ever. Communication for development (C4D) is a powerful approach, allowing local communities across Europe and globally to engage in a dialogue with decision-makers and make their voices heard. Through C4D, people, including vulnerable groups, can express their concerns, which may help shape governmental pol-icies and programs for increased equality and better quality of life.
UN agencies and international development organizations actively use the C4D approach in their operations, leading to behaviour and social change, and a stronger media and communications environment. Working as a communications specialist with UN agencies (WHO and UNDP) and non-governmental organizations (Save the Children, youth NGOs in Eastern Ukraine), I have wit-nessed firsthand how effective communication interventions can drive positive change and social transformation. In my experience, the communication for development approach has proved to be especially beneficial in the areas of environmental sustainability and health.
The World Health Organization (WHO) uses the power of communication to share health advice for the benefit of people while supporting health authorities and decision-makers with technical and policy guidance to shape health policies and serve communities. The aim is to achieve universal health coverage, ensuring that all people have access to the full range of quality health services, when and where they need them, without financial hardship.
In Ukraine, WHO uses C4D across its activities. By engaging with communities through targeted communication, community listening, preparedness initiatives, behavioural and cultural insights studies, and awareness-raising campaigns in public health, immunization, and other areas, WHO ensures that critical information reaches those who need it most.
In 2024, for example, WHO implemented a public awareness campaign to reduce tobacco use in Ukraine. Targeting smokers aged 35-59, the campaign promoted messages about the risks of to-bacco use, the benefits of tobacco cessation, and the availability of free professional support to help people stop smoking. By engaging local communities and using various communication tools ─ social media messages, visual materials, video and audio testimonies of former smokers, media engagement, and digital and offline advertising ─ this initiative aimed to achieve behavioural change by reaching a wide audience through both traditional and digital media channels.
From health to the environment.
In Ukraine, burning organic waste, fallen leaves, and other garden and agricultural waste each spring and autumn has been a traditional practice. However, this practice is harmful to both the environment and health. Understanding that fines and other legal restrictions are not enough to change behaviour, United Nations Development Programme (UNDP) launched an innovative pro-ject in Ukraine using a Communication for Development approach. Through the "Don’t Burn – Compost" Challenge, rural communities across the country were encouraged to track the fires in their communities using digital tools and satellite data, and enter their findings into a specially designed online map. After speaking with the local communities, UNDP identified composting as one of the most effective and eco-friendly ways to reduce burning practices, resulting in the pro-motion of this eco-friendly practice through a communication and advocacy campaign, using the C4D approach.
Thus, C4D is an efficient tool, actively used in the development and humanitarian sectors, but it can serve as a powerful instrument for policymakers as well to engage with society, learn about their problems, and find solutions. This will not only help strengthen democracy but also lead to a stronger Europe.
Disclaimer: The views expressed in this opinion piece are those of the author and do not necessarily represent those of the World Health Organization, United Nations Development Programme, Save the Children or other organizations the author can be affiliated with.
Iryna Tarnavska serves as the Communications Officer for WHO in Ukraine, bringing extensive ex-perience in strategic communication within humanitarian and development contexts. Her previ-ous roles include positions at UNDP, Save the Children, and youth NGOs in Eastern Ukraine. She specializes in Communication for Development (C4D), leveraging this approach particularly in the fields of health and environment to effectively mobilize communities and influence policy makers.
UN Inter-agency publication, ‘Communication for Development: Strengthening the Effectiveness of the United Nations’, 2011. Available here.
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