Les points focaux des ministères sectoriels, les chargés de communication des ONGs partenaires, les consultants en communication et les experts média impliqués dans la mise en œuvre du projet SWEDD-Bénin étaient, le mardi 17 mai 2022 à Sun Beach Hôtel à Cotonou, en atelier de validation du document de la stratégie nationale de communication pour le changement social et comportemental 2022-2024.
Prévu au Plan de Travail Annuel 2022 du SWEDD-Bénin dans le cadre de la mise en œuvre de l’activité 1.1.1 intitulée : « Élaborer et valider le plan de communication 2022 », cet atelier intervient dans un contexte précis. En effet, face à l’échec des multiples stratégies, information, éducation et communication (IEC), communication pour le changement de comportement (CCC) mises en œuvre pour inverser les mauvaises pratiques qui, au demeurant, freinent le développement durable des sociétés, la communication pour le changement social et comportemental (CCSC) s’est révélée pertinente, efficace et efficiente. C’est pourquoi la tenue de cet atelier vient à point nommé tant il vise à procéder à l’amendement et à la validation du document de la stratégie nationale de communication 2022-2024. En clair, il s’agit de valider la stratégie nationale du projet SWEDD au Bénin en mobilisant les compétences pluridisciplinaires, le bailleur (la Banque mondiale), l’assistance technique de l’OOAS, l’UNFPA et les groupes cibles et de bâtir un large consensus sur les objectifs, les approches et les actions de communication, les idées de message, le lancement des activités de la stratégie ainsi que le plan opérationnel 2022.
“Aussi long qu’a été le cheminement, l’heure a sonné afin que nous disposions d’un cadre référentiel pour mieux opérationnaliser la communication pour le changement social et comportemental , le marketing social entre cibles directes et acteurs de la mobilisation sociale, la conduite du plaidoyer pour améliorer l’environnement juridico-institutionnel des femmes et des adolescentes et la communication institutionnelle dans toute sa transversalité”, a indiqué ChamsDeen Ali, représentant la coordonnatrice du Projet SWEDD-Bénin. Si la validation du document de stratégie nationale de communication vient à être réalisé, il est à l’actif de la ministre des affaires sociales et de la microfinance, Véronique Tognifodé qui en est la cheville ouvrière, a déclaré ChamsDeen Ali. Il a enfin remercié les partenaires du projet ainsi que la délégation américaine de l’Université John Hopkins pour avoir eu la lourde charge de réaliser le document de stratégie nationale de communication pour le changement social et comportemental 2022-2024.
En procédant au lancement des travaux, le directeur adjoint de cabinet du ministère des affaires sociales et de la microfinance, Yolou Bamisso Yessoufou, représentant la ministre, a souligné que le projet SWEDD-Bénin va disposer, au terme de cet atelier, d’une stratégie nationale de communication pertinente, efficace et efficiente pour le bonheur des adolescentes, garçons futurs maris et des femmes. ” Cette boussole constituera le sous-bassement et la fondation des campagnes de communication pour le changement social et comportemental pour la promotion des comportements clés de la transition démographique”, a poursuivi Yolou BamissoYessoufou. A l’en croire, le marketing social mettant à contribution les chefs religieux, têtes couronnées, chefs traditionnels et coutumiers et les leaders d’opinion sera désormais le reflet de la stratégie nationale de communication. Mieux, ajoute-t-il pour finir, les conduites de plaidoyer avec le tableau des situations menaces sociétales à l’endroit des gouvernements centraux, des élus locaux, des partenaires techniques et financiers, des acteurs du secteur privé resteront convaincantes.
La présentation des objectifs de l’atelier et les résultats attendus par le spécialiste en communication du projet SWEDD-Bénin, Brice Tomavo, la présentation du document de stratégie nationale de communication pour le changement social et comportemental 2022-2024 par le consultant Peter WINCH de l’Université américaine JHU, les amendements au document apportés, débattus et insérés, les recommandations et la lecture du rapport de l’atelier ont été les temps forts des travaux. In fine, le document de stratégie nationale de communication pour le changement social et comportemental 2022-2024 du projet SWEDD-Bénin a été validé par les participants sous réserve de la prise en compte des observations.
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