Generating Genuine Demand for Accountability Through Communication: A Trainer's Guide

This trainer’s guide, published by Communication for Governance and Accountability Programme (CommGAP), focuses on the role of communication techniques and approaches for generating genuine citizen demand for accountability. As stated in the guide, communication campaigns can motivate and activate citizens to stand up and hold their government accountable. Communication can also help to make these movements sustainable.
The guide is designed “for developmental practioners in donor organisations, governments, and civil society, who are setting up capacity-building programmes for promoting sustainable accountability and governance reform and intends to include the exploration of the role of communication to create genuine and effective citizen demand for accountability.”
The Guide contains the following sections:

1. The Foundations of Social Accountability
2. Social Accountability and Communication
3. Communication Campaigns
4. Mobilising Public Opinion and Public Action – Case Studies: Featured casestudies are from South Africa, the Philippines, Kenya, Colombia, and India
5. A Trainer’s Brief: this section suggests a structure for a course on “Generating Genuine Demand for Accountability Through Communication.” This includes presentation slides and core lessons so that development practioners can launch a training session of approximately one day.

The Communication for Governance and Accountability Programme (CommGAP) of the World Bank is dedicated to exploring and documenting the role of communication tools and approaches to improving governance and, as a result, development effectiveness. The project was concluded in October 2011.