DECEMBER 2021 - Results from a UNICEF Rwanda baseline survey revealed that majority of respondents (81.6 per cent) believed that the best place for a child with disability is an institution. Another 40 per cent confirmed that most families with a child or children with disability their community try to hide them and feel ashamed of them.

With funding from NORAD and the Swiss Natcom, UNICEF Rwanda is leveraging Social and Behaviour Change Communication (SBCC) to address these underlying social norms and barriers around disabilities.

In five selected districts, over 400 adolescents have been trained by the Umbrella Organization of Persons with Disabilities (UPHLS) to facilitate dialogues in their communities addressing focusing on changing perceptions about institutionalization of disabled children, violence against children and other topics which affect these children.

Informed by the survey results and community dialogues, UNICEF Rwanda launched a six-month national public communication campaign to address these community perceptions. The campaign uses a 360 communication approach where Social and Behaviour Change is closely linked to advocacy, partnerships and communication. It involves a 32-episode radio drama series addressing the identified issues, with listenership monitored through VIAMO. People can call an 8-4-5 service and navigate to listen to the radio dramas, followed by a short survey which varies based on the episode. The campaign also includes a series of workshops for journalists who are tasked to publish at least 30 stories on the disability agenda in the five focus districts.

The campaign was launched on 3 December 2021 during the International Day of Persons with Disabilities and was attended by, among others, six Inclusion Champions. UNICEF is using the Internet of Good Things (IOGT) and WhatsApp tree methodology to disseminate the content. And end line assessment is planned for mid 2022.