SCHOOL OF ARTS, COMMUNICATION AND DESIGN

DEPARTMENT OF MEDIA AND COMMUNICATION STUDIES

SUBMITTED TO : MRS. SARAH CHIRWA

FROM : GROUP 7 (MAYAZAH)

PROGRAM : MEDIA FOR DEVELOPMENT

COURSE CODE : MFD 413

ASSIGNMENT TITLE : CREATING A MULTIMEDIA ADVOCACY

PROJECT FOR CHILD RIGHTS
PROTECTION

DATE : 18TH NOVEMBER 2025.

 PROJECT TITLE: A MULTIMEDIA ADVOCACY PROJECT
FOR CHILD RIGHTS PROTECTION

I. Project Goal
To raise awareness and protection of child rights through
multimedia advocacy that informs, engages, and empowers
communities to uphold children’s welfare, and influence policy
action in promoting children’s rights

II. Target Audience and Location

 Parents
 Children (below 18 years old)
 Child rights policy makers
 Community leaders, i.e., Chiefs, religious leaders
 Media Institutions, i.e., Community Radios

III. Objectives
 Educate 2000 community members on child rights within 6
months
 Advocate for stronger child protection laws with at least two
policy commitments within 6 months
 Leverage media for advocacy and awareness on child rights.

IV. Stakeholders
 Minister of Education
 Save the Children
 YONECO
 UNICEF
 Chanco Community Radio
~ Contingency fee

V. Feasibility Study
a. Financial
  The project is affordable. Estimate the budget, including
production costs, training, and outreach
 Conduct a cost-benefit analysis to justify investments in the
advocacy campaign
b. Operational
 Collaborating with NGO’s. Analyze organizational capacity to
manage the project,
including partnerships with NGO’s, government, and media
groups like Chanco
Radio
 Using posters, banners
 Availability of sound system
c. Legal
 Data privacy. Ensure compliance with child protection laws,
media regulations, and
Intellectual property rights in content creation and distribution.
 Informed consent from people. Address privacy and consent
requirements,
especially for children in multimedia content.
d. Technological
 Internet access. Assess the availability and suitability of
multimedia tools and platforms, for example, Television, social
media, and radio
 Social media usage. Evaluate digital access and media
consumption patterns of the target audience.

VI. Stakeholder Identification

~ Minister of Education
~ Save the Children
~ YONECO
~ UNICEF
~ Chanco Community Radio
VII. Project Charter

7.1 Project Purpose

To raise awareness, educate, and advocate for the protection and
promotion of child rights through innovative multimedia campaigns
that amplify children's voices, engage communities, and influence
policymakers.

7.2 Objectives
 Raise awareness on child rights issues among communities,
parents, and policymakers.
 Empower children and youth to express themselves and
participate actively in advocacy.
 Advocate for policy reforms that prioritize child protection and
rights.
 Foster partnerships among NGOs, government, media, and
communities for sustained child rights protection.
 Monitor and ethically report child rights issues through trained
media professionals.

7.3 Project Scope

 Multimedia campaign development, including video, radio,
social media, and print.
 Training workshops for children, youth journalists, media
professionals, and community advocates.
 Awareness events and community outreach programs.
 Policy advocacy and collaboration with government and child
rights organizations.
 Monitoring impact through feedback and reporting
mechanisms.

7.4 Deliverables/ Milestones

  Consulting potential stakeholders and checking the
feasibility of the project
 Developing social media campaigns, content, and
graphics, and reaching out to content creators
 Identify and train volunteers on child rights advocacy, that
is, by using workshops
 Mobilizing resources, for example, finance, sponsorship,
materials, and transportation
 Community outreach through the PRCA approach, to
create a rapport with the communities
 Scheduling
 Monitoring and evaluation, and a follow-up survey on
community participation

7.5 Roles and Responsibilities

a. Project Manager: Overall coordination and oversight
b. Media Team: Creation and distribution of multimedia content
c. Training Coordinator: Organizing capacity-building workshops
d. Monitoring & Evaluation Officer: Assessing project impact and
reporting, policy engagement, and stakeholder collaboration

7.6 Timeline
A 6-month pilot phase comprising:
Week 1-6: Needs assessment, partnership development, and
planning
Week 7-13: Multimedia production, training, and awareness
campaigns
Week 14-20: Advocacy policy work
Week 21-26: Monitoring and final evaluation

7.7 Budget
 T-Shirts
 Graphic designs like banners, fliers, and posters
  Food
 Transport
 Contingency fee

7.8 Risks and Mitigation

Risks/Assumptions Level (Low/High) Mitigation Strategies

1. Low turnout of Medium-High -Conduct early
people awareness
campaigns through
social media posters
-Partner with local
leaders and schools
to mobilize
communities
-Offer incentives
such as refreshments
to attract people
2. Resistance from High -Engage community
community members and traditional
leaders early for
sensitization
-Use culturally
appropriate
messages
-Organize a dialogue
session
3. Inadequate High -Seek multiple
funding funding sources
-Use low-cost or free
digital tools and
volunteer support
4. Limited media Medium -Combine traditional
 reach and digital media,
i.e., radio, social
media
-Collaborate with
local broadcasters
5. Technological Medium-High -Use offline-friendly
challenges materials (radio
programs, posters)
-Record content

7.9 Success Criteria

~Increased awareness and knowledge of child rights among target
audiences.
~Active participation of children and youth in advocacy activities.
~Positive policy changes or commitments from decision-makers.
~Sustainable partnerships formed for ongoing child rights
protection.

VIII. High-Level Requirement and Quality Control

1. Advocacy Content Development
High-level requirement - Develop multimedia advocacy materials by
creating posters, videos, and social media posts
Quality Control - Content review and approval
2. Awareness and Education
High-level requirement - Conduct awareness campaigns by
organizing community sensitization events and digital campaigns to
raise awareness of child rights.
Quality control - Audience feedback and participation tracking
3. Partnerships and Collaboration
High-level requirement - Engage key stakeholders by partnering
with child protection agencies, NGOs, and community leaders
Quality control - Stakeholder validation sessions
4. Communication Platforms
High-level requirement - Utilize multiple media channels through the
use of radio and community theatre to disseminate advocacy
messages effectively.
Quality control - Media performance monitoring
5. Monitoring and Evaluation Track project performance
High-level requirement - Establish mechanisms to measure reach
and engagement
Quality control - community engagement evaluation

PLANNING STAGE
PROJECT MANAGEMENT PLAN
OBJECTIVES
~Raise awareness on child rights issues among communities,
parents, and policymakers.
~Empower children and youth to express themselves and
participate actively in advocacy.
~Advocate for policy reforms that prioritize child protection and
rights.
~Foster partnerships among NGOs, government, media, and
communities for sustained child rights protection.
~Monitor and ethically report child rights issues through trained
media professionals.
SCOPE
WHAT THE PROJECT WILL DO
-Raise awareness on fundamental child rights
-Advocate for stronger child protection laws and policies at the local
and national levels
-It will target 2,000 community members in Zomba, child rights
policymakers, and media institutions
-Design and distribute educational as well as promotional items, e.g,
posters, banners, and T-shirts
-Conduct community outreach events using a sound system
-Leverage media and content creation by collaborating with Chanco
Community Radio for broadcasting content and utilise assessed
technological platforms, e.g, Television and social media for
dissemination
-Directly engage with policymakers to secure at least two policy
commitments and also work to partner with other stakeholders, e.g,
YONECO, Save the Children
-Adhere to the 6-month timeline
WHAT THE PROJECT WILL NOT DO
-The project will not extend its direct activities beyond the Zomba
region
-The project will not provide services such as legal aid or counselling
for individual child cases, and financial support or shelter for
vulnerable children
-The project will not use multimedia platforms that were assessed as
inaccessible to the people in Zomba
-The advocacy and education will focus on the general principles of
child rights protection and specific laws identified for policy change,
not every child rights violation
-The project will not provide ongoing funding or operational support
to partners or the community beyond the 6 months.
MILESTONES
 Consulting potential stakeholders and checking the
feasibility of the project
 Developing social media campaigns, content, and
graphics, and reaching out to content creators
 Identify and train volunteers on child rights advocacy, that
is, by using workshops
 Mobilizing resources, for example, finance, sponsorship,
materials, and transportation
 Community outreach through the PRCA approach, to
create a rapport with the communities
 Scheduling
 Monitoring and evaluation, and a follow-up survey on
community participation

Work Breakdown Structure

multimedia advocacy campaign

Disseminate content
 Project management
Executed awareness campaign

Stakeholder partnership
Lessons Database of 2,000 people
learnt

Policy outcomes
Community events
Multimedia content package
Project charter
Policy beliefs
Stakeholder plan
Meeting
videos recordings
Final report

Feasibility study Radio programs

Partnership agreements Printed materials Policy commitments

Potential risks Likelihood Impact Mitigation p

Limited budget/budget shortfall Medium High Seek local p
donations:
essential activ
Poor internet or power supply in High Medium Use offlin
rural areas methods,
community
 mobile data
Low community participation Medium High Engage lo
teachers, and
early, and off
Equipment damage or theft Low High Keep inve
equipment s
central office
Misinformation or Low High Pre-test m
misinterpretation of child rights community
messages involving
protection ex
Weather-related disruptions Medium Medium Adjust th
schedule, ha
alternative
Cultural resistance to advocacy Medium High Conduct
themes meetings,
messages wit
Health or safety risk for field staff Low Medium Provide safet
aid kits, an
contacts

MANAGEMENT PLAN RISK

Item/ activity Estimated cost Resource requ

Personnel Project coordinator 600 1

Media trainer or 500 1

consultant

Community mobilizer 400 1

Training and capacity Workshop on child rights 700 Training m
building and media production stationery, an
 rentals

Media and production Audio and video 500 2 Cameras

equipment recorders.
Graphic design and editing 200 Licensed softw
software open-source too
Modems, data b
Internet and 250
communication costs
Advocacy and outreach Community radio airtime 300 Local radio stat
Posters, leaflets, and Printing materia
banners 250

Social media campaign Internet access

100
Transportation and Field travel (Fuel, bike 350 Local transport
logistics hires, etc.)
Monitoring and evaluation Data collection tools, 250 Forms and note
feedback sessions
Administrative costs Office supplies and utilities 150 Stationary and
calls
Contingency

IX. BUDGET AND RESOURCE ALLOCATION

COMMUNICATION PLAN
Purpose
The communication plan aims to ensure that all stakeholders, project team members,
child rights advocates, media partners, government institutions, and community
representatives receive timely, accurate, and relevant information throughout the
project’s lifecycle. This ensures coordination, transparency, and active participation
toward achieving child rights protection goals.
Communication Goals
 To provide clear and consistent information about project progress and
advocacy activities.
 To promote collaboration and feedback among project stakeholders.
 To raise public awareness and engagement on issues of child rights.
 To ensure accountability and transparency in project implementation.
Target Audience
Stakeholder Group Communication Needs Responsibility Frequency Channel
Updates on tasks,
WhatsApp group,
Project Team challenges, and Project Manager Weekly
meetings
progress
Partner NGOs & Progress reports, Communications Email, Zoom
Bi-weekly
Media Houses campaign plans Officer meetings
Government & Child
Activity reports, Official letters,
Protection Project Director Monthly
advocacy outcomes meetings
Institutions
Community
Community Leaders Awareness messages,
Field Officer Ongoing radio, posters,
& Schools event invitations
SMS
Campaign messages Social media,
General Public Media Officer Continuous
and updates radio, TV, print

Communication Methods and Channels

 Digital Media: WhatsApp, email, social media (Facebook, X, Instagram)
 Traditional Media: Radio programs, posters, public service announcements,
TV interviews
 Interpersonal: Stakeholder meetings, community dialogues, workshops
 Documentation: Monthly progress reports, press releases, and media briefs
Communication Frequency
 Internal team meetings: Weekly
 Stakeholder updates: Monthly
  Public awareness updates: Ongoing throughout the campaign period
Responsibilities
 Project Manager: Oversee overall communication strategy.
 Communications Officer: Develop messages, coordinate media activities, and
maintain consistency.
 Field Officers: Disseminate information at the community level and collect
feedback.
 Monitoring Officer: Document communication outcomes and track audience
reach.
Contingency Plan
In case of communication breakdowns (e.g., internet failure or misinformation),
alternative channels such as community radio, SMS alerts, or printed materials will be
used to maintain outreach and coordination.
Project Schedule (Gantt Chart)
Below is a simple 6-month schedule showing key activities for the Multimedia
Advocacy Project for Child Rights Protection:
Activity Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Project
Initiation and
Stakeholder
Engagement
Baseline
Survey and
Needs
Assessment
Development
of Multimedia
Materials
Launch of
Multimedia
Advocacy
Campaign
Radio and
Social Media
Awareness
Campaign
Community
Dialogues and
School
Engagements
Monitoring
and
Evaluation of
Media Impact
Final
Evaluation
and Project
Closure

Key Milestones:
 Month 1: Project launch and stakeholder meeting.
 Month 3: Multimedia content ready and advocacy campaign launched.
 Month 5: Mid-term review and stakeholder feedback.
 Month 6: Final evaluation and closing report presentation.

Execution Stage
Content Production
• Produce radio jingles, talk-show scripts, posters, banners, and social media messages
on child rights.
• Ensure all content follows child protection and consent guidelines.
Community Outreach Activities
• Conduct awareness sessions in schools, communities, and markets.
• Distribute educational materials such as flyers, posters, and T-shirts.
• Use a sound system for public announcements and roadshows.
Media Broadcasting
• Air child rights programs, interviews, and discussions on Chanco Community
Radio.
• Share digital advocacy posts through Facebook, WhatsApp groups, and other
platforms used in Zomba.
Training Sessions
• Train volunteers, teachers, chiefs, and youth groups on child rights messaging.
• Build capacity for reporting child abuse cases and promoting child protection.
Stakeholder Engagement
• Hold meetings with NGOs (Save the Children, YONECO, UNICEF) and
community leaders.
• Facilitate policy dialogue with government stakeholders to push for child protection
commitments.
Monitoring During Implementation
• Track attendance at outreach events.
• Record radio broadcast schedules and airtime.
• Collect feedback from participants and community leaders.

Execution Plan
The project execution will span 6 months and will focus on raising awareness and
advocating for child rights through multimedia content, community engagement, and
policy advocacy. The approach combines training, content creation, outreach, and
monitoring activities.

Key Activities and Timeline

Weeks 1–6: Planning and Preparation
Conduct a needs assessment in the target communities.
Identify and consult potential stakeholders like NGOs, media houses, and community
leaders to build partnerships.
Develop detailed work plans and assign roles and responsibilities.

Weeks 7–13: Content Development and Training

Create multimedia advocacy materials, including videos, posters, social media posts,
and radio content.
Organize workshops to train volunteers, youth journalists, and community advocates
on child rights and media advocacy.
Prepare and deploy social media campaigns and community outreach materials.

Weeks 14–20: Advocacy and Engagement

Mobilize communities using PRCA (Participatory Reflective Community Approach)
outreach.
Engage with policymakers and stakeholders to advocate for stronger child protection
laws.
Host community dialogues and awareness events with local leaders to build support.

Weeks 21–26: Monitoring and Evaluation

Track participation, media reach, and community feedback.
Conduct follow-up surveys to assess awareness and impact.
Compile monitoring and evaluation reports to inform stakeholders and secure
ongoing support.

Roles and Responsibilities

-Project Manager: Overall coordination and oversight.
- Media Team: Develop and distribute multimedia content.
- Training Coordinator: Organize and deliver capacity-building workshops.
- Monitoring & Evaluation Officer: Assess project impact, gather data, and report.

Resources
- Budget allocations for materials such as banners, T-shirts, food, transport, and
contingency.
- Use of media platforms, including community radio and social media, for outreach.
- Partnerships with NGOs and government bodies for support and mobilization.

Risk Management
- low turn-up through early awareness and incentives.
- resistance from community members via engagement and culturally relevant
messaging.
- funding constraints by diversifying funding sources and leveraging volunteers.
- technological challenges by using offline-friendly materials.

X. MONITORING AND CONTROL STAGE

1.0 Introduction
The Monitoring and Control Stage of the Multimedia Advocacy Project for Child
Rights Protection is currently underway. This stage ensures that project activities are
progressing according to the established plan and that performance aligns with the set
objectives, timelines, budgets, and quality standards. Continuous tracking, risk
management, and performance evaluation are being conducted to maintain
accountability, efficiency, and impact throughout project implementation.

2.0 Purpose of the Stage

The purpose of the Monitoring and Control Stage is to oversee the implementation
process, ensuring that project activities remain within scope, schedule, and budget.
The stage also aims to identify potential challenges, manage risks, and provide timely
corrective actions to enhance the effectiveness of the advocacy initiative. It further
ensures that all deliverables meet the required ethical and quality standards.

3.0 Objectives
The monitoring and control activities are guided by the following objectives:
1. To measure project performance against planned targets and deliverables.
2. To track progress and ensure that activities are completed within the allocated
time and resources.
3. To identify, assess, and manage potential risks during implementation.
4. To ensure that multimedia advocacy outputs adhere to child protection and ethical
standards.
5. To maintain transparency and accountability among stakeholders.
6. To document progress and provide continuous feedback for improvement.
4.0 Monitoring Activities

4.1 Performance Tracking

Project performance is being tracked through established Key Performance Indicators

(KPIs), which include:
- The number of awareness campaigns conducted in schools and communities.
- Levels of participation from children, parents, and local leaders.
- The reach and engagement of social media campaigns.
- The number of trained volunteers and youth advocates involved in child rights
promotion.
-Progress data are being compared with the project schedule and budget to
evaluate implementation efficiency and identify areas requiring adjustment.

4.2 Data Collection and Reporting

 Data are being collected through attendance registers, field observations,

feedback forms, and media monitoring.
 The Monitoring and Evaluation Officer compiles bi-weekly reports
summarizing achievements, challenges, and recommendations.
 Monthly review meetings with key partners such as Save the Children,
UNICEF, YONECO, and Chanco Community Radio are being conducted
to assess performance and align future actions.

4.3 Risk Monitoring

 Potential risks such as limited community participation, financial

constraints, and logistical challenges are being closely monitored. This
could be placed in a risk log, which would outline the activities according
to priority and allocate a potential risk to a particular team, together with
its response.
 Mitigation measures include strengthening collaboration with traditional
and community leaders, adjusting activity schedules, and mobilizing
additional support from partner organizations.
4.4 Quality Control

 All multimedia content — including posters, radio messages, videos, and

social media materials — undergoes quality review before publication or
broadcast.
 Validation sessions are conducted with stakeholders to ensure that
advocacy messages are accurate, culturally sensitive, and compliant with
child protection standards.
 Pretesting the products as well, before implementing them, in this case,
the workshop outlines can be presented first to a sample audience

4.5 Change Management

 Create a change log to keep track of all changes made to the project in
order of their occurrence for tracking, accountability, and communication
to the stakeholders
 Project adjustments are made in response to emerging circumstances.
Any proposed changes in schedule, budget, or scope are reviewed and
approved by the Project Manager and relevant partners.
 Approved changes are recorded in the project logbook to maintain
transparency and traceability.

4.6 Communication and Feedback

 Effective communication is maintained through regular meetings,

progress reports, and digital correspondence among team members and
partners.
 Feedback collected from community engagement activities is used to
refine advocacy messages and strengthen outreach strategies.

5.0 Control Mechanisms

 Variance Analysis: Comparison between planned and actual results to
identify deviations.
 Performance Indicators: Continuous measurement of activity outcomes
such as attendance and engagement.
 Risk Audits: Evaluation of the effectiveness of implemented mitigation
strategies.
  Trend Analysis: Observation of participation and engagement patterns to
inform future planning.

6.0 Corrective Actions

 Reallocating resources to areas requiring additional support.
 Extending outreach activities to enhance community coverage.
 Strengthening collaboration with partner organizations and media outlets.
 Conducting additional sensitization sessions to boost participation and
awareness.

7.0 Reporting and Documentation

 All monitoring and control activities are documented for reference and
evaluation.
 Weekly progress briefs are prepared and shared with project leadership
and stakeholders.
 Monthly evaluation meetings are conducted to discuss progress reports,
identify emerging challenges, and develop action plans.
 A comprehensive monitoring report will be produced at the end of the
project to summarize overall performance, achievements, and lessons
learned.

8.0 Expected Outcomes

 Completion of project activities within the approved timeframe and
budget.
 Improved coordination and accountability among all stakeholders.
 Enhanced awareness and participation in child rights advocacy.
 Strengthened partnerships among NGOs, media, and government
institutions.
 Sustainable approaches for future child rights advocacy programs.

9.0 Conclusion
The Monitoring and Control Stage is playing a crucial role in ensuring the effective
management and implementation of the Multimedia Advocacy Project for Child
Rights Protection. Through systematic performance tracking, risk management, and
quality control, the project remains on course toward achieving its objectives. The
stage continues to provide valuable insights that guide decision-making, improve
efficiency, and contribute to the long-term sustainability of child rights advocacy in
Malawi.
Closure stage in project management.

XI. CLOSURE STAGE

This is the final stage where the project is formally completed to an end. In our
project for the child rights protection campaign, we will conduct a closure stage to
review and finalize all activities done like, we will holding a final meeting with all
group members and stakeholders to discuss what was done, what was achieved, and
what challenges were faced. We will also check whether our goals met what was to be
achieved, such as raising awareness for child rights protection and encouraging the
community to take action in protecting children. We will collect feedback from the
audience, community members, teachers, and children to understand how the project
has impacted them. This feedback will help us evaluate the effectiveness of our
messages, media materials, and communication channels. Our project also helps the
team members to see our results, lessons learned, and recommendations for future
child protection advocacy campaigns. We will release our resources used in the
project into their respective place, including the audience involved. Finally, we will
appreciate and thank everyone who took part in the project, including group members,
community leaders, media houses, and partners.