Mobilising media for sustainable outcomes in the Pacific

One quarter of Australia’s $4.8 billion in aid will be spent in the Pacific region in 2011-12. Adoption of communication for development as a strategy can improve the effectiveness of development assistance,which will result in improving development goals and desired outcomes. We will develop a grounded understanding of the social and economic conditions and changes associated with media and communication in the region. Using this knowledge to inform the design of development initiatives, we will evaluate the effectiveness of these interventions and their communication components and develop transferable design principles. The aim is to support Australia’s goal to improve the effectiveness of its international development assistance.

The Pacific Media Assistance Scheme (PACMAS) is a regional program run by ABC ID with support from AusAID. It aims to contribute to improved and sustainable development outcomes through strengthening media systems, and increasingly through C4D approaches. ABC ID and AusAID recognize the need to seek localized solutions within a regional approach, a need that this project responds to. ABC IP have conducted background survey work across fourteen countries in the Pacific region over the past year and now recognize the need to draw upon the latest thinking in innovative, qualitative approaches to researching and evaluating C4D to add more nuanced understanding to this survey work and capture the important particularities of the region. Bringing together the recent survey research with our approach to C4D and the importance of understanding ‘communicative ecologies’, our partnership will research and inform the PACMAS scheme to facilitate deeper understandings of the region leading to more effective development assistance.

The aim of this project is to build local in-depth understandings and processes to inform the design and evaluation of C4D to work towards the goal of lasting and sustainable development. The objectives are:

  1. To gain a deeper understanding of the communicative ecologies in three under-researched countries across three regions in the Pacific.
  2. To work with local populations and ABC ID to translate this qualitative baseline data in each location into design principles for PACMAS to inform the design and evaluation of specific C4D activities developed in each context.
  3. To provide practical recommendations and tools to improve the design and evaluation of development assistance through C4D that are transferable to a range of development contexts.


Start By 1 October 2012
Completed By 30 September 2015
Funding ARC Linkage Grant


Researcher(s) Domenic Friguglietti (ABC International Development), Heather Horst, Jo Tacchi
Program Globalization and Culture