Communication Strategy to Encourage User Participation in Opportunities for Participatory Monitoring and Evaluation as part of a Job Opportunities Programme, Corporación Latinoamericana Misión Rural, Colombia, 2008

The programme ‘Development of Opportunities for Investment and Capitalisation of Assets in Rural Micro-Enterprises – Job Opportunities’ has as main focus of its M&E sub-system a participatory M&E approach involving users in a group discussion on planned and implemented actions, as well as their changes and achievements. Within this framework, Monitoring Committees are formed whose work is based on their own participation culture. A communication strategy – “Are we on the right track?” – was developed to make these committees more dynamic as a result of users’ active involvement. This document reproduces the whole process in four chapters: communication strategy, social marketing campaign, implementation of a pilot test based on the findings, and proposal for scaling up the strategy at national level. It is an innovative proposal integrating participatory M&E and communication.