When the Drone Flies! Rethinking Communication Models in the Context of Innovations

Abstract

As the use of technology in development continues to rise, Communication for Development (C4D) has been interrogated to guarantee that the communication demanded by innovation conceptually fits into existing models. Communication in innovation suggests more than what is offered by the traditional theory and practice. This paper studies the UNICEF work that launched an innovation to use drones to transport laboratory samples from a peri-urban health facility to a central laboratory. The C4D team recognised the need for a non-traditional C4D approach that included steps to Introduce, Name and Interrogate the innovation. The paper argues that while innovations proliferate, C4D models must mutate to better respond; and particularly to leap-frog new technologies. This requires rethinking communication models and approaches.