MNCRD envisages a “society where children’s rights are understood, prioritised and enforced”.


MNCRD exists to empower journalists, civil society and children with media skills to promote child participation, protection and the upholding of children's rights by working with the media, civil society organisations, cooperating partners, regional networks, children and relevant government departments for the full realisation of rights and entitlements of all children using media.


Transparency, accountability and Integrity, justice, participation, quality, Professionalism and Safety


MNCRD will ensure that children, actors and professionals are empowered to demand for quality involvement and services through evidence-based advocacy and lobby sessions that empower duty bearers to achieve more for children.



MNCRD will respond to regional trends and influence journalists and civil society organisations from other African countries and beyond to learn good practices from the Zambian experience. The cross-border themes will impact on country programmes to stimulate knowledge sharing and empowerment opportunities, while providing further prospects to conduct regional projects.


MNCRD will work with government agencies, CSOs, regional bodies, AU, ACERWC, financial institutions, health care providers, content providers, corporations and other like-minded entities that focus on child rights.


The Universal Declaration of Human Rights (UDHR


The International Covenant on Civil and Political Rights (ICCPR)


The International Covenant on Economic, Social Cultural rights (ICESCR)


The Convention against Torture and Other Cruel, Inhuman or Degrading Treatment or Punishment (CAT.


The Convention on the Rights of the Child (UNCRC).


The African Charter on the Rights and Welfare of the Child (ACRWC).


The 2030 Agenda for Sustainable Development Goals (SDGs).


Media coverage is not confined to geographical limitations in many instances. However, MNCRD will set up projects in specific districts or countries to ensure that children’s rights are upheld from specific areas. The following will be the strategic focus areas for 2019 – 2023: Zambia, Malawi, Rwanda, Kenya, Mozambique, Tanzania, Angola, Sudan, Swaziland, Lesotho, Namibia, Ethiopia, South Africa and regional sessions(AU, AU advisory body, UN, child Rights connect, Child Right Information Network and World Children’s Radio Foundation.
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Strategic Objectives
and Key Results

Strategic Objective 1

To advocate for improved access to quality social services such as child health, early childhood, primary and secondary education by 2023.


Key Result Area:


* Children access and appreciate youth friendly corners, Adolescent Sexual Reproductive Health Rights (ASRHR) services under good environmental Conditions 


* Increased demand by communities for universal health coverage and other social services and government influenced to establish quality services.


* Early childhood, primary and secondary pupils access compulsory and inclusive quality education.

Strategic Objective 2

Children, media and civil society empowered to demand for the recognition, respect and promotion of children rights by 2023.


Key Result Area:


* Children are protected from any form of abuse 


* Children, Civil Society Organizations, and networks in the targeted areas are empowered to lobby and advocate for rights based public management practices, policies and legislation.


* Rights holders, through their respective networks and alliances are able to effectively monitor and report on violation of human rights and abuse of public resources at national and international Level.


* Children and child rights organization able to meaningfully participate in relevant decision making process.


* Media, civil society and children to hold duty bearers accountable on child rights.

Strategic Objective 3

Advocate for improved access to child protection services By 2023.


Key Result Area:


* Children empowered to popularize child help line services. 


* Media engaged in popularizing of the available child protection services.


Strategic Objective 4

Enhanced organisational coordination, synergies, knowledge management and financial capacity by 2023.


Key Result Area:


* Strengthened capacity of staff, board, children, and members to demonstrate accountability, uphold human rights, delivery of services.  


* Strengthened corporate governance and accountability systems.


* Enhanced resource mobilization mechanisms.


* Strengthened monitoring of the strategic plan.