It is a participatory process where communication tools and activities are used to support social and behaviour change in a sustained way. It is used to understand a targeted audience’s knowledge, attitudes and practices around a certain issue in order to work with them to develop empowering messages and tools.
To create something relevant and impactful, conduct research to undertand the context of a problem, identify the target audiences, uncover their knwoledge, attitudes, and dehavior towards the highlighted issue, and find out how they access information
Read moreSet SMART objectives, determine the best communication channels for dissemination, and design a communication strategy where an activity can move the targeted audiences along the behavior change journey. Bring all the research and strategic design together to develop a creative brief
Read moreDoes it work?
This is when materials and messages are developed, tested, revised and retested with the targeted audience to make sure that they are understood, relevant and evoke emotion that can motivate positive behaviour change.
Read moreGetting your message out there!
Roll out the activity in the identified communication channels from Step 2. Mobilize key stakeholders who have been involved in Steps 1 to 3 to be part of dissemination and ask them to push out the materials through their unique networks.
Read moreHow is it going? Will we do this again in the same way?
Good practice involves routine data collection to measure
the progress and impact of an activity. Monitoring captures day-to-day activities to gain insights in whether the target audience is engaging in an activity and what is happening to them during the activity. Evaluation measures how well a programme achieves the objectives it set out in Step 2. Don’t forget to allow time and budget for monitoring and research!