Social Protection

Building social protection floors
and comprehensive social security systems

Module 16: Developing a communication strategy

Objectives

This module discusses how to design an effective communication strategy to reach out to beneficiaries of social protection programmes, policy-makers, donors, and other stakeholders. It explains what comprises a good strategy and how to design one. The strategy includes designing an appropriate and effective message for the target group and marketing it well so that it reaches the intended audience.

 

Key questions

  1. Why do we need to communicate?
  2. What constitutes a good communication strategy?
  3. What are the steps to be taken before starting?
  4. How to design a successful message?
  5. What are the main communication channels?
  6. What about the use of videos?
  7. What are the three levels of marketing the SPF?

Takeaway message

Beneficiaries have to be made aware of existing social protection programmes, and the procedures to register for and avail benefits. They need to know of their right to social security and understand their obligations in its financing, through taxes or contributions. Often, it may be difficult to get the message across to all people, especially in remote areas. It is also important to talk to and convince policy-makers of the changes needed in the social security system, adoption of laws and national strategies, need for funds.

It is very important to design a communication strategy that is suitable for the target group and effective. The message being communicated should be appealing, clearly understood and easily remembered. It must clearly explain how target groups would benefit from the proposition. There are many channels that may be used, and it is important to select the appropriate ones.

 

Master module 16: Developing a communication strategy

 

Presentations

Asia: Building a communication strategy for social protection

Myanmar - Advocating for social protection

Didactical material

Instruction sheet: Designing a communication strategy
Advocacy and strategic communications planning grid for various target groups

 

Videos

Asia: Part 1. Building a communication strategy

Asia: Part 2. Three levels of marketing

Asia: Part 3. Group presentations

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Philippines: (1) A comprehensive communication strategy for social protection is yet to be developed. Till date, the plan includes making two videos, one on the ABND process in the Philippines, and a second PSA on why social protection is important to people.
12.02.2015 - Loveleen De
Mongolia: Even with the close support received from the UN RC in Mongolia (perhaps even more than in other countries), she acknowledged that it is only at the launch, after the presentation on the process and results, that she realized the relevance and solidity of the ABND, which means that getting UN Country team fully on board is easier on paper than in reality. Time should be allocated for briefing the UN country team and UN RC all along the process.
25.05.2015 - Céline Peyron Bista
Mongolia: The PSA ¿Why social protection is important to me?¿ was prepared together with the social insurance general office (SIGO). The idea behind this collaboration was not only to validate the message by those who struggle on a daily basis to raise awareness on social protection, but also to hand over the PSA to SIGO so they can broadcast it on their screens in the SI provincial offices and lobby with the TV channels to distribute it (may have more influence than the ILO or UN).
25.05.2015 - Céline Peyron Bista
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