MODULE 19. ENSURING THE COMMUNICATION
Objective
The objective of this module is to provide insights on how to design an effective communication strategy in a view to reach out to beneficiaries of social protection programmes, policy-makers, donors, and other stakeholders on the installation of a SWS.
The module provides understanding on what comprises a good strategy and how to design it. This includes designing an appropriate and effective message for the target group and marketing it well so it reaches the intended audience.
Key questions
1. Why is there a need for communication?
2. What is a communication strategy?
3. How to identify target groups?
4. How to build an efficient communication message?
Take away message
To effectively implement the SWS, the project team needs to communicate the right messages to the right people in order to push for this agenda.
Regarding the implementation of a SWS, in addition to the potential fund raising objective, there are three major objectives for which there is a need to communicate:
- Increase the visibility on the project to maintain the commitment and involvement of the various stakeholders;
- Raising awareness of policy makers and social protection organizations on the new mechanism (understanding) to ease its implementation (notably to facilitate service providers enrolment) , and avoid the development of other similar mechanisms; and
- Raise awareness among the general population in order to introduce the mechanism and ensure its adoption by the population.
Prior to the definition of a communication strategy, it is important to define the audience groups and ‘to know’ these groups in order to define:
- Reasons for reaching out these groups;
- Expected change in behavious;
- Appropriate messages to be communicated;
- Channels through which the communication can take place; and
- Signs of success.
Simplicity, accurateness and coherence are basic principles that should be respected in any communication effort.
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