Sharing some thoughts on how to start developing Behaviour Change Communication Strategy Work through the following in developing a communication strategy. This will include both groups of audiences i.e. people at the community level and the service providers. 1. Which are the issues communications must address. This will deal with both broader and specific issues. For example, broader issues could be overall health belief or indifference towards preventive practice. Specific issues could be immunization or knowledge about reproductive health or it could be any of the diseases. 2. What is the rationale in selecting the issues you have selected 3. In case of each of the issues selected what is the problem that communication must address and why 4. Which is the core audience. Who are the influencers. What is quantitative and qualitative assessment of selected audiences? 5. What is environment in which the communication is expected to impact? For example: societal, tribal, cultural, political, economical etc. What is the communication environment? For example: exposure to mass media, what are sources of news, views and entertainment. Roles of local activities among specific audience groups 6. An understanding of the past communications and its impact. 7. Specific to issues. Problems and audiences what is the role for communication? 8. What is the overall communication platform? For example: Creating a dialogue in the mind, in the community, or creating a positive frame of mind regarding health services provided by the govt. or for example as in case of AIDS creating a belief that it can happen to me from the current belief that it won’t happen to me. 9. This must be supported by adequate rationale. Supporting the argument with factors such as linkages with the issues, audience mind set, barriers it is expected to tackle, its relevance to audiences concerns, aspirations and motivations will be essential. 10. At what level of the communication effect it is supposed to work? Why and how 11. What specific aspects of the issue it is expected to tackle. For example is it knowledge? Is it motivations? Is it credibility? Is it societal/cultural barriers? Etc. 12. What is its scope in relation to core and influencer audience groups? 13. How will it directly or indirectly address/ involve the community? Or how will the community participate? 14. What will be the desired response? 15. What is the creative idea in executing the communication platform? The stimulus in generating/eliciting the desired response. 16. Will the creative idea address and work at the individual level through to the community or is it the other way? 17. How will it generate a dialogue/debate? 18. In executing the creative idea will you be using existing ground level network or create new network or use both? 19. How will you involve people at the ground level in designing and executing the campaign? 20. How will the creative idea be campaignable? What will be the phasing of the campaign? Is the phasing by timeline, audience groups geographic area specific? 21. What is your strategic approach in selecting channels to reach audience groups and reach them effectively 22. What are you recommendations as primary and secondary channels? Your rationale for the same. 23. Specify roles for each of the selected channels. For example: govt. system based channels, mass media, local community based channel etc. 24. How do you propose to bring each medium into your scheduling? By timeline, by audience groups and by geographic areas. 25. Where and how the critical aspects of the campaign such as interpersonal communication and interactivity will be brought in? 26. Your rationale for budget appropriation 27. What are your recommendations for measuring campaign effect? What are the evaluation parameters? 28. At what point of the campaign should the effect be measured?
Posted on: Sat, 05 Jul 2014 06:21:03 +0000
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