Transcript Facts and Myths about HIV/AIDS: Course Module 1

The P Process
Strategic Design
Presentation Objectives
By the end of this presentation you
should be able to:
• explain the second step of P Process;
• describe the 5 key questions in
strategic communication design;
• describe the characteristics of a good
communication objective;
• develop SMART communication
objectives.
What is a Communication Design?
 A communication design is a plan that
explains how to achieve a communication
goal.
 It includes communication objectives,
selected audiences, communication
channels, key promises/benefits and the
evaluation indicators.
5 key questions in developing a
communication design
1. What is the purpose of the
communication design?
• What is the new behaviour that you
want your audience to move toward?
• Is the new behavior "instead of what"
their current behavior is?
5 key questions in developing a
communication design
2. Who is the primary audience in the
communication design?
It is the individual or group(s) whose
behaviour we want to influence with
our campaign messages or materials.
This is the target of our communication
objective.
5 key questions in developing a
communication design
3. What is the key benefit?
• Why should our audience change
their behavior?
• What is the benefit for them?
• How does this help them?
5 key questions in developing a
communication design
4. What are the support points?
• Support points provide additional
backing for the key benefit.
• They should answer the question
"because..."
5 key questions in developing a
communication design
5. What is the desired action response?
• What do we want our audience to do?
(We cannot forget to tell them this)
• The audience should feel like saying
"Yes, I agree with that message and
want to benefit, too! Now, what do I
do?"
Setting Objectives
• The focus of health communication
objectives is to communicate messages
that will contribute to the desired
behavior change.
•The objective should state exactly what
you want the primary target audience to
do in response to exposure to the
communication campaign message or
materials.
What are characteristics of a good
objective?
 Specific
 Measurable
Appropriate
Realistic
Timebound
Strategic communication objectives should
be SMART!
Example - Poor strategic objective
• Strategic objective – Increase the
number of Ugandans who have access
to safe water by 5% in one year.
Example - A better strategic
objective
• Strategic objective - By year X, there is
a clear and strong safe water policy, all
districts have adequate equipment and
supplies, workers are trained properly
and all program units coordinate closely
and practice teamwork.
In Summary
Every communication programme or intervention needs a
strategic design. Follow these steps:
• Establish communication objectives;
• Set objectives that are Specific, Measurable, Appropriate, Realistic,
and Time-bound (SMART);
• Select key audience segments and quantify the changes in
knowledge, attitudes, skills, behaviors, policies, or process changes
expected within a specific time;
• Develop programme approaches & positioning;
• Select a behavior change model upon which to base the
programme;
• Explicitly state the assumptions underlying the basic strategy and
approach;
• Explain why and how the programme is expected to change health
behavior;
• Position the programme clearly to benefit the audience;
• Determine channels;
In Summary
• Consider a coordinated, multimedia approach for a synergistic
impact. Where possible, achieve scale by including mass media
tied to community mobilization and interpersonal communication
among family, friends, community, social networks, and service
providers;
• Draw up an implementation plan;
• Develop a work schedule with regular benchmarks to monitor
progress;
• Prepare a line-item budget;
Complete a management plan,including partners’ roles and
responsibilities. Make sure all involved know what is expected;
• Develop a monitoring and evaluation plan;
• Identify indicators and data sources to monitor program
implementation as well as audience reaction to it.
• Select the study design to measure process outcomes and assess
impact.