Download Building a communication strategy for social protection

Module 16: Building a
communication strategy for
social protection
ILO, 2013
Key questions
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Why do we need to communicate?
What constitutes a good communication strategy?
What are the steps to be taken before starting?
How to design a successful message?
What are the main communication channels?
What about using videos?
What are the three levels of marketing the SPF?
Why do we need to communicate?
• To effectively implement social protection schemes,
stakeholders have to send the right messages to the right
people
• Objectives of each communication are different:
• Visibility
• Change views or behaviours of people, including policymakers
• Public education and awareness generation
• Fundraising
• Others
What constitutes a good communication
strategy?
• Diagnosis: explains nature of the challenge, simplifies and
identifies which aspects are critical
• Guiding policy: a consistent, unified approach to resolving
obstacles, in a way that appeals to stakeholders
• Coherent actions: coherent and coordinated actions that flow
from the diagnosis and policy
• Strategy is not a mission statement, vision or statement of goals
Before starting
• Audience: Who do you need to reach? What are their
knowledge levels, attitudes and feelings?
• Behaviour: What change in behaviour is required?
• Messages: What messages are appropriate?
• Channels: Which communication channels will be most effective
in reaching the audience?
• Evaluation: How will you know if you have succeeded?
Designing a successful message
• Use audience experiences, prejudices, alliances, interests,
knowledge
• Audience must identify with the message
• Successful messages follow “5C” approach: clear, concise,
consistent, compelling, convincing
• The message may be supported with a definition of the problem
(e.g. no social protection coverage), evidence (e.g. testimonial
from a potential beneficiary), and proposed solution (e.g.
implementing the SPF)
Communication channels
Internet
Social partners,
CSOs
Media
• Can control
• Can carry the
• Adds credibility
content completely
message directly to • Low cash cost
the grass-root level
• After startup, costs
(higher personnel
are low
• Vital personal
costs)
• May not reach
contact present
• Cannot control
grass-root level
• Cannot control
content completely
• Marketing of the
content completely
website required
Communication channels
Product
Good
Bad
Video
Engaging, can go viral
Expensive, needs equipment
Radio
Cheaper, provides
‘edu-tainment’
Language issues, needs equipment
Leaflets
Can reach target group,
good for complex
information or reference
Distribution is time-consuming,
information in leaflets may need to
be explained, not exciting
Posters
Cheap, good for complex
information or reference
May not last, not exciting
Social media
Exciting, can go viral,
cheap
Needs good Internet connection &
mobile phones, can be expensive
(video), constant renewal needed
(staff time)
Making PSA videos
• Oral storytelling
• One message - to persuade the audience
• An interactive experience,
connect with the viewer.
Create a dialogue and stir
emotions:
 Use music
 Make it something
they can relate to,
personal and real
 Short (30 seconds),
memorable, witty
http://www.youtube.com/watch?v=ZB40vKO5xSs
Marketing the SPF at 3 levels
• Marketing 1.0: Focus on the product or idea
 SPF
• Marketing 2.0: Focus on the (supposed) needs of the target
groups
 policy-makers: “SPF helps achieve sustainable socioeconomic growth”
 beneficiaries: “SPF can protect you in difficult times”
• Marketing 3.0: Focus on the drivers for change, subconscious
desires of the target population
 policy-makers: “SPF will contribute to increasing your
popularity”
 Beneficiaries: “SPF will make you happy”