Module 16: Building a communication strategy for social protection ILO, 2013
Key questions • 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 policy-makers 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)
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 socio-economic 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”