Implications at different levels

Updated - Thursday 04 December 2003

Taking an advocacy and communication approach will require changes in the following:

Design of WSS programmes;
capacity building for the organisation, and for programme staff;
Resources to build advocacy and communication into programmes;
Network building and networking;
Addressing the capacity needs of people in communities for advocacy work.

Steps to create a strategy for advocacy and communication

The steps to follow as identified by the Water Supply and Sanitation Collaborative Council's IEC working group in1997 can be summarised as follows:

What is the issue? What are we trying to achieve?		ISSUE
What behavioural change does this involve?		BEHAVIOUR
Who are the target groups? (whose behaviour needs to change?)		WHO
What are the present knowledge, attitudes, practices of the target groups?		KAP
What type of messages will be used?		MESSAGE
Will the messages be two-way?		TYPE
Will information provider also listen?		TYPE
Who will help in communication?		MESSENGERS
What field test will be carried out?		FIELD TEST
What media and tools will be used?		TOOLS
What are the indicators for results?		INDICATORS
What are the costs and the budget?		COSTS
What revisions are needed after the field test?		REVISE

The Resource booklet for Communication in Water Supply and Sanitation can also be used as a tool to design a communication strategy as part of an overall water and sanitation programme. Chapter 5 provides basic elements for messages to key target groups, which need adjustment to local situations and problems. Chapter 7 contains Basic Steps for Preparation and Implementation of an advocacy and communication programme.

Do' s

Make sure you link advocacy and communication posters, pamphlets and videos to a strategic communication plan.
Only produce materials as part of a campaign.
Pre-test messages, posters pamphlets and pictures with a selection of key consumers.
Ensure that you organise how you will measure the impact of your advocacy efforts.