Communication Strategy
Behavioral & Social Change Campaigns
Awareness is cheap; behaviour is expensive. A campaign that people remember but do not act on has achieved recall, not change. We design for the second thing — and measure it, uncomfortably often, until it moves.
Scope of work
Designed against the barrier, not the billboard.
Behaviour change is a core discipline of this firm, from gender equity and child protection to health and environmental practice. Every campaign starts from the barrier analysis — what actually stops the behaviour — and treats media as one lever among several: peer networks, frontline workers and community institutions usually carry more weight than any hoarding.
- Campaign strategy for public health and safety: immunisation, maternal health, road safety, substance abuse — grounded in formative research
- Programme design for social and environmental causes: gender equity, child protection, sanitation, waste, water and conservation
- Peer-to-peer sharing frameworks: community champions, SHG and youth networks, school programmes and frontline-worker cascades
- Media mix across community radio, local press, outdoor, social and interpersonal communication — weighted by credibility, not habit
- Attitude and behaviour tracking over time: baseline, midline and endline measures of what people believe and what they do
- Course correction built into the campaign calendar — messages that aren't working get changed, not defended
BarrierDesign starts at what blocks the behaviour
PeersPeople copy neighbours, not posters
TrackAttitude shift measured, not asserted
Need behaviour to move, not just awareness to rise?
Bring the target behaviour and the audience. We'll bring the barrier analysis and the plan.
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