Communication for Development

  • Author: IOM X
  • Level: Beginner
  • Time: 1 hour
  • Quizzes: 5
  • Assessment: 1
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Course description

Communication for Development is a participatory process where communication tools and activities are used to support social and behaviour change in a sustained way. It is used to understand a targeted audience’s knowledge, attitudes and practices around a certain issue in order to work with them to develop empowering messages and tools. 

Course content


1. Analysis

Know your audience
To create something relevant and impactful, conduct research to understand the context of a problem, identify the target audiences, uncover their knowledge, attitudes, and behaviour towards the highlighted issue, and find out how they access information

2. Strategic Design
Know how to best reach your audience
Set SMART objectives, determine the best communication channels for dissemination, and design a communication strategy where an activity can move the targeted audiences along the behaviour change journey. Bring all the research and strategic design together to develop a creative brief.

3. Development and Testing
Does it work?
This is when materials and messages are developed, tested, revised and retested with the targeted audience to make sure that they are understood, relevant and evoke emotion that can motivate positive behaviour change.
4. Implementation
Getting your message out there!
Roll out the activity in the identified communication channels from Step 2. Mobilize key stakeholders who have been involved in Steps 1 to 3 to be part of dissemination and ask them to push out the materials through their unique networks.
5. Monitoring and Evaluation (M&E)
How is it going? Will we do this again in the same way?
Good practice involves routine data collection to measure the progress and impact of an activity. Monitoring captures day-to-day activities to gain insights in whether the target audience is engaging in an activity and what is happening to them during the activity. Evaluation measures how well a programme achieves the objectives it set out in Step 2. Don’t forget to allow time and budget for monitoring and research!

Course Assessment 
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IOM X is the International Organization for Migration (IOM)’s campaign to encourage safe migration and public action to stop exploitation and human trafficking. IOM X is managed by IOM’s Awareness Raising Unit based in Dakar, Senegal.

IOM X moves beyond raising awareness to affecting behaviour change by applying a Communication for Development (C4D), evidenced-based and participatory framework to tailor messaging for its activities. IOM X’s activities include developing media content for television and online platforms, digital innovations with leading technology companies, and capacity building resources. It's all about preventing diverse forms of exploitation through the adoption of positive actions that can be taken by individuals and their communities. All IOM X resources are available free-of-charge at