1. 1 ANALYSIS

2. 2 Presentation Objectives By the end of this session you should be able to: Explain the importance of analysis to developing an effective communication strategy; Identify key steps in conducting a situation analysis.

3. 3 Why is analysis important? Programme staff undertake this first step to: Understand the problem, the people, and their culture; Understand what people want to happen, what is happening and why there is a difference; Assess relevant organisations and review existing programmes, policies, resources, strengths and weaknesses; Assess potential audiences and available communication channels. ting programs,

4. 4 Steps of Analysis Step 1: Identifying and understanding the problem Step 2: Determining potential audiences Step 3: Identifying potential communication resources Step 4: Assessing the environment Step 5: Summarizing the strengths and weaknesses, opportunities and threats Situation Analysis

5. 5 Step 1: Identifying the Problem

6. 6 What is the communication problem? Shared vision - What do people want to happen or create? Current situation or problem statement - What is happening now? What are the core problems? Current destination - What would happen if everything remained the same (or got worse) Difference statement - Why is there a difference between the shared vision and current situation? What is the root cause?

7. 7 What is the communication problem? Shared vision - What do people want to happen or create? Minus Current situation - What is happening now? Equals Communication problem!

8. 8 Main Idea To communicate effectively, we need to put ourselves in our audience’s shoes and see things from their point of view.

9. 9 Step 2: Identifying Potential Audiences

10. 10 Audience Analysis Learn baseline information about potential audiences; Help to determine which populations to target; Identify and clarify your audience’s perceptions, misconceptions and attitudes.

11. 11 How to Analyze Audiences 1.Identify potential audiences based on analysis of the problem 2.Identify common characteristics of each audience 3.Identify each audience’s stage of behaviour change (e.g., knowledgeable but lacks skills) 4.Identify barriers to behaviour change 5.Identify key influencers

12. 12 What is audience segmentation? Audience segmentation categorizes audiences into logical groups to enhance a better fit among: Audiences Messages Media Service or products

13. 13 Various ways of audience segmentation Stages of behaviour change Socioeconomic variables Socio-political geographical units Access to media

14. 14 Why do we need to segment audiences? We may lack resources to reach everyone. There is a trade-off between reach and intensity. Different people may have different needs that could not easily be addressed by one campaign.

15. 15 Audience Needs and Solutions Audience Situation Low knowledge Low approval Low individual incentive to act Low group incentive to act Low reinforcement ( high dropout rates) Low client support Type of campaign needed Knowledge campaign Persuasion campaign Individual behavior change campaign Group behavior change campaign Behavior reinforcement or maintenance campaign Client support/advocacy campaigns

16. 16 Step 3: Identifying Potential Communication Resources

17. 17 Steps for Identifying Potential Communication Resources 1.Assess which available communication channels are most likely to reach your audiences. Possible sources of data include a physical inventory of communities; media surveys from advertising agencies; discussions with government agencies or NGOs who have conducted communication campaigns.

18. 18 Steps for Identifying Potential Communication Resources 2.Identify organizations and people who are experienced in health communication. 3.Integrate messages, channels, and tools.

19. 19 Step 4: Assessing the Environment

20. 20 Assessing the Environment It is important to assess key aspects of the environment where the strategy will be implemented, such as: Social, economic, and political conditions; Availability, accessibility, affordability, and acceptability of products/services.

21. 21 Questions for Assessing the Environment Are there cultural or legal restrictions to services/supplies? Example: Can young unmarried men easily obtain condoms? What is the availability of the product/service? Example: How many family planning sites are there? Can they handle increased demand for services? What is the level of support for malaria prevention, nationally and locally? Example: Is there an openness to sleeping under ITNs and to indoor residual spraying (IRS)?

22. 22 Questions for Assessing the Environment What is the level of support for malaria prevention, nationally and locally? Example: What are government’s policies toward malaria? Level of funding for related services? Is there an environment of openness about sleeping under ITNs and using chemicals for IRS?

23. 23 Step 5: SWOT Analysis StrengthsWeaknesses OpportunitiesThreats

24. 24 Key Steps in SWOT Analysis 1.Listing key strengths in your ability to communicate effectively. 2.Listing key weaknesses in your ability to communicate effectively. 3.Determining key opportunities for improving health through communication. 4.Determining key threats to your ability for improving health through communication.

25. 25 In summary Analysis consists of: determining the severity and causes of problems; developing a clear problem statement; identifying factors inhibiting or facilitating desired changes; consider the basic social, cultural, and economic challenges facing the audience;

26. 26 In summary, Con’t. conduct formative research; listen to understand the audiences’ needs and priorities; assess communication needs; conduct baseline research, both quantitative and qualitative, to establish the current status and accurately measure the programme’s progress and final impact.