Case studies and Communication Strategies: Communication and Messaging

Sylvia Meek (Malaria Consortium), June 2014

1. AQMTF decisions will only have influence if they are communicated effectively

2. Communications need to be clear and simple3. Communications/Advocacy goal and objectives need to be

defined in line with AQMTF’s four themes4. Select the highest priority messages and work on them

first– Relate to importance and chance of success

5. More case studies are needed to reflect the diversity of the region

6. Where evidence is too weak to make a convincing case, research or better monitoring and evaluation are needed

Key Messages

1. Highly significant messages and options for action are arising from the AQMTF’s deliberations

2. Messages need to reach non-traditional audiences for malaria

1. High level government officials in multiple sectors2. Corporate sector – not just pharma but also migrant labour employers3. Defence forces4. Regional economic and political fora5. ….as well as the traditional malaria audiences

3. Many ideas are new, and do not yet have consensus– Communications need to be managed to avoid confusion -> inaction

Purpose of developing a Communication Strategy for the AQMTF

1. List the key messages2. Identify the key target audiences for each set of

messages3. Apply complementary messages relevant to

each audience– Based on how the message is relevant to them– What they can contribute or how they can benefit /

avoid harm4. Select relevant fora and media for disseminating

messages5. Assign responsibilities and implement6. Monitor and evaluate the communications

Communication Strategy Components

1. Investment decisions– Procurement policies– Regulation and enforcement

2. Systems reforms, development and strengthening

3. Regional collaboration

Focusing the Communication Strategy on what APLMA is best placed to do

Communications Lessons• The systems context of malaria-specific interventions is at

least as important as the choice of commodity to achieve access and quality

• Systems strengthening messages are more difficult to communicate, and evidence more context-specific

• Look for joint messaging from different viewpoints / ministry departments, link systems to outcomes

Communications for systems strengthening

Case Study: role of community health workers in malaria elimination (AQMTF themes: Ensuring best practice and access)• A highly effective strategy to increase access to malaria protection for

remote and mobile populations• Need sustainable approaches to maintain motivation and performance• Programmes highly donor-dependent - advocate for government

policies to support them

1. New concepts need agreement and engagement2. Big changes in malaria environment mean the

messages are evolving3. Where there are conflicting viewpoints (and

evidence is limited), find common ground, avoid confusion

Developing the messages – based on recommendations from this meetingCase Study: Prevention of malaria in the region (AQMTF theme: prevention)• Need new approaches

• But these supplement existing approaches, not displace them

• Confusions on targeting – we are looking at universal access but targeted to risk groups

• With more evidence, our messages can be clearer

Lessons for communication strategy• Transparency issues

– Data on counterfeit and substandard commodities must be public– Market intelligence data need to be shared but need to address

industry concerns on intellectual property and competition

• Sustainability issues – Information platforms stop when funding stops

Selecting relevant fora and mediaCase Study: ACT forecasting (AQMTF theme: ensuring access and affordability)• Communicating market intelligence• Some issues need continuous communication of updated information

• A online database or regular online / emailed bulletins

Lessons to communicate• Avoid being too general• Give an idea of what the target audience can do• Show real examples and human stories

– Provide information, suggest behaviour change/action

Identifying target audiencesA cross-sector case study: Cambodia’s Justice Police (AQMTF themes: Ensuring best practice and access) Target audiences:• Ministries in other countries who face similar challenge• Non-health ministries who can contribute• Planning departments and funders to assign resources1. Poster illustrates something very practical that can change the

status quo2. It shows how two ministries work together3. It includes some results of impact

1. Develop calendar of events /conferences to join2. Include non-traditional fora, eg industry leaders3. Collaborate with Roll Back Malaria Communications

Community of Practice and Malaria Advocacy Working Group

4. Use multiple media1. Case study poster stories could be developed as videos for conferences2. Policy briefs, evidence reviews3. Presentations, publications and mailing lists 4. Online resources, bulletins (eg quarterly forecasting etc)5. APLMA website (APLMA.org), blogs, tweets etc6. Journalist trainings to increase awareness and understanding of the

issues

Ideas for dissemination