Case studies and Communication Strategies: Communication and Messaging

1. Case studies and Communication Strategies: Communication and Messaging Sylvia Meek (Malaria Consortium), June 2014

2. Key Messages • AQMTF decisions will only have influence if they are communicated effectively • Communications need to be clear and simple • Communications/Advocacy goal and objectives need to be defined in line with AQMTF’s four themes • Select the highest priority messages and work on them first • Relate to importance and chance of success • More case studies are needed to reflect the diversity of the region • Where evidence is too weak to make a convincing case, research or better monitoring and evaluation are needed

3. Purpose of developing a Communication Strategy for the AQMTF • Highly significant messages and options for action are arising from the AQMTF’s deliberations • Messages need to reach non-traditional audiences for malaria • High level government officials in multiple sectors • Corporate sector – not just pharma but also migrant labour employers • Defence forces • Regional economic and political fora • ….as well as the traditional malaria audiences • Many ideas are new, and do not yet have consensus • Communications need to be managed to avoid confusion -> inaction

4. Communication Strategy Components • List the key messages • Identify the key target audiences for each set of messages • 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 harm • Select relevant fora and media for disseminating messages • Assign responsibilities and implement • Monitor and evaluate the communications

5. Focusing the Communication Strategy on what APLMA is best placed to do • Investment decisions • Procurement policies • Regulation and enforcement • Systems reforms, development and strengthening • Regional collaboration

6. 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 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

7. Developing the messages – based on recommendations from this meeting • Case 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 • New concepts need agreement and engagement • Big changes in malaria environment mean the messages are evolving • Where there are conflicting viewpoints (and evidence is limited), find common ground, avoid confusion

8. Selecting relevant fora and media • Case 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 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

9. Identifying target audiences • A 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 resources • Poster illustrates something very practical that can change the status quo • It shows how two ministries work together • It includes some results of impact 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

10. Ideas for dissemination • Develop calendar of events /conferences to join • Include non-traditional fora, eg industry leaders • Collaborate with Roll Back Malaria Communications Community of Practice and Malaria Advocacy Working Group • Use multiple media • Case study poster stories could be developed as videos for conferences • Policy briefs, evidence reviews • Presentations, publications and mailing lists • Online resources, bulletins (eg quarterly forecasting etc) • APLMA website (APLMA.org), blogs, tweets etc • Journalist trainings to increase awareness and understanding of the issues