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Manual
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
hapter 9
Case Studies
India
Nigeria
Sample materials
Training Manuals
Peer Education
High Risk Groups
Operation Lighthouse

Chapter 6: Step 3: Developing & Testing
 

Learning Objectives
By the end of chapter 6, the reader will be able to:

  1. Make decisions about program identity
  2. Design IPC message content
  3. Select communication channels
  4. Create support materials/games/activities
  5. Develop outreach activities
  6. Develop guidelines and manuals
  7. Link IPC programs to services
  8. Pre-test IPC materials


Developing Program Identity

Developing an identity for your IPC program can help communicate the overall goal of your IPC program to target group members and create a sort of branding so that all IPC program activities fall under one program name. The messages of your IPC activities can be closely tied to this identity. This will help provide direction for program development and serve as an identifier with which members of your target population can become familiar.

IPC programs can follow one of two paths on which choices about program identity can be made. Typically, IPC programs either:
1) are developed to compliment a larger mass media (or other) program
2) are stand-alone programs

Regardless of which path your IPC program follows, it is important for your program to have an identity, or a central theme on which program activities are based.

IPC as part of Larger Program
If your IPC program is geared to supplement a mass media campaign, overall program themes of the larger program may guide the identity of the IPC program. For example, AIDSMark has developed a delayed debut regional behavior change communication campaign that utilizes billboards, radio, and television commercials. To compliment that campaign, AIDSMARK also developed an IPC campaign known as The Safe from Harm Program. Although the program's title does not specifically mention abstinence or delayed sexual debut, the themes and messages it addresses focus on those issues.

IPC as Stand-Alone Program
More and more IPC is being recognized as an effective tool to elicit behavior change among high risk groups. Therefore, it is not uncommon to find IPC programs that are not housed within a larger campaign, but do stand alone. Operation Lighthouse is a prime example. Operation Lighthouse takes its name from the fact that the program serves 12 port communities in India. They have developed a unique name, and a logo which serves as a brand name for their IPC and outreach activities.

logos

..

Make We Talk: IPC as Part of a Larger Program

The Make we Talk IPC program in Nigeria addresses sex workers, transport workers, youth, and the military in 112 intervention sites. The IPC program was developed as part of a larger program that included theater, and was linked to mass media campaigns as well as product distribution. The central idea of the program was to marry the mass social marketing with community-based interventions. This integration provided the basis for the successful partnership between PSI and ActionAid who won $75 million over 7 years from DFID to support this program.


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