Effective communication key to driving positive social change — Expert

Communications Advisor on a flagship malaria project in Africa, Oluwatobiloba Akerele has identified effective communication as critical for government, organisations to drive positive social change.

Akerele identified this imperative while unveiling the “REACH model” that enables organisations to develop targeted messages that resonate with their target audience and drive positive action.

As contained in a statement, Akerele emphasized the importance of government, agencies, and organisations investing in communications as a strategic function to reach people at the grassroots and address socio-economic issues with home-grown solutions.

The REACH model espouses the need for governments and organisations Research, Engage, Adopt Technology, Collaborate, and Harmonize their communication strategies such that they are tailored to their specific needs and goals.

The statement read: “The model’s structured approach ensures that communication initiatives are innovative, data-driven, evidence-based, and effective in driving positive social change.

“The model consists of five distinct components: Research, Engage, Adopt Technology, Collaborate, and Harmonize. These components work together to ensure that communication initiatives are data-driven, engaging, technologically advanced, collaborative, and aligned with organizational goals.

“The Research component involves analyzing data, conducting surveys and focus groups to understand the target audience, their needs, preferences, and high-performing channels.

“The Engage component identifies high-stakes opinion leaders and engages them in the process of developing content strategy, creating visual and written materials, and pretesting.

“The Adopt Technology component leverages technology and digitization to amplify the reach and impact of communication initiatives.

“The Collaborate component coordinates with stakeholders, including government, non-profits, and private sector organizations, to amplify impact, build alliances, share best practices, and leverage resources.

“Finally, the Harmonize component aligns communication strategy with organizational goals, ensures consistent messaging, and refines based on feedback and results.

“The statement pointed to the successful use of the REACH model to promote the demand and uptake of Community-Based Social Health Insurance (CBSHIP) in Ondo State.

“The model helped in addressing socio-cultural barriers to CBSHIP uptake, increasing enrollment, and enabling retention of enrollees on the scheme.”

NIGERIAN TRIBUNE