Track 1: What works
As the overarching theme for the conference, we will explore effective communication campaigns that have succeeded in achieving transformative change through shifting norms, changing behaviours, enhancing community activism and engagement and amplifying voices. Communication for Change best practice shares common principals with The National Strategic Plan for TB, HIV and STIs (2017 – 2022)
- A reliance on sound evidence
- Commitment to protecting and promoting human rights
- A multi-sectoral approach
- A people-centred approach
- A response that is inclusive and participatory
- Ensuring that no one is left behind
Speakers will be invited to share case studies that enlarge our understanding of how we can use these principals effectively in communication projects and campaigns and what they learnt from their failures and successes. We are interested in what is behind brands and campaigns in the transformation space: the theories of change, approaches to research, monitoring and evaluation, creative development and design, and engagement with audiences through mass media, digital platforms and within communities.
Track 2: Building evidence
Drawing from a diverse interdisciplinary pool of evidence and best practices in social and economic development, behavioural research and public health interventions, this conference track will offer a repertoire of new and emerging trends in communication for change through evidence based methodologies and creative programme and content design. The track addresses the need to showcase evidence-based approaches of creative methodologies such as participatory action research, and human centred design, and the use of digital platforms for innovative programme implementation; and promotes the need for research to inform implementation and practice. Conference participants will acquire key insights into the evidence and toolboxes of best practices for communication for social and behavioural change.
Track 3: Being digital
Mobile and digital technologies have revolutionised our ability to reach audiences and engage with them on a community and individual level. In this track we want to explore projects that use mobile and social media effectively for outreach, message delivery, education, health support, community work and political engagement. From established international platforms such as Facebook and Instagram to local advocacy organisation amandla.mobi, we want to share case studies that offer conference participants information on how to use digital platforms and mobile technologies dynamically to build communities, talk to individuals, influence the transformation agenda and enhance their programmes.
Track 4: How the other half lives
We will hear how commercial companies influence and reach their audiences. Comercial giants such as Hollard, SAnlam and SAB -ABInbev have the resources to transform consumer behaviour through creative campaigns and innovative use of digital and mobile media.In this track we want to share case studies that reveal how these campaigns are conceived and executed, how audience behaviour can be predicted and how civil society can engage with the transformation agendas of some of South Africa’s progressive commercial companies. We will also include sessions that share media planning case studies and the research available to design campaigns on all media platforms at national and district level.
Track 5: Mass media to Hyper local
Central to the success of Communication for Change is a commitment to inclusiveness and participation. We are seeing a growing emphasis, in health in particular, on the need for district level campaigns to reach targets in high burden HIV and TB districts. Creating localised campaigns requires the ability to develop deep insights into popular culture, and the knowledge of how to work creatively to reach particular groups with tailor-made messages. Conference participants will gain insight into the approach behind successful local media and community campaigns.