Design Communications (Demand)

Design 3

Overview

By now, you will have designed a BRiE registration service, but providing an effective and accessible service is not enough to increase birth registration rates. It is critical to create demand for these services and ensure that parents/caregivers and service providers all understand what the available birth registration process is and why it is important. 

You will now design communications to (i) increase demand for birth registration services, (ii) inform parents/caregivers of how to access these services, and (iii) inform responsible actors of the change in process and get buy-in (change management).

In this step, you will: 

  • Design a communications approach (3 days)
  • Design a change management approach (2 days) 

Steps

Step 1

Define a communications approach by completing the Communications Approach Template, considering:

  • What are the key messages that will motivate mothers and fathers to register the birth of newborns? What benefits can be derived from birth registration?
  • How can the new process be clearly explained and communicated to affected populations?
  • What communication channels can be used to reach affected populations? How will vulnerable groups be reached, i.e. single mothers, young mothers, parents with a disability, illiterate parents?
  • Who should deliver key messages, e.g. community leaders, religious leaders, health facility personnel?
  • What existing services can integrate birth registration messaging into them, e.g. ante and post-natal care?
  • How often and for what period of time should communications be disseminated?

Step 2

Define a change management approach by completing the second half of the Communications Approach Template to inform responsible actors of the change in process and get buy-in.  Consider:

  • Which actors are now involved in the process? How does this affect them, their old roles and their management?
  • Who needs to be made aware of system and process changes across all levels of affected institutions?
  • What do each of these actors need to know, e.g. how will the change in process affect each one? What are the benefits of the changes? When are the changes coming?
  • What communication methods should be employed to share news of the change, e.g. written communication via email, letter; direct communication via team meetings; visual aids i.e. posters?
  • When should each actor be communicated to (depending on their relationship with the changes)?
  • Who could act as “Change Champions”?
  • How will you monitor the acceptance/feedback of the change?
  • How will you respond to change feedback?

Step 3

Share approach documents with all relevant stakeholders and encourage them to utilise defined communications messages and strategies where possible.