Why health campaigns fail: the gap between awareness and behaviour change
Most health communication programmes measure reach. Very few measure what actually changes. Here is why that distinction matters — and what to do about it.
Gender-responsive SBCC: why women and girls need communication designed for them
Designing a campaign for a "general audience" is, in practice, designing it for no one. Here is how gender-responsive communication design changes outcomes — and what it demands of practitioners.
Radio is not dead: why FM remains Sierra Leone's most powerful SBCC channel
Despite the rise of digital, community radio remains the dominant information source for rural and peri-urban populations in Sierra Leone. The data is clear — and it should shape every campaign strategy.
Psychographic segmentation in low-resource settings: lessons from the field
Demographic segmentation tells you who your audience is. Psychographic segmentation tells you what will move them. Here is how we apply it in Sierra Leone.
Designing M&E for behaviour change: moving beyond reach to measure what actually shifts
Most campaign evaluations measure exposure. Very few are designed to capture actual behaviour change over time. Here is a practical framework for building M&E systems that do the harder — and more useful — job.
What INGOs get wrong about community communication in Sierra Leone
After a decade working with international organisations in Sierra Leone, three patterns keep appearing — and all three undermine the impact of otherwise well-funded communication programmes.