One may wish to give information or to inform
One may wish to give information or to inform, and this is may become a motivating factor. The wish to give information may involve educating people or even for social interaction. In this situation we may also involve an approach of Behavior Change Communication (BCC) which is an interactive way of promoting positive behavior change or desirable behavior. Today many organizations such as The Orchid Project, Desert Flower Foundation among other many organizations championing for free FGM world the goal of communication of giving the information on the negativity of FGM and they have also incorporated that goal with BCC approach to educate the people on the impacts of FGM.
An organization or even the institution which intends or wishes to use the above approach and goal should also be alive to the fact the medium of communication that they may use to disseminate the information. They may decide to use the mass media, community mobilization, or even billboards.
The second basic wish is the use of communication for social change. After the fall of world wars and early 1950s, most of the countries remained in need of social amenities such as Health, Water and Education. The issue of global poverty needed to be addressed by the American capitalism. The Americans came up with idea of funding these projects and the role of communication expertise was to ensure that these projects worked. Communication for social change (CFSC) stresses dialogue as central to the development. Working with the local communities or people to effect the change and this is what is known as horizontal communication. Higher lending institutions such as World Bank have embraced the participation of people in the development issues and today there is a department in the World Bank participatory communication for development department. Food and Agriculture Organization (FAO) has also taken the issue of participation for development approach. Therefore, for a social change to be realized there should be a dialogue or participatory communication which involves the members of the community, the youth, civil societies, women, men and children.
Communication for advocacy is the next wish which may motivate an individual. Advocacy campaign may be undertaken when one identify an issue affecting the people which may seem so urgent that using ordinary tactics wont achieve the needy change.
Advocacy can be done in situations where there is need for health response such as immunization, and vaccination of diseases such as polio. It cone also be done where there is need for food items like during drought situation.
The advocacy has what is known as planning cycle which is the method for organizing stages required for developing advocacy strategy. The planning cycle include analysis of the content, developing strategy for change, mapping of the internal resources, strategy pulling, and implementing activities
Advocacy provides a roadmap of how and when advocacy will be undertaken, the key actors that need to be involved.