Below is a copy of a communication programme planning worksheet from the Division of Communications at the United Nations Children's Fund (UNICEF).

Title of Project:

Project Co-ordinator:

1: Potential Partners and Roles

i) Names of Partner Organisations ____________________________________

ii) Potential Role in Project ________________________________________

iii) Strategy to Encourage Involvement _______________________________


2: Definition of Problem: Why is the project being developed?

3: i) Primary Target Audiences: In relation to the problem - Who do you want to do what?

A._______________________

B. ______________________

C. ______________________

ii) Specific Primary Audience Segments: Specific by - behaviour/social norm/policy - and important variables such as race/ethnicity; sex; age; language; vested interest.

A. ____________________________

B. __________________________

C._____________________________

iii) Secondary Target Audiences: Those who influence the primary audiences or help implement the programme, e.g. family/friends; healthcare providers; local parenting groups; police.

A. ____________________________

B. __________________________

C._____________________________

4: i) Communication Goals: Specify overall desired changes in behaviour/social norm/policy - measurable if possible.

A. _____________________________

B. _____________________________

ii) Communication Objectives: Intermediate steps to achieve goals, such as changes in knowledge, attitudes, skills, social norms; policies, priorities - quantify when possible.

A. _____________________________

B. _____________________________

C. _____________________________

D. _____________________________

5: Communication Channels to Reach Each Primary Audience: News, Entertainment, Popular Goods and Services, Awards, Related to Services, Community Media; Campaign strategies (PSAs etc). For each audience, identify specific objective and relevant channels.

6: Potential Messages, Materials and Activities: For each audience - primary messages/content/materials.

7: Evaluation Framework

8, 9: Programme Timeline & Role of Staff

10: Budget

Specify all programme development and implementation activities and costs, including review and approval with dates, people responsible and funding sources highlighted.