"Communication objectives directly address issues such as awareness, knowledge, attitude, practice, behaviour and participation. Each of these represents a communication level, which needs to be dealt with separately. If for instance your objective is to induce change in behaviour concerning personal hygiene practices, first you need to make the people concerned aware that there is a problem with the previous behaviour. You then make sure that the knowledge and the attitude necessary for the change to take place are present. It is only when all these prerequisites are met that you can hope to achieve your communication objectives.

In most instances change can be considered to be an innovation. Hence it can be dealt with as an adoption of innovation."

The Adoption Ladder process, as depicted in the figure below, shows the sequence of adoption and the various communication levels.

Awareness of the Problem: people must perceive there is a problem in the first place.

Interest: after being aware they need to show an interest in the specific problem;

Knowledge/comprehension: in order to decide to go for change and adopt an innovation, people need to be knowledgeable about it;

Attitude: attitude is another factor determining people's orientation in accepting and adopting an innovation;

Legitimisation: is the innovation in line with the norms and legal system of the community? This aspect is related to the overall legislation and policy currently in use. However it can also be related to the cultural and social acceptance of the innovation, and the fact of having to face strong peer pressure in order to adopt it; and

Practice: before actually adopting and putting in action an innovation people need to try it out in order to test its feasibility and effectiveness. Further actions might be needed to ensure its sustainability.

Click here to download a zipped PDF file (see pps. 19-20) from the FAO website for more information.

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SADC Centre of Communication for Development and Food and Agriculture Organization of the United Nations (FAO), Second Edition 2004. "Participatory Communication Strategy Design: A Handbook" Chapter I: The Foundations of Communication Strategy Design [zipped PDF], pps 19-20 - click here to download.