Table 3 Validated awareness-raising framework

 Clearly define your position on the topic

X

 Clearly define your end goal or objectives

X

 Constantly assess and adapt to the environment and context in which you are working

X

 Clearly define the target audience

X

 Identify and pay attention to the different levels of influence (take a multi-level approach to identifying and approaching the target audience)*

X

 Use communication channels that are appropriate given your target audience’s preferences and behaviors

X

 Find ways to stand out and be noticeable

X

 Ensure that your message is delivered by a credible messenger and uses credible sources

X

 Ensure that your message is clear

X

 Ensure that your message aligns with the target audience’s prior knowledge and the current context

X

 Establish a shared, consistent language/lexicon, particularly when working with a loose coalition*

X

 Ensure that the message is informative

X

 Use your message and tactics to lead the target audience’s attention to your topic

X

 Leverage the norms that guide your target audience’s behaviors

X

 Leverage the target audience’s values and preferences and find ways to change or shift those

X

 Select a consistent and appealing theme or tone for your message

X

 Ensure that the audience is exposed to the message sufficiently for it to sink in

X

 Leverage the problems and pressures that govern the audience’s behavior(s)

X

 Involve the audience in your efforts to develop or spread the message

X

 Use multiple channels to reach the audience

X

 Coordinate with like-minded partners (individuals and organizations)

X

 Identify your internal and external human and financial resources and allocate them wisely

X

 Leverage individuals’ passion for the topic especially when the work is largely unfunded*

X