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Advocacy and impact assessment requires a robust communication strategy that ensures reaching critical stakeholders with the most effective communication tools. AFIC has used different ways of communicating with its partners and stakeholders through the two main areas of engagement: Open Contracting and Access to Information. Both spheres require coordinated communication processes influencing the social and behavioural change of stakeholders and eventually creating impact and promoting social accountability.
Being a Pan-African regional institution, AFIC relies heavily on new/online communication methods and some traditional communication methods to reach out to partners. However, these methods need to be reviewed and harmonized in line with AFIC stakeholders and programs to ensure proper institutional messaging and the use of practical tools. This will require studying existing communication media such as the AFIC website, which is the primary tool that portrays the organization image and holds all the institutional sharable information.
To this end, AFIC undertakes a process to redesign its website and develop a communication strategy to guide its programmatic interventions. These commitments will help AFIC set its tone and direction so that all communication activities, products and materials work towards improved social accountability. The process will require undertaking a situation analysis of AFIC's existing communication, AFIC stakeholder audience analysis, and AFIC's work program analysis to finally redesign the website and draft an overall communication strategy.