“Knowledge is NOT Power. Knowledge is only POTENTIAL power. Action is power.” Tony Robbins: American author, coach and speaker.
Information Education and Communication (IEC) was once considered the most effective way to influence behaviour. Its premise is straightforward: a one-way communication process founded on the belief that by simply informing the public, you will persuade them to change their actions and practices accordingly.
However, you must only reflect on your school or college days to understand that reeling off information is an ineffective way of teaching and seldom results in long-term knowledge gain.
IlluminAid believes that to educate in a long-lasting and meaningful way, you must do so in an interactive manner, truly considering nuances such as culture, religion, age and gender.
This is why IlluminAid takes a different approach to education.
The Social and Behaviour Change Communication Model
The Social and Behaviour Change Communication (SBCC) Model uses the broader social context to inform its education strategies. It applies sociology, anthropology, marketing and research insights to establish effective communication techniques. Importantly, SBCC promotes two-way community dialogue as fundamental to fostering long-lasting behavioural changes.
A core component of the SBCC model is Information and Communications Technologies for Development (ICT4D). Using ICT4D in combination with SBCC ensures that a modern arsenal of communication tools like social media and mobile apps are deployed, along with more traditional mass media such as television, radio and print. The combination of these mediums allows us to educate as comprehensively as possible.
IlluminAid’s video education workshops teach our partner NGOs the most effective SBCC and ICT4D techniques and best practices. We also promote relationships with local communities by creating interactive and engaging videos on location, making our communication a true collaboration.
Knowledge must be acted on
IlluminAid understands that simply knowing is worthless. To make a positive change, the knowledge must be acted upon. Our approach based on a combination of the SBCC and ICT4D models gives us the best chance of ensuring that the information being taught has an impact long after it has been instructed.
By understanding that it is not solely the message itself but how it is delivered that impacts the long-term results of an exercise, we can truly harness the power of knowledge.
