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Creating effective environmental communication strategies: A ten step guide for practitioners
Key Guides

Manfred Oepen, Sean Southey

Gland (CH): International Union for Conservation of Nature (IUCN) (2026), xi, 143 pp.

"Creating Effective Environmental Communication Strategies offers conservation professionals a straightforward, ten-step guide for designing and delivering strategic communication that drives measurable conservation impacts. Written for government focal points, NGO staff, scientists, privatesector ... partners, community organisers, and the communication specialists who support them, the guide positions communication as a core management tool rather than a last-minute public relations add-on. At its core, the guide recognises that conservation succeeds only when people change unsustainable practices as a result of targeted attitude changes and knowledge gains. In this process, information alone is not the missing link between a problem and a solution. Instead, the authors frame communication as a two-way, participatory dialogue in which meaning and messages are co-created by and with audiences rather than bombarded on them. Drawing on holistic learning models (Head-Heart-Hands) and KAP-related social marketing insights about incentives, audience segmentation, media selection, and storytelling the guide shows practitioners how to move all parties involved from “being aware” to “ready for action” in ten logically consistent steps that build on each other. The ten steps unfold across four phases of a project life cycle. Assessment covers situation analysis, stakeholder and KAP research, and the drafting of specific, measurable communication objectives. Planning stress-tests the change hypothesis, secures partner buy-in, and selects the most effective media mix for each audience segment. Production walks teams through message design, media and material production, and pre-testing for clarity, socio-cultural fit, and call for action. Finally, Action & Reflection guides roll-out, adaptive management, and rigorous monitoring and evaluation (M&E) that feed lessons back into future work. Throughout this management cycle, the guide insists on regular learning loops so adjustments happen in real time rather than ex-post. A separate SeedBox of more than thirty plug-and-play so-called “seeds”—stakeholder maps, force field diagrams, media use planners, indicator scorecards, and more—anchors every step, enabling users to apply concepts immediately without reinventing templates. Case studies such as Venezuela’s Flying Together campaign related to threatened bird species and the nationwide conservation radio drama as part of My Green Mongolia translate theory into real-world outcomes and demonstrate how adaptable the framework is to different cultures, languages, and resource levels." (Executive summary) more

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A Toolkit for Effective Everyday Activism

Alison Rogers, Leanne Kelly

London; New York: Routledge; Earthscan (2025), xxix, 173 pp.

"This book examines how everyday activists can enhance their effectiveness. Leanne Kelly and Alison Rogers unpack theories from the social sciences to help find meaning, explain these feelings of inertia, and provide strategies to overcome them. Through lessons learned over their careers as evaluato ... more

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Communication, Entertainment, and Messages of Social Justice

Richard West, Christina S. Beck

Abingdon: Routledge (2025), xix, 323 pp.

"This edited collection explores the contemporary interplay among three pivotal areas found in cultures around the world: communication, entertainment, and messages of social justice. Each chapter centralizes communication as instrumental in creating mediated messages pertaining to social justice, u ... more

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Story Tech: Power, Storytelling, and Social Change Advocacy

Filippo Trevisan, Michael Vaughan, Ariadne Vromen

Ann Arbor: University of Michigan Press (2025), vi, 249 pp.

"Personal stories have the power to stir the heart, compel us to act, and spark social change. While advocacy organizations have long used storytelling in campaigns, the role technology plays has increased. Today, invitations to "share your story" are widespread on advocacy organizations and politic ... more

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Public Interest Communications: Strategy for Changemakers
Key Guides

Ann Searight Christiano, Angela Bradbery

New York; London: Routledge (2025), xii, 344 pp.

"Written by two practitioners with deep professional experience, this book introduces readers to public interest communications, which takes an evidence-based approach to using strategic communications to drive positive social change. Each chapter includes accessible, applicable insights, exercises ... more

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The Replaybook: A Field Guide to the Climate and Information Crisis
Key Guides

Stefanie Hankey (ed.)

Berlin: Tactical Tech (2025), 285 pp.

"We are experiencing a climate and information crisis. While temperatures rise, the digital information landscape is fast becoming a toxic wasteland. The distortion of knowledge is accelerating polarisation, radicalisation, and confusion — endangering our ability to respond to climate change. The ... more

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The psychology of collective climate action: Building climate courage

Karen Hamann, Eva Junge, Paula Blumenschein, Sophia Dasch, Alex Wernke, Julian Bleh

Abingdon, Oxon: Routledge (2025), xxv, 218 pp.

"How do we find the courage to act together against the climate crisis? This book weaves together real-life findings and examples from the social-ecological movement with psychological research to show how motivation for collective climate action can be built. The book addresses two key questions: h ... more

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Understanding Video Activism on Social Media

Jens Eder, Britta Hartmann, Chris Tedjasukmana

Bristol, UK: Intellect (2025), x, 224 pp.

"What political power do social media videos have? In what ways do they exert influence, shape public discourse, and change political life? How can participants in this field assert themselves against commercial interests, anti-democratic agitation, and authoritarian propaganda? These questions are ... more

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Rompe la Burbuja: Guía para Convencer en Contextos Políticos Polarizados

Friedrich-Ebert-Stiftung (FES) (2024), 7 pp.

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Voces con propósito: Manual de estrategias de comunicación para el desarrollo y el cambio social. Módulo del participante
Key Guides

Jair Vega Casanova, Rafael Obregón Gálvez, Claudia Nieto Sánchez, Elizabeth Vargas Rosero, Camilo Pérez Qunitero, George W. Gathigi

Barranquilla: Editorial Universidad del Norte; Friedrich-Ebert-Stiftung (FES) (2024), xiv, 76 pp.

"Este módulo presenta un proceso paso a paso que permitirá a los miembros de las organizaciones, o campañas, interesados en mejorar su visibilidad e impacto, formular estrategias de comunicación efectivas para el cambio social y de comportamiento. Aunque se han desarrollado múltiples modelos de ... more

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Integrating supply and demand in social marketing programs: The Nosh-e-Jaan campaign to promote nutrition in Afghanistan

Nedra Kline Weinreich, Mustafa Basij Rasikh

Health Marketing Quarterly, volume 42, issue 1 (2024), pp. 24-47

"This case study describes a successful nutrition social marketing program in Afghanistan. By building up the domestic soy industry and supply chain, while creating consumer demand for high-protein soy products to combat malnutrition, the Nosh-e-Jaan campaign rebalanced the market dynamics for this ... more

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Unleashing the potential of short-form video: A guide for creators making content to counter extremism

Simon Copeland, Jon Deedman, Kamil Yilmaz et al.

Swansea University (2024), 8 pp.

"This guide is intended to help creators producing or thinking about making shortform video content seeking to counter extremism. Our goal is not to tell you what to create; your original content is what makes your channel creative and organic. Instead, we hope to provide you with tools and tips to ... more

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Producing and Managing an SBC Mass Media Campaign
Key Guides

Justin DeNormandie, Mwikali Kioko

Johns Hopkins Center for Communication Programs (2024)

"This toolkit is a step-by-step guide to develop, produce, broadcast, and monitor a social and behavior change (SBC) mass media campaign. The outputs from this creative development process can and should be used to guide the design of additional communication channels in an integrated, mixed-media c ... more

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ADE for Games: Approaches to Anti-Racism, Decolonization, Equity, Diversity, and Inclusion in Games Research and Creation

Daniel Harley, Gerald Voorhees (eds.)

Pittsburgh: Play Story Press (2024), viii, 241 pp.

"How do we make anti-racism, decolonization, equity, diversity, and inclusion vital elements of the research and development of games and playable media? What can we do to ensure that our methods and approaches are respectful and responsive to the needs of equity-deserving groups? How might we bette ... more

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Beyond Molotovs: A Visual Handbook of Anti-Authoritarian Strategies

International Research Group on Authoritarianism and Counter-Strategies, kollektiv orangotango (eds.)

Bielefeld: transcript Verlag (2024), 356 pp.

"Authoritarianism operates on a visceral level rather than relying on arguments. How can we counter authoritarian affects? This publication brings together more than 50 first-hand accounts of anti-authoritarian movements, activists, artists, and scholars from around the world, focusing on the sensuo ... more

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Voces con propósito: Manual de estrategias de comunicación para el desarrollo y el cambio social. Módulo conceptual
Key Guides

Jair Vega Casanova, Rafael Obregón Gálvez, Claudia Nieto Sánchez, Elizabeth Vargas Rosero, Camilo Pérez Qunitero, George W. Gathigi

Barranquilla: Editorial Universidad del Norte; Friedrich-Ebert-Stiftung (FES) (2024), xvi, 106 pp.

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Guide d'action pour la communication et le plaidoyer médiatique: Huit éléments constitutifs d'une campagne de communication et de plaidoyer médiatique en matière de santé publique

Global Health Advocacy Incubator (2024), 30 pp.

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Evaluation findings report: A norms and behaviour change campaign targeting employers of child domestic workers in Ethiopia

Eric Vaughan, Catharine Russell

Altai Consulting; Freedom Fund (2023), 39 pp.

"Child domestic workers (CDWs) in Ethiopia tend to face challenging working conditions with limited access to education. Child domestic work refers to live-in or live-out work done in a household where the child’s biological parents do not reside and which often but does not always include some fo ... rm of remuneration. Child domestic work is common in Addis Ababa as it serves as an entry point into the labour market for girls migrating from rural to urban areas in Ethiopia (Erulkar et al., 2017). Indeed, a recent study estimated the prevalence of domestic work among girls aged 12–17 in Addis Ababa to be 37% (Erulkar et al., 2022). Though domestic work is not necessarily a harmful form of child labour, CDWs in Ethiopia often face mistreatment and abuse from their employers (Population Council and Freedom Fund, 2021). This mistreatment is linked to broader social norms which place CDWs as inferior and less worthy than other members of the household. In an effort to change norms and behaviours towards the treatment of CDWs, the Freedom Fund implemented a norms and behavioural change campaign (NBCC) in 2022. The NBCC targeted employers of CDWs in Addis Ababa. It was funded through the Program to End Modern Slavery, an initiative of the United States Department of State’s Office to Monitor and Combat Trafficking in Persons and was part of the Freedom Fund’s broader ‘Reducing the Prevalence of Child Domestic Servitude in Ethiopia’ programme. Based on the findings of formative research, the main objectives of the NBCC were to shift norms and behaviours relating to CDWs’ working conditions and access to education. [...] The NBCC reached 57% of employers interviewed during the baseline. Television was by far the main medium through which respondents were exposed to the campaign (95%) followed by online media (13%), physical posters (13%), and community discussions (6%). Using data on recall of campaign materials and participation in campaign activities, respondents were classified into three categories based on level of exposure: no exposure (43%), low exposure (17%), and high exposure (40%). The NBCC’s reach appears to have been uneven as younger respondents, women, and those with more education tended to have a higher level of exposure. Survey findings emphasised the differences in working conditions and access to school between CDWs who are related to their employer and those who are not. Whereas some CDWs are recruited as domestic workers, others are relatives of their employer (for example, a niece) and have been sent by their family to live in Addis Ababa. Those in the first category tend to work longer hours, as reported by their employer (35 per week compared to 24 for those related to their employer) and are less likely to be enrolled in school (25% compared to 75%)." (Executive summary) more

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Talking about poverty: Lessons learnt

York: Joseph Rowntree Foundation (JRF); Rights Evaluation Studio (2023), ii, 98 pp.

"The Talking about Poverty (TaP) project, which ran from 2016 to 2021, aimed to develop a more effective way of communicating about UK poverty through ‘framing’ – an evidence-based communications strategy. For this project, the Joseph Rowntree Foundation (JRF) worked with the FrameWorks Instit ... ute, which is a not-for-profit communications research organisation based in the United States. In 2021, a sister organisation, FrameWorks UK, was established in the United Kingdom (UK), which focuses on supporting mission-driven organisations to apply strategic communications research in practice. The TaP project set out to understand the public’s attitudes to poverty in the UK and used insight from research with 20,000 people (Volmert et al, 2016) to develop ways to talk about poverty in a more effective way. To challenge the unhelpful narratives identified in the research, the project developed an evidence-based communications strategy (‘poverty framing’) to increase the public’s understanding of UK poverty and provide support for measures to address it. [...] There are some key development areas for future framing projects such as stronger project planning and management, monitoring and evaluation, and sustainability planning. However, the TaP project made PWLE who were engaged in the project feel more hopeful about the future and confident that the project would have a positive, accumulative effect on how poverty is being talked about in public discourse, with some indications that the project may have had some influence in the media and the House of Commons. The TaP project created a buzz in the third sector and was credited with helping to build a movement, leading to a more co-ordinated sector. While we identified a need and desire to engage the third sector and PWLE earlier on in the project, the vast majority of third sector partners and allies who were engaged in our evaluation both valued and used the framing in their work, crediting the framing with adding more dignity, positivity and effectiveness to their communications. The TaP project brought hundreds of organisations together for the Keep the Lifeline campaign and provided a robust and evidence-based communications strategy for their internal staff and external allies." (Executive summary, pages 3-6) more

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Using Social Media for Health Behavior Change: Technical How-To Guide
Key Guides

FHI 360 (2023), 50 pp.

"This comprehensive guide has four sections taking you through preparations, planning, developing, and implementing to monitoring and evaluating your campaign. We do not expect you to read this document in one sitting, but rather use it as you develop your social media campaign." (How to use this gu ... more

Creating effective environmental communication strategies: A ten step guide for practitioners Key Guides

Public Interest Communications: Strategy for Changemakers Key Guides

The Replaybook: A Field Guide to the Climate and Information Crisis Key Guides

Voces con propósito: Manual de estrategias de comunicación para el desarrollo y el cambio social. Módulo del participante Key Guides

Producing and Managing an SBC Mass Media Campaign Key Guides

Voces con propósito: Manual de estrategias de comunicación para el desarrollo y el cambio social. Módulo conceptual Key Guides

Using Social Media for Health Behavior Change: Technical How-To Guide Key Guides