"The message matrix facilitates local stakeholder groups and community members to take an active, empowered role in content development for an educational communication programme. The method enables active participation of target audiences and stakeholder groups in the identification, analysis and resolution of problems affecting the community. Use of the matrix underscores the significance of proactively and vigorously involving all stakeholders and leveraging their wealth of knowledge and experience. The message matrix helps to ensure that key messages of the programme — its core learning objectives — originate from people themselves rather than from outside experts or policy makers. Likewise, it helps to ensure that communication programmes are developed within proper cultural frameworks and in ways that engage stakeholders throughout and across the process of programme design, from setting overall objectives to framing key messages. The use of the matrix — for example, in a programme design workshop — anchors a participatory and consultative process that addresses existing and desired knowledge, attitudes and practices. The matrix helps to identify, analyse and classify audience behaviour, making it easier to provide relevant, well-defined and practicable solutions in the form of positive behaviours and demonstrable benefits that will motivate listeners to take action." (Pages 99-100)