4.2.2. Defining the purpose of the communication

Ask yourself the following questions:

- What do I want to change?

For example, if you want to encourage more people to bring their dogs for vaccination, you should concentrate on this message. If, on the other hand, you want to encourage people to apply essential first aid as soon as they have been bitten by a dog, you should concentrate your campaign on first aid measures.


- How can I change it?

The objectives and specific messages you choose will always depend on the target population. With children, for example, an important message may be how to avoid being bitten by a dog. Ask yourself some of the following questions to help define the purpose of your messages:

  • Who is the target population?
  • What do they already know?
  • What do they need to know?
  • What do I want to change about the way they think and act in terms of rabies prevention?
  • What do the data tell me about this issue?



previous page: 4.2.1. Assessing the science

next page: 4.2.3. Identifying and understanding who needs to be involved






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Version 4 - last updated May 2017