ICM Communication designs campaigns for health, education and development, grounded in formative research, community trust and field evidence. From the first focus group to the final evaluation.
The community health worker who forwards a message is still more trusted than the best-produced advert. Understanding that trust is what makes campaigns work.
Most campaigns that fail make the same mistake: the message goes out before anyone has studied the people it is for. Digital channels make that mistake faster and more expensive. We bring the discipline of formative research to every channel, from radio and print to WhatsApp and Facebook.
Needs assessment, focus groups and pretesting before any creative is final.
We map who people actually listen to, then design content that travels through them.
Field experience across the country, applied to the channels people use today.
We measure behaviour change, not just reach, and report honestly on both.
Use us for the whole campaign or for the stage you need.
Needs assessments, audience insight, focus groups and message pretesting.
Audience, goals, outcomes, timeline and channel choices, agreed before production starts.
Concepts and messages tested with the people they are for, in their own languages.
Film, radio, print, outdoor, illustrated guides, flip charts, social media and digital content.
Cost-efficient placements across TV, radio, outdoor and social, including earned media.
Facebook, Telegram and messaging campaigns designed around community trust networks.
Launches, press, and training for the people who deliver the message on the ground.
Intercept surveys, focus groups, online surveys and regular progress reporting.
A selection of projects for UN agencies, government and international NGOs.
Built on UNICEF's handwashing formative research, the brand was brainstormed with creative people, including children, then developed and pretested. We produced multimedia packages and trained school mini-media and club coordinators, directors and health and education focal persons to run interactive behaviour change sessions in their schools.
Strengthened the MSIE and BlueStar clinic brands with young people aged 15–29, mainly women, with unmet family planning needs. Culture-sensitive messaging, backed by research and the MSIE team, presented the clinics as the first place to go and addressed common misconceptions about family planning.
Before writing a word, we revisited the secondary research, consulted the field teams and spoke with the intended audience. The result: materials developed fully in local languages, fitted to each community's context and culture, with the right channels for each.
With millions of children out of school, and girls held back by early marriage and household work, we produced 16 TV and radio PSAs in four languages calling on parents, communities and local leaders to send every child to school. The spots aired on national TV and radio.
Communication support for the nutrition and social cash transfer components of Ethiopia's Productive Safety Net Programme: facilitator and participant manuals, illustrated counselling cards, a nutrition learning module and documentary films from the field.
In three months we produced radio and TV PSAs in Amharic, Afan Oromo and Tigrigna, illustrated storybooks, flip cards for safe-space counselling, and a facilitator's guide for school mini-media covering menstrual hygiene, safe water and handwashing.
Radio producers and educational media centres lacked up-to-date resources for social change programming. We compiled practical guidebooks on health, nutrition, hygiene, education and child protection to help them make programmes that inform and inspire.
Event identity, roll-up banners, posters and programmes for national events on ending child marriage and female genital mutilation, and on transforming the lives of rural women.
ICM's sister companies print, make and train in-house, so campaigns move from idea to finished material without delay.
Tell us about the behaviour you want to change and who you need to reach. We'll reply within two working days.
Email info@impactcm.com