Students of Lagos State University of Science and Technology (LASUSTECH) are being introduced to practical approaches that use communication as a tool for solving social problems, influencing behaviour and improving community development.

During a lecture on Communication for Development (C4D), development communication practitioner, Rebecca Ebenezer-Abiola exposed students to the processes behind designing communication programmes that go beyond information sharing to encourage positive social change.

Speaking during the session titled “C4D in Practice: Designing and Implementing Compelling Development Communication Programmes,” held under the supervision of course lecturer, Dr Steven Adesemoye, Ebenezer-Abiola challenged students to rethink the way they view communication.

Rather than treating communication as the production of content alone, she explained that development communication is a deliberate and strategic process that begins with understanding people, their realities and the factors that influence their decisions.

“It is a process. It is not just a product,” she said, stressing that effective communication starts long before audiences encounter a message.

The session exposed students to the principles that guide successful development communication programmes, from audience research and message design to storytelling, behaviour change strategies and the use of multiple communication platforms.

For aspiring communicators, journalists and media practitioners, the lecture offered practical insights into how communication can be used to address social challenges and improve lives.

Development communication differs from conventional communication because its goal extends beyond creating awareness. It seeks to influence positive social outcomes by encouraging people to adopt behaviours that improve their well-being and the well-being of their communities.

According to Ebenezer-Abiola, many communication campaigns fail because they focus solely on delivering information without considering how audiences receive, interpret and act on that information.

Effective communication, according to her, requires a clear understanding of the people being targeted.

Audiences are not homogeneous groups. They have different beliefs, values, cultures, experiences and motivations. A message that resonates with one audience may have little impact on another.

For that reason, development communicators must avoid assuming that everyone thinks the same way.

Instead, they must invest time in understanding the people they want to reach åbefore designing messages.

This audience-centred approach is one of the foundations of communication for development. It recognises that successful communication begins with empathy and understanding rather than persuasion alone.

The principle is particularly important when dealing with sensitive issues such as health, education, gender equality, environmental protection and community development.

In such situations, communicators are often asking people to reconsider long-held beliefs, habits or behaviours. Achieving that goal requires more than simply presenting facts.

According to her, communicators must help audiences overcome the barriers standing between intention and action.

“The job of the communicator is to bring in facilitators and help break those barriers,” she said.

It requires understanding why people behave the way they do.

“One of the major themes discussed during the lecture was the importance of perspective. Ebenezer-Abiola encouraged students to place themselves in the position of their audiences and understand how people perceive issues from their own realities.

This approach allows communicators to develop messages that speak directly to people’s concerns and motivations.

For example, a family planning campaign directed at young couples may require a different message from one designed for older adults, community leaders or healthcare workers.

Although the objective may be similar, the concerns, priorities and experiences of each audience group may differ significantly.

A young couple may be interested in financial planning and child spacing, while healthcare workers may focus on service delivery and public health outcomes.

Understanding such differences enables communicators to frame messages in ways that audiences find relevant and meaningful.

The approach also helps communicators avoid assumptions that could weaken the effectiveness of a campaign.

When people feel understood, they are more likely to engage with a message. When they feel misunderstood or judged, they are more likely to ignore it.

This reality explains why audience analysis remains a critical stage in development communication planning.

Another key lesson from the session focused on behavioural change.

Many development programmes aim to influence behaviour, whether encouraging people to vaccinate their children, adopt healthier lifestyles, report cases of abuse, improve sanitation practices or protect the environment.

However, behavioural change rarely happens immediately.

According to Ebenezer-Abiola, individuals often move through several stages before adopting new behaviours.

The process typically begins with limited awareness or knowledge of an issue. At this stage, people may know very little about a problem or may not recognise its importance.

Communication efforts first seek to increase awareness and provide information.

As individuals gain knowledge, they may begin to develop positive attitudes towards the message being promoted.
Over time, they may form an intention to act.

Yet intention alone does not always lead to action.

Many people understand what they should do and even agree that it is beneficial, but still fail to change their behaviour because obstacles stand in their way.

These barriers may be financial, social, cultural, psychological or practical.

Someone may understand the benefits of regular exercise but feel unable to afford gym membership fees.

Another person may want to adopt healthier eating habits but believe nutritious food is beyond their budget.

In such situations, communication programmes must go beyond awareness creation. They must also help people overcome the barriers preventing them from taking action.

This may involve providing practical alternatives, addressing misconceptions, promoting affordable options or connecting audiences with available support systems.

Development communication therefore combines information with problem-solving.

Its objective is not simply to tell people what to do but to make positive action easier and more achievable.

A recurring message throughout the lecture was the importance of research.

“The beginning is research,” Ebenezer-Abiola told the students.

Before designing any communication programme, communicators must first understand the issue they intend to address.

Research provides the foundation upon which effective communication strategies are built.

Without research, campaigns risk relying on assumptions rather than evidence.

Research helps communicators identify the nature of a problem, understand who is most affected, examine available data and uncover the factors influencing people’s behaviour.

It also reveals the barriers preventing change and the opportunities that can support positive action.

By gathering information before launching a campaign, communicators can make informed decisions about message design, communication channels and audience engagement strategies.

Research also helps identify existing conversations surrounding an issue.

Understanding what people are already discussing enables communicators to avoid repeating information unnecessarily and focus instead on filling knowledge gaps.

This process increases the relevance and effectiveness of communication efforts.
For students studying mass communication, the lesson reinforced the importance of evidence-based communication.

Rather than relying solely on creativity or intuition, successful development communication combines creativity with careful investigation and analysis.

The lecture also highlighted the wide range of platforms available for development communication.

Over the years, advances in technology have expanded the ways communicators can reach audiences. Traditional media platforms such as radio, television and print remain important. At the same time, digital technologies have created new opportunities for engagement.

According to Ebenezer-Abiola, effective communication programmes can utilise radio dramas, documentaries, podcasts, blogs, social media campaigns, mobile applications, SMS messaging services and community theatre productions.

Other tools include films, games, music, community clubs, reality shows, testimonials, vox pops and live call-in programmes.

Each platform offers unique advantages depending on the audience and communication objectives.

Radio remains particularly valuable in communities with limited internet access. Social media platforms provide opportunities to reach younger audiences quickly and interactively.

Mobile technology allows information to be delivered directly to individuals regardless of location.

Community-based platforms encourage participation and dialogue among local audiences.

The key consideration, she explained, is not whether a platform is modern or traditional but whether it effectively reaches the intended audience.

Successful communicators therefore select platforms based on audience preferences and accessibility rather than personal assumptions.

One of the practical examples shared during the session involved the use of mobile applications for healthcare workers in Taraba State.

The applications were specifically designed to function in areas where internet connectivity is limited.

This example demonstrated an important principle of development communication: communication tools must be adapted to local realities.

A technologically advanced solution may appear impressive, but it will have limited value if the target audience cannot access or use it.

Effective communication therefore requires an understanding of the environment in which audiences live and work.

The same principle applies to language, culture and literacy levels.

Messages must be designed in ways that audiences can easily understand and relate to.

This often requires communicators to simplify complex information and present it in familiar formats.

Communication becomes most effective when it reflects the realities of the people it seeks to serve.

The lecture also explored the use of Interactive Voice Response systems, commonly known as IVR.
These automated telephone systems allow individuals to access information and support services through voice prompts.

Such systems have become increasingly useful in development communication, particularly for sensitive issues.

People experiencing domestic violence, sexual abuse or other personal challenges may feel uncomfortable discussing their experiences publicly.

IVR systems can provide information confidentially and allow users to seek assistance privately.

This approach demonstrates how technology can expand access to support services while protecting users’ privacy.

As digital tools continue to evolve, communicators are discovering new ways to connect with audiences and provide valuable information.

The challenge lies in ensuring that technology remains accessible, relevant and user-friendly.

While discussing message development, Ebenezer-Abiola placed significant emphasis on storytelling.

Stories have long been used to communicate ideas, values and lessons across cultures.

In development communication, storytelling remains one of the most effective tools for influencing attitudes and behaviours.

People naturally connect with stories because stories reflect human experiences.

Rather than presenting audiences with direct instructions, storytelling allows communicators to demonstrate the consequences of actions and decisions through relatable situations.

Audiences can identify with characters, understand their struggles and learn from their experiences.

This emotional connection often makes messages more memorable and persuasive. A story about an individual dealing with the consequences of unhealthy habits may have greater impact than a simple warning against those habits.

Similarly, stories can showcase positive role models, highlight solutions and inspire audiences to consider alternative choices.

The growing popularity of digital content creators further demonstrates the effectiveness of storytelling.

Many successful creators build large audiences by presenting information through engaging narratives rather than straightforward lectures.

Closely linked to storytelling is the principle of encouragement. Development communication seeks to guide audiences towards positive choices without making them feel criticised or judged.

People generally resist messages that appear overly directive or patronising. For this reason, communicators mostly achieve better results when they encourage reflection and self-discovery rather than issuing commands.

Storytelling supports this objective by allowing audiences to draw their own conclusions from situations presented to them.

When people see themselves reflected in a story, they often become more open to considering change.

This approach strengthens engagement and reduces resistance.

For students preparing for careers in communication, the lesson underscored the importance of understanding human psychology alongside communication techniques.

Effective communication involves not only what is said but how it is said.
Another important aspect of the lecture was the discussion of effective message design.

Ebenezer-Abiola introduced students to principles commonly known as the Seven Cs of communication: correctness, clarity, conciseness, completeness, consistency, cultural appropriateness and compelling presentation.

She also highlighted the importance of making messages catchy enough to attract audience attention.

Correctness emphasises accuracy. Information must be factual and reliable because inaccurate information can damage credibility and undermine communication objectives.

Clarity focuses on ensuring that messages are easy to understand. Communicators must avoid unnecessary jargon and explain concepts in language appropriate for their audiences.

To illustrate the importance of clarity, she recalled a situation involving a driver who misunderstood a radio report that a politician was “not responding to treatment.” The driver interpreted the statement as meaning the politician had refused to take medication, rather than understanding its medical implication.

The example, she noted, demonstrated the need to communicate in ways audiences can easily understand.

Conciseness requires keeping messages focused and eliminating irrelevant details. Audiences are more likely to engage with information that is direct and purposeful.

“Focus demands sacrifice,” she said, explaining that communicators often need to remove unnecessary information to maintain clarity and impact.

Completeness ensures that audiences receive sufficient information to understand the intended message and take appropriate action.

Consistency helps reinforce credibility by ensuring that messages remain coherent across different platforms and communication materials.

Cultural appropriateness recognises that communication must respect local customs, beliefs and social realities. Compelling presentation involves designing messages that attract interest and sustain engagement.

Together, these principles provide a framework for developing communication materials that are both effective and audience-friendly.

The importance of clarity was illustrated through examples showing how words can carry different meanings depending on context. Misunderstandings often occur when communicators assume that audiences interpret language in the same way they do.

Differences in education, culture, profession and life experience can all influence interpretation.

This reality highlights the importance of testing messages before releasing them to large audiences. What appears clear to a communicator may not be clear to everyone else.

Development communication therefore requires constant attention to audience understanding.

Communicators must ensure that their intended meaning is conveyed accurately and that messages do not create confusion.

Clear communication reduces the risk of misinformation and strengthens audience trust.

A final message from the lecture centred on creativity and adaptability. Many communication initiatives face financial and logistical constraints. Large-scale television productions, radio programmes and nationwide campaigns often require substantial resources.

However, limited budgets do not necessarily prevent meaningful communication. According to Ebenezer-Abiola, communicators should focus on making effective use of available resources rather than becoming discouraged by constraints. Digital platforms, social media tools and community-based communication channels provide numerous opportunities for reaching audiences at relatively low cost.

Traditional communication methods can also be adapted to suit modern platforms.
What matters most is the ability to understand audiences, develop relevant messages and choose appropriate communication channels.

The lecture provided LASUSTECH students with more than theoretical knowledge. It offered practical insights into how communication can be used as a tool for social development.

From audience analysis and behavioural change strategies to research, storytelling and message design, the session highlighted the skills required to create communication programmes that produce meaningful impact.

As societies continue to face challenges related to health, education, governance, environmental sustainability and social inclusion, the role of development communication remains increasingly important.

Addressing such challenges requires communicators who can listen, understand, engage and inspire action. When communication is built on those foundations, it becomes more than the transmission of information. It becomes a tool for positive change.