Tutorial: The 5-Step Model for Project Design

To effectively implement activities within the five community engagement types, we advocate for a participatory project design approach. 

The five community engagement types are:

1. Advocacy
2. Awareness raising and outreach
3. Community dialogue
4. Peer education
5. Local partnerships

The model, consisting of five key steps as shown in the image above, serves as the backbone for turning community engagement into tangible projects. 

To implement activities for community engagement, you need to undertake project design collaboratively with the community. 

Specifically, for smaller projects (short in time and small in scale), we utilize this five-step model, ensuring a participatory approach at every stage.

Analysis and Problem Definition

Begin by understanding community needs, challenges, and aspirations. During the SBC Academy by COMPASS, this guidance was shared by partner MAGENTA:

Diagnosing a problem happens before designing an intervention. You need to answer the following questions: 

1. What is the current situation? 

• Who is affected by the problem?
• What are the specific behaviours of each of the actors and why do they constitute a problem? 

2. What needs to change? 

• What specific behaviours would we like the public to adopt instead? 

3. Why isn’t change happening? 

• What are the obstacles to adopting these behaviours? 

4. What can be done to facilitate change? 

• What factors motivate target behaviour?
• How do you overcome the obstacles? 

Research is needed to answer all of these questions. Start by reviewing secondary data and then design your primary research methodology to gain a better understanding of behavioural factors.

Strategy Design

Develop targeted strategies based on insights gained from community input. This includes identifying your target audiences. 

A target group or audience refers to a specific group of people that an intervention intends to influence. This group is typically defined based on certain characteristics such as age, gender, interests, location, income level, education, behaviours, or needs.

Audience segmentation is the process of dividing a broad target group into smaller, more specific groups based on different criteria.

Based on the analysis and problem definition, you will gain insight into the various target groups – the individuals who need to be engaged to drive behaviour change.

If segmentation is necessary, you must determine the criteria for dividing the audience(s). Start by identifying traits that distinguish certain groups from others in a meaningful way. A meaningful difference is one that calls for a distinct message or approach.

This step is also when you will develop the Theory of Change. A Theory of Change explains the underlying logic of an intervention and defines how inputs will lead to outputs, outcomes and impact. They help guide the design and implementation of programmes or interventions by outlining the necessary steps and assumptions needed to achieve change.

Although impact seems to be the last stage in the Theory of Change, it should be considered first and then work backwards:

Development and Testing

Equip community members for effective implementation and iteratively test project elements. 

As part of this step you will develop your key messages - specific points that a target audience must perceive, feel and remember.

There are many different types of SBC interventions that could be used for your project. 

It's important to think about feasibility and likelihood of impact when deciding which one you will implement. Find out more about choosing between SBC interventions here. 

After the design stage is finished, it’s time to test the interventions with the community and adapt as needed before implementation begins.

Testing is essential. Without testing, you are assuming what public reaction will be without evidence. The messages and actions may be incorrect, leading to a waste of time and resources.

Implementation and Monitoring

Coordinate with stakeholders for collaborative efforts and monitor project progress.

Monitoring and Evaluation (M&E) are ongoing programme management processes that enable us to assess whether and how our intervention is achieving its intended results. 

An effective M&E system provides information about: 

• Supporting implementation through evidence-based decision-making.
• Contributing to organizational learning.
• Respecting accountability and compliance.
• Identifying gaps and weaknesses in programming.
• Giving stakeholders the opportunity to provide feedback.
• Promoting and celebrating our work by highlighting our achievements.
• Creating a solid evidence base for fundraising and policy influence.

Here are some tips from MAGENTA:

Questions to ask when monitoring:

• Are the activities reaching the right people?
• How many people are being reached?
• How are activities being received?

Remember:

• Monitor the entire project.
• Pay particular attention to issues of social norms/gender norms.
• Beware: change can take time and trigger negative reactions.
• Unintended consequences (especially in terms of protection) for participants (e.g. increase in GBV).
• Use the data to improve your project.

Evaluation

Gather insights for project evaluation, empowering communities to voice experiences and influence policy changes.

There are three main evaluation approaches: 

• Experimental approach
• Quasi-experimental approach
• Non-experimental approach

MAGENTA shared this visual to help explain the different approaches:

If you want more information about SBC considerations throughout the project cycle, download the detailed SBC Academy content here