Define the problem

2

Define the problem

This phase creates the foundation on which to build the SM Lite plan. Changes and revisions are often made during any planning process, but it helps to begin drawing a broad idea of the important factors in which the SM Lite campaign will be planned for. These are: the (1) description of the problem, (2) who can be the target audience(s), and (3) a vision for change.

Define the problem using guide questions SM Lite implementers will initially have a broad idea of the problem at hand pertaining or affecting the MPAs, or for which the campaign is for. Here are some questions that can be starting points to understanding the problem in the community.

Guide questions for understanding the problem:

1. What is the problem? 2. What factors contribute to the problem? What causes or contributes to those factors? 3. Who is affected by the problem? 4. Who is most likely to change? 5. Who is able to change? 6. What evidence demonstrates there is a problem? Do you have evidence to show the burden of the problem in the community?

Focus on communication related problem When assessing the situation in the field based on field experience or additional research on the factors responsible for the problem the SM Lite Campaign aims to address, a long list may result. The first thing to do in such a situation, even before the problems are prioritized, is to separate problems that can be addressed by communication from those that cannot.

Communication related problems are those that deal with issues regarding people’s participation, perceptions, adoption of innovation and change of behaviour. These kinds of problems are generally concerned with change in awareness, knowledge, attitudes and practices or with factors concerning participation. Issues that can only be addressed by the availability of finance or materials (i.e., provision of alternative livelihoods) cannot be resolved by a campaign or communication because these are categorized as structural problems, although positive receptiveness and results of SM Lite campaigns can assist in lobbying for funding.

Build a criteria in selecting your target audience Before you start deliberating about which audiences you might like to work with, it can be helpful to think about some criteria for selection. Knowing what characteristics you need or desire in an audience can help you narrow down your choices. For example, you may decide that your ideal audience would be:

Affected by the problem (or have the ability to change the environment of those affected by the problem)