The note looks at the strategy of theMalawi Social Action Fund (MASAF) in linking the roles ofinformation, education, and communication (IEC), designedthrough a process known as "systematic clientconsultations" which involved nongovernmentalorganizations, communities, government officials, as well asdonor participants. Given the budget for IEC activities washigh, a public awareness campaign was launched early on, andfollow-on programs reinforced the benefits from MASAFsubprojects: it involves a two-way communication, wherefacilitators work intensively with the communities onidentifying IEC needs, and gaps. Significant impacts of thisfree flow of information have been better workingrelationships between stakeholders, and improved trust amongthe various key players. Among the lessons learned, theimportance for an IEC campaign to precede projectimplementation is reinforced, so as to inform, and shapeopinion on project features, provided such communicationinitiative is followed up with a second wave ofclarification, and by regular dissemination of projectexperiences, emphasizing the non-political, non-partisannature of the project, enhancing responsiveness to communitydemands, and, highlighting adherence to publicly-stated norms.
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