Winning Hearts & Minds: Using strategic communications for change

The power of storytelling to engage people emotionally and connect them to a cause can create change. This is why Luminate commissioned a report studying the barriers to collaboration between strategic communications firms and change agents such as nonprofits, activists, and community groups in Kenya. The findings of the report will support the attainment of impact across our regional priorities.

The research, conducted by Botho Group and Asphalt & Ink, analysed existing literature together with responses from strategic communicators, change agents, and funders working for social change. It states that collaboration between these actors can not only amplify change agents' work, but also influence policy, and change behaviour - helping communication firms do well by doing good. This study looked at commonplace practices within the operations of communications firms, and change agents to identify opportunities for collaboration, and further recommend ways in which both parties can overcome barriers that hinder effective cooperation.

The report found that funders can support communication for social change by providing deliberate or flexible resourcing for strategic communications to their grantees, and offering various forms of non-monetary support to ensure that impactful work reaches intended audiences.