The advantages and limits of a “Full-Spectrum” approach to communication for development (C4D)

This valuable resource for communication for development practitioners aims to incite discussions on what it means to deepen communication for action and promote positive social change.

As a map for designing communication for development interventions, the full-spectrum approach offers a way of thinking, which can affect how we mobilise and use resources, both human and capital. There are infinite combinations one can employ to design and implement creative and inclusive communication for development interventions.” – Dr. Karen Greiner

This essay offers communication practitioners concepts to illustrate the benefits and challenges of a “full-spectrum” approach. The author aims to invite reflection and discussion about what it means to go broader and deeper when we communicate to inspire action and promote positive social change in communities.The concepts and domains presented in this resource as the “full-spectrum” approach are intended to be useful (and used), by the designers, implementers and researchers of communication interventions. By considering the service and material domains, this essay provides C4D intervention designers with a viewpoint on the use of the full-spectrum approach that informs their analysis and planning processes. For practitioners that have the resources to go “full-spectrum,” (or fuller-spectrum than previously planned), this resource argues that the more communities are engaged and inspired, the more likely they are to contribute to change in their own communities, and the more sustainable those changes are likely to be.