DEVELOPING COMMUNICATIONS OBJECTIVES. A communications objective states how your promotion strategy will support your intervention objectives. For example, a communications objective for a safe water brand might be to make consumers more aware of the risks of dehydration, or of water- borne pathogens. For HIVST, we might want to make intended users aware that they can find out their HIV status in the privacy of their home (or wherever they might live), without having to visit a clinic or risk public exposure (again, this is just an example: the objectives you develop for your target audience could be different). Communications objectives often relate to: • Driving awareness of a product, service or behavior • Educating the target audience about a product, service or behavior • Convincing the audience to use a product/service or adopt a behavior • Shaping attitudes and perceptions of a product, service or behavior
