'Why several intervention projects fail'

The Executive Director of International Society of Media in Public Health, Moji Makanjuola has said intervention projects and programs failed because of the underestimation of effective communication techniques.

Makanjuola spoke at a three-day strategic communication training for non-governmental organisations organised by Africapractice and supported by MacArthur Foundation held in Abuja.

At the training, attended by MacArthur Foundation officers from United States of America and Nigeria for the foundation’s grantees, Makanjuola said ensuring effective communication surpasses being heard or seen on broadcast stations and being in the newspapers.

She said effective communication involves research, preparation, budgeting and evaluation rather than the using a fire brigade approach.

“It is not enough to be seen in the papers or to be heard on the radio. We really don’t remind ourselves what legacies we want to leave behind. Some people are quoted for life because whatever they have said becomes a reference point.

“Often times there are no budget for communication. There is also need for preparation, follow up, and research. This component of life is usually underestimated so we do not make it an integral part of our projects. That is why you find out that the project doesn’t outlive its lifespan,” she said.