The institution develops a strategy to reach out to groups by taking into account their needs, characteristics and local circumstances.
Guideline code
EXT_01100
Mechanism
Mechanism
- The management should gain a thorough understanding of the target population through data analysis, focus groups, public opinion research, etc., to identify the best ways to communicate with it, including through identifying reliable sources of information (such as through opinion studies, questionnaires, surveys and interviews) about difficult-to-cover groups, and objectively assess their specific circumstances and needs, as well as feasible approaches to reaching out to them.
- The management should develop information and educational materials that highlight the specific features and attractiveness of each social security programme in a simple and concise manner.
- The content of the information and educational materials should take into account linguistic and cultural barriers and properly address issues of major interest to difficult-to-cover groups, such as tangible benefits of joining the programme, ease of registration, special incentives, eligibility criteria, appeal and redress processes and how to provide feedback on the services received.
- The management should collaborate with government authorities and partner institutions to raise the awareness of difficult-to-cover groups and the employers of people in these groups through social marketing campaigns.
- The management should define the expected outcomes, content, media and communication approach for each campaign. The results of the special promotional campaigns should be measurable in terms of operational impacts, such as increased registration of people in targeted groups within a certain period.
- The management may wish to refer to Part F, Fostering awareness, a culture of social security and compliance, of the ISSA Guidelines on Contribution Collection and Compliance, as well as the ISSA Guidelines on Communication by Social Security Administrations, in formulating its own strategies on implementing awareness-raising activities.
- The institution may consider launching a major time-bound national campaign or universal social security registration drive.
- The institution may also wish to join other government institutions in the promotion of a social security culture.
Structure
Structure
- The institution should formulate and implement a communication strategy based on a careful analysis of the characteristics of the target populations and of the barriers and opportunities that exist in reaching them and to promote, simultaneously, both coverage extension and formalization.
Title HTML
Guideline 8. Establishing a communication strategy to make contact and build trust with population groups that are difficult to cover, including informal-economy workers
Type
Guideline_1
Weight
13