{"id":1130,"date":"2020-03-02T13:12:26","date_gmt":"2020-03-02T18:12:26","guid":{"rendered":"https:\/\/pappost.com\/?p=1130"},"modified":"2020-03-02T13:12:38","modified_gmt":"2020-03-02T18:12:38","slug":"comment-realiser-une-campagne-de-sensibilisation-reussie-en-haiti","status":"publish","type":"post","link":"https:\/\/pappost.com\/index.php\/2020\/03\/02\/comment-realiser-une-campagne-de-sensibilisation-reussie-en-haiti\/","title":{"rendered":"Comment r\u00e9aliser une campagne de sensibilisation r\u00e9ussie en Ha\u00efti\u00a0?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\"><em>Par Fr\u00e9d\u00e9ric Ch\u00e9restal<br>Sp\u00e9cialiste en Tourisme\/ Marketing<br><span style=\"text-decoration: underline;\">pierrefredericcherestal@gmail.com<\/span><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\">Une campagne de sensibilisation est un ensemble planifi\u00e9 d\u2019activit\u00e9s qui a pour mission l\u2019atteinte d\u2019un but particulier. Il s\u2019agit d\u2019un ensemble d\u2019activit\u00e9s coordonn\u00e9es, posant un probl\u00e8me et visant des objectifs pr\u00e9cis et en fonction d\u2019un calendrier bien d\u00e9fini. D\u2019ordinaire, une campagne de sensibilisation cherche \u00e0 proposer un message fort et clair, avec deux objectifs essentiels autour de ce message\u00a0: une prise de conscience concernant un probl\u00e8me et la modification des comportements face \u00e0 ce probl\u00e8me. Dans le cas ha\u00eftien, on r\u00e9alise assez souvent des campagnes de sensibilisation sur diff\u00e9rentes th\u00e9matiques\u00a0: droits humains, sant\u00e9, civisme, etc. Dans cet article, nous proposons quatre \u00e9l\u00e9ments fondamentaux susceptibles d\u2019aider \u00e0 une meilleure organisation d\u2019une campagne de sensibilisation en Ha\u00efti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\"><strong>D\u00e9terminer les objectifs de la campagne<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\">De prime abord, l\u2019organisation et l\u2019ex\u00e9cution d\u2019une campagne de sensibilisation passent par la d\u00e9termination d\u2019objectifs clairs, sp\u00e9cifiques et r\u00e9alisables. Le mod\u00e8le SMART peut \u00eatre utilis\u00e9. Que voulez-vous r\u00e9aliser via cette campagne\u00a0? Quels sont vos objectifs\u00a0? Quel est votre calendrier pour l\u2019atteinte de ces objectifs\u00a0? En effet, la d\u00e9finition des objectifs de votre campagne est un processus devant pr\u00e9c\u00e9der la mise en place de votre strat\u00e9gie. Par exemple, vous pourriez avoir un (1) objectif principal et des objectifs secondaires. \u00c0 noter que vous devez garder en t\u00eate vos diff\u00e9rents moyens (budget, ressources humaines, calendrier de travail, etc.) au moment de la d\u00e9finition de vos objectifs. Des objectifs irr\u00e9alistes, qui ne prennent pas en compte les r\u00e9alit\u00e9s de vos moyens, ne peuvent que diminuer vos chances de r\u00e9ussite. Le renforcement de ces objectifs passe in\u00e9vitablement par une phase de recherche, qui se tiendra en consultant des experts sur le sujet principal de votre campagne.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"480\" height=\"226\" src=\"https:\/\/i0.wp.com\/pappost.com\/wp-content\/uploads\/2020\/02\/ezgif.com-video-to-gif-1-1.gif?resize=480%2C226&#038;ssl=1\" alt=\"\" class=\"wp-image-1050\"\/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\"><strong>Trouver des experts dans le domaine<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\">Pour organiser et ex\u00e9cuter votre campagne, vous devrez ma\u00eetriser les bases de votre sujet. L&#8217;aspect communicationnel pour mener \u00e0 bien une campagne de sensibilisation peut \u00eatre de vos comp\u00e9tences mais, pour ma\u00eetriser les bases du sujet, il vous faut passer par une \u00e9tape de recherche qui est cruciale, importante. Elle conf\u00e9ra un poids factuel \u00e0 vos arguments et vous donnera une importante expertise de terrain. Il vous faut donc avoir plus qu&#8217;une compr\u00e9hension de base de votre sujet. Pour y arriver, vous devez en saisir la complexit\u00e9 ; sous peine de voir votre campagne marginalis\u00e9e. La meilleure fa\u00e7on d\u2019y parvenir est par la consultation d\u2019experts sur le sujet en question. Cette phase de recherche peut emprunter diff\u00e9rentes formes\u00a0: entrevues, focus groupe, recherche documentaire, etc. Il est essentiel de poss\u00e9der une certaine maitrise du sujet, afin de\u00a0: conna\u00eetre l\u2019\u00e9tat de la question en Ha\u00efti et dans le monde, \u00eatre au courant des campagnes similaires men\u00e9es ailleurs, trouver des pistes d\u2019innovation, voir les probables limites de votre campagne, comprendre comment d\u00e9finir votre message. Cette \u00e9tape facilitera la d\u00e9finition du message principal \u00e0 transmettre pendant votre campagne de sensibilisation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\"><strong>Concevoir le message principal \u00e0 transmettre<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\">Quel message souhaitez-vous partager\u00a0? Quels comportements souhaitez-vous changer\u00a0? \u00c0 quels impacts vous attendez-vous apr\u00e8s cette campagne\u00a0? Quel est le public-cible ? Autant d\u2019interrogations \u00e0 prioriser pour bien concevoir le (s) message (s) \u00e0 transmettre. D\u2019ordinaire, il s\u2019agit de pr\u00e9senter un constat sur une r\u00e9alit\u00e9 (par exemple, les cons\u00e9quences de la consommation abusive d\u2019alcool chez les jeunes), proposer des actions sp\u00e9cifiques (par exemple, promouvoir la consommation responsable d\u2019alcool), et s\u2019attendre \u00e0 des impacts factuels (la diminution des accidents de la route en p\u00e9riode festive, par exemple). La conception de votre message principal doit aussi se r\u00e9aliser en fonction du public-cible, en tenant compte de certains crit\u00e8res essentiels (sexe, lieu d\u2019habitation, niveau de formation, revenu, appartenance religieuse, etc.). Ne faites pas\u00a0l\u2019erreur de proposer un \u00ab\u00a0message universel\u00a0\u00bb destin\u00e9 \u00e0 tous.\u00a0L\u2019id\u00e9al serait de segmenter votre public-cible et les aborder avec ses sous-messages forts, sur mesure, issus tous du message principal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\"><strong>Les bons ambassadeurs dans les bons canaux de communication<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\">Qu\u2019on les appelle \u00ab\u00a0influenceurs\u00a0\u00bb, \u00ab\u00a0vedettes\u00a0\u00bb, \u00ab\u00a0ambassadeurs\u00a0\u00bb ou \u00ab\u00a0artistes\u00a0\u00bb, un fait est que dans le monde actuel, et en Ha\u00efti, il existe des personnalit\u00e9s qui ont un fort potentiel d\u2019influence sur le reste de la population. Ils \u00e9voluent dans des domaines diff\u00e9rents (musique, sport, mode, religion, politique, cin\u00e9ma, etc.), se retrouvent dans des groupes d\u2019\u00e2ge distincts, gagnent des revenus divers, etc. Le point commun qu\u2019ils partagent tous restent leur capacit\u00e9 \u00e0 pousser un nombre important d\u2019hommes et de femmes \u00e0 l\u2019action. Dans le contexte ha\u00eftien, ces \u00ab ambassadeurs\u00a0\u00bb sont des atouts pour la r\u00e9ussite de votre campagne de sensibilisation. Ils ont une capacit\u00e9 \u00e9norme \u00e0 \u00ab\u00a0l\u00e9gitimer\u00a0\u00bb votre message, parce qu\u2019ils vont le relayer. Le citoyen moyen va r\u00e9p\u00e9ter votre message, l\u2019adopter et le transmettre, car il a \u00e9t\u00e9 transmis par \u00ab\u00a0x\u00a0\u00bb ou \u00ab\u00a0y\u00a0\u00bb. Ce qui explique la n\u00e9cessit\u00e9 de trouver des \u00ab\u00a0ambassadeurs\u00a0\u00bb avec une audience appr\u00e9ciable (nationale si possible), du dynamisme et un profil qui d\u00e9fend les valeurs de votre campagne, de votre message. Il conviendra par la suite de placer leurs interventions dans les bons canaux de communication, pour maximiser vos impacts. D\u2019ordinaire, selon vos ressources budg\u00e9taires, on r\u00e9alise un mix entre la communication m\u00e9dia (spots audio et tv, interview, participation \u00e0 des \u00e9missions, publication de contenus sur les r\u00e9seaux sociaux, etc.) et hors-m\u00e9dias (affiches publicitaires, t-shirts\/ bracelets, flyers\/ brochures, banni\u00e8res, peintures murales, autocollants, etc.). Le choix des \u00ab\u00a0ambassadeurs\u00a0\u00bb et des canaux de communication a pour objectif de garantir l\u2019atteinte du public cible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\">La r\u00e9alisation de compagne de sensibilisation est courante en Ha\u00efti. Ces campagnes se tiennent sur des th\u00e9matiques multiples (droits de l\u2019homme, lutte contre la corruption, pr\u00e9vention contre des maladies infectieuses, etc.). Les d\u00e9tails techniques jouent, toutefois, un r\u00f4le cl\u00e9 dans la r\u00e9ussite de ces campagnes. En plus de comprendre les particularit\u00e9s de la population ha\u00eftienne, des contraintes structurelles (niveau d\u2019\u00e9ducation de la population, acc\u00e8s \u00e0 l\u2019\u00e9nergie\/ internet, appartenance religieuse, etc.) sont souvent des freins potentiels \u00e0 la r\u00e9ussite d\u2019une campagne de sensibilisation. On sensibilise pour influencer, pour changer. Et les meilleures campagnes sont bas\u00e9es sur les espoirs et les r\u00eaves du public plut\u00f4t que sur les craintes et les probl\u00e8mes. \u00c0 ces heures d\u2019inqui\u00e9tude et de monitorage accrue de certains probl\u00e8mes graves par la population ha\u00eftienne (ins\u00e9curit\u00e9, coronavirus, chert\u00e9 de la vie, etc.), la r\u00e9alisation de campagne de sensibilisation est capitale pour changer, pr\u00e9venir et influencer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Par Fr\u00e9d\u00e9ric Ch\u00e9restalSp\u00e9cialiste en Tourisme\/ Marketingpierrefredericcherestal@gmail.com Une campagne de sensibilisation est un ensemble planifi\u00e9 d\u2019activit\u00e9s&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1131,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[16],"tags":[33,86],"class_list":["post-1130","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-societes","tag-haiti","tag-sensibilisation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment r\u00e9aliser une campagne de sensibilisation r\u00e9ussie en 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