Stop mistaking advertising for communication in development work.
In my years of practice in development communication, I have seen the word communication so casually used by individuals, NGOs, and government institutions that its true meaning is often lost. Too often, communication is equated with advertising — a logo here, a flyer there, a jingle on radio, or a campaign slogan splashed across billboards. This narrow view reduces communication to publicity, and publicity to noise.
But communication is not advertising.
Advertising is about visibility. Communication is about meaning. Advertising seeks to sell; communication seeks to connect. Advertising flows one way — from sender to receiver. Communication, especially in development, must flow both ways — involving dialogue, listening, participation, and shared understanding.
When NGOs and institutions mistake advertising for communication, they risk pouring millions into campaigns that look good on TV but fail to touch lives in reality. A billboard cannot change behaviour if people were never part of the process that shaped the message. A jingle cannot build trust if communities do not see themselves in the conversation.
True communication is participatory. It is the process through which people make sense of their world, exchange experiences, and agree on actions. It requires humility to listen, patience to engage, and creativity to use both indigenous and modern approaches that resonate with daily realities.
Development communication is not about promoting the brand of an organisation. It is about co-creating solutions with people. It is not about the loudness of a message, but the depth of its acceptance. It is not about visibility metrics, but about lived impact.
As long as institutions continue to mistake advertising for communication, results will remain superficial. But when they embrace communication as dialogue, participation, and empowerment, development work becomes truly transformative.
That is why we must insist: communication is not advertising.
–Audu Liberty Oseni
Director, Centre for Development Communication
In my years of practice in development communication, I have seen the word communication so casually used by individuals, NGOs, and government institutions that its true meaning is often lost. Too often, communication is equated with advertising — a logo here, a flyer there, a jingle on radio, or a campaign slogan splashed across billboards. This narrow view reduces communication to publicity, and publicity to noise.
But communication is not advertising.
Advertising is about visibility. Communication is about meaning. Advertising seeks to sell; communication seeks to connect. Advertising flows one way — from sender to receiver. Communication, especially in development, must flow both ways — involving dialogue, listening, participation, and shared understanding.
When NGOs and institutions mistake advertising for communication, they risk pouring millions into campaigns that look good on TV but fail to touch lives in reality. A billboard cannot change behaviour if people were never part of the process that shaped the message. A jingle cannot build trust if communities do not see themselves in the conversation.
True communication is participatory. It is the process through which people make sense of their world, exchange experiences, and agree on actions. It requires humility to listen, patience to engage, and creativity to use both indigenous and modern approaches that resonate with daily realities.
Development communication is not about promoting the brand of an organisation. It is about co-creating solutions with people. It is not about the loudness of a message, but the depth of its acceptance. It is not about visibility metrics, but about lived impact.
As long as institutions continue to mistake advertising for communication, results will remain superficial. But when they embrace communication as dialogue, participation, and empowerment, development work becomes truly transformative.
That is why we must insist: communication is not advertising.
–Audu Liberty Oseni
Director, Centre for Development Communication