Guidelines for communication around sensitive topics

The Make Way programme aims for everyone to be able to realise their sexual and reproductive health
and rights (SRHR). In order to do so, we address topics, including personal identities and characteristics
as well as health services, that are highly sensitive because of negative or conservative societal, judicial,
religious or cultural views. That is why it is so important for all parties involved to review their
communication material carefully, to avoid jeopardizing their own safety, that of the programme or of
the partners to the programme.

This guide is designed to help you to professionally navigate complex topics whilst balancing a
progressive agenda with respectful diplomacy. It contains general guidelines around communicating
around sensitive topics, but it is not intended to be a complete guide to developing communications
material nor is it context-specific.

Most sensitive topics

The Communication Forum has made an inventory of the most sensitive topics within the different
Make Way contexts. The issues most frequently named as sensitive are:

• Abortion
• The LGBTQIA+ community
• Sex workers
• Comprehensive sexuality education
• SRH Rights
• Access to contraceptives

Some topics are sensitive in more specific countries, like teenage pregnancies or contraceptives. You
can find more information about the sensitive topics per context, including alternative wording at the
end of this document.

1. Be aware of your space

Always be mindful of the context of the advocacy space in which you operate and adjust your
language accordingly. Be aware of and sensitive to other cultures and practices, including their
values, manners and stereotypes. What is the current societal view on these topics, what are the
existing laws in the country and/or region and what words do they use? Frame the issues around that,
whilst keeping your more progressive goals in mind, as an open dialogue between duty-bearers and
society is always helpful.

2. Terminology and framing

Sometimes, issues can be too sensitive to explicitly mention. Instead, you can imply or opt for more
acceptable and publicly recognizable synonyms. For example, by naming sex workers ‘pleasure
consultants’. However, alternative wording can also be risky. For example, members of the LGBTQI+
community are sometimes called ‘key populations’ or ‘key pops’, which can be de-humanising, so
always consider your words carefully. Another way to avoid naming specific identities, is by
emphasising the intersectionality, how identities overlap and compound, and how we want to ‘leave
no one behind’. This one is especially important and useful within Make Way. Services tend to be less
controversial when you frame them in terms of healthcare. For example, by talking about “patients”
instead of “people” or “clients".

3. Honest and accurate information

All messaging around sensitive subjects should be honest, accurate and clear. Even in places where
the issue is illegal, it is not illegal to recognise it as an urgent issue or common occurrence. Focus on
the reality and use that to counteract stigma and misinformation. We have, just like anybody else, our
own personal beliefs, values and experiences. But whilst communicating externally, it is important to
present it very matter of fact, without judgment. For example, when talking about homosexuality, you
can mention the percentage of people who identify themselves as homosexual. With this approach, it
is always advisable to provide references and resources for further information.

4. Stigmas and stereotypes

It is easy to unintentionally stigmatize services or identities through inaccurate or negative and value-
laden language. So instead of “HIV-positive people”, say “people living with HIV” (their HIV status is
not their entire identity). Appreciate the nuance, complexity and diversity of people's experiences and
circumstances, by refraining from simplifications, generalisations and binaries such as safe/unsafe,
legal/illegal or right/wrong.

5. Imaging

Just as you should choose your words wisely, you should also choose your imagery wisely.
Demonstrate diversity by showing a range of people (different ages, ethnicities, professions etc.), that
reflect the intended audience of the material. Are individuals recognisable? Then consider whether
this is appropriate and safe for the person involved. Do they understand the possible consequences,
and do you have full permission to use their image? You can choose to use photos where people are
not as recognisable (e.g. shots from a distance) or by using cartoons. Be careful with blurring a face
though, as this implies shame and wrongdoing. Avoid shocking imagery in general – they can cause
distress and anxiety to viewers, and they are prone to misinterpretation.

6. Check

Involve the intended audience as much as possible during the development of your communication
materials. This will help you to be as responsive as possible of your audience's needs and
characteristics like level of literacy, values, beliefs, identities and emotions. When in doubt, ask your
(communication) colleagues in your context for their opinion before externally communicating, as
having different opinions helps you to make informed decisions.

7. Personal data

ALWAYS be careful in communicating personal data, including contact details of colleagues,

collaborating partners or marginalized groups. This includes being careful about mentioning certain
aspects of someone's identity and the sharing of photos.
Sensitive topics per context
Ethiopia
High-risk topics • Abortion
• LGBTQI
• comprehensive sexuality education (CSE)

How to deal with them • Everything has to be culturally appropriate (e.g. using Unesco
definition for CSE). Indirect wording. Check all external material
with the Ethiopian team before publishing.
• All pictures/visuals must include a wide variety of people and first
have to be checked by Ethiopian colleagues.

Alternative wording • Learning about your body, your health and your boundaries
• Keep it general: address sexual/reproductive services for
marginalised groups.

Kenya
High-risk topics • LGBTQI and abortion are illegal in Kenya
• Queer population
• Comprehensive sex education

How to deal with them • Everybody has a right of bodily autonomy. Challenging social
norms
• Intrinsic value/dignity of every human person is respected in
Kenyan constitution
• Key population- has been widely embraced!

Alternative wording • Youth with intersection/intersecting identities

• Alternate gender identities
• (Age-appropriate) sexuality education

Rwanda
High-risk topics • LGBTQI
• Sex workers
• Abortion

How to deal with them • Not mentioning specifics groups. In general: ‘leave no one behind',
marginalised youth with compounded vulnerabilities

Alternative wording • Sex workers are sometimes called ‘women selling their beauty’

Uganda
High-risk topics • LGBTQI, Sex workers and abortion are all illegal in Uganda

How to deal with them • We deal with them through generalizing them as minoritised
youth, leaving no one behind but still finding a way on how we can
‘package’ them while addressing them

Alternative wording • LGBTQI are also known as SOGIEs , key population or key pops, or
gender-expansive persons.
• Sex workers are sometimes called ‘pleasure consultants’
Zambia

High-risk topics • LGBTQI are outruled; they do not fit in a Christian nation.
• Sex workers are by definition female, males are never mentioned.
Their work is illegal.
• Abortion is only in very limited and specific cases permitted
• Comprehensive sexual education is considered not suitable for
youngsters
• Use of the word ‘gay’ and ‘homosexual’ - common words
associated with ‘immorality’

How to deal with them • Use general terms, like ‘leave no one behind'

Alternative wording • LGBTQI are also known as key population or key pops

RGT

High-risk topics • The high-risk topics of the contexts: LGBTQI, abortion, sex
workers and sex education.
• Additionally: contraceptives for teens and ‘comprehensive’ sex
education.

How to deal with them • Be context specific

• Be mindful of the regional advocacy spaces we would engage in.
What wording do they use? What laws do they have? Analyse their
policy documents and frame around that.
• Opposition monitoring
• Be mindful of internal vs external communication
• Emphasise intersectionality. We don’t deal with stand-alone
issues, but rather how they compound and increase.
• Framing in field of health terms, makes it less controversial.

Alternative wording • Sex education instead of ‘comprehensive’ sex education.

• Women instead of feminist
• Try to use 'non-threatening' wording