Communicating about air quality is not simply a matter of transmitting technical data. It means translating scientific evidence into useful social knowledge, building trust between citizens and institutions, and mobilizing support for the public policy decisions that protect collective health. This guide provides the framework for SICA technical teams and their member states to turn evidence into sustained public action.

​

The document is organized around three complementary principles: communication, which provides clear and accessible information; awareness-raising, which mobilizes values, emotions, and learning; and public participation, which transforms information and awareness into collective action and shared civic responsibility.

​

To bring these principles together, the guide proposes a three-phase pedagogical model — Know, Learn, Own — that allows institutions to organize their communication processes in a progressive and measurable way. The Know phase involves diagnosing and characterizing target audiences, their information channels, and their perceptions of air quality. The Learn phase consists of designing and delivering inclusive messages, selecting the most appropriate channels for each audience, and building the capacity of spokespersons and strategic partners. The Own phase focuses on evaluating the effectiveness of actions, documenting lessons learned, and ensuring the long-term sustainability of communication processes.

​

The guide identifies nine target audiences, each with distinct motivations, barriers, and preferred communication channels: children; adolescents and youth; young adults and the economically active population; older adults; women in caregiving and community leadership roles; health professionals; journalists and communicators; athletes and physically active populations; and rural, indigenous, and Afro-descendant communities. For each audience, the guide proposes pedagogical archetypes and tailored strategic key messages.

​

The guide is complemented by a practical Toolkit, which offers templates, tools, and concrete case studies so that technical teams can implement their own communication strategies without needing to be communication specialists. This step-by-step manual covers everything from the initial diagnosis to impact evaluation, including message development, channel selection, and the creation of basic communication materials.

​

Together, the Guide and the Toolkit form a complete working system: the Guide defines the what and the why of communication; the Toolkit answers the how.