DAR ES SALAAM, Oct. 9 -- OVER the past several weeks, I have used this column to reflect on public communication campaigns, drawing from some of the experiences and lessons I have gathered during my years in the profession.

We have discussed why strategy must come before slogans and channels, why some campaigns connect with people while others disappear almost as soon as the posters come down and why communication must ultimately go beyond visibility to create understanding and, where necessary, influence action.

As I bring this series to a close, I have been asking myself where this conversation should end.

I could write another article about campaigns, messages or audiences, but that would leave out what I believe is one of the most ...