We at KETASE ChangeLab are a social innovation hub committed to driving meaningful impact through initiatives that inspire positive change. That is why we were excited when KETASE Group partnered with iQuest, a leading media company, to develop a comprehensive communication strategy for the National Registration Bureau (NRB). One of our key deliverables was crafting compelling content and impactful messages to boost public awareness of NRB services. However, before we could create these messages, we needed to gain insight into the current landscape, what people knew, what they misunderstood, and where the greatest gaps existed in NRB’s communication strategies.

Enter the NRB Awareness Assessment Survey, an exciting and eye-opening initiative that saw NRB, with the support of iQuest and KETASE ChangeLab, conducting a large-scale community engagement exercise across ten key districts across Malawi. The goal was simple yet profound: to assess people’s knowledge and perception of NRB services and, in turn, use that data to refine our communication approach for better reach and impact.

We hit the road, moving from bustling trading centers to remote areas and local communities, meeting people from all walks of life. From energetic youth to wise elders, busy market vendors to parents juggling daily responsibilities, each interaction offered a glimpse into how national registration services are perceived. Language barriers, differing levels of literacy, and varying sources of information all shaped the way people understood or misunderstood NRB’s role. Some conversations sparked curiosity, while others revealed deep-seated confusion, making it clear that there is still much work to be done in bridging the information gap. What stood out the most was the diversity in the way people receive and process information, reinforcing the need for a communication strategy that is as inclusive and adaptable as the people it aims to serve.

Beyond the data and statistics, what made this experience truly special was the opportunity to engage with communities firsthand. Connecting with so many individuals, hearing their perspectives, and understanding their aspirations for a more accessible and efficient national registration system was both enlightening and rewarding. The mix of enthusiasm, curiosity, and even skepticism we encountered underscored the importance of this work and the critical role that effective communication plays in governance and public service delivery. It was a reminder that awareness is not just about information, but about ensuring that every person, regardless of where they live or what they know, has the opportunity to fully understand and access the services they are entitled to.

One of the most eye-opening findings from the survey was just how many people had no idea about NRB services. Whether it’s registering a birth, getting or renewing an ID, registering a death, or even the special ID for foreign residents, a lot of folks were completely in the dark about these important services. Even more surprising, some people mixed up NRB with other government programs, which shows there’s a real gap in awareness. The insights gathered from this survey are invaluable. They will directly inform the development of messages that resonate with all demographics ensuring inclusivity in language, age, gender, and accessibility for people living in hard-to-reach areas and those living with disabilities. By understanding the existing challenges and misconceptions, we are now in a better position to bridge the gaps and create impactful awareness campaigns that truly speak to the needs of the people.

As we move forward, we are more committed than ever to ensuring that NRB’s messages reach the right people in the right way. With data-driven insights at our disposal, we are excited to craft engaging, informative, and inclusive content that empowers Malawians to take full advantage of NRB services.

Stay tuned as we roll out this new wave of awareness initiatives—because everyone deserves to be informed, included, and empowered!