This guide introduces a new approach to developing communication strategies at PATH. The SIM process—derived from strategy development, intervention redesign, and monitoring and evaluation—represents a first attempt to systematize three concurrent and interlinked strands of activity in the start-up phase of PATH communication-for-social-change projects. The SIM process is the result of learning from more than a decade of communication programming in the Kenya Country Program, refined and augmented through consultations with communications professionals in other PATH projects worldwide.