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The ISMEA project was established by the government of Senegal with the support of the World Bank in order to improve the quality of reproductive, maternal, neonatal, child, and adolescent health and nutrition (RMNCAHN) services, increase their use and promote the adoption of behaviors conducive to the health of mothers, newborns, children and adolescents at the individual, family and community level. The project targets six regions in Senegal, namely Kaffrine, Tambacounda, Kédougou, Kolda, Sédhiou, and Ziguinchor. In the context of the project, ASKAAN’s objective is to elaborate and oversee the implementation of an accompanying communication strategy over the period 2021–2024. Through the integrated communication strategy, complemented by operational plans and tools, ASKAAN aims to promote social behavioral change, increasing the demand of RMNCAHN services and the adoption of other health promoting behaviors. The strategy has been designed in a participatory, inclusive and interactive manner, based on documentary and socio-anthropological studies to understand the knowledge, attitudes, and perceptions regarding RMNCAH-N services.