The note looks at the strategy of the Malawi Social Action Fund (MASAF) in linking the roles of information, education, and communication (IEC), designed through a process known as "systematic client consultations" which involved nongovernmental organizations, communities, government officials, as well as donor participants. Given the budget for IEC activities was high, a public awareness campaign was launched early on, and follow-on programs reinforced the benefits from MASAF subprojects: it involves a two-way communication, where facilitators work intensively with the communities on identifying IEC needs, and gaps. Significant impacts of this free flow of information have been better working relationships between stakeholders, and improved trust among the various key players. Among the lessons learned, the importance for an IEC campaign to precede project implementation is reinforced, so as to inform, and shape opinion on project features, provided such communication initiative is followed up with a second wave of clarification, and by regular dissemination of project experiences, emphasizing the non-political, non-partisan nature of the project, enhancing responsiveness to community demands, and, highlighting adherence to publicly-stated norms.