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This paper provides a description of the present structure and main channels of information, education and communication in Vietnam: the mass media; face‐to‐face communication; print materials; and opportunistic activities. These communication channels have traditionally been used separately, with limited inter‐sectoral collaboration for planning and limited resource allocation. This paper introduces an approach that has been designed to build on and strengthen existing capacity, quality and delivery of information, education and communication in Vietnam. The approach is based on the understanding that information, education and communication is more effective when a combination of channels is used as a part of the same intervention. The paper discusses some of the key challenges to transforming information, education and communication into a more sophisticated communication model. The paper may be of particular interest to practitioners in countries that are undergoing a similar transition and use similar structures and channels for communication.