Communication plays a major role in enacting the changes needed for sustainable development. Many stages of management such as vision development, planning and action, and building consensus are relying heavily on communication. Therefore it is necessary to grant a special attention on how communication is planned and delivered, but also for the assessment of communication’s impact. There a range of options for communication that should be combined by taking in account the needs and interests of stakeholders. Out of the components of strategic communication it is built a reasoning that supports non-formal education initiatives. This departs from the competences recognized for sustainable development education and is developed with a number of case studies.