The Follow Who Know Road Campaign in Nigeria: Development, Impact and Lessons Learned from a COVID-19 Mass Media Campaign

Breakthrough ACTION-Nigeria in collaboration with the Government of Nigeria strategically chose to use a mass media campaign as an approach that would shift behaviors around COVID-19. This campaign, named Follow Who Know Road, aimed strategically to reduce COVID-19 vaccine hesitancy, increase testing among people who are symptomatic or exposed and ramp up adoption of COVID-19 prevention behaviors among suspected and confirmed cases.

This brief  articulates the systematic process of developing the Follow Who Know Road Campaign even amid a crisis like the COVID-19 pandemic. SBC practitioners and programs can apply this process for effective development of SBC mass media campaigns from start to finish.

Source: Breakthrough ACTION Nigeria, Johns Hopkins Center for Communication Programs

Date of Publication: November 20, 2023