Producing and Managing an SBC Mass Media Campaign

Providing a step-by-step operational guide, this practical toolkit equips public health practitioners and media managers to design, produce, broadcast, and monitor effective social and behavior change mass media campaigns. The resource grounds campaign creation in behavioral theory, audience insights, and rigorous pre-testing to ensure that creative content achieves meaningful programmatic impact. It features adaptable blank templates, detailed execution instructions, real-world campaign examples, and a campaign development Gantt chart to streamline time-intensive vendor contracting and production timelines. Strategic planners and creative agencies can leverage these gold-standard protocols to guide media production and align complementary community-level communication channels.

Last modified: July 26, 2026

Language: English

Source: Johns Hopkins Center for Communication Programs

Year of Publication: 2025