A Theory-Based Framework for Media Selection in Demand Generation Programs

Source
Johns Hopkins University Center for Communicaiton Programs

This guide is a resource to help increase the demand for the 13 reproductive, maternal, newborn and child health (RMNCH) commodities identified as underutilized by the UN Commission on Life-Saving Commodities (UNCoLSC) for Women’s and Children’s Health. The guide provides step-by-step information and practical tools to guide media selection (i.e., communication channels) for demand generation activities using a theory-based approach. The guide has a focus on information and communication technology (ICT) and new media channels, as there is little current guidance available regarding the selection of these channels.

This guide is intended for representatives of the government, health area experts, marketing or communication specialists, non-governmental organizations (NGOs) program managers and anyone else developing a communication strategy for demand generation programs that work to improve the demand for and utilization of RMNCH commodities and services. The guide can be used when designing a demand generation strategy and determining intervention approaches and activities.

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