Step 4: Design your messaging strategy

✅ Review the insights you identified in the first step of campaign development. Which behavioral guidelines, principles and/or messaging approaches will help you best address the barriers you identified? The approach(es) that you choose should respond to the specific community challenges, concerns and questions that you have identified in your up-front research. 

✅ Perhaps people in your context have become complacent about the need to repeatedly vaccinate against polio. You may want to both highlight the risks of this disease, the protection offered through vaccination, and the ability that people have to choose vaccination to protect themselves and their families. 

✅ It is also important to choose the right messenger, as trust is the bedrock of vaccine decision-making. It should be someone who has the trust of your target audience; when in doubt, doctors remain among the most trusted messengers for healthcare information worldwide.