Step 5: Develop (and test!) your messages and campaign

🚀 Now it is time to design the actual messages that will form the core of your campaign. These messages should move beyond generic key messages to incorporate the behavioral principles and messaging approach(es) that you have selected in the previous step. It is important that the creative elements in your campaign reinforce these messages and are compelling and contextually relevant.

Whenever possible, test your messages with a subset of audience members to ensure your messages are well understood and received. Make any needed changes based on the feedback you receive prior to public launch.