Implementation

Launching the campaign 

Decide on the scale at which you want to and are able to launch the campaign and solidify the launch strategy to ensure the campaign is reaching the right people at the right time. 

Consider whether a slow, phased approach would help you address any issues that may arise or if launching everything at once to have a large initial impact is best.

When developing a launch strategy consider the following:

• Who are the trusted messengers and ambassadors in the affected community? Leverage the partnerships you’ve developed throughout this process to enlist community members, influencers, and early adopters who can help provide credibility to the campaign.
• What channels are you using? Ensure the media used is accessible and familiar to the intended audience.
• When is the right time to reach the intended audience? And how often?
• How are you determining success?

Hosting a kickoff event

Determine whether a kickoff event would be beneficial to the health communication campaign. Involve members of the intended audience to make this decision and consult with them to determine what an effective event would look like.

Getting media attention

Clearly communicate why the campaign is important and newsworthy. Develop a message that is clear and engaging to get people interested in the campaign.

Maintaining media relations

Manage and nurture media relationships with trusted contacts and with outlets that are important to our intended audience. If ongoing media coverage is important to the campaign, develop a plan to highlight the newsworthy nature of your cause and efforts.

Monitoring Implementation

Monitoring the implementation of a campaign is crucial because it ensures that the intended objectives and goals are effectively met. Continuous monitoring provides real-time feedback, allowing timely adjustments and corrections to the campaign materials and media strategy. When evaluating the campaign implementation, consider the following questions:

• Are you meeting planned deadlines?
• Is the campaign reaching your intended audience?
• How are individual components of the campaign working?
• Are there elements that are underperforming or not having the desired effect?

Information on this webpage was sourced from the CDC's Making Health Communication Programs Work Guide (CDC), CDCynergy, A Framework for Equity-Centered Health Communication, and Mackert, M. S., Lazard, A. J., & Love, B. (2017). Designing effective health messages. Kendall Hunt Publishing Company.