"The Polio Communication Global Guide is a how-to manual for planning and building effective mass media and interpersonal communication strategies with the ultimate goal of eradicating polio. This document outlines UNICEF’s global approach to polio communication informed by data and on-the-ground experience with a focus on reaching the hardest-to-reach populations in the final polio reservoirs of the world. It provides a comprehensive strategic framework and identifies the key steps of planning and executing an effective and adaptive polio communication response from mass media all the way down to interpersonal communication [...] Previous polio communication strategies often utilised risk communication and targeted individual caregivers with facts about polio and polio vaccination. The new polio strategy is specifically designed to address the dynamic perceptions and social norms that deter caregivers in the remaining 1% of the world from vaccinating their children. Our shift to social norm communication is grounded in recent polling research on populations affected by polio in endemic and outbreak contexts, and their responses to polio eradication efforts. Primarily, this research shows the prevalence of unsupportive social norms in high-risk areas." (Introduction)